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Market-critical events
Market Critical Events are important parts of a marketing strategy. They help to amplify ongoing brand awareness and lead generation campaigns and create a unique opportunity for in person touch points, which can strengthen brand loyalty and motivate Leads to make purchasing decisions.
The primary promotion method for Market Critical Events therefore occurs through the always-on marketing campaigns already active. The B2B Marcom event strategy is to increase investment in paid promotion before the event to help increase brand recognition at the event.
The secondary promotion method is through organic social media, which serves to help increase brand awareness and loyalty.
We do not use any paid promotion to announce that we are at an event and share our booth number. Communication of booth location is only done through customary advocacy channels.
Promotional activities to be leveraged
- Always-On Campaigns
- Paid promotion campaigns
- Increased investment in paid promotion
- Organic social media
- Event webpage (optional)
- Email footer
- Employee Advocacy (optional)
Rough timing of activities
Five to six months before the event
- Launch any content creation projects which will be used in campaigns that are strategic for the event.
Two to three months before the event
- Launch any new always-on campaigns which are strategic for the event
- Launch any new paid promotion which is strategic to the event
- Build the organic social media calendar and begin preparing social media content
- Finalize plans to prepare a webpage for the event
Two months before the event
- Schedule social media posts to reserve dates on channels with limited availability
- Share the email banner with the Marketing Team to add to their email footer
- Share the social media calendar with the Marketing Team so that they can like and share posts within their professional social media profiles
- Launch the webpage for the event
One month before the event
- Increase investment in paid promotion
- Launch organic social media
- Share Employee Advocacy
Promotional activities to be leveraged
- Fast Track
- Visitor Scan
- Event webpage update (optional)
- Always-On Campaigns (consider whether to increase or reduce paid investment during the show)
- Organic social media
- Employee Advocacy (optional)
Promotional activities to be leveraged
- Email marketing opt-in
- Event webpage update (optional)
- Always-On Campaigns
- Increased investment in paid promotion
- Organic social media
- Employee Advocacy (optional)
- Reporting