In an earlier post I’d written about how corporates have leveraged crowdfunding. While corporates have been finding ways to engage with the innovation-led community online more productively, they somehow haven’t been able to engage effectively during offline events and conferences.
In a recent article I’d written on Entrepreneur Magazine, I share my experience on how conference organisers can offer much more to their delegates and partners. Inline with those shares, here I’m sharing how corporate brands can also prepare themselves to get the most out of their audience engagement. Some learnings:
a) Multitasking Galore
While the audience and crowd at event would also be multitasking, listening to sessions, attending workshops, visiting booths and networking, it’s essential to identify your target audience and also understand when and where to engage them during the conference. The best time would be during the conference breaks and when they’re on the move.
b) Better Connectivity
It be better to also not interrupt them and start demo-ing/selling and or just engaging with those at your stall, but to find it easy for the crowd to view and understand your product/offering without any human intervention. A good wireless connectivity platform or even a link/app can facilitate this.
c) Conferences for Learning
The question here is how do you enrich your audience even more, is there something new your can share with people around? Today’s event delegates, especially those from the millennial generation use events as a way to discover and learn new things. Look at the crowds at MakerFaire events, who are wow’ed with new discoveries.
d) Know Who are Attending
Half the job is taken care of, if one did a pre-event research on the profile of the audience attending the conference. Based on the attendee segments one could find their audience and reach out to them accordingly.
e) Share Expectations in Advance
It’s also useful to interact with the event stakeholders and organisers to understand and see what one could expect as takeaways from the event. This would be useful, especially if its the brand’s first time at the conference.
While brands continue engaging via online platforms, offline is a medium that could provide quality leads and a good ‘return on investment’ if one planned their offline engagement strategy well.