<< back to blog

15 Touches for An Astronomical Event ROI

February 17, 2020

Event marketing continues to be a staple of any good strategic marketing plan because the exponential and variety of touches in a single event leads to long-term business partnerships.

It's not rocket science; the more touches you have, the more likely you'll be a consideration when the timing is right. And, the touch is the only thing over which you have control.

If all the research says it takes 7-10 touches depending on your industry, the most important question your marketing team should be asking is "how do I maximize the touch?"

Before the Event

Touch 1: Design a booth that brands their mind with your message. 

Touch 2: Use attendee lists to do pre-event marketing outreach via email.

Touch 3: Personal outreach by your sales staff with LinkedIn connections.

Touch 4: Sales staff scheduling of introduction meetings – new prospects 70% / current
clients 30%.

Touch 5: Direct engagement on social media – introduce your team – photos, general interests
(favorite sports, hobbies, professional goals) relevant to your business line objectives and your prospects’ specific needs.

Touch 6: Thought Leadership on LinkedIn; have your product, engineering, scientific, operations and R&D teams generate and weigh in on timely and relevant conversations to generate interest (be sure to hashtag the conference).

At the Event

Touch 7
: Schedule engaging staff and create a booth flow that guides the attendee from one staff member to another where they meet a team, not just an unenthused booth babysitter.

Touch 8: Post engagement real-time on social media and plan to re-engage the conversation from Touch 6.

Touch 9: An exchange of information in the booth – you learn the attendee needs and collect the lead.

Touch 10: Something they can walk away with – something meaningful that builds on your brand (think corporate responsibility initiatives).

Touch 11: A personal email 6 hours after lead collection to continue the conversation by one of the team members they met in the booth.


After the Event

Touch 12: A “thank you for visiting us” message post-show within a week.

Touch 13: A hand-off text or email from the person who messaged in Touch 11 to introduce them to the team member who will handle their future engagements – this is very personal; it has them engage with multiple members of your team and shows them an uncommon culture and team collaboration.

Touch 14: The team member handling the future engagements should start by asking how they would rate their event experience with your company and the hand off process  - this valuable feedback can help you guide future engagements, make adjustments or provide re-training and enable an open, respectful foundation on which to build partnerships.

Touch 15: Now let’s talk solutions!

social media, attendee engagment, trade show roi, marketing strategy, EVENT MARKETING
We use cookies to personalize our web content and analyze our traffic. We share this information with Skyline dealers who may combine it with information you provided them or that they collected from you. By continuing to browse you agree to the use of cookies.