There are three marketing channels called “triple media” that companies use when considering their media capabilities.
Triple channels include “paid media,” “owned media,” and “earned media,” and it is said that being able to utilize all three media is ideal.
First, companies disseminate information to consumers through paid media (advertisements).
Next, increase the number of supporters by introducing and promoting products and companies on owned media (media operated by the company).
Finally, the basic role of earned media (social media) is to promote communication between supporters and consumers, disseminate information, and generate reputation.
Among these three, owned media (media operated by the company) is attracting attention.
It is important for BtoB companies to successfully conduct lead nurturing.
This time, we will introduce the role of seminars and exhibitions in nurturing, which is one of our company-managed media.
What is lead development and lead nurturing?
First of all, do you know what “lead development” and “lead nurturing” mean?
These words are often used in BtoB marketing and mean nurturing potential customers (leads).
Specifically, we build relationships with potential future customers by providing them with information on the web and regularly sending them email newsletters, thereby increasing their desire to purchase our services and products. It means turning them into future customers.
When it comes to marketing, you need to use a variety of approaches to nurture potential customers and acquire future customers, rather than sticking to one approach.
Recently, an increasing number of companies are taking measures offline, such as seminars and exhibitions, in other words, as one way to do this.
What is the role of seminars and exhibitions in nurturing?
Now that you understand lead nurturing, let me introduce you to the role of seminars and exhibitions in nurturing.
Role in seminars in nurturing
Seminars bring together many people at once, making it an easy place for customers to participate.
Seminars clarify the use and know-how of products and services, making it easier to have a concrete image of the product and increasing the possibility that you will consider introducing it into your own company.
In addition, it is an opportunity for customers to check the authenticity of information and the fairness and accuracy of evaluation criteria, which cannot be understood just by reading articles on the web.
The role of exhibitions in nurturing
In the past, most BtoB exhibitions were exhibited by companies for “branding purposes.” However, recently some companies are trying to acquire potential customers at exhibitions.
It’s true that people don’t go to exhibitions that they have no interest in, so this idea makes sense.
Some people place more emphasis on gathering information offline than on the web, so having these people learn about your company’s services directly allows companies to have contact with more people. There are benefits.
In addition to this, it is also an opportunity for you to directly see the company’s stance and the reliability of the company itself.
Three things to do at seminars and exhibitions
Most seminars for BtoB companies are generally held on weekdays.
In order to acquire potential customers, it is important to keep the following three things in mind.
1. Presentation that “moves the heart”
Even if you know that your product is excellent, if you focus on explaining too much detail or use technical terms too often, the listener will feel left out.
When giving an explanation in front of a large group of people with different knowledge, try to focus your explanation on the essential points, but also try to create a presentation that will move the hearts of as many customers as possible, such as by including your own experiences. is important.
2. Materials are concise and easy to understand!
If the material is full of technical terms such as “△△△ of 〇〇〇 is…□□□…”, some people will definitely lose interest in reading it.
In order to prevent people from quitting reading halfway through the material, it is important to use visual materials (photos, diagrams) effectively.
Be conscious of materials that are “concise, easy to read, and easy to understand” for everyone.
3. Set up individual consultation meetings
As mentioned above, seminars and exhibitions are also a valuable opportunity to “make contact with people you don’t have contact with online.” By setting up an opportunity to hear from each customer, you can make even more specific proposals.
In some cases, there is a high possibility that things can be resolved all at once, so be sure to set up an individual consultation meeting.
What to keep in mind at exhibitions
Even if you are exhibiting at a trade show, you may see people just sitting at the booth and waiting, but this is the same as missing out on potential customers.
In order to acquire potential customers, please keep the following in mind.
Attitude to deal with customers sincerely
When you start talking, there are times when you feel like, “This isn’t going to make sense.”
In such cases, it is no good to end the conversation in an effort to end it quickly.
Nowadays, companies are offering a variety of services outside of their existing fields, and we must remember that even if something doesn’t work out this time, there is a strong possibility that something will come up next.
When an emergency arises, try to respond sincerely so that they will remember your face.
Don’t forget to hand over documents and business cards
It is difficult for people to remember something they have only heard once. Make your customers’ memories more solid by having them see your services again through materials. Also, be sure to give them your business card to impress them.
Think about the exhibition as a whole
At an exhibition where a variety of companies gather, it is important to not only think about your company, but also to keep in mind that it will make the exhibition as a whole more exciting.
A lively exhibition will naturally increase your contract rate. Stand in front of the booth, actively talk to customers, and try to cooperate with other exhibiting companies.
summary
Up to this point, we have talked about seminars and exhibitions, which are one method of offline lead nurturing. Exhibiting at exhibitions is not recommended.
If we actually tried to do this, it would be difficult to allocate staff and it would take a lot of time.
Furthermore, even if we go to great lengths to discuss business, there are many cases where it is difficult to come to an agreement at first.
The key to seminars and exhibitions is, above all, “building relationships.”
Be sure to value the relationships you have with the people you meet at the venue, and don’t rush to tell them about your company’s appeal.
This feeling will one day capture the hearts of customers and lead to customer acquisition.