In-Person Events for Medium Businesses: Connecting with Customers and Driving More Sales

In-person events are especially helpful for medium-sized businesses because they give them a place to show off their products or services and compete with larger companies on an even playing field.

However, the benefits of attending an in-person event don’t come without effort. Medium-sized businesses need to plan and carry out strategies that will help them get leads at the event and quickly follow up on them. Here are some tactics that medium-sized businesses can use to drive more sales and leads at in-person events.

Define Your Goals

Before attending an in-person event, medium-sized businesses should define their goals. Is their goal to generate more leads, close more sales, or build brand awareness? Once they have a clear understanding of their goals, they can tailor their approach to the event to achieve those goals.

For example, if their goal is to get more leads, they should focus on strategies that help them get leads at the event, like using a lead scanning app or giving attendees a free trial of their product or service.

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Invest in a Lead Scanning App

A lead scanning app is an essential tool for medium businesses attending in-person events. It lets them collect and follow up on leads in real-time so that they can take advantage of all sales opportunities. With a lead scanning app, businesses can easily get the attendees’ contact information, make notes about their interests, and even set up follow-up meetings.

Lead scanning apps also let businesses connect the information they get at events to their marketing, sales, and CRM systems. This integration makes sure that they have a full picture of their prospects and customers. This lets them personalize their follow-up messages and make it more likely that they will make a sale.

Integrate Event Data with Marketing and Sales Efforts

Integrating event data with marketing and sales efforts is crucial in making the most of in-person events. Medium businesses should have the plan to use the leads they capture at the event to drive more sales and leads.

For example, businesses can use the contact information they collect at the event to send out a pre-event email to potential attendees, inviting them to visit their booth. After the event, they can send a follow-up email to those who showed interest in their products or services, providing additional information and incentives to take action.

The InvitePeople event platform offers a range of cutting-edge features that make it easy to set up one-on-one meetings between e.g. suppliers and partners. Additionally, our platform seamlessly integrates event data into your CRM system, allowing for streamlined omnichannel marketing and sales processes. With our lead scanning app, organizers and partners can scan participants’ nametags for quick lead registration. Don’t miss out on the opportunity to maximize your networking potential and drive business growth – book your demo of InvitePeople today!

Act on Leads Promptly

Acting on leads quickly is crucial to converting them into sales. Medium businesses should have a plan in place to follow up on leads promptly after the event. This could include scheduling a follow-up call or meeting within a few days of the event or sending a personalized email to thank attendees for visiting their booth.

Not only does acting quickly on leads make it more likely that they will turn into sales, but it also shows potential customers that the business values their time and interest.

Plan for Related Marketing Activities Before and After the Event

Another important thing for medium-sized businesses that go to in-person events is to plan for related marketing activities before and after the event. These things can help them get more people interested in their brand and products or services, which can lead to more leads and more sales.

For example, businesses can make a landing page on their website just for the event that tells people about their products or services and gives them a reason to stop by their booth. After the event, they can use the contact information they collected to send a follow-up email with a special offer or discount.

Take Advantage of One-on-One Meetings

If the event is a conference with partners and customers, medium-sized businesses should take advantage of the opportunity to match interested participants in one-on-one meetings. These meetings can help businesses build stronger relationships with potential customers and partners, and ultimately drive more sales.

One-on-one meetings offer businesses the chance to connect with attendees on a more personal level, understand their needs and goals, and tailor their approach to their specific needs. Medium businesses should prepare for these meetings in advance, research the attendees they will be meeting with, and have a clear understanding of how their products or services can benefit them.

One-on-one meetings can also help businesses identify potential partners or collaborators that can help them grow their business. By making connections with other businesses, medium-sized businesses can find ways to work together and build relationships that are good for both of them.

Measure and Analyze Results

When judging the success of in-person events, it’s important to measure and analyze the results. Medium businesses should track key metrics such as the number of leads generated, the number of sales closed, and the ROI of the event.

By looking at these metrics, businesses can find areas to improve and change how they do things in the future. For example, if they did not receive as many leads as they had hoped, they could consider how they obtained leads and make changes for the next event.

Reading tips: How can I follow up on my event and measure the effect?

Follow Up Consistently

Following up consistently is another important tactic for driving more sales and leads at in-person events. Medium-sized businesses should have a plan for following up with event attendees regularly after the event and giving them relevant information and reasons to act.

For example, businesses can send out a series of follow-up emails over a period of weeks or months, providing attendees with additional information about their products or services and offering them special deals or discounts. By following up consistently, businesses can keep their brand top of mind and increase the likelihood of closing a sale.

In conclusion, in-person events can be a powerful tool for medium businesses to drive more sales and leads. Medium-sized businesses can get the most out of in-person events and reach their marketing goals by setting goals, investing in a lead scanning app, integrating event data with marketing and sales efforts, acting quickly on leads, planning for related marketing activities before and after the event, taking advantage of one-on-one meetings, measuring and analyzing results, and consistently following up. With the right tactics in place, medium-sized businesses can stand out at in-person events and drive more sales and leads for their business.