We discuss the challenges that marketers are facing this year at events, and how to work around it
We’re almost through the first couple of months of 2015. While traditional event marketing techniques are being rapidly replaced – managing time, calculating ROI, adopting efficient event tools are still among the challenges event marketers face in 2015.
We’ve compiled a list of crucial challenges, and how you can find a solution to them as well.
1. Measuring the right metrics
Data can help you either get insight you need, or just slow your process of coming to an informed business decision. In the digital world, where you can measure everything, it is important to know what you should be measuring for your business. Overcome this challenge by identifying what are the metrics you need to track and measure for your business.
2. Sticking to schedules
Traditional event tracking methods can be time consuming. Manually updating spreadsheets, meetings and rooms makes your event plan vulnerable to errors. These problems are directly proportional to the event size. Larger the event, greater is the chance for errors. Overcome this challenge by automating your event processes.
3. Reaching the audience
Identifying your target audience is simple. Reaching out to them effectively to get a response, not so much. There’s no sure way of zeroing in on all the prospects you will meet at an event – a fraction, perhaps. How will you reach out and schedule meetings with these prospects? Overcome this challenge by letting customers request meetings with your company executives as well.
4. Generating more leads at events
Studies show that more than 60% of leads are generated at events. Even with a well-planned strategy generating leads can be a tough cookie to crumble. By adding e-mail marketing to your strategy you can reach out to more people. You can make your meetings at the event more effective by scheduling on-the-spot meetings with your prospects and executives.
5. Measuring ROI at events
Marketers agree that events account for a major part of lead generation. However, to get a clear insight into the conversion pipeline, measure impact on sales, revenue, and meetings – marketers need a tool that helps them measure all the mentioned metrics.
6. Follow-up strategy
Following-up can be trying if you are still using traditional tools. You need to prioritise and feed event leads into your CRM platform. This will help you keep a track of where your lead from the event is in the revenue discussion.
We’ve discussed in detail a few of the challenges. However in challenges lie opportunities, and it is up to the event marketers to face them head on armed with the right tools.
To know how Jifflenow can help in your event marketing hacks