When we last left our marketing heroes and heroines they were wrapping up activities at their latest trade show. Now they’re back home and ready to capitalize on all they’ve done, created, learned, collected and committed to. So, where does one begin?
Let’s start with the primary mission of any marketing effort: building one’s brand. By setting goals around one’s branding efforts prior to participating in events, it’s possible to track the effectiveness of one’s efforts, to see what worked and what didn’t. So, what were your branding goals? Did you set up metrics by which you would be able to measure success or failure? How did you do? What could you have done better and what will you attempt to do next time? How did your event efforts tie into your overall marketing strategy?
Perhaps you announced a contest prior to the event. If so, what was the impact? How many participants did you have? How many of them are new followers or customers vs. previously loyal followers or customers? How many people did the newbies or loyalists tell, and how many of those became followers or customers? Were you able to convert the new followers into buyers as a result of the contest? What have you put in place to track the new leads and their sources from future programs? What’s your process for welcoming additional newbies and converting them? What’s your process for staying in touch with your current and future followers and/or customers, those you worked so diligently to attract? How will you encourage and assist them in spreading the word about your amazing offering? How will you track the success of such efforts?