Question

Topic: Strategy

How Do You Score Involvement With Events?

Posted by M.R. on 9/9/2010 at 6:00 AM ET 250 Points
Our organization doesn't do much with trade shows, but we occasionally are involved with industry conferences. Recently, we've sponsored an upcoming golf outing. Our CFO is (understandably) wanting more specific ROI for these investments. I wanted to check in with fellow marketers to see how they handle it. I have a scoring system (from interested prospect to warmer lead), but would like to see what others do.

We have a monthly newsletter. Here's what I've done in the past:

1, Contact appropriate person who attended event (from list provided).

2. Ask how they liked the event, and then ask a few general questions about their status of need for our services.

3. If it sounds like they're already being serviced by another company, ask if I may add them to our mailing list for the newsletter. If they're open to a call from a salesperson, pass it on to them.

I've emphasized in our organization that we don't want to "spam" folks, but get permission to send them something. I am wondering what else I'm overlooking. I can understand the CFO not wanting to invest too much in events if she's not seeing a positive outcome.

I'm making all of the follow-up calls. So I want to see if I can sharpen it up this time around. Also, if you've attended a Marketing Profs online webinar or read an article that can help in this area, let me know. I've been researching the site for such items.

Thanks in advance for any thoughts & suggestions!
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RESPONSES

  • Posted by CarolBlaha on 9/9/2010 at 7:15 AM Accepted
    Revise #3-- if they are serviced by another account-- use a pivot statement. That one supplier isn't the end of your conversation. There is probably a gap to fill. Also, they are always looking to find a better service, save money, etc.

    Think ahead-- if you ask "can we put you on our mail list" and they say "no"- what do you have? You've closed the door on yourself.

    You should be selling the appointment and the appointment only at this point for a F2F meeting to evaluate the service they have now or will need.
  • Posted by Frank Hurtte on 9/9/2010 at 7:48 AM Accepted
    This is a tough question.... I work with distributors and their vendor partners. Often my vendor clients ask my opinion about sponsoring golf, hospitality events, even social outings as in "tonights band sponsored by".

    Here are values that are difficult to measure:
    1) Building a name recognition in the industry. This is particularly important if you are a small company trying to project bigger than you actually are.
    2) Moving to a position of industry insider. The Associations who sponsor these kinds of events appreciate the sponsors. Being a sponsor opens the door for "fact finding calls". Here you call the Association Executive and ask, "what can you tell me about Frank Hurtte?" The Executive Directors of these places are very connected.
    3) Similar to above except you get direct referrals from the Ex Director.

    As far as your sales call following the event:
    Carol and I agree on most issues. This time I am afraid we disagree. For this type of event, I recommend a soft sell. I believe it cheapens your impression is you push people attending this type of event for anything. I would however create a special email newsletter for those attending the golf event - feature stories and pictures of the event along with product information. Gradually, wean off the golf content and ramp up your product content.

    Good luck....
  • Posted by CarolBlaha on 9/9/2010 at 7:51 AM Accepted
    Frank, I am not suggesting (nor is the poster) approaching anyone about sales during the event. His post is about follow up conversations.
  • Posted by M.R. on 9/9/2010 at 1:01 PM Author
    Carol, excellent advice. Perhaps something along the lines of "how well do they respond to your inquiries" or focusing on our newest product may be a better route to take.

    So you're saying to skip asking to add them to our list? I've usually used that only as the last resort so we can keep in touch with them.

    Frank, you're definitely right about quantifying! We're not hard-selling the event. We have the opportunity to give away a prize, which is great. My salesperson is looking at it as another way to get our name "out there" (and I agree.) But if we're able to contact folks after the event, then I'd like to go about it in a smart, respectable way. But nothing pushy, honest. :-)
  • Posted by Jay Hamilton-Roth on 9/10/2010 at 9:19 AM Accepted
    Even though you've sponsored the event, you're basically still cold-calling the prospects. How much effort have you made to qualify people at the event itself? How clear is your USP to the attendees? What problems are the attendees facing (based on conversations with them) that you can help? Can you get a list of attendees before the event? If so, contact them before (to welcome them and tell why you're sponsoring it). Then, repeat the message during. Finally, contact them post-event, repeating the message and following up on any conversations you had during.
  • Posted by CarolBlaha on 9/10/2010 at 9:34 AM Accepted
    Understanding golfoutngs-- a lot of the event is going to be hand shaking and getting to know each other. Your salesmen attending the event will be selling, without saying a single word about your service. Its a social event and they're building rapport and getting to know the potential client on a personal level that will carry over to the business side of things. I would keep it social during the event.

    I'd be especially focused on how your sales staff comes across during the event. Your reputation can be blown by a drunken rant by one of your staff. You don't want the message to be "I'm not associating with that bum"-- which will taint the company as a whole. You want the event to be fun, social and non offensive. Probably stating the obvious, but we've all seen it happen.

    As far as your follow up. Plan ahead the goal. Is it to put them on your mail list-- or get a face to face in front of the potential client?
  • Posted by M.R. on 9/10/2010 at 12:37 PM Author
    The golf event is a first for the company who organized it. I did ask ahead of time (before we committed to sponsoring) if the companies involved were large enough for our services and if decision-makers would be present. (In our case, that would be IT folks.) We received a yes for both. Our salesperson will be volunteering and she's pretty savvy. (Definitely not the type to get drunk, thankfully!)

    I'm thinking our salesperson will do most of the work at the event, i.e. getting to know folks, introducing herself, etc. It's just that I have a CFO who doesn't want to do anything anymore unless it can be scored. That's my predicament. I understand relationships can't be "qualified" as such, but the CFO has been requesting more detailed follow-up plans in order to make the investment worthwhile.

    We definitely want to get face-to-face with the potential client. When I call people, it's to gauge their interest in our business. If there is interest, the contact is passed to sales. If there isn't interest at that time, I try to get permission to put them on our mailing list.

    Thanks for everyone's input!
  • Posted by M.R. on 9/10/2010 at 12:45 PM Author
    Carol, just to let you know, our salesperson refuses to make "cold calls." Because of this, I'm the one who makes initial calls for follow-up campaigns. I'm not a salesperson. So when I call people, I'm not engaging in any sales pitches, per se. It's to gauge interest and opportunity.

    I'm always open to changing up my approach, but when I call, it's always to see if the lead would be open to receiving a call from a salesperson to discuss how we could help them. Again, the mailing list is the last thing I speak to them about if they're not open to a call from sales. We understand situations change and would like to keep in touch with them.
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