Definitive Guide to Event Marketing

7 Common Event Marketing
Mistakes to Avoid
#DG2EM
2. Know the amount of staff you need.
Ever attended a tradeshow where you
feel like the staff outnumbers you five to
one? Nothing looks worse than a bunch
of guys in their company Polos sitting
around and checking their iPhones
every 30 seconds. Not only does that
decrease your productivity, it cuts the
amount of real estate you have to hold
decent conversations with prospects.
On the other side of the spectrum, you
want to make sure you have enough
resources to effectively represent your
brand and engage with prospects. Just
remember – while the quantity of staff
counts, the quality matters most. You
want at least one product or service
superstar present to field the more
technical and granular questions.
3. Know when a conversation
is dragging on.
Ideally people will be lining up at
your booth to talk with you about
your product. Don’t keep ‘em waiting.
If conversations last for more than five
minutes during the peak traffic times,
you are going to miss many more
conversations. If you feel the discussion
is worth continuing, schedule a followup
call. After all, you’re at the show to
represent your brand, not to conduct
a full discovery call.
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4. Don’t forget relevant conversations.
This is a tough one, since there is so
much going on at an event. Let’s say
things are going great and you’re
having conversation after conversation.
Will you remember what was said in the
first conversation, even though it was
awesome? Sales reps cringe at the
idea of a lost opportunity. Make sure
your staff logs the key points of each
conversation, either on the back of the
prospect’s business card or on a sheet
of paper you can staple to the card for
reference. Additionally, if you have an
iPad scanner, you can log the details
directly into an app. This will make it
easy for you to insert notes into your
CRM system for targeted follow-up
based on your conversation.