One of my clients I work primarily with is an event marketing company near Detroit. They do incredible event planning and film production work, but until my arrival had not done much in the way of web design. After four years, they’ve discovered it to be a valuable tool in all sorts of different ways. Below are a few examples of how even one programmer on your team can add a whole world of difference to the services you can provide your customers in your event marketing or production agency.
1. Programming Interactive Displays
Kiosks are important at trade shows. For the short amount of time each consumer is able to spend in front of them, they certainly possess a knack for educating them to which other visual aids don’t come close. Your information can be displayed in an endless number of ways using infographics, and making them interactive both increases appeal and brand retention.
The most common type of interactive display that’s requested from me is a “touch and learn” display, where a consumer is meant to walk up and use the display to learn about the product. The “flashy” nature of the kiosk attracts the customer, and information proves to be more retainable than a simple static display or poster. Other varieties include video galleries and interactive games. Having these design in-house by a developer is a great way to unexpected issues with the displays that might happen on the road or during an event.
2. Lead Generation
This one may be the most popular by far, but there are many ways you can be creative about this one, too. You can go a lot further than putting a email sign-up form on a few iPads and placing them at your event. For instance, a couple years ago I was asked to create a web-based lead generation form for Flagstar, which would be used at the upcoming Michigan football game. In return for filling out the form, the consumer could go up on stage and get their picture taken wearing a U of M football helmet and jersey.
This could easily be done with pen and paper sign-up forms, but because we used interactive lead generation forms, the photograph could be sent to the consumer’s phone instantly. In addition, it instantly doctored the person’s last name to appear on the jersey in the photo. Now that was cool, and definitely a photo to treasure, let alone share on Facebook. Brainstorming a little extra to give to the consumer in exchange for their lead can often lead to some unique and memorable results.
3. Event Tracking
This is one your clients may not even realize is available. It’s entirely possible to monitor your visitors’ activity at your event the same way you’d use Google Analytics to monitor their activity on the Web. Leveraging the fact that nearly all your consumers carry cell phones in their pockets, an event agency can use a WiFi tracker to easily monitor the number of consumers that visit, how long they stay, and when they leave. Does activity peak at a certain time of day? What was going on then? What practices retain the most customers?
Clients that view analytics and user data as easy cash are quick to jump on this if your company offers it. And the more ways you can display that data in graph form, the more appealing it will be.
Nowadays, creating a website purely to sell an event is not just a good idea, it’s common practice. It’s the first impression the consumer gets of the client’s event, and you have the freedom through a microsite for it to be whatever type of impression you want it to be. So make it look professional, unique, fun, or however you want to portray it, and your event will certainly be portrayed the same way.
Put the link in the invitation email or the Facebook post used to advertise the event, and give your viewers the opportunity to RSVP straight from the website. Automating the attendee list like this really takes a burden off of any event marketing company.
Finally, it would be a waste not to use the Internet to advertise yourself! Investing in a web design firm not only gets you a svelte first impression via a stunning website, but by creating a strong SEO and social media presence, you can continue to expand your event agency and find many, many more clients. Agencies have the most potential for growth through the virtually endless potential connections found through the Internet, and to find them, it pays enormously to constantly be creating and publishing online content. I’ll be sharing (and have shared) several tips on how to achieve this, so stay in touch and let’s continue to grow together!