Companies face many challenges trying to build direct relationships through in-person events, I've created a practical 7 step checklist to help you make the most of your conferences and trade shows.
This checklist is designed to help you maximise the value of your in-person engagements. By following these straightforward strategies, you'll effectively build connections, track engagement, and assess the ROI of your events.
Let’s explore each strategy, understand the reasoning behind it, and review the actionable steps you can take.
Step 1 - Capture details with a digital QR Code
If you want to track engagement and use that data for targeted follow-ups after the event, QR codes are an effective tool for capturing details from the start.
- Set up a QR code that links to a landing page form for collecting attendee details (e.g., email, name).
- Integrate this QR code into various touch points (company merch, banners, slides).
Step 2: Advertise Through Social Media & Create FOMO
Building anticipation is a great way to keep event attendees informed about what to expect and how to have the best experience when engaging with you.
- Build anticipation by creating a sense of urgency with limited spots or exclusive access.
- Schedule social media posts ahead of time to promote your attendance and event details.
- Use FOMO-driven language like "Limited spots available" or "Don’t miss out" to encourage sign-ups.
- Share sneak peeks, behind-the-scenes content, and special guest announcements.
- Prepare an event announcement for relevant market channels.
- Capture and share plenty of photos during and after the event to keep the excitement alive.
Step 3 - Establish event goals you can influence
It's important to set detailed goals for what you want to achieve from in-person events. Broad objectives like "increasing visibility" can be hard to measure, so get specific to gauge your impact.
- Aim to interact with a certain number of attendees.
- Encourage a specific number of attendees to scan your QR code and provide their details.
- Take and share a certain number of photos of your booth and the event.
Step 4 - Nurture leads acquired from the event
By tracking interactions in detail, you’ll have the data to facilitate effective follow-ups and increase the likelihood of turning initial interest into tangible outcomes.
- Record notes from your conversations (in a CRM or physically). Collect as much information as possible through the QR code or in-person interactions.
- Monitor engagement and conversion trends post-event to assess how leads are progressing.
Step 5 - Prepare for questions and concerns
Be ready to address relevant topics that may come up during the event. In-person interactions require immediate and informed responses.
- Research and review common questions and concerns relevant to your industry.
- Prepare answers that are compliant and address potential concerns effectively.
Step 6 - Leverage interactive ideas to engage attendees
Adding interactive elements to your event can encourage immediate engagement and provide valuable insights for reviewing post-event analytics and ROI.
- Invite attendees to submit questions via QR code for live answers or during your presentation.
- Offer incentives for engagement, such as company merch or a thoughtful response to attendee questions.
Step 7 - Review post-event engagement and data
The follow-up work is crucial for converting initial interest into actionable outcomes. Analyse the data to measure the impact of your efforts and gather feedback for future improvements.
- Follow up with leads through a targeted email campaign.
- Assess the ROI by tracking new engagements or re-engaged contacts.
- Collect feedback on your presentation to refine your approach for future events.
By following these steps, you will have an easy-to-implement, scalable strategy for building relationships, tracking engagement, and measuring the ROI of your investment in these events.
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