As an event marketing manager, you may be asked to justify the costs of face-to-face marketing. Here is a quick list of the benefits of event marketing that no other marketing effort can offer:
Start a dialogue. A two-way conversation is better than mono-directional broadcasts, and face-to-face marketing on the trade show floor, or at other events is the best way to begin that communication. Of course you’ll want your booth staff to be on-message, but because it’s a conversation, they will be able to give the visitor best-targeted message.
A personal connection builds trust. Meeting face-to-face, with your company’s brand and message on display around your, a prospect is likely to be comfortable being approached and learning about what your offer is. A trade show exhibit space is one of the few places today where a “sales pitch” isn’t taboo.
Access to a receptive audience for your message (they are likely there to learn about emerging trends in their industry).
Immediate fulfillment of prospect requests. Booth staff can answer questions, provide information, deliver catalogs, and set up accounts on the expo floor. The interested client doesn’t need to wait for a returned call, a sample to ship, or a sales person to schedule a meeting in order to get the process started.
Establish or reinforce brand awareness and industry prominence. Even if your company is lucky enough to enjoy a dominant position in your market, it’s wise to reinforce that lead position and stay top-of-mind for your existing clients in addition to maintaining or enhancing your brand awareness to those who haven’t yet joined the majority.
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