I attended a marketing-related conference recently. About 25 companies paid to represent their offerings to the attendees.
Problem: Several of those companies were almost totally irrelevant to marketing professionals, in terms of what they had to offer. They came to grab the attention and business of marketing professionals, but their presence had no impact. The lines at those booths were much shorter than at the relevant exhibitors’ booths.
Having a booth at that event was a wise decision for some of the companies – not so much for the rest.
Before you invest in a marketing tactic, be sure to discover how relevant it is to your audience.
- Conference booths: Ask someone who has been to the conference before about the attendees – were they in the center of your target? Pick promo items they will value.
- Social media advertising: Poll users of your chosen social media network who are unrelated to your company. Make sure they’re the same demographic as your audience. Ask: Have you ever bought anything from an ad on that network?
- Pay-per-click advertising: Target unique and relevant keywords. If your competition is huge, relevant keywords will be expensive – that’s when finding the unique words your audience is looking for will save you money.
Contact us for help in these areas – or for more ideas on how to make your marketing spend go further.