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event marketing

How to use Event Marketing to Explode your Lead Generation results

Ask any marketer what the most important marketing objective they need to deliver for their organisation, and up on top of the majority of lists would be effective Lead Generation. There is a multitude of marketing tactics we can use for lead generation (at Peazie we should know, we created a platform to deliver the most innovative and effective conversion campaigns). However sometimes in marketing, especially for those us in the B2B space, you just can’t beat the personal effect you get from Event Marketing.     

 

What is Event Marketing?

Event Marketing is the process of developing an exhibit or display (eg. trade show), or presentation/speaking event, or a combination of both as a way for a business to promote their service, product or organisation. Event Marketing is super powerful as it allows a business to leverage in-person engagement.

 

How Does Event Marketing Work?

Events usually have participants, a host, and sponsors. As explained below each play an essential role in the execution of the event:

  • Participants or attendees are ideally the final consumers of the product or service that is being promoted through the event. Attendees to an event can be:
    • Individuals making a purchase for themselves (B2C), or
    • Representatives of a company making a purchase on behalf of the business (B2B).
  • Hosts can be defined as the owner of the organiser of the venue. You can host or attend an industry event with a third party host.
  • Sponsors can vary depending on the type of business event you are attending:
    • Trades Shows Sponsors are the companies that bring a product to sell and help to pay the expenses of the event.
    • Presentation/Speaking Event Sponsors pay to be featured in the promotional material, event banners and are usually mentioned by the organisers to the attendees sometime during the event.  

 

If you are hosting the event, you will likely be a sponsor, but you can also solicit other sponsors and limit attendance only to companies who choose to help with your budget. We actually did this ourselves last year when we sponsored and presented at ‘Perfecting your Promotion’, a fantastic event held by our friends at Plexus.

 

Why is Event Marketing Such a Powerful Tactic for B2B Lead Generation?

Event Marketing is the is the bread and butter of the startup or growing B2B-based company. The more that you get in the field, the better your sales will be. Most B2B reps like to create a personal connection to ensure the longevity of a relationship before committing.

 

Each type of event has different strengths as to why they are so powerful for lead generation:

 

Trades Shows:

  • At Trades Shows businesses send representatives to events for the express purpose of meeting good partners – there is usually no such thing as a window shopper at events that cost money to attend.
  • You also have a chance to really spread your message far and wide. Big banners, loud displays and expansive promo efforts work well at trade shows.

 

Presentation/Speaking Events:

  • At Presentation/Speaking Events if you happen to be one of the presenters you have the amazing opportunity to have the whole room of people attention focused on you. (Make sure to provide lots of value with your time on stage, and NOT be too salesy)
  • If you are not a presenter there are still plenty of lead generation opportunities open to you at these types of events. You can sponsor the event which is a great way to get your brand’s name out.
  • Make sure to take advantage of the networking opportunities. Networking is key, make sure to talk to the person sitting next to you, talk to people between breaks, and also make sure to mingle at the after event drinks.

 

At these events make sure you have a plan of how you are going to collect your leads contact information. Are you going to give away a free trial or sample of your product or service? Maybe you can give away a small gift, or give people the opportunity to win a major prize. Remember in order to receive a leads contact details like a name, phone or email you need to offer value in return.    

 

What Goals Should Your Event Marketing Strategy Have?

You are likely spending money when you engage in event marketing. Your number one priority should be extracting a return from the experience. Set a budget and an expected return, and stick to your plan so that you will have the best chance of meeting your ROI.

 

ROI does not have to be revenue generation; as a matter of fact, redefining ROI as a certain level of lead generation is usually a better strategy. Bigger sales usually have a longer sales funnel.

 

In summary, event marketing is great for lead generation as it allows you to gain clients more quickly, and you create a more personalised relationship. Not only that, but you end up spending less money generating leads because you can focus on business reps who are showing real interest instead of waiting on clickthroughs. Nurtured right these leads can turn into long-lasting relationships.

 

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Perfect Planning: Before and After the Promotion

The success of a promotion in any industry depends on the implementation of some general strategies that are relevant in all corners of business. Here are a few vetted tips that you can use to help improve the viability of a promotional campaign.

 

Before the Promotion

Are you sending the right traffic to your promotion landing page? You must be sure that you are optimising your target audience by streamlining it directly at a single source. Believe it or not, this is the way to expand your reach. You can also employ a multitiered strategy by using Facebook Ads, a PPC campaign and an email campaign that will bolster your overall exposure if executed concurrently.
Make sure that your traffic is targeted; the wide net strategy is not viable in any market. The more precise you are in targeting your niche, the better your promotional campaign will be. Make sure that you find your first responders at their preferred location as well.

 

During the Promotion

You must set the key performance metrics that you are looking to fulfill so that you can properly direct your promotion when it is in its active stage. This will help you to strategise your concept, making it more appealing to the audience that will be most likely to act like you want to fulfill your business objective.
Your campaign should also take advice from your previous campaigns – there is no reason to overlook the lessons that you have already learned in the past. Finally, remember that one of the most effective ways to create a higher conversion rate is to choose an engaging incentive and mechanic. Pay attention to how your audience responds to your lead ins!

 

After the Promotion

Do your customers know exactly what you want them to do after the conversion action? Are the directions on your promotion clear? Continue to direct your customers after the initial conversion, and make sure they receive what they opted in for.

 

Also are you using social media or emails to continue to drive customer engagement after the active promotion is over? Target the most enthusiastic of your new converts and empower them to spread your brand like an informal PR team.

 

These tips will definitely give you a leg up for your next promotion. However, here at Peazie we have run a few campaigns in our time. To create the ultimate competition that delights your customers and brings a value there are a host of things you need to think about from creative and data-driven campaign concepts, administration and permits, design and building, to tracking and optimising. Peazie has a reputation for partnering with top brands in many industries for creating premium promotion campaigns. With over 250 clients on board, Peazie has experience across the board as well, ensuring that your promotional campaign is built on the successes of the past!

 

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4 Classic Ways to Use Customer Data

Here at Peazie, we’re a big bunch of data nerds – we LOVE it. We use insights from the data we have collected from running thousands of campaigns to continuously create high converting promotions for our clients. We also strategise what type of data our clients should be collecting from their promotional landing pages in order to achieve the best result.

You may already have some great data that you are not taking advantage of. All of those names and addresses that you have sitting in your database are actually a treasure trove of information that you should be using to expand. Here are the top four ways that the random customer data that you accumulate without even trying can help you.

 

Personalisation

The data that you collect can help you to create a more personalised experience for your customers. Your customers will spend around 13% more money with you if they feel closer to you, a study by Infosys shows.

Creating a buyer profile from customer data allows you to create personalised recommendations for your best customers and provide geo-targeted promotions on the mobile platform.

 

Offer Customisation

If you already know who is buying from you, then you can customise your loss leaders specifically to their needs, following closely in the footsteps of top enterprise companies who are already doing this such as HP. Your most loyal customers are the ones who deserve the most customised offers anyway, and their data is the key to creating that offer for them.

If you have real time data, you are in a privileged position. You will be able to watch your targeted promotions move directly to the channels that work best for that audience. Watch your engagement and conversion rate soar as you directly answer the call of your most loyal clients.

 

R&D

In today’s highly competitive and instantaneous market, each iteration of your products must outperform the last. Your customer data can speed up the feedback that you get on your current product line, allowing your R&D to move more quickly in the direction that your customers demand.

If you apply the proper analytics to your customer data, you will be able to specifically identify the products that your clients will pay for, as well as the price point that will maximize the effort for you. You can direct R&D in a way that focuses on improving the most salient aspects of your products.

 

Marketing

Your best prospects are always moving between channels, and your customer data is the best way to follow them. You will be able to more closely monitor the journey of a prospect that becomes a customer, focusing more of your efforts on the campaigns that were most effective for you.

Customer data also allows you to find the behaviour patterns of your highest value clients. With this information, you can take full advantage of Pareto’s 80/20 rule (you get 80% of your profits from 20% of your customers), reducing your marketing costs while improving your ROI.

This list is only the beginning, make sure to contact Peazie to learn how to create a promotion that captures the right type of data, from qualified leads, to help you achieve your business objectives.

travel marketing summit 750 x 500

The Top 3 Benefits of Event Marketing

In a nutshell, event marketing is when a brand hosts, sponsors, or takes part in some form of offline or online event, exhibition, or presentation. Here at Peazie we love event marketing, this year alone we have sponsored many events such as Mumbrella360, and the Rakuten Marketing Symposium just last week. These events have been a great opportunity to meet a lot of interesting people, amazing brands, and create relationships for years to come.  

 

Event marketing is so powerful because they offer brands the ability to meet often huge numbers of high-quality potential cliental with the hope of making a lasting impression, and building a strong foundation. Traditional advertising takes a more “spray and pray” approach, often sending a general message to millions of consumers via wider reaching methods such as billboards, magazines, and television commercials.
The benefits of event marketing, cover every aspect of the marketing process, from brand awareness through to sales, and even retention. So, no matter what your goals are with your marketing strategy, chances are event marketing can significantly increase your chances of hitting your targets. Here are some of the biggest benefits of event marketing.

 

1. Brand awareness

Hosting, sponsoring, or even simply taking part in an event places your brand in front of a primed, high-quality, often purchase-ready audience of consumers. Sponsors and hosts can obviously benefit from a hands-off approach as their brand identities are often plastered over the event paraphernalia, and sales representatives can also benefit from the increased exposure by taking the opportunity to network in a more natural, “in-person” environment.

 

2. High quality lead generation

All marketing roads lead to sales, even those with noble intentions. Of course, we all want to “provide value”, and “build trust in our communities”, and at the end of the day, the overall goal of marketing is to generate more high-quality leads, with significant potential to turn into sales. Without leads, there are no sales, and without sales, there is no business. The vast increase in brand awareness offers an equally vast increase in the number of potential leads. Unlike traditional advertising methods, the leads generated by events are, more often than not, significantly higher quality, consisting of like-minded people, or consumers who have actively sought out your brand.

 

3. Build long lasting relationships

By far the biggest benefit of event marketing is that it has the potential to introduce your brand to a vast audience of eager clientele. The audience in event situations has already chosen to engage with your brand, so rather than talking at them, like you would with traditional ads, events offer the opportunity to have valuable, in-person conversations.
Trust is the most important asset any brand can build with their potential, and existing customers. Above all else, if a client trusts your brand over another, there is a significant probability they will choose you. Event marketing offers the opportunity to build trust in your brand, and can result in significant, long-lasting relationships.

Source of Strength.

4 Ways to Supercharge your Startup Marketing

For startups, finding budget friendly ways to supercharge your marketing strategy is crucial. Very few startups have the luxury of a big budget, and navigating the minefield of marketing buzzwords can lead to a whole lot of wastage, and very little ROI.

To point you in the right direction, here are 4 ideas to help supercharge your startup marketing.

 

1. Create regular, useful content to help, not sell.

Content marketing is one of the most consistently misunderstood elements of a marketing strategy. Traditional sales techniques and ideologies suggest any “content” should show off the best features of the company, the product, and the brand. But in this day and age, that’s simply not effective anymore. In a world where a quick Google can give you pages and pages of data on an individual, it’s more important than ever to cut through the sales talk and aim to help prospects and readers.

To find effective and impactful content, you need not hire a copywriter or professional writer. Instead, use the knowledge and expertise of your existing team to develop content that matters to your customers, and can position your team members as experts within the industry.

 

2. Use video to engage customers and leads

Video is one of the most versatile ways to engage with your customers and leads. The great news is, video has never been more accessible than it is right now. Whether it’s posting regular vlogs on YouTube, Stories on Snapchat and Instagram, or live streaming a Q&A, exploring video platforms is a great way to both engage your existing community and provide value to others.

 

3. Use competitions to drive awareness and build your database

When it comes to generating leads, and increasing brand awareness, few ways are as effective as giveaways, promotions, and competitions. Historically, if you wanted to build a database it would have cost you the earth, and taken a whole lot of manpower. The good news for startup marketers is those days are behind us, and with promotions and competitions, it’s now easier than ever to collect data and drive leads in your marketing funnel.

For us here at Peazie using competitions and promotions are some of our favourite techniques. We have used our platform to power thousands of successful promotional campaigns, helping companies across Australia to reach their database growth, lead generation and sales goals.

 

4. Be part of the conversation

One of the most effective and valuable marketing strategies to drive both brand awareness and trust is to engage in real conversations with prospects, leads, and customers.

Whether it’s commenting on customer’s blog posts or engaging in a discussion around one of your expert topics, your goal should be to have valuable conversations with the individuals who ultimately make up your community. There is no hard and fast rule here, and no secret to success. Simply be authentic, be yourself and genuinely want to have a two-sided conversation.

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Why is Building a Database so Important?

In the early days of digital marketing, a database was little more than a list of names, or business contacts. On a good day, there were a few people who might be interested in your product. Or, at least, had shown some interest in the industry. Data collection was tough and expensive for the small business marketer, and it was common practice to just purchase a database, and bombard them with sales literature.


Fast forward a couple of decades, and the outlook isn’t half as bleak. Data is in abundance, and the means to capture data and build a database is now more affordable than ever. This said, it’s alarming how many still consider purchasing and spamming a list a suitable marketing tactic. Sure, in all likelihood it will probably result in some conversions – after all, if you throw enough dirt at the wall, something will eventually stick. But as any marketer will attest, not all conversions are created equally.

Lead quality


If there is one reason why building a database is so important, it is lead quality. Lead quality is everything. It influences whether or not an individual converts. It impacts how long a customer remains a customer. And it plays a huge part in determining how much it will cost to retain that customer for the long term. Building a database from scratch gives you control over the quality of your leads. Unfortunately, you can’t achieve the same result with a purchased database without significant expense.


Build a community


Building an active, engaged community is at the top of many marketers to-do lists, and rightly so. In this day and age, the divide between business and consumer has been torn down by social media, creating an open line of communication between brands and customers. One that allows businesses to offer value, and cultivate loyalty in return.

Using social platforms to engage your database can act as a crucial building block for your community. And it goes without saying that the higher the quality of your leads, the more active and engaged your community can become. This, in return, makes it a whole lot easier to retain your customers, and a whole lot cheaper too.

How to build a database


So, all this talk about databases, community building, and retention is all well and good; but how do you actually go about building a database filled with high-quality leads? Traditionally, marketers would have had to spend hundreds, if not thousands of dollars to conduct surveys, gather customer research, and run campaigns to collect enough information to compile a full database of potential, and existing leads. 

The truth is, consumer data is in abundance online. It’s simply a case of having a tool that helps you not only capture it but also make sense of it all. As a result, building a high-quality database from digital data can be a lot easier than you might think, be it through social campaigns, image upload competitions, or campaigns that drive your digital contacts to your physical store. The limit to your database building really is your imagination.

Low angle view of business team on starting line in the office,

Why All The Competitions?

By our very nature, humans are wired to be competitive. Competition is in almost every aspect of our lives, from sports and business, through to dating.

 

We’re surrounded by millions of brands, all asking us to ‘share to win’, ‘like to enter’, or ‘fill out this form for a chance to win’. With so many different competition ideas out there, if you’re not using them we understand if you think you’re missing out. Because you’re probably right!

 

If you’re stalling, and aren’t sure if competitions are for you, here are a few pros and cons to give you the inside track!

 

Pro: Generate brand awareness and engage with new customers

 

One of the biggest and most obvious benefits of running a competition is that it can generate a ton of new leads. After all, you’re tapping into our natural impulse. Everyone loves free stuff! For many this outweighs the potential barrier to entry that comes with sharing personal data.

 

Con: Some leads may only be interested in the prize

 

The caveat to generating new leads with your competitions is they may only be interested in winning. In reality, these are the “freebie hunters”. The people who have no interest in your brand, or purchasing from you. But the silver lining is running a competition offers you a way to make the freebie hunters work for you, and by leveraging competition mechanics – such as “share for increased chances of winning” – you can generate bucket loads of awareness through their networks and connections.

 

Pro: Improve SEO

 

One lesser known benefit of running online competitions is the impact it can have on SEO.

 

As you may know, a major aspect of SEO ranking is the number of genuine links that point toward your website. Asking entrants to share the competition on social media is a great way to increase the number of inbound links to your website.

 

Con: Rules and regulations

 

This is one of the biggest hurdles in running a competition. If this is a road you haven’t been down before, it can be a long process, and it is a bit of a minefield.

 

Knowing what is allowed, what is frowned upon, what is a breach of relevant state or international regulations, and getting it done quickly can be a bit of a headache.

 

Don’t worry though, all of this scary stuff can be easily taken care of by us here at Peazie!

 

Pro: Nurture your existing leads

 

Perhaps counter-intuitively, one of our favourite benefits of competitions is less about new lead generation and more about nurturing and converting existing leads.

 

We all have that percentage of our audience who don’t like filling out a form, avoid signing up to a newsletter, or might not be too keen on a white-paper. They are the little nuisances of our funnel who lurk in the shadows and consume, but are rarely engaging and are rarely converting. Cheeky little buggers!!

 

Running a competition is a great way to nurture and encourage stalled leads into action by appealing to their hard-wired competitive nature.

 

So if you haven’t run a competition yet, get in touch with us at Peazie! On your marks, get set, GO!

 

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Why Image Upload Competitions?

There are heaps of competition mechanics that can make your campaign deliver amazing results. Visual content is 40X more likely to get shared on social media than any other content. So it makes sense that you’d want to hop on board and run your first image upload competition and boost brand engagement.

If you’ve never run an image upload competition before, it can be difficult to know what to expect. How will you know if you’ve succeeded? What is the right metric to track? And most importantly, will it meet your campaign objectives?

So here is the lowdown on image upload competitions, to get you started off on the right foot.

 

Image Upload Competitions – to show or not to show?

If you’re looking to engage your fans, and generate heaps of amazing visual content around your brand, image upload competitions are perfect.

The standard image upload competition is, more often than not, reliant on a skill or entertainment factor. Sure, you might get some chancers in there, but you’ll also generate visually stunning, shareable content, that can significantly boost brand engagement. What’s more, as the entries are ‘skill based’ instead of an instant win, or random draw competition mechanic, there is no requirement for a legal permit.

Image upload competitions are also perfect for nurturing, engaging and re-engaging your customer community. In particular, competitions with a gallery of entries can be a great way to narrow your entry pool to people who are already engaged with your brand, or have been engaged in the past. If you value depth over width, image upload competitions are a great way to identify and drive entries from those who are are highly engaged with your brand.

But if your objective is not depth, and you are hoping to generate leads, image upload competitions are probably not the right call. Chances are you could increase your conversion rate by 4x by swapping your image upload mechanic for an instant win.

Rewarding this natural sharing behaviour helps you cast a wider net. Sure, campaign reach is by no means the decisive metric. But having a bigger pool to fish from can have a significant positive impact on the number of conversions your campaign yields.

Over to you!