A Recipe for a Successful Conference Campaign

Vidyard Presents:

By Joe Gelata

A RECIPE FOR

CAMPAIGNCONFERENCEA SuccessfulA Successful

If you’ve invested in a booth at a conference you have one main goal:

Generate Sweet Leads!

To generate these gourmet leads, you’ll need to:

Drive traffic to your booth to convert visitors to leads in person

Open a communications channelindependent of the conference

Some marketers forget about the secondary communication channel to support in-person efforts, but there’s no guarantee a prospect will drop by

to meet you in person. A targeted email campaign can make all the

difference at conferences.

First, you’ll need thesecampaign ingredients :

To support conference goals and a targeted email campaign, you should craft the following assets:

A campaign landing page

A spicy video you make exclusively to

communicate your attendance at the conference

Let’s Start withthe Landing Page

When creating your landing page, be sure to include the following:

Entertainment: Use a hook to entice visitors to

read through your info; that’s where the video

comes in!

A summary of who you are and what you do

An announcement that you’ll be at the conference

Where you’ll be located in the building

A summary of presentations you’re involved with

at the conference

An example of an optimized landingpage featuring video:

Here’s a landing page we created for our Dreamforce campaign:

(click to visit and watch the video)

Use an Entertaining Video You’ll notice the video we include. Videos sit front-and-center on landing pages and serve as the feature amidst all other info.

Adding an optional email gate for lead

generation

Including a pop-out call to action or contact

form leads can engage with

Optimize your video feature by:

Promoting Your Campaign

Twilio: A service that immediately connects prospects to

your team by phone

YouTube retargeting ads: Remind your prospects you

have a booth with a pre-roll ad on YouTube (use the

bloopers or cutting room floor footage of your feature

video as your ad!)

Along with traditional distribution: Email, Twitter, Facebook, blog posts, LinkedIn, etc. we’ve had luck with the following channels:

Promotion Continued …Automated InMail: LinkedIn InMail

has a much higher response rate

than email because it’s done through

connections you know and is a

peer-to-peer method.

The downside is you can only send

one at a time (we’ve found a

workaround, but we’ve gotta keep

some secrets).

Tips to Rock YourConference Campaigns:1. Use video: Increase CTR in email and generate

awareness to drive booth traffic

2.Offer a method to contact sales: Why wait if

someone is interested pre-conference based on your

video message?

3. Provide a branded conference map: Drive

awareness of your location in a fully-branded map

of the conference space

4. Schedule meetings with prospects late in

the funnel:

Conferences are busy, focus on meeting up with

late-stage prospects in-person

Check out my blog post with more detailed info on

this topic here:

www.vidyard.com/blog

Subscribe to our blog here.

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