Looking for a way to maximize the ROI on your market, tradeshow, and/or corporate events? We can help! Learn actionable ways to maximize your pre- and post-show emails to drive people to your event, gather lead information, and turn those leads into paying customers. Learn how to: Maximize Your Event ROI using Email with Whereoware + our partner Atlantic Exhibits. • drive people to your event booth • gather lead information • turn those leads into paying customers.

1. CAPTURING + CONVERTING LEADS
using email to boost ROI at your next event

2. Drawing people to the booth
Show lead capture
Post-event emails
Lead nurture
A multi-channel approach
AGENDA

3. DRAWING PEOPLETOTHE BOOTH
tactics + examples

4. BOOTH DESIGNTIPS
YOUR BOOTH HAS 3 SECONDSTO CAPTURE
ATTENDEES’ ATTENTION

6. Create a game encouraging attendees to
take photos, tweet, or share your content
Take pictures for Facebook,Twitter,
Instagram
Advertise a specific twitter hashtag or twitter
handle
CREATE A BUZZVIA SOCIAL MEDIA

11. START EARLY + KNOWYOUR AUDIENCE

15. FOLLOWTHROUGH

16. SHOW LEAD CAPTURE
tactics + examples

17. COLLECT BUSINESS CARDS /WRITE DOWN LEAD
INFORMATION
EASY

18. LEAD SCANNINGTOOLS
EASY

19. LEAD FORM
INTERMEDIATE

20. SALES APP
INTERMEDIATE

21. Who: Evergreen - B2B
home furnishings +
accessories
distributor
What: sales app that
incorporated both
online activity scoring
+ in-person scoring
SALES APP

22. SOLUTION
Sales Rep can
manually enter lead
Sales rep can score
leads

23. SOLUTION
Color coded company leads:
• Red– Hot
• Orange -Warm
• Yellow– Cold
• Blue -Very Cold
• No Color – Not Graded
Color coded customer type:
• White - existing customer
• Gray - lead

24. RESULTS
67% increase in the amount of closed leads

25. FOLLOW-UP EMAILS
best practices + optimization examples

26. 49% OF ATTENDEES PLANTO BUY WITHIN 12
MONTHS OF A SHOW

27. POST-SHOW EMAILS BEST PRACTICES
Personalize
Explain how you
plan to follow-up
Offer a relevant
incentive + include a
call-to-action

28. No snippet text
Preview pane does
not contain value
proposition
Does not pass “so
what” test
No prominent value
proposition
Message not
instantly understood
Does not pass 2
second test
No strong CTA

29. Value proposition
and CTA in snippet
text
Value proposition and
“so what” test
Instantly understood
message
Strong call-to-action

30. No snippet text
Preview pane
does not
contain value
proposition
Does not pass “so
what” test
N0 prominent
value
proposition
Message not
instantly
understood
No CTA

31. Value
proposition
and CTA in
snippet text
Value proposition
and “so what”
test
Instantly
understood
message
Strong CTA

32. LEAD NURTURE PROGRAM
taking your leads to close

33. NURTURE CAMPAIGN
B2C
MARKETING
B2C
DESIGN +
DEVELOPMENT
B2C
PRODUCTS
B2B ECOM
MARKETING
B2B ECOM
DESIGN +
DEVELOPMENT
B2B ECOM
PRODUCTS
SERVICE
MARKETING
SERVICE
DESIGN +
DEVELOPMENT
INTRODUCTION
Dynamically
personalized

36. BECOMING MARKETING QUALIFIED
BEHAVIOR SCORE
VisitedWhereoware’s website 4
Opened an email 1
Clicked in an email 2
Filled out a form (Preferences, Lead Gen, Contact Us, case study download) 6 (for each unique form submission)
13 Pushed to salesforce.com
60 Call task created in salesforce.com

37. SPOP/SALESFORCE.COM INTEGRATION

38. SPOP/SALESFORCE.COM INTEGRATION
38

39. MULTI-CHANNEL OUTREACH
using email to support all your channels

40. INTEGRATE

41. 5 days later

42. QUESTIONS? GET INTOUCH
Bill Haskitt
Partner + heads marketing dept.
bhaskitt@whereoware.com
703-889-1212
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog
James Morris
VP client strategy
jmorris@atlanticexhibits.com
215-674-9500 x 3154
Website: www.atlanticexhibits.com
Facebook: www.facebook.com/atlanticexhibits
Twitter: @atlantic_james