Splash Checked-In podcast host Camille White-Stern recently got real about maximizing your presence at third-party events. Because showing up is just the first step, and we're all about going the extra mile for brand awareness and driving revenue.
First up, understanding your audience. "First and foremost, a deep understanding of who they are," as Camille points out, is essential to success. This goes beyond just knowing your target audience; it's about diving deep into the needs and wants of your potential attendees. For starters, what are their points and challenges? How can your product help them resolve these issues? Each type of event — third-party events in particular — typically curates a different kind of audience.
Ensure you have the right "boots on the ground" to speak to your audience, whether salespeople, the marketing team, product specialists, executives, or a combination. Each event differs, and having a deep understanding of who your target audience is, what their needs are, and ensuring you have the right people at the event to support you is a critical factor for turning attendees into potential customers.
Now, let's talk about "engineered serendipity," as Camille calls it. Engineered serendipity is about creating the "aha!" moments that attendees will remember. When it comes to third-party events, this moment doesn't necessarily happen during the event itself, and the companies that take an event-led growth approach have a deep understanding of the need to supplement your presence at an event with curated opportunities off the showroom or conference floor.
These curated opportunities can come in the form of a VIP dinner or lunch and learns, or, as Splash has done in the past, a unique event to promote attendee wellness, like a yoga class or juice bar.
Size isn't everything. "Micro events are winning," Camille notes. As mentioned above, micro-events, like VIP dinners, are in-person events that are specialized, intimate, impactful — and targeted.
The type of event you choose can make a significant impact on attendee engagement and new audience creation. Splash, for example, hosts micro-events like Magic Spark dinners and yoga classes to connect with a hand-selected group of people we'd like to speak to in a more intimate setting.
"Make sure the goals are clear, crystal clear," Camille advises. Your marketing strategy should be as straightforward as your morning routine. What metrics are you tracking? Is it event promotion, attendee engagement, or maybe lead generation? Whatever the goal, it’s critical to ensure the entire event team is on the same page and working together toward the same goals.
And don't forget about the goal once the event is over. You should revisit event metrics — at a minimum — 30, 60, and 90 days post-event. Opportunities move through the funnel or stall, and following the progress post-event is critical to success. Is your sales team keeping in touch with the connections they made? What about nurture emails or event invites? Events shouldn't be one-and-done, and goals don't hit themselves.
"A playbook isn't a suggestion; it's a necessity," Camille emphasizes. Think of it as your event management command center. It's not just a binder filled with templates and schedules to keep planners organized. Oh no, it's way more than that.
First, your playbook should include a comprehensive marketing strategy. Are you focusing on brand awareness or lead generation? Make sure your goals align with the metrics you're tracking.
Next, let's talk about partnerships and sponsorship. Who are your allies in making this event a hit? Your playbook should have a section dedicated to potential and confirmed sponsors, complete with contact information and any agreed-upon terms.
Don't forget social media strategy. Which social media platforms are you going to use? What's the event hashtag? Plan out scheduled posts as well as real-time updates. You might even want to include pre-written press releases and email marketing templates for quick distribution.
Last but not least, keep a section for the previous year's data if this isn't your first rodeo. What worked? What didn't? What customers attended last year? Use this data to inform this year's strategy and refer back to it during the event.
Your playbook is your roadmap, your bible, and your lifesaver when you're in the trenches of event promotion and event attendance. It's the tool that turns you from a participant into a contender in the world of event marketing.
Once you're at the event, it's go-time. "You need to ensure each rep has a personal game plan," Camille suggests. From check-in to event attendance, every RSVP should be a calculated move. But let's break it down a bit more.
You must have a check-in system that's as smooth as butter. Whether it's QR codes or name tags, ensure your event management software can support your needs.
Next, consider on-site event promotion. Got a trade show booth? Make it Instagrammable. Hosting a webinar or participating in a panel discussion? Try live streaming it or record snippets for later social media posts or podcasts.
And don't forget giveaways or raffles. While you’re not there to just collect contact information, these tools can help you secure meetings and engage in meaningful conversation. And, who knows, maybe your post-event email marketing campaign turns up a lead you wouldn’t have captured otherwise.
"Having updates basically in real time was so valuable," Camille shares. Whether you're using social media platforms or an event hashtag, real-time updates are a must. But how do you make the most of it?
Assign a team member to handle social media exclusively during the event or share the responsibility by creating a schedule. Share real-time updates and photos, and even consider going live on platforms like LinkedIn or Instagram to capture critical moments.
Use your event hashtag consistently. Encourage attendees to use it as well; this not only boosts brand awareness but also creates a digital footprint of your event that you can analyze later.
"Keep the lines of communication open," Camille reminds us. Seamlessly integrate your follow-up strategy, contact information gathering, and email marketing for maximum impact.
We all know email marketing isn't just a one-and-done deal. The cycle starts with event promotion and goes through post-event follow-up. Segmenting your email list to target different groups: potential attendees, confirmed attendees, and past attendees, so you can tailor your messaging to be as relevant as possible.
Remember, too, that these emails are an excellent opportunity to expand your content marketing. Use your emails as a platform to share valuable content like webinars, podcasts, or even press releases. This not only keeps your audience engaged but also positions you as a thought leader in the event marketing space.
Don't underestimate the power of automation in your email marketing strategy. Automated emails can help you send out invitations before the event, real-time updates during the event, thank attendees afterward, and even gather feedback through post-event surveys.
And speaking of feedback, don't forget to include a strong call-to-action (CTA) in your emails. Whether directing them to your landing page for the next event's registration or asking them to share their experience on social media platforms, a good CTA can go a long way.
Last but not least, track your metrics. Open rates, click-through rates, and conversion rates can give you valuable insights into what's working and what needs tweaking in your email marketing campaigns.
From understanding your audience to setting clear goals, these strategies are your toolkit for maximizing your presence at third-party events. "So, for your upcoming event, don't just show up — show up prepared, informed, and ready to engage new audiences," Camille concludes.
So, what are you waiting for? Make your next event not just good but legendary.
Ready for more? Check out the full version of this episode of Checked-In with Splash on YouTube, or listen wherever you stream your podcasts.
