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What do you have to OFFER?3/29/2024 Throughout the spectrum of pre/at/post event campaigns, not only is it important to have a strong call to action and to make that call to action easy for your target audiences to act upon, but it is also critical that there is a compelling “why” for them to take that action. This is usually centered around the audience needing what you have to offer. But what is it that you are actually offering? You may think it is your product or service offering itself, but unless it is peerless and not available anywhere else, you’ll need to provide further incentive to get your audience to take action. Even if it is peerless, you still will probably need to clearly highlight that and still offer additional incentives for action.
Consider, if you will, some “offerings” to either highlight in messaging and/or provide during your events and related campaigns to help move the needle towards action… Product/Service Innovation: Highlight new or revised products/services, line extensions, updates to software or control platforms, partner products/services, new acquisitions, improved quality or delivery timeframes or other new aspects of your product/service offerings. Learning & Knowledge: Offer industry thought leadership, research, studies, white papers, experts, presentations, or keynotes, either during your event, or as gated content outside the event based upon desired action by your targeted audiences. Networking: At event, offer the opportunity to meet & greet with; key company executives, research associates, product developers, industry consultants or lobbyists, key opinion leaders, key customers, peers, celebrities, students, etc. Incentives: An offer of preferred pricing or event-related discounts, new product specials, BOGOs or trial offers can be provided to induce purchase action. Promotions: Desirable premium items, create-you-own personalized gifts/premiums, drawings, sweepstakes, contests, participation rewards, social media promotions/hashtags, or other promotional programs can help entice attendance and drive desired action during an event, or as a promise before or after the event. Hospitality: While some still practice “candy bowl engagement” to attract guests with a simple bowl of candy, more sophisticated hospitality is often necessary to encourage guests to drive desired activity such as themed refreshments, concierge services, guest lounge or working spaces, phone charging stations, invitation to off-site hospitality events, or other food, beverage, or amenity-related incentives. Entertainment: Attracting attention may involve entertaining guests through live or recorded music, artists, poets, performance art, entertainment-focused interactives or other performance formats or platforms. For those not able to partake live at the event, consider offering the content in gated format, live or on-demand, in exchange for key information. When considering your offer, keep in mind that just because it sounds compelling to you, does not ensure it will be to your target audiences. Whatever your offer entails, it must be relevant and engaging and represent meaningful value to your audiences. It may not need to be a significant cost to you either, it just needs to be of benefit to your existing customers and new prospects and enough to entice them into taking the actions that you desire from them. If your event campaigns need an infusion of strategic enhancement, consider contacting Ben Olson at the OLSON experience, LLC to help you take your show or your event program to the next level and drive desired action through the incorporation of strong, compelling offers wrapped in captivating campaigns to drive measurable results and meaningful value for you and your stakeholders. Contact Ben today at; [email protected] or visit www.theolsonexperience.com. Copyright 2024. the OLSON experience, LLC
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