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Tech Event Marketing Case Study - Integrated Program That Delivers

POP Marketing: An Integrated Program That Delivers Results Marketers are told time and again that an integrated marketing mix is critical to the success of their overall strategy. In other words, to generate maximum ROI, you need a mix of paid promotions to get the biggest bang for your buck. But what does an integrated mix really look like - and what's the pay off? A large telecom provider partnered with UBM throughout 2015 to build out their brand awareness leading up to Interop Las Vegas 2015. They also wanted to connect face-to-face with key decision makers and continue engaging prospects beyond the event. Here's the integrated program we created for them. CONNECT THE DOTS to a P Pre-Event Wi-Fi Windfall Many companies ae leaving money onthe table when it comes toreven ue opportunities associated with the guestWIFI services they provide, arecent UBM Techsurvey fouand. But that'snot the worst of it. Few ealize they'e alsoat risk of becoming the next sec urity beadch headline due to lax policies. Check your pactices against the survey'sfindings, thenfollow this pathtounlocking the full potential of business WIFL Wi-Fi is a must for business success INFOGRAPHIC: 63% of executives say their business would be adversely impaced if they did not have Wi-A Wi-Fi for Business But most executives squander Wi-Fi's full potential for capturing new business This is a great way to FREE 90% dor't push advertisements to Wi-A guests showcase research and 56% don'trequre customers to regiterbefore using guestservices WI-FI invite people to learn more at your booth. dor't display a branding-friendy splash" page 47% whenguests sign on to W- Even worse, many companies expose themselves to potential security breaches 76% dant limit how long guests can se WiFi resources 74% don't turn off public WiFi after business hours 61% 39% don't use content fitering to limit guestacceis to risky websites of IT professionals use infographics for market research* 5 ways to fulfill the full power of Wi-Fi 2015 Content Connects Research Partner with networkservice providers that make iteasy to create spash pages and push promotions t WiFi guests Enable security contos that limit when and how long guests can use WiFi resources 3 Lse fites that block customers from accessing illicit orunsecured sites Choase cloud-based newark management and monitoring for centralied networkcontrd "This infographic was great alke on analytics for monitoring WiFi actvity that uncovers s opportunties because it had a call to action e about how to capitalize on busin ess Wi-Fi. boothat Interop Las Vegas, April 28-30, 2015. to encourage booth traffic, but also a version we can use throughout the year in promotions." , in un a - Client Onsite FOCUS GROUP: Business Wi-Fi The participants were highly engaged in the discussion, providing key takeaways that the marketing team could share with their organization. 85% 87% would consider attending smaller, more targeted events within a larger trade show would attend a vendor sponsored breakout event 76% Source: UBM POP Event Marketing Research 2016 would participate in a vendor-sponsored focus group POP BEST PRACTICE Extend your reach beyond the booth by hosting or sponsoring breakout sessions and other activities for deeper engagement. P P Post-Event FOCUS GROUP EXECUTIVE REPORT, VIDEO AND EBOOK eBook: An ideal asset type for a client to send to every- one who visited their booth. eBook performance: 55% 43% of leads were of leads were company size 100+ IT Manager or higher Why POP Marketing is Important to Your Overall Marketing Strategy • Marketers need to seize every opportunity to start a relationship, generate goodwill, and earn the trust of prospective buyers. • An integrated marketing program will help you achieve your overall goal – to generate maximum ROI, which means you need a mix of paid promotions to get the biggest bang for your buck. Interested in learning how our event and online technology brands can help you build your own POP program? Contact us at cync@ubm.com to request a customized program. UBM

Tech Event Marketing Case Study - Integrated Program That Delivers

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A large telecom provider partnered with UBM throughout 2015 to build out their brand awareness leading up to Interop Las Vegas 2015. They also wanted to connect face-to-face with key decision makers a...

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