Savvy event organisers use new engagement tactics to boost trade show results.

Let me explain why and how.

Pre-event engagement boosts trade show results

No topic is more prevalent today than attendee engagement. The notion of continuous engagement before, during and after the event is now an established best practice, and tools like Pitch and Match are able to do that.But what we learned is that your event's success depends more and more on what your attendees can do beforehand.

Why exhibitors want to engage with visitors beforehand

Traditionally, exhibitors use pre-event promotion to boost the number of visitors at their booth and sales reps convert them into customers.

But understanding the prospects needs, overcome resistance and sell the product in 1 meeting, can be extremely difficult.

Knowing someone’s needs before you get face to face can be a big help! That’s why exhibitors want to engage with visitors before the event takes place. To boost business deals at your event.

Pre-engament flow

To boost business deals at your event you need to enable your exhibitors and visitors to:

  • Profile and show what they have to offer or are looking for
  • Get inspired, orientate, find the perfect match
  • Connect and pre-schedule meetings
  • Prepare for the meeting
  • Meet at the booth, meeting friendly area or meeting point

Event organizers design, control and exploit it

Be careful. Many event apps empower the attendees to pre-engage, but close out the event organizer.

The pre-engagement flow should be designed, controlled and exploited by the event organizer only! You  need to be able to set rules (limitations and privileges) per specific exhibitor and visitor. For example: 

  • Visitors only can see exhibitors.
  • Exhibitors only can see a visitor after receiving its request to meet.
  • VIPS get the help form a matchmaker and can meet in the VIP area. 

Pre-engagement format

The pre-event engagement format differs per type of event. Let me give you 3 examples from visitor's point of view.

A visitor of a B2C Trade Show wants to get inspired and orientate before the event takes place. To plan a productive tour through the exhibition. B2C visitors are not always willing to pre-schedule meetings. They just show up.A visitor of a B2B Trade Show can be a (hosted) buyer or seller. They have clear goals and targets. Sometimes they are only allowed to attend if they can show their boss upfront that it pays of. Their schedule needs to be filled up with valuable business meetings.A visitor of a Conference wants to create a personal event schedule filled up with conference sessions and 1-on-1 meetings. 

 

How it can work at your eventDo you want to see how it can work at your event? Just invite me to plan a Skype call. Or connect with me in the MICE GROUP 'Business Matchmaking'.