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Event Planning

Event Lead Generation Strategies For Maximum Conversion

Yashika Tangri
April 9, 2024
min read
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Creating transformative and immersive experiences at events can help in event lead generation. But this is not an easy feat to achieve.

You have to know how to target the right audience and strategize event marketing to make your brand stand out and attract leads.

Below, we’ll discuss event lead generation strategies that will help you maximize ROI for your business.

A. What is event lead generation?

Event lead generation is the process of creating consumer interest in your business through an event. Event marketers use this approach to reach the target audience, engage them, and generate leads for their business.

Event lead generation is essential for the following reasons:

  • Networking opportunities
  • Brand visibility
  • Targeted audience engagement
  • Market insight
  • Partnership and collaboration opportunities
  • Relationship building

B. Events that require effective event lead generation

With so many events to plan, knowing which ones require effective lead-generation strategies as an event planner is important. Here's a list of the most common event options that will definitely require effective event lead generation:

1. Product launch events

A dedicated product launch can amplify the impact of the product on customers. You can showcase your product’s best features, benefits, and unique selling points to attract potential customers through these events.

For an impactful product launch, you can:

  • Highlight the value proposition of your product and create a compelling narrative around it
  • Address specific pain points for your target audience
  • Incorporate live demonstrations or interactive experiences enabling attendees to engage with the product
  • Implement pre-event teasers and announcements to build anticipation around your product
  • Capture leads during the event by offering exclusive access or discounts to participants who express interest in your product

2. Trade shows

Trade shows happen on a large scale, where businesses from a specific industry come together to showcase their products and services. These events bring huge opportunities to connect with B2B and B2C audiences, making them a versatile channel for lead generation.

To organize a successful trade show, you can:

  • Design a striking booth that complements your brand identity and stands out in the crowded space
  • Include interactive activities such as product demonstrations or virtual reality experiences to encourage engagement
  • Utilize social media, email campaigns, and collaboration with influencers to create awareness and generate interest
  • Offer exclusive incentives such as limited-time promotions or giveaways to attract attendees to visit your booth

3. Conferences

Conferences offer a unique opportunity to position your brand as an industry expert. The amalgamation of a wide range of speakers and topics attracts a broad audience and paves the way for potential lead generation.

For event lead generation in conferences, consider the following:

  • Host breakout sessions or roundtable discussions catering to a specific interest within your target audience
  • Allow the audience to select sessions that align with their needs to ensure a more engaged and receptive audience
  • Create visually appealing and informative materials such as brochures, business cards, and flyers that are easy to distribute. These leave a long-lasting impression on attendees.

4. Networking events

These events create a casual and relaxed atmosphere for professionals to connect. This can range from cocktail parties to speed networking sessions, offering a conducive environment for relationship-building and lead generation.

To optimize lead generation at networking events:

  • Aim to have meaningful conversations instead of collecting a bundle of business cards
  • Encourage your team to listen actively to attendees and their pain points. Articulate how your products and services can address those
  • Incorporate icebreaker activities or themed discussions that align with your industry

5. Online training and workshops

Online training and workshops allow you to reach out to a global audience while positioning your brand as an industry leader.

When planning your online training and workshops, try to:

  • Craft content that is both valuable and actionable. Create presentations that address common pain points within your industry and offer practical solutions
  • Include Q&A sessions, polls, and interactive elements to encourage audience participation and engagement
  • Utilize email marketing and social media and collaborate with influencers or industry leaders to maximize reach and engagement
  • Offer downloadable resources such as whitepapers or exclusive guides and incentivize registration to capture lead information

6. Webinars

Webinars provide a cost-effective and scalable way to reach a global audience. These events allow organizers to present information, interact with attendees, and answer questions in real-time for lead generation.

To host a webinar:

  • Curate high-quality content that addresses the needs and interests of your target audience
  • Choose topics for discussion that revolve around your products or services and how you offer solutions
  • Invite guests or industry experts to cement the credibility of your webinar
  • Create compelling landing pages highlighting the key takeaways from your webinars

C. Event lead generation strategies for maximum success

We’ve categorized pre-event, during-event, and post-event strategies to help you understand conveniently. 

Have a look.

1. Pre-event

Pre-event preparation is crucial as it lays the foundation for all your event activities. 

Here’s how to go about it:

i. Define your target audience 

Identifying and understanding your target audience is essential when planning for lead generation. Knowing your target audience will help you tailor content to their needs and interests.

Follow these tips to define your target audience:

  • Conduct market research to understand your target audience better, including key demographics, income and education level, psychographics, and interests.
  • Understand their pain points
  • Create your unique value proposition and communicate
  • Narrow down your target audience based on the information you have gathered

While formulating your survey channels, remember that different audiences respond differently to communication channels. Some might respond better to email campaigns, while some find social media ads easier to respond to.

ii. Design an attractive event booth

If you are participating in a trade show, making your booth attractive and captivating is important. There’s a chance that people might walk by your booth if they don’t find it substantial enough. If you want to grab attention, you have to add a wow factor to your event booth design and display.

To make your booth stand out:

  • Create stunning visual displays
  • Maintain brand consistency
  • Allow easy access to your attendees
  • Keep a space for attendees to check out your product and services
  • Showcase high-quality promo items

However, to attract leads, designing a stunning booth isn’t enough. You have to:

  • Incorporate touchscreen technology
  • Host giveaways
  • Conduct games
  • Feature product demos to make attendees interact at your booth

iii.  Create a compelling value proposition

Creating a unique value proposition increases the chances of event lead generation and lift conversion rates. A compelling value proposition can help potential attendees:

  • Understand your event's purpose
  • Differentiate between competitors
  • Increase their lifetime value 

But how can you create a unique value proposition?

  • Create your attendee persona and your product positioning in the market
  • Map out their pain and gains
  • Speak the attendee’s language
  • Be believable and specific
  • Don’t be superlative

iv. Create promotional materials

Creating effective promotional materials can elevate your brand image. However, you must remember to develop brand consistency throughout event themes, communication, and overall event marketing.

Some important materials to have in your events:

  • Banners and digital displays
  • Brochures and pamphlets
  • Media wall and props
  • Name tags and signs
  • Business cards

To build anticipation and hype around your event, consider:

  • Creating a promotional video to create FOMO (Fear of Missing Out) using existing content and images to display what to expect from your event.
  • Showcase past achievements and any big names, speakers, and entertainers associated with your brand.
  • Share positive feedback from previous events and user-generated content on social media.
  • Remain consistent with your hashtags and post on different platforms.

2. During event

Here’s how you can optimize event lead generation during the event:

i. Plan interactive activities for audience engagement

Attendee engagement is one of the most challenging tasks during an event. So you have to put special effort into it, as without engagement, the audience will not connect with your brand. Creating multi-touch campaigns and presentations that resonate with your audience is a good way to keep your audience hooked,

Enhancing the user experience through engaging and interactive activities can help you generate more leads. 

Here are some other ideas:

  • Photo booths
  • Scavenger hunts
  • Interactive games
  • Digital wall graffiti
  • Virtual and augmented reality
  • Metaverse and AI 

ii. Utilize technology for immersive experiences

Integrating technology at your event can set you apart and create immersive and engaging experiences for the audience. 

Here are some technologies you can utilize:

  • Contactless check-ins
  • Live streaming
  • Augmented and virtual reality
  • Artificial Intelligence
  • Mobile event app

Incorporating technologies will make your event more accessible and convenient and allow participants to enjoy it fully, increasing your chances of event lead generation.

iii. Craft engaging presentations

Attendees are more likely to fully involve themselves when you deliver an interactive presentation and engaging workshop.

Here are some tips to ensure that:

  • Analyze  your audience and plan from their perspective
  • Plan an easy-to-follow structure
  • Use storytelling and audio/visuals to create an immersive experience
  • Ask questions during the presentation
  • Use polling and Q&A

iv. Networking and relationship building

Events are an excellent place to build relationships, network, and generate leads. This will not only help you expand your reach but increase visibility, connect with potential attendees, and find new opportunities for sales.

Here are some tips for effective networking and event lead generation:

  • Listen attentively to what your audience has to say. Ask questions, and allow others to share their thoughts.
  • Establish rapport and build connections by finding common ground.
  • Be authentic and humble. Don’t establish yourself as superior or the know-it-all.
  • Be sure to follow up with prospects through email or phone calls.

3. Post-event

Post-event follow-ups are important as they nurture your leads down the funnel. Here are some event lead generation strategies to include post-event.

i. Analyze the collected leads

Once you’re done collecting all essential lead data, it’s time for you to arrange and analyze them. This will help you discover insights into your attendees and the impact of your event.

Here are some tips for gathering data:

  • Utilize event registration software to get detailed data about the event attendees, including name, email address, and location.
  • Incorporate post-event surveys with open-ended and close-ended questions to get deep insights into attendee experience, satisfaction, and feedback.
  • Have a check-in system to gather attendee details such as purchases, intentions, and interests.

ii. Send follow-up emails

Emails are an important part of event marketing and event lead generation. Sending follow-up emails is an excellent way to reconnect with your participants and follow up while the momentum continues.

Here are some tips:

  • Last-minute emails can be chaotic and unorganized, so the smartest way would be to draft them beforehand.
  • Plan out the time and schedule emails to be sent out automatically.
  • Plan a structure for your email to highlight key takeaways and experiences.
  • Include a call to action.

iii. Nurture leads through content marketing

Nurturing leads after the event can directly impact your attendee's decisions to convert them into paying customers. Content marketing can be the most effective for multi-channel nurturing, multiple touches, or personalized messages

Here are some incredible ways to nurture leads through content marketing:

  • Identify the correct marketing channel where your attendees engage the most.
  • Add data to your content pieces to add credibility.
  • Profile your leads and categorize them.
  • Create easily consumable content with infographics, visuals, and videos.
  • Craft specific content to target each stage of the funnel.

iv. Measure event lead generation

To review your event performance for lead generation, understanding certain key performance indicators (KPIs) is essential.

This includes:

  • Number of registration
  • Total attendance
  • Session attendance
  • Engagement rate
  • Social media engagement
  • Customer satisfaction
  • Landing page conversion rate
  • Bounce rate
  • ROI

D. Event lead generation with Ticket Generator

Event lead generation is critical for businesses to maximize ROI and increase conversion rates. There might be various challenges, but it’s not an unachievable task. As we've mentioned, you can take your event lead generation to the next level with proper groundwork and strategies.

Event lead generation initiates with a prospect registering for your event. So, you have to ensure a smooth registration and sales process. Ticket Generator can help you streamline your registration process and generate critical data for event lead generation.

Sign up now!

Author's Image

Yashika Tangri

Yashika Tangri is an amazing marketing manager who operates from Trycon Technology's Noida office. Her name signifies success and fame, and she has certainly lived up to these expectations.

At work, Yashika is a highly efficient digital marketing organizer and a source of inspiration to her colleagues with her positive demeanor and professional work ethics. Despite being a lifelong student of science, Yashika decided to pursue a career in marketing in 2018.

After work hours, Yashika enjoys creating new playlists on Spotify, and she is an avid reader who finds solace in escaping reality through the pages of mythology books.