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EventBLT
Understanding your
company's or your internal/external client's
sales initiatives and business objectives
are the fundamental key for a successful
event.
Events create awareness for a company; they allow
that company to show the marketplace what they have
to offer in their best light, to show a breadth of
products, services and solutions that clients can
rely on. Once a company understands their company's
sales initiatives and business objectives, the next
step is making it come alive in an event.
No matter what the sales initiatives or business
objectives are, companies hold meetings for -- or
participate in events based on three primary
reasons - known as EventBLT™.
1. Brand
Recognition
2. Lead Generation
3. Thought Leadership
Brand
Recognition
Integrating
the brand could be as simple as the logo or as
complicated as the corporate identity - the
company name, the product name, as well as the
positioning statement. Brand recognition is
bigger than just events. It is an integral part
of the marketing mix. It runs the gambit and is
a long-term initiative. The single, most
important piece that is the continuity point --
is the brand. Event Branding is emphasizing what
the image is. Companies, with strong existing
brands, find the constant need to maintain
dominance and positioning, while firms without
brand recognition seek to make a name for
themselves within the space. When it comes to
the event execution, branding occurs from the
preplanning phase to onsite to post-event
activities. The key is in the approach and
incorporating the brand every place on any
budget! Event branding is something that you can
gain in one event. Brand awareness is something
that you work on over a course of years. It is
important to use events as an integral part of
your company's marketing plan.
Lead
Generation
Lead
generation and lead capture are much bigger than
just a single event or event strategy. First,
it's about the relationships you build and then
it's supported by the processes you put in
place, allowing the event lead to move through
the sales cycle. In the face-to-face event
environment, you become open-minded to what the
issues are, and allow yourself to find solutions
to any obstacles that may come your way; The
EventBLT™
approach follows the old classic push/pull
strategy all the way through the process. The
goal is to identify the touch points and think
creatively about how to generate that lead.
Events let you qualify and quantify.
Qualification is for sales, quantification is
for dominance.
Thought
Leadership
The term
"Thought Leadership" is a buzz word. Many people
use the term in relation to claim their position
and the issues they want to convey. When you
work in events, it's all about getting above the
noise. Events are a great way to position
yourself as a thought leader within the industry
and to meet with people on a one-to-one basis,
so they hear you. Whether you work for a large
corporation or small company, thought leadership
is about evangelizing, advocating and
championing the message. By integrating thought
leadership into events, you are accelerating the
sales cycle. Thought leaders are experts or
recognizable individuals. If you carefully craft
their message to reflect what it is you want
from your target audience, you provide another
opportunity within the sales cycle.
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