![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2016/12/DF-CTA.png\")
Joining events is one of the most effective ways to market your product, service, or brand because you can leverage the awareness and the hype of the event to showcase the value and benefits of your product or service. Of course, the main goal is to earn from, but the modest objective is to drive brand awareness and traffic among a specific audience. Here\u2019s a tip, though. Pick only the events that allow you to emphasize the value of your product or service.
\n\n\n\nAt Mercury Labs, we make it a point to never miss big events because we see it as a vehicle for product marketing. Take the case of the events we attended this year \u2013 Dreamforce by Salesforce and DMA\u2019s &Then, two of the biggest annual marketing events. If you are in marketing, you want to be at Dreamforce and &then because they\u2019re like the comic-con of marketing people \u2013 you don\u2019t only want to see and be seen, but learn and take home useful ideas and information you can surely use in the future. More importantly, being there gives you a lot of marketing media mileage, and in turn puts you in a better position to get maximum ROI in terms of contracts and future partnerships. The point is, you have to identify your target events, and once you have them, follow these steps in order to get tangible ROI.
\n\n\n\nThe good thing about Dreamforce is that, because it\u2019s become an identifiable name (at least among marketers), we didn\u2019t have to find the perfect keywords that would attract awareness, hype, and traffic around the event. We only had to use the name of the event itself, and voila, we were as good as launched in social media.
\n\n\n\nBut if it\u2019s something else that\u2019s not as popular or something that you organically created, you really need to conduct keyword research to determine what related terms your audience is searching for around the event. The more relevant keywords you use in your campaign, the more people you\u2019ll reach and the more traffic you\u2019ll drive.
\n\n\n\nThere are three reasons I change my cover photo or profile picture: 1) When there\u2019s a celebration, 2) a memorable experience, or 3) a milestone. But the bottom line is, I really want people to notice it, to attract attention. Hey, I\u2019m human.
\n\n\n\nYour cover photo or profile picture is like your website\u2019s landing page. If you\u2019re attending an event, you need a landing page specific to that event. Your campaign should be relevant to the event you\u2019re targeting and add value for people interested in it.
\n\n\n\nYour campaign and landing page should also be branded so as people use your product, they learn about your brand as a solution to a pain point. Use hashtags or keywords. Make sure to have a clear call to action to try your product on your landing page. Here\u2019s an example of the one we built for our Dreamforce 2016 and &then campaigns:
\n\n\n\n![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2016/12/DF-CTA2.png\")
The look and feel of your page matters too. Use only attractive colors, high-resolution graphics or images, proper spacing and generally good aesthetics to keep your visitors. These characteristics will increase the likelihood of your target market staying on, sharing, and event signing up for your campaign.
\n\n\n\nCreating an optimized landing page is, in essence, promoting your campaign, but it\u2019s like saying you love your wife because you married her. It\u2019s not enough. You really have to show it. Every single day. By promoting your campaign, I mean taking to social media, creating a series of blog posts, and press releases. It\u2019s a combination of these that would stir the curiosity of your audience and perhaps, even earn an appointment.
\n\n\n\nWhen promoting an event you\u2019re going to, just remember to reach out to relevant media sites.
\n\n\n\nIn social media, identify catchy hash tags and those the people are using to talk about the event in advance. Tweet them regularly, using witty, shocking, or emotional language to pique interest and intrigue.
\n\n\n\nIn terms of content, write articles or produce videos related to the event. This gives you something to promote other than just your landing page. By linking to your landing page, you\u2019ll also help improve your landing page\u2019s search ranking (as long as the content is high-quality, of course).
\n\n\n\nIn our case, we took to Twitter, Facebook, and Google+ using our hashtag #CallboxatDreamforce and #Dreamforce16 to create more hype about the event. We published a series of blogs about the event, the reason we\u2019re attending, the key people in the organization that will be there, and why our audience should be there, too.
\n\n\n\nWe have published two blog posts for Dreamforce and published it 2 weeks before to gain traction and be able to set more appointments before the event and the face to face meetings.
\n\n\n\nWe even used throwback pictures, you know, for good measure.
\n\n\n\nNo campaign is complete without measuring its success (or lack of it). Once the event is over, you should get and take a long hard look at all the numbers including traffic, conversions, engagement, and so on. To put things in perspective, compare your current results with that of the past and determine why one was more effective than the other.
\n\n\n\n\n\n\n\n\nFor the Dreamforce campaign, we were elated to have had 12 sign-ups among the 55 inquiries. Three of those who signed up scheduled an appointment, and two signed contracts. It was a huge improvement compared with last year\u2019s numbers \u2013 32 inquiries, 6 sign ups, 1 appointment, zero contract signed.
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We didn’t stick to one marketing channel instead we utilized whatever is useful to our campaign. They say it takes two to tango so we used inbound and outbound marketing strategy to garner the leads we need. All of these results will help you determine what works and what doesn\u2019t. To have positive ROI, of course, you have to throw out what doesn\u2019t work and focus on those that do.
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