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The Guest List - Who Do You Hope to Reach?
There are different types of events to consider when planning, ranging from consumer expos, trade shows, conferences, webinars, workshops, product launches, etc.
Before diving into event marketing, build a strong understanding of your audience and set clear goals.
Are you hoping to sell directly to craft enthusiasts?
Connect with serious art lovers?
Catch the eye of wholesalers?
Take the time to think about your target and search online for events that have a great reputation for attracting the right audience for you.
There is a cornucopia of listings and calls for exhibitors waiting online for anyone interested in driving direct sales by having a presence at an event. Depending on your products or services, goals and target audience, you may consider participating in a large expo, a small community market, or something in between.
Larger events draw crowds, and some make bold promises about how many sales you will likely make there. On the flip side, large events have higher participation costs, draw a lot of other exhibitors and, depending on their focus, may draw the wrong type of consumer for your business.
Small community events and markets can be less cost-prohibitive and give you the chance to be a bigger fish in a smaller pond. These shows can be just as labour intensive to set up and staff as large events, however, and typically bring less foot traffic.
Defining your targets, goals and ideal outcomes in advance will guide your event strategy and help you measure success.
If you’re feeling stuck at the planning stage, get in touch - we’d love to help.
Before You Go - Drive Excitement for Your Event
Once you’ve decided to participate in an event, successfully promoting your presence is crucial.
Social media is great for getting the word out to your existing fans at no cost through organic posts. If you’re taking part in an event with a large anticipated audience, you may also want to consider investing a small budget into paid social ads that can draw new fans to your event booth or table. Take advantage of event-specific posts, great graphics and event hashtags to catch attendees’ eyes. Consider sharing behind-the-scenes glimpses of your preparations, sneak peeks of exclusive products or promotions you’ll offer, and have fun engaging with your audience through polls, contests, or Q&A sessions. Don’t forget to reach out to event organizers and other participating vendors to find opportunities to cross-promote each other on social media and broaden your reach.
Building an email marketing campaign can be an excellent way to reach potential attendees directly. Why not send out personalized invitations to your mailing list? Keep your email list up to date with event details, share tidbits about what makes your booth and offerings special. Consider hosting a give-away at the event that you can promote through emails, using it as a hook to encourage RSVPs and to create buzz about your participation. Just getting started with your email marketing? Talk to us about the importance of crafting compelling subject lines and providing value through informative content to increase email open rates.
Collaborating with local influencers or bloggers who have a relevant audience can be a game-changer. These influencers often have dedicated followers who trust their recommendations, making it an effective way to generate buzz and anticipation for the consumer event. Look for influencers who post about businesses like yours and would be open to collaborating. Consider offering influencers a sneak peek or exclusive access to your products or services, to be featured in their posts in advance of the event.
Stand Out - Exhibit at Consumer Shows and Markets Like a Pro
Last but not least, how can you make sure that your booth or table draw the attention of event attendees? Here’s a list of our to ten tips for standing out in a crowd.
Unique and Eye-Catching Booth Design: Create a visually appealing booth with festive decorations, colorful signage, and attractive lighting. Make sure your booth design is distinct from others to catch the attention of passersby.
High-Quality Products: Offer unique, high-quality products that are not commonly found at other stalls.
Seasonal Specials: Introduce limited-time seasonal specials or exclusive themed items to entice customers and create a sense of urgency.
Offer samples: Sample products whenever possible, such as hot beverages, treats, or product demonstrations. Engage with customers, share your story, and provide information about your products.
Branded and Unique Packaging: Use branded, eye-catching and eco-friendly packaging for your products. Don’t forget to add your online store url to the packaging, so that the buyers can find you again after the event.
Interactive Experiences: Create interactive experiences like craft workshops, photo booths, or live entertainment to draw people into your booth and keep them engaged.
Create Ambiance: Add elements like decorations, twinkling lights, and music to create a warm and inviting atmosphere.
Promotions and Discounts: Offer special discounts or promotions, such as "buy one, get one free" or "spend a certain amount and get a gift." This can encourage customers to make larger purchases.
Social Media Promotion: Make sure to actively post to your social media channels while you’re at the market - making sure to use the event hashtags so that event visitors can discover you among the event content. Share photos, videos, and updates to generate excitement and attract potential customers.
Excellent Customer Service: Provide exceptional customer service by being friendly, helpful, and attentive to customers' needs. A positive shopping experience can lead to repeat business and word-of-mouth referrals.
Remember that the key to success at an event is creating a memorable and enjoyable experience for visitors.
By implementing these tips, you can increase your visibility, attract more customers, and make the most of this type of marketing opportunity. Feeling stuck or overwhelmed by event planning or prep? Let’s chat! We’d love to help.
Your Marketing Apothecaries, Joanna and Monika
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