As attendees and exhibitors return to the trade show floor, there are more opportunities to invest in unique and memorable experiences that can foster relationships with new and existing customers, as well as key industry outlets. A special event can help your company leave a lasting impression and bring your business to the forefront of prospects’ minds.
“Trade shows present the perfect opportunity to build relationships and connect through face-to-face interactions,” said Carrie Livingston, Director of Media Relations at ColinKurtis Advertising. “By investing in a special event, not only can you network with attendees; you can also build relationships with industry publications to build your brand value and establish thought leadership in your industry.”
Savvy B2B marketers realize the value of in-person interaction at trade shows and industry events, with the average company spending 31.6% of its total marketing budget on events and exhibiting, according to Exponents. This expense is not without a purpose — 70% of businesses generated new leads and increased brand awareness through trade shows in the past year.
“Events provide businesses a personal way to build relationships with their target audiences as well as build brand recognition and loyalty,” said Myke Nahorniak, co-founder and CEO of the online event calendar program Localist. “LinkedIn messages, Facebook status updates and tweets cannot replace the meaningful connections made through in-person communication.”
Types of Special Events
ColinKurtis can help you maximize the ROI of your trade show marketing investment by coordinating special events such as:
- Breakfast Briefs – A great and convenient way to build connections, breakfast briefs offer informative sessions that guests can attend and still have time to continue the rest of their day at the trade show.
- Editor Lunch & Learns – Helpful events to inform editors of the latest developments and share ideas while coming together for a meal.
- Customer/Press Cocktail Events – Typically held as trade show expos close, cocktail events make a lasting impression and give attendees a moment to relax and connect with your team.
The Event Planning Process
When hosting a special event at a trade show, several considerations need to be made. For example, dietary restrictions must be considered in the food and drink selection process, and a convenient and comfortable venue is key to achieving favorable event attendance. Other elements such as décor and entertainment can help make your event successful and allow it to stand out. Providing entertainment such as a fortune teller, photo booth, magician, etc. is a great way to boost engagement among your guests and generate buzz about your company.
The media relations team at ColinKurtis tackles the nitty-gritty details of planning the event, managing all aspects to bring your next event to life. They will create a memorable event that reflects your brand, providing the following services:
- Set goals, objectives and a timeline to manage all steps of the event
- Venue recommendations, securing event space and handling contracts
- Menu/drink recommendations
- Décor and signage
- Entertainment recommendations
- Event “swag bags”
- Guestlist RSVP support/service, save the date/reminders and final attendee list
- Outreach to secure editor/publisher participation at the event
- Post-event thank you notes
- Post-event follow-up with editorial contacts for expanded coverage and new opportunities
Event Promotion
Promotion is an important step of the event planning process. It is imperative to get the word out about your event for it to accomplish its goals. From save the date ideas to printed invitations, ColinKurtis will ensure everyone on your guest list has the details of what, when and where your event is happening to ensure attendance. For larger events, a wide range of strategies can be used for promotion, such as social media, promo videos and more.
The ColinKurtis team helps with promotion strategies to ensure your event achieves the proper attendance and results it deserves. Our media relations team has 25+ years of relationships with key food and beverage industry contacts and brings well-established, strong and trusted relationships with editors and publishers directly to you.
Results
Whether your goal is building relationships, creating new opportunities or winning media coverage from key publications, the media relations team at ColinKurtis is dedicated to making sure your event will achieve its objectives.
At ColinKurtis, we realize the importance of the details and can save you time and stress by helping you manage each step of the event planning process. Let us ensure your event will be a success and allow you to rest easy knowing your event will be properly executed and stay within budget.
Are you ready to save time and stress to ensure your next event is a big hit? Contact Mitch Robinson at Mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to learn how ColinKurtis can help you make the most of your next trade show with a special event.
Blog post from:
Valette Piper-Bledsoe
Vice President, Client Services
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