You have to know what you’re talking about in the aftermath of your events, trade shows, conferences, conventions, user groups, partner events, exhibit hall booths, lead gen activities, event sponsorships, sales opportunities, and budgets…
Especially if your CEO knows how to stay ahead of the marketing spin in the aftermath of any event.
You may think that your last trade show was a resounding success.
Your CEO may not.
I’m Tony Compton, Welcome to my Marketing Podcast!
You just have to know what you’re talking about in the aftermath of your events, trade shows, conferences, conventions, user groups, partner events, exhibit hall booths, lead gen activities, event sponsorships, sales opportunities, budgets… get the drift?
Yes, that’s a subset of the larger marketing picture, but has a special place. If your CEO knows how to stay ahead of the marketing spin in the aftermath of any event.
So check it out. It’s Monday, 8:00 am. Your briefcase bulges with stuff acquired at your last event. Collateral, business cards, receipts, some event notes. All representative of the hard work by all who attended the event.
Somewhere there may be a spreadsheet with information from attendees who dropped by your exhibit. More proof of that trade show effort.
Then there’s the expense report with your name on it. Gotta get that in. Plus, a few invoices to be paid after the show.
You think about the six-figures spent on that show. Or maybe it was seven. But no reason for concern. Review the event spreadsheet, pop the data in the ‘system’ for follow-up, jot down a few notes, assign the sales and marketing pursuit tasks, and you’re on track.
Then the phone rings. The CEO wants a word about last week’s event.
When it comes to event and trade show reviews, there are experienced CEOs who own finely-tuned radars to identify post-event spin and have the experience to stay one step ahead of the diversionary marketing tactics which try to justify event participation and expenditures.
Astute and experienced CEOs want business results, rationale, and sales-oriented answers as to why the company sponsored, exhibited at, and spent money on that show.
More VCs, investors, owners, and financial backers should, too. And when your answer to the business marketing and event question:
“What did we get for spending money on that event?”
…falls short. Your spin won’t work with an experienced CEO.
Because those social media pictures of your smiling team in your booth won’t cut it. No matter how neatly your table drape and giveaway pens are on display.
You’ll be talking and giving marketing away.
Part of knowing what’s up with your events includes knowing what to creatively do with your company podcast in support of your next trade show. I’ll tell you where you can stick your podcast - on my next podcast.
Which will be experienced, down to business, and right to the point.
Now That’s a Marketing Podcast!
I’m Tony Compton.