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Il marketing plan it is among the most useful tools to plan the actions that the company will have to take for achieve their goals.
Events are one of the best strategies to adopt to develop the company network and effectively reach the pre-established targets.
The numerous events organized periodically by companies represent a moment in which professionals in the same sector can share opinions and find out about new market trends.
In particular, trade fairs are among the most anticipated for companies looking for visibility, they want to grow their own brand awareness and carry out activities of lead generation. In order for all of this to occur, it is necessary to have a strategy of marketing optimal, attentive to pre and post event planning.
The recent pandemic has hit all business sectors and the trade fair world has been among those to pay the heaviest consequences. However, the strategies used and implemented by companies in the covid era are certainly destined to last: current data confirm that the vast majority of companies are in favor ofintegration vertical between hybrids e in presence.
Therefore, to create a good marketing plan, in addition to having a solid strategy, it can be helpful to follow the following steps:
1. Include your goals in your marketing plan
In order for a company to be able to achieve what it has set itself, it is essential that it has previously defined marketing objectives that are as realistic, achievable and measurable as possible. One of the risks of going into trouble, without having established a goal upstream, is to disperse energy, resources and personnel in an illogical way, acting without having a plan and consuming a lot of time that could have been used in a much more constructive way.
There are many reasons that can push companies to take part in trade fairs: it is therefore good to carefully analyze what you want to obtain from them. Meet corporate suppliers, build relationships with new customers, strengthen relationships with established customers, use the trade show to preview new products or drive sales of a flagship product or service. These actions must be transformed into objectives that will then go on to implement the marketing plan.
2. Choose the event that suits your needs
Generally, companies try to attend specific events in their product sector, although sometimes they participate in events to expand their network, to compare themselves with other players, to achieve greater visibility or to study a new market.
This is also a point to pay attention to: the choices regarding the organization and the themes of the events must be subordinated to the type of target to which the company is aimed. It is essential to know your customers thoroughly, understand their interests and take into account the specific niches to which you can target.
3. Set up your marketing plan roadmap
You cannot organize an event without having previously designed a marketing plan and having defined a timeline. In this way the company can have a well-defined picture on the budget to be allocated and on how to use the time available to it.
If you work a lot on the planning side, the company will have a real agenda in order to map and order the steps necessary for organizing the event.
The timing must also be defined based on the size of the events: for larger ones it is necessary to start planning even months in advance. In addition to this, the event must be sponsored on corporate communication channels to arouse the interest of one's audience. NB Be careful not to advertise the event too long before the start date, as customers may forget about it. Conversely, doing it too late would not allow you to get adequate coverage and make quick changes in case you run into problems.
4. Create engaging and exciting content
Being present on social networks, to date, is not enough, but it is of fundamental importance to involve your target through targeted contents which, based on the "personas", are able to convey personalized messages respecting the times and interests of the customers.
Thanks to modern marketing automation software it is possible to schedule the sending of automatic messages created ad hoc for our audience; you can, for example, create an email marketing campaign with the aim of informing customers and potential customers about upcoming scheduled events. If these tools are also combined with "content marketing", specialized in the production and distribution of customized content, the company is able to create awareness around itself and arouse greater interest in the public.
5. Take care of your visitors
During the course of the event it is necessary to take charge of the needs of its participants, offering continuous and reliable support, and to be able to respond to any problems.
Furthermore, when the event comes to an end, it is necessary to collect feedback from the public of the event, for example, by setting up a series of automated emails with the aim of thanking the visitors who participated and obtaining data through forms or questionnaires.
It is advisable to invite users to subscribe to the newsletter so that they stay in touch with your company and do not miss the next events. Adopting these precautions allows the company to remain in the minds of users and prevent them from forgetting about you once the event is over. From a marketing perspective, maintaining contact with the audience allows you to increase the authority of your own and promotes greater loyalty.
Conclusions
Those just described are simple tips that allow a company to hone its organizational skills. If you have the right data, the company can make targeted and informed decisions that allow you to avoid investing resources in non-profitable stocks. For this reason, those who adopt a data-driven approach will have greater long-term benefits.
