Are you wasting money at events?

Wednesday, 07 April 2010 09:48

I gave a marketing presentation at the BT Convention Centre in Liverpool at The Big Event http://www.in-control.org.uk/bigevent and could not help but be struck by the apparent waste of resources in the exhibition hall.

The event was aimed at people and organisations working in the predominantly public and not for profit sectors who provide personal care services. My presentation was on preparing a marketing strategy that takes account of the changing face of service provision thanks to the introduction of personalisation budgets - my PowerPoint presentation is available from me via email.

While the packed room was responsive and recognised the need to focus marketing resources on the shifting market, downstairs in the exhibition room major opportunities were going begging. Time and again I attend events and exhibitions and see people sitting at the back of a stand half hidden by the table and brochures. They tend to look bored and uninterested in talking to people - is that not why they are there?

The other mistake I see regularly is groups of three or four delegates attending a stand blocking access to the information. They cluster in groups that are turned inwards with their backs to the people waking by. They are clearly taking the time to catch up with each other when they should be working the passing delegates who may in fact be interested in their services. Again, they are wasting marketing opportunities, time and money. They should be split up either side of the stand, allowing people to enter and find information. Once inside the stand these potential new clients can be engaged with on a personal one-to-one basis.

I was fortunate enough to meet a number of stand holders who offered me information about their services. This was at least positive action being taken to engage with people. If only they had gone one step further and asked me about my circumstances and how they could possibly help me with what I was looking for at the event. There were over 100 stands in the exhibition hall and I made a point of passing each one several times. Only three of them had people who tried to engage with me outside the stall, being proactive enough to ask me about what I did, why I was there and if they could help. That was effective use of marketing resources. Attending events such as these costs substantial amounts of money in fees, expenses and wages. Missed opportunities are very difficult to recreate but with a small amount of training and advice it's quite easy to maximise attendance at events and exhibitions.

As a result of attending the event we have four or five new warm prospects, one of which has already turned into business.

We offer help, advise and training on all aspects of marketing - get in touch if you don't want to carry on wasting your marketing resources.