Tradeshow and conference sponsorships don't come cheap, but they do bring prospects face to face with your company and brand. And, in so doing, they offer a unique opportunity to establish stronger, more-personal connections with potential customers, which can, in turn, generate solid returns on your investment—if you know how to make the most of that opportunity.
As MarketingProfs VP of Events Susanne Sicilian explains, that effort involves much more than a good booth. "It...has to take place before, during, and after the event," she says.
The following six steps will help guide you to that customer-relationship goal.
Step 1: Start building excitement before the event
To make a strong first impression and begin building the relationship, use the weeks leading up to the event, when attendees' excitement is intensifying and it's possible to capture their full attention without competing against other booths or the buzz of the event.
Often the organization hosting and managing the event will supply a list of registered attendees, complete with contact information, a few weeks ahead of time. Sicilian recommends researching that list to understand your market and then reaching out to the registered parties via email or regular mail.