Research from Gartner Group tells us that 80 percent of your future profits will come from just 20 percent of your existing customers. A trade show organizer understands, this and their biggest fear is the loss of long-time exhibitors.
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Customer Experience
Event organizers have to tread a fine line when it comes to collecting information from their attendees. Ask for too much information and you risk potential attendees abandoning your registration form. Ask too little, and you don’t have enough information to ensure the attendee’s experience is customized to meet their needs.
Medical meetings feature cutting edge research, valuable continuing education sessions, and exhibit halls filled with the latest treatments, equipment, and services. They are meticulously planned to give attendees an experience they can’t get anywhere else. Yet, when it comes to the event website, the experience can be frustrating at best.
Healthcare exhibitors have unique needs when it comes to lead retrieval systems. Not just any lead system will work for them. A healthcare exhibitor’s lead system must be versatile, it must be smart, it must allow for customization, and it must integrate with the exhibitors CRM and reporting systems. It must also have the ability to capture and report in accordance with compliance rules, regulations, and standards.
A statistic is often cited that says, “70 percent of leads are not followed up on after a trade show.” Several people have tried to find the source for this statistic with no luck. However, the anecdotal evidence makes it very clear that the majority of exhibitors are not doing a very good job when it comes to lead follow-up.
People crave the human interaction that face-to-face events provide, but sometimes it becomes a choice between traveling and staying in the office. How do you tip the scales in favor of your event? By ensuring your attendees achieve their networking and learning goals and that they find the new products and services they are looking for at your event.
B2B events produce more data than many event planners know what to do with. We recommend using the following steps to make your data actionable and to keep the conversation going after your customers have all gone home. They'll help turn your event into the proverbial gift that keeps on giving.
So far in our event marketing series, we've discussed defining an objective for your event, the importance of an event website and email to engage attendees, and how to leverage social media. In this post we'll discuss the role of your company website or blog, printed materials, and Google search.