using email to boost roi at your next event - presentation 2

CAPTURING + CONVERTING LEADSusing email to boost ROI at your next event

Drawing people to the booth

Show lead capture

Post-event emails

Lead nurture

A multi-channel approach

AGENDA

DRAWING PEOPLE TO THE BOOTHtactics + examples

BOOTH DESIGN TIPS

YOUR BOOTH HAS 3 SECONDS TO CAPTURE ATTENDEES’ ATTENTION

Create a game encouraging attendees to take photos, tweet, or share your content

Take pictures for Facebook, Twitter, Instagram

Advertise a specific twitter hashtag or twitter handle

CREATE A BUZZ VIA SOCIAL MEDIA

START EARLY + KNOW YOUR AUDIENCE

FOLLOW THROUGH

SHOW LEAD CAPTUREtactics + examples

COLLECT BUSINESS CARDS / WRITE DOWN LEAD INFORMATION

EASY

LEAD SCANNING TOOLS

EASY

LEAD FORM

INTERMEDIATE

SALES APP

INTERMEDIATE

Who: Evergreen - B2B home furnishings + accessories distributor

What: sales app that incorporated both online activity scoring + in-person scoring

SALES APP

SOLUTION

Sales Rep can manually enter lead

Sales rep can score leads

SOLUTION

Color coded company leads:• Red– Hot• Orange - Warm• Yellow– Cold• Blue - Very Cold• No Color – Not Graded

Color coded customer type:• White - existing customer • Gray - lead

RESULTS

67% increase in the amount of closed leads

FOLLOW-UP EMAILSbest practices + optimization examples

49% OF ATTENDEES PLAN TO BUY WITHIN 12

MONTHS OF A SHOW

POST-SHOW EMAILS BEST PRACTICES

Personalize

Explain how you plan to follow-up

Offer a relevant incentive + include a call-to-action

No snippet text

Preview pane does not contain value proposition

Does not pass “so what” test

No prominent valueproposition

Message notinstantly understood

Does not pass 2 second test

No strong CTA

Value proposition and CTA in snippet text

Value proposition and“so what” test

Instantly understoodmessage

Strong call-to-action

No snippet text

Preview pane does not contain value proposition

Does not pass “so what” test

N0 prominent valueproposition

Message notinstantly understood

No CTA

Value proposition and CTA in snippet text

Value proposition and “so what” test

Instantly understoodmessage

Strong CTA

LEAD NURTURE PROGRAMtaking your leads to close

NURTURE CAMPAIGN

B2CMARKETING

B2CDESIGN +

DEVELOPMENT

B2CPRODUCTS

B2B ECOMMARKETING

B2B ECOMDESIGN +

DEVELOPMENT

B2B ECOMPRODUCTS

SERVICEMARKETING

SERVICEDESIGN +

DEVELOPMENT

INTRODUCTION

Dynamicallypersonalized

BECOMING MARKETING QUALIFIED

BEHAVIOR SCORE

Visited Whereoware’s website 4

Opened an email 1

Clicked in an email 2

Filled out a form (Preferences, Lead Gen, Contact Us, case study download) 6 (for each unique form submission)

13 Pushed to salesforce.com

60 Call task created in salesforce.com

SPOP/SALESFORCE.COM INTEGRATION

SPOP/SALESFORCE.COM INTEGRATION

38

MULTI-CHANNEL OUTREACHusing email to support all your channels

INTEGRATE

5 days later

QUESTIONS? GET IN TOUCH

Bill Haskitt

Partner + heads marketing dept.

bhaskitt@whereoware.com

703-889-1212

Website: www.whereoware.com

Twitter: @whereoware

Facebook: www.facebook.com/whereoware

Blog: www.whereoware.com/blog

James Morris

VP client strategy

jmorris@atlanticexhibits.com

215-674-9500 x 3154

Website: www.atlanticexhibits.com

Facebook: www.facebook.com/atlanticexhibits

Twitter: @atlantic_james