3 Ways to Create One-to-One Engagement at Events Using Interactive Content

By Lena Prickett, Senior Content Marketing Manager, SnapApp | @lenagainstme

Events are big. According to the CMI and MarketingProfs 2016 content marketing research, 75% of B2B marketers say in-person events are effective (compared to 69% in 2015). The power of face-to-face dialogue with potential buyers, combined with the networking opportunities and having so many prospects in the same room at the same time, make events a key lead generation channel.

But with the significant financial and time investment involved with sponsoring and attending events, marketers are always looking for ways to increase ROI. Usually that means tracking increases in leads touched at the event and closed-won business attributed to the event.

With interactive content, you’re bringing the power of face-to-face conversations into every digital interaction. Marketers using interactive content with their events are seeing record-breaking booth traffic, more leads engaged before the event, and more business closed afterward.

Extend your investment in events by expanding the reach of one-to-one interactions before, during, and after events. Keep reading to find out how!

1. Make Connections Before the Event

Events are significant investments for attendees as well as sponsors. Your buyers are looking to get as much out of their ticket and time as possible, so before any event they are planning out their itinerary to learn as much as they can.

Make sure the content you offer prospects in your pre-event outreach helps them meet their goal. Many marketers send out “Attending X Event? Visit Our Booth!” emails that have a hard time cutting through the noise. Instead, create a “What Kind of Event Attendee Are You?” assessment and offer tailored content and session information based on different outcomes.

One of my favorite examples of this is from PayScale, who created a “Find Your Inner Purple Squirrel” assessment before a major HR conference.

PayScale emailed conference attendees and challenged them to ‘Find Their Inner Purple Squirrel’ with a reminder to visit PayScale's booth at the conference for giveaways. This one email generated almost 600 lead submissions – all before the PayScale team walked onto the booth floor.

PayScale emailed conference attendees and challenged them to ‘Find Their Inner Purple Squirrel’ with a reminder to visit PayScale's booth at the conference for giveaways. This one email generated almost 600 lead submissions – all before the PayScale team walked onto the booth floor.

 

2. Drive and Engage With Booth Traffic

Once you’re at the event itself, your next challenge is attracting booth visitors. Marketers have all kinds of strategies for doing so, from promising free t-shirts to strategically locating their booth near a snack table.

Again, your content can serve as a powerful attractor for your target attendees. Attendees want to optimize their time on the event floor, learning about potential solutions and exploring options they haven’t discovered before. With an interactive experience like a product picker or ROI calculator, you’ll attract visitors to quickly learn about your solution and find out if it meets their needs.

With some events, the key is to engage visitors once they’ve stopped by. Start a conversation at your booth with interactive content. Hyland, creators of OnBase, did just that with their interactive assessment, assigning conference attendees a different personality type based on their event preferences. The SnapApp invited attendees to find out whether their tradeshow personality is more like Steve Jobs (Brand Ambassador), Amy Schumer (Party Animal), Hillary Clinton (Networking Dynamo), or others.

“The SnapApp provided our booth crew with icebreaker conversations – "Which personality did you get?" – and helped present our brand in a positive light to this critical audience,” says Hyland, creator of OnBase, Demand Program Specialist Mike Lovett. “The assessment helped us hit a new record for booth traffic at the show.”

3. Follow Up Effectively

Thanks to the unique information you gathered with interactive content at your booth, you can follow up with each attendee with the best content for their interests and buying stage. Rather than sending a single blanket follow-up, tailor each email to the right attendee to keep up the one-to-one momentum you built at the event.

Even better: send out another piece of interactive content collecting attendee reflections and opinions on the event itself. Use the findings to improve your event presence next time, share the outcome in a blog or ebook, or segment your database according to their event preferences.

Everyone sends out “Thanks for visiting!” emails. Stand out with a different type of content and unique call to action that supports attendees’ interest in knowledge gathering and sharing.

Get More out of Every Event

When your prospects win, you win. Find out what kind of information they’re looking for from you and then provide it at every stage of the event process – whether it’s a fun, lighthearted assessment, a session picker, or ROI calculator.

One of the reasons events are so effective is because they enable face-to-face conversations. With interactive content, you’re building that kind of dialogue into every digital interaction. Bring that connectivity into your marketing and watch your event ROI go through the roof!

How are you getting more out of every event? Share your best tactics