B2B Digital Event Amplification Strategies That Work: Part III

April 16, 2020

Alexander Kesler

Alexander Kesler is the founder and CEO of INFUSEmedia, a leading demand generation firm. Alexander leads a team of digital marketing experts who specialize in B2B lead generation, content marketing and syndication, ABM and intent strategies, data processing and validation, programmatic media buying and brand amplification. 

In case you missed it, start here with an introduction to B2B digital event amplification strategies and read part two here. This is the final part of this series.

8. Impress Your Attendees with Digital Assets

Have you ever left a corporate event or conference with a bag filled with… nothing? Pens, keychains, stacks of flyers — at worst, all they do is clutter your life until you eventually throw them away; at best, your pen collection grows.

Luckily, there are alternatives out there through virtual event bags. These bags are more environmentally friendly — not to mention easier to manage. Not only are you reducing waste, but you can also say goodbye to stuffing bags for hours only to have them end up in the trash. Furthermore, virtual event bags allow your sponsors to submit their own content directly, so you don’t have to source flyers from several different companies yourself.

Virtual event bags are also great because they allow you to get creative with your promo materials. These bags are actually virtual accounts that attendees can access from anywhere, enabling you to run contests, offer discount codes or host online promotions.

9. Promote the Event as It Happens

Live streaming is immensely popular, and there’s no reason why you shouldn’t use it to promote your event. Assign an employee to live stream and live Tweet your event to show your followers what they’re missing (if they’re not there). You can offer your viewers a live tour of the venue at the beginning of the day, stream keynotes, demo products, host live interviews with employees or sponsors — the possibilities are endless. And the good news is, thanks to the Stories feature available on Facebook, Instagram and YouTube, you can choose whether these clips will stay pinned on your corporate profile as highlights or expire after 24 hours. Another advantage of this feature is that you can stream as much as you want without cluttering your viewers’ feeds.

10. Collect Data at Every Step and Measure ROI Drivers

Your event is a terrific opportunity to learn more about your audience and see which tactics work and which don’t. There is so much useful data that you can gather before, during and after your event, including:

  • Session attendance and booth visits
  • Content engagement
  • Social media activity (check-ins, app usage, Tweets)
  • In-app surveys and polls
  • Appointments made as a result of the event
  • Expressed interest in meeting and discussing business possibilities
  • Overall mobile engagement

Measuring ROI is one of the most important steps in the process. To do it properly, you need to set marketing goals and determine which metrics map to each goal. One metric you may want to track is lifetime customer value, which provides hard data on how profitable your event was. You can also benchmark your data against your competitors’ and your previous events to determine your event’s effectiveness and identify areas for improvement.

11. Reuse Your Content to Nurture Leads after the Event

You’ve spent all those resources on creating engaging content to attract attendees, so why not reuse it? There are many ways to repackage, repurpose, and recycle trade show content. Anything that shows how successful the event was, including videos (streams, presentations, interviews), podcasts or blog post recaps will keep your leads warm. Furthermore, asking attendees to take part in surveys or studies will give you a better idea of how you can improve the event next time.

Events are a great opportunity to create and build strong client relationships, but with a bit of planning and innovation, they can be so much more. By following these tips, you will not only increase attendance and create buzz around your event, but you’ll also gain new leads for future campaigns and generate valuable metrics.


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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.