Seizing the Opportunity to Connect Through Events

Events enable you as a marketer to truly define your brand, clarify your solutions and products, and establish strong personal connections with event participants. Events also give participcuits a chance to interact with your customers, and as I ve mentioned before, peer-to-peer recommendations are truly king when it comes to spreading your message. Imagine how powerful it can be for a lead to have direct interaction with one of your customer advocates. 

Compared to most outbound marketing techniques, events provide you with the greatest opportunity to close deals and provide a lively, interactive, and educational forum to position your business as a true thought leader. Like the direct mail approach 1 discuss in the previous chapter, events can also get very expensive, very quickly. Make sure that when you are about to invest in a lot of cash for an event, that you are set up to tie metrics to it, so you Ccin gauge the effectiveness of your investment. 

What role do trade shows and events play in your overall maketing mix  

Audience for building brand awareness and word-of-mouth 

45% Venue for networking and lead qualification 41% Gathering of competitive knowledge and insight 

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Chapter 14 Seizing the Opportunity to Connect Through Events 247... 

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