Way was asked the question many event marketers ask themselves, what types of content are consumers looking for?
To maximize customer engagements at events, the event team must actively gauge where the customer is in the buying process, so the spokesman can best pitch their product without wasting valuable time.
According to Way, this approach is drastically different today than it was a few years ago. Today’s attendee or customer expects three things: More. Better. Faster. So, rapid delivery of content that is suited to a customer’s place in the buying cycle better engages them. This is easier said than done, and without it, the attention span of engaged customers will dissipate.
To take Way’s recommendation into practice, an online marketer will create multiple landing pages with resources targeted at each phase of the customer’s decision process. The marketer will target a group of customers with emails loaded with keywords and qualifying questions tied to each landing page/resource. Based on the email click-throughs, the customer will receive nurture communications based on the landing page content and remaining buying cycle phases.
In the event world, a marketer can emulate these practices. For example, instead of landing pages, the event exhibit area can have multiple kiosk areas with resources at each phase of the decision process. As customers walk by the activation area, the Brand Ambassadors can have keywords and qualifying questions tied to each kiosk area. Based on the customer’s reaction, they can move to the particular kiosk. As a follow up to the event, the customer can be opted-in to nurture communications based on the kiosk content and remaining buying cycle phases.
So what tools can an event marketer use to identify and create fresh content? Paul Way first takes a step back to look at the big picture. He claims that curating content that is on message with agenda and creating new content to better engage the customer is a long and complex road. Oracle uses social listening tools to determine what trends the market is moving towards. Then Paul’s team defines “keywords” (buzzwords) that they believe embody what their target audience is interested in. The tool they are using (nondisclosed) allows them to generate similar buzzwords and online platforms similar or even ahead of the market trends to keep Oracle, “searched, indexed, and relevant” within its target market. If the team determines that consumers are interested in certain areas then they can maneuver their qualifying questions and kiosk presentation to better suit the consumers desires.
By adopting the same techniques marketers use to engage customers online in the event world, marketers will be able to consistently measure and improve conversion rates through the buying cycle. Thus, these practices can increase the effectiveness of event marketing, while enhancing overall marketing ROI.
For a look in on Paul Way’s interview with eventmarketer.com follow the link bellow.