Special Event Marketing Should Follow An Entrepreneur’s Rules

Lobbying within the age of so much digital media during major conferences can often bombard an events team with too many possibilities.  That is precisely why it is vital to approach a large conference like CPAC 2013 in Washington, DC with a focused media and events plan.

In the above video, I want through a few tips that our Pelopidas media relations and/or special events team tries to employ whenever the venue is so large and broad.  Ironically, a rule that I follow is:  the bigger the show, the smaller our focus should be.  Like a small business entrepreneur, defining your goals from a large event is key.  For this book tour promotion, we determined that our target audience was mainly – under the age of 30, and likely to stop by our booth for less than three minutes unless we engage.

A good rule of thumb on exhibit booth traffic based upon past experience with large shows is to expect about 10% of total attendees to pass by at some point over several days.  So, if the conference that you intend to staff expects more than 10,000 in attendance, that could mean that your booth could see about 1,000 pairs of eyeballs, or roughly 300 people passing per day.  Assigning sales or marketing goals within this reality can help you determine the best staffing needs for your kind of experience.

During this conference, our How Money Walks blogger was also live blogging the entire weekend list of notable speakers and VIPs.  By assigning specific roles to everyone’s highest and best use, we tried to operate our How Money Walks tour booth like a well-trained, high-tech Apple store.  Our staff had a blast, our customers enjoyed the experience, and we were able to market media right on site throughout the major event.