Generate Terrific Leads And Build Your Brand With Event Marketing
The following article comes to us from RainToday.Com
Editor’s Note: In this two part article, Michelle Palmer looks at why invitations to events work well to generate quality leads. Part two, featured in the upcoming February 6 issue of Rainmaker Report, will list how to craft effective event invitations.
I used to consider “event population” or “filling seats” a necessary evil for event marketing.
Seminars, webinars, conferences, speaking engagements – they are a whole lot of work, resources, time and energy, and for what? A fifty percent drop-off rate? A few dozen people straggling in late, eyeing the free Continental breakfast?
Granted, when you do get qualified attendees, you get the opportunity to showcase a much greater scope of your services than you would during an introductory sales call, for example.
It also seems that live events enjoy a higher prospect-to-client conversion rate than less interactive lead generation methods, such as receiving RFIs through your website or attracting visitors at a trade show.
In fact, in-person seminars ranked number one in a recent MarketingSherpa survey, Most Effective IT Lead Generation Tactics, with 88% of marketers deeming them effective or somewhat effective in generating qualified leads, with direct mail, telemarketing and search advertising ranking much lower.
But, still… I used to question if it were best to devote all those human and financial resources to speaking events…
At last, I’ve had a final change of heart. I’ll even say that populating speaking events are now my favorite marketing programs. But here’s the shocker: I don’t really care if my events are particularly well attended.
Why?
I discovered the event is actually secondary to the benefits a marketer gains from the invitation process itself. In fact, there are few better ways than inviting prospects to a special event to create exposure and brand name recognition, and spark actual interaction with prospects – in my opinion, it’s one of the best brand building exercises available.
The Invitation Process Is Key
Your messaging still gets through whether your prospects attend the event or not. From a lead generation standpoint, I’ve found the invitation – in any of its written or verbal formats – opens more doors, more easily, than a cold sales call, an e-mail or any other type of unsolicited mailing. It gives you the all-important reason to speak with your prospect and, more importantly, a reason for them to listen.
Here are a few reasons why:
The invitation: Invitations are a great technique to begin a dialogue with new prospective clients, because they don’t threaten the recipient.
For most of us, as soon as we hear a sales pitch, our defenses go up and we start brainstorming excuses. On the other hand, prospects tend to regard an invitation as a “value-based offer.” They tend to give them more consideration than a typical sales flyer – and they may not end up in the trash as quickly, either. We relax when presented with an invitation. (Maybe it’s because we can always use the “schedule conflict” excuse.)
Who… me? Most people like invitations because it makes them feel special. It makes them feel like an important part of their community or industry. The very fact that you’ve singled someone out to participate in a special event makes them more likely to tune in to your message longer.
The Importance Of The Value Based Offer
Some people refer to a value-based offer as the “what’s in it for me” factor: whenever we receive a marketing message, we ask “how does this apply to me?” Business professionals like to learn things that will help them in their jobs – and especially things that can make them look good at their jobs.
Invitations to events, particularly educational-type seminars, are truly value-based offers because there is, in fact, something in it for them: the chance for them to learn something that could help them succeed.
According to the white paper Making Lead Generation Work for Professional Services, by Wellesley Hills Group, a marketing and consulting firm, seminars, webinars and other offers are among the best methods for professional services firms to market themselves because they “allow you to approach prospects via thought leadership.”
You’re able to provide insight on a topic of interest to them and simultaneously demonstrate your expertise – without “selling” them on yourself.
The research report also makes the point that such a value offering is also highly effective in introducing additional areas of your services to existing clients who currently only utilize a portion of your services. An invitation to your seminar will make them aware in a non-threatening way.
What’s In A Name? Your Value Proposition
As you promote your event among your targeted audiences, remember that they will be seeing your event topic repeatedly. So it’s critical that the title of your presentation effectively reflects both the need they have and the solution you will provide.
Think about it. Each time someone receives information about your event, you are reminding them of the problem/need they have. This enhances top-of-mind awareness of the issue. Better yet, your name is automatically associated as a solution to that problem.
For a sales consulting firm, consider the seminar topic “Close More Sales by Selling on Value, Not on Price.” The very title identifies a prevalent problem facing most sales executives competing in global, price-driven markets. Recipients will immediately relate to the problem presented, and associate your company as a solution provider.
For human resources professionals, a seminar titled “Offset Rising Medical Insurance Costs with Creative Value-Added Options,” addresses a growing problem for many HR departments, and hints at some potential solutions. “No Need for Layoffs: Reduce Operating Costs through Workflow Improvements,” shows executive management that you understand the real impact of rising costs how to offset them.
You’re viewed as the expert. Even if they’re not ready to move toward a solution right now, you’ve set yourself up as a valuable industry resource that they may turn to in the future.
Michelle Palmer is President of Leading Edge, a marketing firm that specializes in developing and implementing lead generation programs for mid-market companies. You can reach her at mpalmer@LeadingEdgePrograms.com.
