How To Create Your Event Marketing Plan For 2021
Choosing the right exhibition to attend can really contribute to your ROI and make a big difference to your overall success. Attend the right exhibition and you can really add value to your company and generate high quality leads. Attend the wrong exhibition and you can be spending money, time and energy with no return. Here are a couple of factors to consider before you decide which exhibition to attend:
Set Objectives Trade show objectives are a key element of trade show success. Before you start compiling a list of shows you want to attend this year, clearly define your objectives and strategy. You and your team need to know why you’re exhibiting and what your trade show focus is. 68
• Are we trying to build awareness of our brand? • Are we launching a new product or service? • Do we want to strengthen the relationship with our existing customers? • Or do we simply want to make new contacts and sales? Highlight reasons for wanting to exhibit and identify key objectives before you decide which shows you will spend money on. Don’t forget to also set stand objectives unique to your brand – including space requirements, type of stand and product displays needed.
Set Your Budget It’s most beneficial to obtain past financial data when setting your event marketing budgets. Look to what events you previously attended, the budget allocation
and the actual expenditure. Review this expenditure so you can: • Ensure that your Return On Investment (ROI) for each event is accurate • Shift unproductive costs into more productive areas • See where you are spent the most and come up with a plan on how best to save money or increase value and ROI • Determine if there are any events that should be cut from the event schedule • Determine if your future budget is accurate and sufficient
Research Your Options Now that you have your objective, you can start a thorough trade show research. To make the process easier, you can categorise your possible list of shows by country, industry, date, size or price. Only consider trade shows
February 2021 - www.visionmediahitech.com
