Conference marketing – on premise and off – 5 winning strategies that drive leads
We know you invest a lot in your conference participation. From booth development and construction, collateral and giveaways, to the staff sent to man it, a conference is no light commitment. Yet so many times up and down the aisles of conferences big and small, there are the winners – with people lined up to see what it’s all about, and the ones that miss the mark – booth managers sitting dejected behind a dish chock full of give-away pencils.
It’s not always about the product or service at hand. You wouldn’t be at the conference if the topic missed the mark, and people generally don’t go to conferences unless they have an interest in or work in the industry or subject being presented. Therefor we will factor that there is an inherent relevance. Attendees have some level of interest in your offering and you have some level of interest in speaking with them.
So why does it go downhill from there? There are 5 key, easy to identify challenges which many managers find hard to overcome. We’ve provided the strategies that will help you make your conference participation worth the effort.
How to fix it: Get the list of attendees ahead of time, send a personal note (postcard, email or letter); PIXEL (cookie) the email or landing page of the promoted website where people will go to get more information, and add those individuals to a remarketing campaign counting down the weeks/days to the event. Reaching folks digitally is a great way to stay in front of them with your brand in a fun, consistent way so when they get to the conference, they have instant recognition of who you are and what you do, because of course, you will have read item #2 to reinforce this.
Include a special offer so if they stop by your booth and have the secret code – they get something unique or useful. One of my favorite uses of this tactic was a group who sent out actual invitations prior to the conference, including a branded coffee mug. In the letter, they asked prospects to come by their booth and meet with them to pick up the coffee to go with it (a $10 Starbucks card). Bribery? Maybe – but it worked, and people responded. Remember the theory of inherent relevance. Plus, you control who gets these special offers, tailor them to the industry, have fun with them or make it practical.
Is there a conference app? Most conferences are implementing conference apps like SummitSync to help conference goers network and communicate before the conference, during the conference and to stay connected after. Use it! SummitSync is a social app for conference goers. You can quickly identify who you want to connect with, make appointments to meet and broaden your network, maximizing your time in attendance.
Use Lists. Have a check off list for everything you need to take, pull everything together a week prior and make sure you know the shipping dates and policies for the event;
Have a calendar – set dates to complete you pre-marketing efforts; your pre-booked appointments, travel times and post event follow up activities. Treat it all as if it was a very important meeting, and you can’t miss any of them.
How to fix it: ALWAYS put your best foot forward. Anything less and people will judge you for it. Invest in the best booth you can, make sure your collateral is up to date or don’t use it – offer an online version instead, organize what you need days ahead – do a mock set up to see how it all looks, and train your people! Give them talking points, arm them with samples, role play and ask challenging questions. Make sure your message and brand are familiar to attendees by following the tactics in #1 and repeat that message throughout the conference.
Reinforce that message by geotargeting the conference center and all the hotels within a logical 1-10 mile radius, and follow up your branding message with digital marketing to targets in the comfort of their hotel room or over dinner in a nearby restaurant. Put out a NEW special offer to get them to stop by – maybe a conference survival pack with chocolate, water, extra coffee, and some cozy socks for weary feet at the end of a long day. Put your spin on it but make it meaningful. Have people register online for the goody pack and come by the booth to pick it up – that way you have prospect information being collected even while you are hitting the gym off hours.
How to Fix it: If you’ve done your homework from items #1 & 2 and planted a few seeds, even set up some pre-determined meetings, you’ll have people lining up to see what all the fuss is about. Promote designated times for demonstrations; don’t fall for gimmicks – I once had my photo taken with Cinderella at a health conference – I had absolutely no interaction with the booth who sponsored her – just stood there taking up their booth space saying “Cheese” – Gimmicks might get people to your booth – but not the right people. Instead offer live demos, compelling video on a big screen of people using your product or service and making their lives better because of it, or a Q&A session with the founder or inventor, developer, family, CEO or best client. Better yet – brand yourself ahead of time with special invites to have a personal demonstration or meeting.
How to Fix it: For every business card collected have a next step identified – is it a call to discuss? – set a day and time as you collect the card, or is it a referral to someone in your organization – send an email intro in the moment. Identify the specific follow up activity for each lead or prospect and assign a deadline. Prioritize. Follow up with the most pressing and most relevant leads first. Delegate. If you have the support, delegate unqualified leads to someone else. In addition, do broad follow up to the list of attendees, reach back out digitally and retarget prospects who ended up opening an email or going to your website, use the conference app to check back in with connections and make the most of your time and budget by not missing a moment to do business with the people you deemed worthy to spend your time with.
How to fix it: There’s no reason for this. Today’s technology allows for easier tracking than ever. Most CRMs provide features to identify leads with source codes. Digital campaigns can be tracked and funneled into your pipeline with campaign codes and even if you are working with simple excel spreadsheets – add a column identifying your lead source. Follow the dollars. Use the data to justify your expense in both materials and time.
Simple improvements in each of these areas will help you shine at your next conference, have a deeper understanding of the impact you are having on your bottom line and make it easier and less stressful as you drive more qualified leads. For more information about geotargeting and retargeting, give us a call today. Enradius 800-838-1184.
Geotargeting is a great way to get your brand or services in front of the decision makers you need to reach. From the C suite to HR, middle management to small business owners – find their digital footprint. Then position your business in front of them, seamlessly, as part of their everyday online experience.
In the previous post we covered curated ads. Ads directed to a targeted profile, receptive to the message based on demographics, behavioral and geographical markers. Here we will dive into how this applies to B2B.
Your brand’s online presence is a critical component of your overall brand perception. As mobile has overtaken desktop, and more time is spent online, more conversions happen in this space. Businesses need to have a greater presence in this conversation. Here are strategies to leverage to drive effective B2B results with geotargeting and retargeting
Don’t have time or the interest to do all this? Don’t panic, give us a call. We can help.
Enradius digital geotargeting and retargeting puts you in front of the business decision makers you are trying to reach. We have the expertise in developing digital strategy customized to your organizations’ goals and needs. And we practice real time monitoring of campaigns to make adjustments in order to maximize your impact. You don’t get that from an automated platform. Try the B2B geotargeting recommendations out for yourself or let us help you manage your digital campaigns. We’re good at it.
Continuing the discussion on keeping it relevant in marketing in order to engage with your target audience, and the demand in the marketplace for everything curated.
When we look across the digital market we see something for everyone – an entire universe of information, products and services. We can search for anything. A-ny-thing.
Digital has also given marketers the ability to layer data to reach individuals who most closely match ideal customers. Add to that today’s mobile environment, and we have the ability to geographically target in real time. This is pretty exciting stuff.
What does that mean to a consumer? Ads that are meaningful to one’s interests and needs that enhance the online experience. What does that mean to a marketer? It means effective CPMs with a higher level of engagement. It’s all based on relevancy to the receiver.
In a market where everything from razors to music, news feeds, entertainment, groceries, and fashion accessories can be served up in a curated fashion, subscribed to for convenience and novelty (such as Nature Box and Amazon Pantry,) we need to think of marketing messages in the same way. No longer are marketers beholden to the red car approach to marketing. (The approach that you keep putting your ad out there in the hopes that when a person is ready to buy a new red car, that your ad then become relevant, and registers with that consumer. The same thing applies to homes, mattresses, sofas, legal services, etc.)
We’re not talking about branding, that’s a whole different conversation. We’re talking about calls to action with intent to purchase, or sign up, or engage. Products or services that meet a specific need. Some, like razors and groceries, are consumable, some like mattresses and cars, are big ticket items, and some like Netflix and Pandora are services.
Really, any product or service can benefit from a curated approach to advertising. Put your message in front of the people with whom it will most soundly resonate. This requires knowing your audience.
In the decades before digital, marketers relied on print, radio and TV which could segment audiences based on program, broad viewership or subscription base, and readership/viewership, survey-based demographics.
What’s changed is the ability to identify a viewer’s preferences across multiple categories and narrower geo-locations. So ads for a restaurant more than 30 miles away don’t muddy the online experience of an individual without a car. Or ads for a vision center don’t get lost on a person who doesn’t wear glasses.
Essentially, what we are talking about is digital ad curation. Ads that reach you based on your wants or needs, even the ones you didn’t realize you had, because of your digital profile. This is where profiling is a good thing! Ads that have meaning for the viewer, and a higher rate of engagement for the advertiser. Is it a hit all the time? Of course not, but the odds have definitely improved.
In magazines, the good ones anyway, the advertisements have long been regarded to add to the overall experience of the reader. This has been documented by many reader surveys, and part of what drives ads into this medium. We read a fashion magazine, and we pour over the ads by Calvin Klein, DKNY, and Prada. We appreciate the aesthetic and trend indicators they represent. Or the ads that offer up details about new products in skin care. For the most part the ads add to and improve the readers’ experience. This is in direct proportion to their relevancy to the readers’ interests.
Why is this? The content is specific to a topic, it’s a fashion magazine. The same principle applies to a travel magazine with ads for an exotic vacation or ads for an airline, luggage, travel guides, and resort wear. A business or news magazine will offer up corporate real estate, legal advice and banking. This is a simplified view but the advertisers who support topic specific magazines know that they are in good company within the pages to serve up information to readers who meet a defined demographic. And the readers place a value on the ads as enhancing their experience.
The more specific the topic, like bicycling or gardening, the more companies that service these interests can expect to engage with the readers. This gets more difficult to determine the broader the topics, like the news, or the weather. And it’s limiting to big brands at a national level or to some local zoned ads in the back of the book. Or complicated national ad buys across local networked (or not) publications. The same can be said pretty much for radio and TV, which generally have broader market demographics.
But in digital, and this is where it gets interesting, we not only have the very specific “readership” and “viewership” topics like fashion or sports, we have many data layers at our disposal for those who choose to play the game. We can target specific demographics of consumers as they take in the news and check the weather online as well as in topic specific websites.
It’s like being able to identify the garden magazine reader while they are reading or watching the morning news. We can take all of that topic specific targeting and apply it across the broader information sources. And through the digital ad networks, we can follow that person throughout their online experiences.
Our personal online profiles allow relevant ads to come to us in a seamless flow. Like if we are male or female. So yes fellas – this means no more feminine hygiene ads of any sort disturbing your viewership. And apartment dwellers? No lawn and garden ads required. Deliver these messages to the people who fit the user profile.
Apple’s CEO, Tim Cook, has made a big show over higher priced devices that “protect” user’s data profiles. But why is that a good thing? Anonymous tracking and data that enhances what I see and experience online is a welcome application in my book. The algorithms that allow for recommended items as I shop, or drive, are also “recommending” advertisements for things in which I have an interest. This ads to my digital experience.
Why marketers should pay attention to this: It’s a natural tendency to want to tell everyone about our business or product, but not everyone cares. Put your marketing budget toward reaching people where you can best engage them. Even with PSA’s (Public Service Announcements) – leverage your impact where it can do the most good!
The current smoking cessation campaigns by the American Legacy Foundation, branded “truth”, running on tv and cable are well done and compelling if even a bit controversial, but over-reached and wasteful. They are hitting households without smokers or youth (for prevention), in prime TV networks that aren’t cheap. Don’t waste foundation money on irrelevant markets. The “truth” campaign is targeting youth, and where do teens spend the most time? On their mobile devices. With teen smoking down to just 7%, as stated on the truth website, put your ego’s away and get smart about your ad spends. (the ad campaign won an Effie award in 2005)1
40 million adult smokers, many living in southern states that are tobacco friendly, are identifiable by geography, and demographics. The CDC’s marketing approach is more effective. Geographically based and across multiple media outlets, including digital. The CDC campaign targets individuals within population sectors that are most likely to smoke, including military and individuals with behavioral health issues that make them prone to the habit. 2
For B2B companies – digital gets even better. Stay tuned as we venture into the B2B sector in the next post of this 5 part series on engagement.
As always – the basic principles of good design, strong creative, and thoughtful execution apply. An ad is only as effective as the set up. A targeted message in a poorly executed package is still a bad ad. Check the phone numbers, make sure your links work, and track it.
Let me know your thoughts on curated ads – and the movement towards digital targeted marketing. It’s a fast changing mobile market and we’re just getting started.
“Engagement” is the buzz word at the top of the list this month. More than 10% of American Couples get engaged (6 million Americans plan to ask or accept a proposal) on Valentine’s Day, making it the number one day of the year for the momentous event. And for the 50 billion dollar a year wedding industry – that’s big business. But even higher on the buzz worthy list is “engagement” of a different sort. Fan engagement, employee engagement, patient engagement, political engagement – these are ever present topics across national conversations, in the news, and problem solving within the markets themselves. Engagement is what everyone is striving for.
In today’s heightened “information now” mentality, the population expects to be engaged across all sectors of the marketplace. Entertainment is on-demand, curated, and recommended; employee retention and productivity requires employees to be actively “engaged” with their work and their employers; in healthcare – patient empowerment, shared decision making, and informed consent through patient engagement are key metrics of success; the 2016 election requires party members’ support, activated grass roots efforts and debate turnouts. Across the board we’re talking about an increasing level of “engagement” from stakeholders.
So – how do we accomplish this? The key lies in making touch points relevant. Communications (ads, notifications, information) must speak directly to the issue, be interesting and visually appealing, and capture the attention of the intended target within 3 seconds or be deemed unengaging and therefore – irrelevant.
We are seeing more and more use of the term “curated” – from curated content to curated commerce2. What it boils down to is making things immediate, and relevant, for the consumer. From subscription commerce (think Dollar Shave Club and Birch Box) to Amazon’s “Recommendations for You” based on your shopping and viewing patterns, the Netflix and Xfinity on-demand entertainment models, to targeted digital ads that seem to stalk you throughout the internet reminding you of the pair of boots you abandoned in the Zappo’s shopping cart or the coffee table you lusted after on Wayfair – we are living in a customized consumer market.
Employers are encouraged to monitor the engagement of their employees in order to maximize productivity. With 71% of all employees not fully engaged, and the companies with engaged employees performing at 202% over companies without3 – the term “engagement” has significant ROI implications. While attributes like empowerment and inspiration are key factors of employee engagement, so too is communication. Meaningful communication that imparts the vision of the company (inspiration) and provides a sense of team and ambassadorship, keeps things relevant for the employees.
Similarly, in healthcare, engagement is being looked to as a strategic ROI driver. Engaged patients have better health (recovery) outcomes, engaged individuals have better success at managing chronic disease and preventing complications at a huge cost savings.4 But in the case of healthcare – the debate is heavy on the definition of “patient engagement”. Just having a patient portal or remote monitoring technologies in place is not enough. With adoption and usage rates lower than 10%, Electronic Medical Record systems and patient portals alone do not equal patient engagement. We need people to actively use them.5
The upcoming election has spawned an uptick in political engagement. The absurd number of Republican candidates alone has breathed new life into the party as issues and debates, jabs and sound bites rock the news across both parties. With a record setting 6 billion dollar projected political ad expenditure for 2016, the LA times reported that “The nominating process has taken on a higher profile with a more crowded and contentious field of presidential candidates and no White House incumbent running for reelection. Televised debates have drawn higher TV ratings.” but “the primary reason for the increase, observers say, is that campaigns and political fundraisers have figured out how to more fully exploit super PACs to raise huge sums of money to help their favorite candidates.” 6 That is to say – they’ve made it very relevant.
Why blog about this? Because we can be relevant in all these areas and more. In today’s digital, mobile environment, companies, organizations and causes can target very specific communications across very specific demographic and geographic markets to make sure the communications are reaching the people they’re meant for, the people for whom it is most relevant. The people with whom they are looking to engage. Wasteful mass market TV spends will be the dinosaurs of this era, like the opioid induced constipation ads from pharmaceutical companies Daiichi-Sankyo and AstraZeneca running in Sunday’s Super Bowl – irrelevant for most viewers, but posed as public service announcements co-sponsored by various pain management foundations.
This particular ad simply wasn’t relevant to the majority of viewers of the medium it was delivered through. Who stands to benefit? The manufacturers of the expensive drugs, adding to the cost of the medications by an expensive ad buy, in order to reach the 8 million or so potential users in a viewership of nearly 115 million. Baffling more than 100 million viewers with its obscurity. How to better deliver? Through pain management or constipation related resources, Doctors offices – awareness campaigns more targeted to the suffering individuals. The individuals and insurance providers who no doubt will be paying, in the cost of the medication, for the estimated 5-10 million-per-minute spots7.
Follow me here at Enradius in this 5-part blog series as we dig deeper into the concept of relevant engagement through the digital market.
Cindy Carson, firstname.lastname@example.org ; @cbcarson
Retargeting is a concept that can be confusing and one topic that we get more questions about than almost any other. Here is a clear explanation and examples of the benefits of both a targeting and retargeting campaign as described by Blair Jeffris of the blog Retargeter:
Your audience data is as good as gold (probably better) when it comes to the returns you can earn from it. We call it Return On Audience Data (ROAD). You’re probably familiar with Return On Ad Spend (ROAS), a key performance metric in advertising. ROAS and ROAD are related, so let’s start by clarifying the relationship between Ad Spend and Audience Data.
ROAS = Revenue ÷ Ad Spend (there are variations, but we’ll use this one)
How do you calculate Ad Spend?
A partially true statement: Ad Spend = Cost of Media
A truer statement: Ad Spend = Cost of Media + Audience Data
In fact, 2nd and 3rd party audience data is often more expensive than the cost of media for digital display advertising, sometimes much more expensive.
1st party audience data is the data you already own. It wasn’t necessarily free to acquire it, but now you own it. Your audience data includes the visitors to your website that you cookie, your email lists and CRM data, your app users, and more. When you use your own audience data for digital display advertising, we call it retargeting or remarketing. With retargeting you eliminate a major expense in your advertising, data, and you amplify your revenue. Retargeting is one example of how we build Return On Audience Data (ROAD).
MEASURING ROAS AND ROAD
To better understand the importance of ROAD and how it can drive ROAS, let’s look at examples of Audience Targeting and Retargeting campaigns and compare results.
Audience Targeting. Let’s say we run an ad campaign to reach a new audience using 3rd party audience data. We are buying data from other (3rd party) sources to reach this audience. It’s an audience we want to reach, but it’s not yet our audience data. We call this Audience Targeting:
Audience Targeting campaign assumptions:
Media CPM = $3.00 (inventory cost per 1,000 impressions served)
Data CPM = $3.00 (data cost per 1,000 impressions served; when you buy audience data to target a specific audience, you pay the data provider each time you serve an ad to this audience)
Impressions served = 1,000,000
Click-thru rate = .1%
Conversion rate = 1.5%
Average order value = $200
Using the assumptions above, we calculate ROAS:
Ad spend = ($3 + $3) * 1,000,000 ÷ 1,000 = $6,000
Revenue = .1% * 1,000,000 * 1.5% * $200 = $3,000
Audience Targeting ROAS = $3,000 ÷ $6000 = $.50
The upshot? For every dollar invested, we generated $.50 in revenue on this campaign. We actually have negative ROAS on this Audience Targeting campaign, but that’s okay with us because we acquired 15 new customers and each customer has a lifetime value (LTV) of $1,200, so we’ll generate a return on this campaign over the customer lifetime, especially when we combine this campaign with our Retargeting campaign.
Retargeting. Now let’s make some assumptions about a campaign we run using our 1st party audience data. This is our retargeting campaign. There are different types of retargeting including Site Retargeting, Facebook Retargeting (FBX,) CRM Retargeting and more. We’ve adjusted some of the assumptions, because this is an audience we’ve already engaged and they behave differently than an audience we’ve not engaged. Note that this audience includes users we acquired through our Audience Targeting campaign:
Retargeting campaign assumptions:
Media CPM = $3.00
Data CPM = $0
Impressions served = 1,000,000
Click-thru rate = .13%
Conversion rate = 3%
Average order value = $300
Using the assumptions above, we calculate ROAS:
Ad spend = ($3 + $0) * 1,000,000 ÷ 1,000 = $3,000
Revenue = .13% * 1,000,000 * 3% * $300 = $11,700
Retargeting ROAS = $11,700 ÷ $3000 = $3.90
The upshot? For every dollar invested, we generated nearly $4.00 in revenue on this campaign! By using our 1st party data, we didn’t incur a data cost and our ad spend was cut in half, which by itself effectively doubles our ROAS! Furthermore, the audience we reach using our 1st party data converts at a higher rate and spends more than the audience we reach using 3rd party data. Using our 1st party audience data v. 3rd party audience data, we generated an incremental return of nearly $3.50 for each dollar spent! That’s an example of how we build Return On Audience Data (ROAD).
About Jim Dolan: Jim is EVP Revenue Strategies for Enradius, a Baltimore based digital agency specializing in geo-targeting/geo-fencing and cross device matching. Jim can be reached at email@example.com
Long ago when the world was young, an old Lakota spiritual leader was on a high mountain and had a vision.
In his vision, Iktomi, the great trickster and teacher of wisdom, appeared in the form of a spider.
Iktomi spoke to him in a sacred language that only the spiritual leaders of the Lakota could understand.
As he spoke Ikotmi, the spider, took the elder’s willow hoop which had feathers, horse hair, beads and offerings on it and began to spin a web.
He spoke to the elder about the cycles of life and how we begin our lives as infants and we move on to childhood, and then to adulthood. Finally we go to old age where we must be taken care of as infants, completing the cycle.
“But,” Iktomi said as he continued to spin his web, “in each time of life there are many forces – some good and some bad. If you listen to the good forces, they will steer you in the right direction. But if you listen to the bad forces, they will hurt you and ste3er you in the wrong direction.”
He continued, “There are many forces and different directions that can help or interfere with the harmony of nature, and also with the Great Spirit and all of his wonderful teachings.”
All the while the spider spoke, he continued to weave his web starting from the outside and working towards the center.
When Iktomi finished speaking, he gave the Lakota elder the web and said, “See, the web is a perfect circle but there is a hole in the center of the circle.”
He said, “Use the web to help yourself and your people to reach your goals and make good use of your people’s ideas, dreams and visions.
“If you believe in the Great Spirit, the web will catch your good ideas – and the bad ones will go through the hole.”
The Lakota elder passed on his vision to his people and now the Sioux Indians use the dream catcher as the web of their life.
It is hung above their beds or in their home to sift their dreams and visions. The good in their dreams are captured in the web of life and carried with them, but the evil in their dreams escapes through the hole in the center of the web and are no longer a part of them.
They believe that the dream catcher holds the destiny of their future.
Whatever your destiny is this year – Dream Big!
– written by David Carberry, Founder and CEO. Contact firstname.lastname@example.org.