Event Marketing: How to Monitor Your Trade Show Effectively

By Patrick Whatman


Some of us go to one or two big corporate events a year – maybe. They’re fun, stressful, informative – often all three.

But for a lot of people, coordinating events is a year-round affair. You have the initial planning phase, right through ticket sales and bookings, and then clean-up. And then it’s time to start the planning phase all over again.

At each step, you need all the information you can get. And that’s where media monitoring can be a lifesaver. You’ll know who’s talking about your event, and what they’re saying – from the build-up to the aftermath.

Whether you’re an event marketing agency or a large company running your own events, good monitoring can make a big difference. And we’re going to show you how.

Before diving in, we need to ask…

Why you need to monitor events

Think about all the work that goes in. The planning, networking, and scheduling. The tens, even hundreds of thousands of dollars invested. This is much bigger than your average marketing campaign.

To provide a great service during the event, and then adequately assess it after the fact, you need to be listening. Customers and influencers will share their responses all over social media and the web, and you need a record of these.

That’s why you need a monitoring tool to track results. Otherwise, you’re just guessing.

In this case, monitoring has several specific benefits. You’ll be able to:

  • Know what people say before, during, and after the event
  • Respond immediately to answer questions and encourage engagement
  • Create reports and find analytics about these conversations
  • Identify influential attendees and make a connection

Mostly, you’ll be able to show clients and stakeholders that their investment is paying off. Think of your monitoring tool as an “engagement dashboard” for the whole event. All of these conversations will be in one place, letting you make smart choices, quickly.

To show you how this helps, let’s start at the beginning.

How do you choose the right monitoring tool for your brand? Here’s how.

Before the event

The build-up to a trade show or conference can be nightmarish for the organizer. There are a million things to arrange: ticket sales, speakers, sponsors, you name it.

As an event marketer, your main job is building awareness and enthusiasm for the event. You’re nurturing social media conversations, and encouraging VIPs to share their excitement.

And there are a few keys to monitoring all this chatter well.

Pick the perfect hashtag

For social media monitoring, hashtags are your best friend. They conveniently package conversations under a single tag, making them easy to find. Since you need to track every comment online, this is a major advantage.

But the trick is, they need to be original. If not, you can’t be sure that every conversation using this tag is truly about your event. As Andy Crestodina says, “pick an event hashtag that’s short, and ideally, unique to your event. You’re going to always, always use this hashtag in every tweet and post.”

Once you’ve got your hashtags, use them everywhere! Make it clear that you need attendees to Go to the full article.

Source:: Business 2 Community

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