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 06-08 March 2018 / ExCeL, London

Blog: Getting value for money from your events strategy

Monday 11 September

Getting value for money from your events strategy

Attending a trade show or industry event takes time, planning and a significant chunk of marketing budget. So how best to approach live events to get the best value for money?

Have a clear objective –

Think carefully about what you want to achieve. Take time developing your live event strategy, so that your message is clear to visitors. Ensure your stand team know why you are exhibiting, what is expected of them and have clear measurable objectives.

Trade shows can be a great way for launching a new product, establishing your brand or changing perceptions about an existing product. And this is supported by the latest Construction Media Index research, from Competitive Advantage Consultancy Ltd. It indicates that the top reasons for attending an industry event are: to learn about new products and services, to stay informed of current thinking and to network.

Use your exhibition stand as a launch pad –

Consider how to utilise other areas of the exhibition floor, can you get involved in seminar or conference zones. The Construction Media Index research shows that across all decision makers 42% attend 1 to 6 seminars in a year, with almost 60% attending at an organised event.

Delivering CPD has the benefit of opening doors, meeting many specifiers at one time and can often end with a discussion about a specific construction project opportunity. It can also help position the organisation and the person who delivers the material as a Trusted Advisor.

Engage with the right people –

Visitors to your stand will expect your staff to have impeccable product knowledge and more importantly be able to convey what’s new. They will also want to know how your products compare or differ from your competitors.

It is important your stand team, between them, has strong technical knowledge. Equally important is that your staff focus on the right visitors, the potential customer, and politely move on ‘window shoppers’. They need to be able to establish which visitors are serious about doing business with you, by asking open questions to gauge interest, learn of timelines and budgets and who, if not the visitor, is the key decision maker.

Capture information –

You put a lot of time, effort and a sizeable slice of your budget into attending the show, so it is important you focus on getting the lead handling process correct. Think about what information you wish to record – simply contact details to grow your database and/or more in-depth information for potential sales.

Maintain a buzz –

You can get more longevity out of an industry event or show by generating pre-show and post-show marketing. This should include announcements about new product and orders secured – which organisers love to promote.

Around the show dates make use of the channels provided by the organisers, such as promotion on their website and in their emails, or negotiate some bespoke activity as part of your exhibition package. Look at listings in trade publications that are publishing exhibition previews. Make use of social media channels.

To understand which communications channels are best when engaging with your target decision maker consider purchasing the Construction Media Index. The Construction Media Index researches construction professionals, asking them questions about their journal readership, blog readership, social media activity, use of product directories and CPD requirements and more. It is an invaluable tool for the construction marketer looking to plan their communications strategy, prioritise budgets and influence specification of their construction product.

Don’t miss the research release. Register your interest today and obtain a 10% discount on the purchase price

The Construction Media Index is the only impartial research report for the construction industry on traditional and digital communication channels. To ensure complete impartiality no publishers of media have been involved in either the compilation of contact lists or subsequent phases of the research. The research is supported by Ecobuild and Barbour ABI and is sponsored by: CIB Communications, MRA Marketing and Ridgemount PR.  

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