How to Leverage Multiple Channels for your B2B Events in Singapore

How to Leverage Multiple Channels for your B2B Events in Singapore

We know the feeling of the months leading up to a B2B marketing event.

A B2B event is both exciting and challenging, there are so many things that you can do to leverage your marketing efforts in order to form powerful personal connections with your client-base and prospects. 

Today we examine how you can leverage multiple channels for your upcoming event and ensure your event’s success!

The Preparation

If you want to truly leverage multiple channels for your B2B event. It’s imperative that you start at the soonest possible time. Start the preparation a couple of months in advance with strategic pieces such as venue, speakers, and event marketing activities such as emails and phone calls already preplanned. A lot of things can go wrong in event planning so it pays to get everything sorted out at the soonest.

Social Channels

We’re not just talking about Facebook here, but a multi-channel approach on all the platforms that your prospects could be in. Whether it be LinkedIn or Twitter, you have to get the buzz out. It’s useful to note that you should start engaging the people who have already expressed their intention of attending on social media.

Try to hold mini-games, online contests or even distribute viral teaser videos of your event.

At the same time, the content that you are releasing has to be syndicated through your social media outlets as well. Do it on a schedule so that people won’t be overwhelmed with the amount of content you’re releasing.

If you have already engaged in one platform make sure you’re able to retarget on another one. This makes your social media strategy an omnichannel one.

Traditional Public Relations

The standard newspaper press release will help you out but it should not end there if you can secure a quick spot on the popular morning radio program, that will be even better. We tend to shy away from television advertising because they can get costly and might not reach your intended audience.

Do not underestimate the power of traditional media.

Invite the People That Matter!

Getting the right people involved can be difficult but along for months of prep time will allow you to connect with anyone. Make sure that the people who will be attending are aware of the presence of notable speakers.

If you find that you are having difficulty reaching a particular speaker, you can try to get to them using the current speakers that you have. This strategy works especially for people that you can’t seem to get ahold of.

Consider Regular Ad Placements

Magazine ad placements might be pricey but sometimes your target demographic still reads popular print media. If you have the ad budget for it, a B2B ad in a respected business journal would be great to boost your popularity, but sometimes even a magazine article is enough to get the word around without spending too many valuable resources.

Industry Connections

Do not think of your B2B sales even as just an event for your prospects, this is also an opportunity for you to socialize with your other industry connections. Sometimes you will find that having, for example, your suppliers present will make a big difference in getting other people to commit.

Content Marketing Through Other Web Properties

The content that you will be releasing during the process should have already been prepared and your blog should be constantly updated. This content should be syndicated with your social media accounts as we’ve mentioned earlier.

However, this is not just about producing blog posts. Aim for teaser videos, infographics, whitepapers, and other informative complementary content that can help.

Get Your Speakers to Help You Market (And Get the Right Ones)

Do not just concentrate on getting speakers on specific topics related to what you are offering, but get speakers with large followings that can contribute to the “big picture” sale. By doing this you can leverage their networks and create a more holistic event for all your participants.

Ask them if they can tweet about your event or help promote your other material through their online properties.

Get the Big Guys Talking

All of these efforts will have been in vain if the head honchos aren’t present. You have to be able to provide a unified front when it comes to event marketing because the spotlight will be on how the event represents the brand. 

The C-suite can be extremely helpful in this case because it shows that everyone is involved. Plus, they might have connections that can greatly benefit the entire brand.

Event marketing is one of the most powerful tools that you have in your arsenal because it allows you to personally interact with your prospects and long-term customers. However, it can get costly and it is important that you are efficient with the channels and approaches that you choose to leverage.

Your Event Marketing Checklist for CommunicAsia (Featured Image)

Your Event Marketing Checklist for CommunicAsia 2019

When planning corporate events, organizers are most concerned about finding innovative ideas (81%), good venues (65%), and marketing their event effectively (48%). (EVENTMB)

Online resources however eased event planners’ pains by providing tools that enable them to come up with hundreds of innovative format event ideas and find stylish comfortable venues. One thing that remains critical for them though is implementing the right event marketing strategy, which may be caused by lack of resources, staff and budget.

Do you worry about marketing your CommunicAsia event effectively?

The good news is, you can now free yourself from the torment of resources, budget and manpower constraints, as event marketing solutions are not anymore limited to just researched tools and ideas online, but can be employed as a service, with event telemarketing.

Event telemarketing can boost registrations and scale up revenue for your live events. With the use of multi-touch, multi-channel marketing, you will be able to engage attendees and opportunities throughout the event cycle, ensure quality of invitees and prospects at every step of the event process, leverage phone, email and social media to maximize conversions and collect critical event and prospect information for sharper marketing insights.

These event marketing to-dos will definitely stack attendees for your CommunicAsia booth:

  • Employ a service provider that can tailor an end-to-end event marketing program to any event type and size: trade shows, webinars, seminars, product launches, industry meet-ups and masterclasses like Sales Prospecting Workshop for ICT in SG on 21st June 2019, which you may drop by after CommunicAsia, and other live event initiatives.
  • The pre-event is the most effortful phase in the process so work closely with your provider. Leverage on a multi-touch, multi-channel marketing that will sync all media to help you reach the right prospect at the right time.
  • Create content that will fully promote awareness and build interest among your prospects via email blasts, sms notifications and banner ads display.
  • Set up a 24/7 chat support
  • Connect with your prospects in different social media sites
  • Call.

80% of trade show exhibitors don’t follow up with their show leads. (BIZZABO) 

  • No worries, your event marketing partner will take care of the next steps after the first move by sending event triggered emails and sms, tracking website visits and profiling each visitor, creating landing pages with contact form, tracking qualified leads from chat, replying to messages in social media sites, and calling warm leads.

91% measure the success of their events on attendee satisfaction (survey), 61% measure according to their specific event objectives, 60% determine results based on staying in the budget and 51% based on the number of registrations. (EVENTMB)

Organizers gauge event success and ROI depending on their goals, but both are achieved if you do in-depth profiling and targeting to invite the right attendees, consistent pre-show touches to increase RSVPs, timely confirmation and reminders to ensure high event turnouts, use key promotional channels to increase booth traffic, personalized outreach to score more on one-on-one meet-ups and post-event nurture paths to turn event leads to opportunities.

25 Must-Track Tradeshow KPIs to Make your Events Count [INFOGRAPHIC]

25 Must-Track Tradeshow KPIs to Make your Events Count [INFOGRAPHIC]

There’s this old saying (which everybody incorrectly credits to Albert Einstein) that goes “Not everything that counts can be counted and not everything that can be counted, counts.”

Someone named William Bruce Cameron actually came up with the quote in 1963, and people have been misattributing it to Einstein ever since.

Anyway, this adage does ring true for us marketers trying to navigate an entire ocean of data. And among the marketing tactics we use, there’s one that a lot of us struggle to measure: tradeshows.

I’ve worked with tradeshow exhibitors and organizers for years now. A common problem I keep hearing from them is that it can be difficult to measure how these events impact their overall marketing and sales results.

That’s a little surprising since tradeshows tend to take up the biggest chunk of a typical marketing budget. For such a key spending item, we need to make each dollar count.

My team and I put together this infographic showing the top 25 tradeshow KPIs to keep track of. These numbers cover crucial metrics to monitor at each stage of the event lifecycle and can help both tradeshow exhibitors and organizers better manage their end-to-end event marketing campaigns.

25 Must-Track Tradeshow KPIs to Make your Events Count

Let’s get into more detail about these 25 KPIs, plus look at ways for you to improve your event’s performance under each metric.

Before the Event

Of course, the main goal of the pre-event phase is to generate as many registrations and drive as much attendance as possible. But there’s more to the pre-event stage than monitoring registrations alone.

Here are nine metrics that help you build a fuller picture of your event before opening day:

  1. Total Registrations
  2. Confirmed Attendees
  3. Attendee Demographics
  4. Event Page Engagement
  5. Email Engagement
  6. Number of Pre-Event Reach Outs
  7. Scheduled Event Meetups
  8. Press and Media Coverage
  9. Sponsor Partnerships

Total Registrations

Everyone who exhibits or organizes a tradeshow puts the number of registrations as their top priority throughout the months and weeks before the event. It’s a metric that tells you a lot about the potential success of your conference.

This KPI, however, needs to be drilled down further to uncover sharper pre-event insights:

  • Compare weekly and monthly registration numbers
  • Consider past event registrations
  • Take possible seasonal factors into account
  • Track the impact of different promotion channels on registrations

Having a multi-touch, multi-channel approach at promoting your tradeshow is a proven way to increase registrations. We’ll learn how it works later in this post.

Confirmed Attendees

This is the number of registered attendees who categorically say they’ll be coming to your event. It indicates potential turnout at your tradeshow.

We’ve already learned that engaging with potential attendees via various channels and at different points prior to event kickoff is an effective way to boost registrations. This strategy also helps you maximize attendance rates by leveraging the following:

  • Start with a carefully-vetted attendee list
  • Follow up immediately after each signup with a welcome/verification email
  • Engage registered attendees on relevant online and social communities
  • Use event telemarketing to assist potential attendees with registration
  • Remind registered attendees via personalized emails and one-on-one phone calls at various points leading up to the event

Attendee Demographics

It’s good practice to segment attendees and to personalize your event outreach based on these groupings. This allows you to tailor your message according to relevant factors and generate higher response rates.

That’s why you need to gather different demographic and firmographic data on your target audience including:

  • Job title
  • Vertical
  • Size (total assets, revenues, or employees)
  • Technographics (technology in use and tech maturity)

These data points are best gathered piecemeal throughout the pre-event stage, which helps avoid overwhelming your attendees. That’s why event promotions need to be carried out via different channels and at multiple touches.

Event Page Engagement

The event page or website serves as the hub of your tradeshow’s online presence. It’s the ideal place to make schedules, profiles, news, and announcements available to your target attendees.

That’s why how much engagement your event page generates is a good indicator of pre-event performance. These are the best metrics to gauge event page engagement:

  • Traffic
  • Click-through rates
  • Bounce rates
  • Average time spent
  • Conversion rates

An effective event page requires the right balance between design, content, and SEO. It needs careful planning and preparation. That’s why for tradeshows with tight schedules, it’s highly recommended to partner with a reputable company that provides web design and SEO services.

Email Engagement

Around 40% of event marketers say email is their most effective channel for promoting live events. Emails drive registrations and attendance rates. They provide a targeted and personalized approach at connecting with attendees at each step of the pre-event process—fulfilling different roles such as invitation, confirmation, and notification.

Email engagement metrics are also good indicators of your tradeshow’s pre-event performance. KPIs such as delivery rates, inbox placement rates, open rates, CTRs, reply rates, and conversion rates shed some light into the potential turnout and level of interest from your attendees.

To boost registrations with pre-event emails, you need to:

  • Build anticipation and exclusivity with your announcement email
  • Choose an influencer or key decision maker as the email sender
  • Showcase your exhibition and your speakers
  • Encourage participation and feedback
  • Use automated but personalized confirmation emails to handle RSVPs
  • Schedule daily email reminders starting at least three days from event date

Number of Pre-Event Reach Outs

The average B2B marketer uses 5 marketing channels to promote a live event. These typically include emails, social media, online, phone calls, and direct mail (yes, direct mail).

All these channels need to provide a coherent conversion path that an attendee will follow from registration, all the way to check-in.

The number of pre-event reach outs counts the touches made with the different channels for each attendee. It shows how deep your pre-event engagement activities run.

Getting the most impact from a multi-touch, multi-channel pre-event program means being able to:

  • Define and implement a robust pre-event nurture cadence that attracts and converts attendees
  • Build an event marketing technology stack that covers registration management and contact management
  • Integrate your event tech stack with your marketing automation platform
  • Track and analyze critical analytics

Scheduled Event Meetups

More than 83% of B2B marketers cite increasing sales as their primary reason for participating in tradeshows. Tradeshows offer excellent opportunities to meet with potential customers in a suitable setting.

That’s why, going into the event, your tradeshow team needs to have a set number of scheduled meetups with attendees, especially those who are already showing a high level of fit and interest.

Knowing the number of scheduled event meetups will help you gauge the potential pipeline value you can generate from your event.

  • Compare your ideal buyer profiles with attendee demographics
  • Assign preliminary lead scores and update the values throughout the pre-event phase
  • Tailor your pre-event cadence to maximize scheduled meetups with highly interested attendees

Press and Media Coverage

For live events which are geared more towards branding, the amount of media coverage is a good indicator of how successful you’re able to promote the tradeshow. This is especially true for coverage received from sources related to your industry.

Media coverage can include paid and earned channels, and this is typically measured using the following metrics.

  • Volume of attention: How many sources mention your event, product, brand, or company
  • Audience reach: How many people have the chance to consume the sources that feature your brand
  • Share of voice: How your media mentions compare to those of your competitors
  • Message resonance: How well your key message penetrates media coverage

Sponsor Partnerships

Some live events involve a great deal of sponsorship and idea pitching activities. Knowing your events’ performance in terms of its ability to attract sponsors is also a key indicator to keep track of. That’s why the number of outside partners that grabbed your sponsorship opportunities is a crucial pre-event KPI.

During the event

Once the event gets underway, the priority shifts from the quantity of registrations to the quality of engagement. These eight KPIs best measure how well you meet this goal.

  1. Event Check-ins
  2. Attendee Engagement
  3. Speaker/Presenter/Exhibition Engagement
  4. Completed Meetups
  5. Social Media Engagement
  6. Networking Results
  7. Opportunity in the Room (OITR)
  8. Repeat Attendees

Event Check-ins

The number of event check-ins represents how many registered attendees actually showed up. But there’s more to this metric than simply the crowd size or the number of badges you scan. Event check-ins are best evaluated when:

  • Expressed as a percentage of registered attendees and confirmed attendees
  • Compared across different attendee demographics
  • Plotted against your previous events and tradeshows
  • Adjusted for late RSVPs or unregistered attendees

Attendee Engagement

Attendee engagement covers a broad set of metrics, which can include a number of specific actions that show attendees’ interest such as:

  • Event page views
  • In-app activity
  • Forum/community participation
  • Session attendance

Speaker/Presenter/Exhibition Engagement

Although this is technically part of attendee engagement, there are some special KPIs you should monitor that directly relate to how your event audience interacts with your guest speakers and reps at your booth.

These metrics measure a deeper level of interest which can be hard to pin down with just generic attendee engagement KPIs.

A few examples of speaker/exhibition engagement metrics include:

  • Speaker profile page traffic and conversions
  • Direct messages to speakers or members of your tradeshow team
  • Inquiries and hand-raisers
  • Booth traffic
  • Community members and activity

Completed Meetups

This is the number of scheduled meetups that actually take place. This KPI is very useful for tradeshows with sales as the primary goal.

Completed meetups should be compared to the total number of scheduled event meetings you determined prior to the event. A wide gap between the two figures can indicate poor engagement and low conversion potential.

Social Media Engagement

Closely related to attendee and speaker interaction, social media engagement involves an entire set of KPIs to track. These numbers include:

  • Likes, comments, and shares
  • Mentions
  • Hashtags
  • Reach
  • Followers
  • Audience growth rate

Social media forms a core component of attendee engagement during the event. It provides a convenient way to communicate with attendees on the topics and communities that revolve around your exhibition or show.

Networking Results

Exhibitors and organizers often plan B2B matchmaking opportunities for their attendees. Networking opportunities add more value to your event, and the results of these networking activities help you gauge how well your event enables attendees to interact with each other.

Some of the ways to boost networking results include:

  • Encouraging an active online community
  • Making it easier for attendees to mingle (through name badges and session activities)
  • Matching attendees based on relevant factors
  • Organizing group-based tasks

Opportunity in the Room (OITR)

This is an event KPI introduced by events planning software SocialTables. It represents the anticipated total sales pipeline value of your tradeshow attendees.

There are two ways to calculate OITR:

  • Raw OITR: The total number of RSVPs multiplied by the average deal size
  • Projected OITR: The raw OITR adjusted for conversion rates (attendees to qualified leads, leads to proposals, proposal to closes)

The OITR gives you an early feel for your event ROI. This is especially useful for marketers who follow a long and complex sales cycle (where event ROI can take a while to realize).

Repeat Attendees

If you’re organizing a recurrent (monthly, quarterly, or annual) event, then you also need to track the number of repeat attendees your tradeshow generates. This metric indicates how well your events resonate with your core audience.

A high or increasing number of repeat attendees can mean that your main audience is getting genuine value from your events. Otherwise, you may need to reconsider your tradeshow strategy.

After the event

As you know all too well, event marketing activities continue long after you pack up and head home. During the post-event phase, the primary goal changes from engagement to conversion. The following KPIs are the most suitable yardsticks for measuring post-event marketing performance:

  1. Qualified Leads
  2. Customers Acquired
  3. Cost per Lead/Customer
  4. Speed and Depth of Follow-up
  5. Net Promoter Score (NPS)
  6. Brand Impact
  7. Gross Ticket Sales
  8. Cost to Revenue Ratio

Qualified Leads

Going into your tradeshow, you already have a clear idea about who your most promising attendees are (based on attendee demographics, firmographics, etc.). During the event itself, you narrow down this group further using the level of interest they show and additional information they provide.

Now that you’ve learned everything you can about your most promising attendees, it’s time to find out which ones have a good chance of actually turning into customers:

  • Marketing-qualified leads (MQLs): Attendees who meet your definition of an ideal lead but still need further nurturing
  • Sales-qualified leads (SQLs): Attendees who represent your ideal buyers and are ready to face your sales reps

Customers Acquired

This is the number of tradeshow-generated leads who actually turn into customers. Of course, depending on the length and complexity of your sales cycle, it can take you a while to find this out.

In order to maximize the value of leads you acquire from your event, it’s often a good practice to focus on nurturing and closing opportunities, instead of following up each attendee.

That’s why I highly recommend outsourcing part of your post-event conversion process to an agency that specializes in handling B2B event promotion and follow-ups.

Why You Should Join this Year’s CommunicAsia and Other Tech Events in Singapore

Why You Should Join this Year’s CommunicAsia and Other Tech Events in Singapore

The thing about events such as conferences and trade shows is that they offer something new to the people that attend them. Of course, events are a vital component in industries where innovation is constant, so it doesn’t come as a surprise to see hundreds of tech events being held every year.

Beyond the free snacks and venue goodies, these events also function to spread knowledge and awareness about the most critical issues affecting the tech industry on the whole. For the tech sector, expos and conventions provide a great way to know the latest trends that could affect certain markets, and for B2B tech companies to link up with potential business partners and industry leaders.

In this sense, it is imperative for a tech company to join such events, knowing their value along the lines of brand building and marketing. For Singaporean tech firms, joining important industry events makes all the difference if they aim to compete with other brands and make themselves more visible to potential clients.

Fortunately, there’s CommunicAsia 2018 to look forward to. Read on to know why you should sign up as an exhibitor, in case you haven’t yet.

Defining the future of ICT

Dubbed as “Asia’s most established and relevant event for industry professionals in the telecommunications sector,” CommunicAsia 2018 aims to gather influencers and stakeholders in a three-day engagement to discuss new technologies and developments in the ICT industry.

Happening from June 26 to 28 at the Marina Bay Sands, the event features an exhibition covering key ICT areas such as broadband connectivity, wireless systems, fiber optics, as well as software and applications development. Through this exhibition, ICT companies can present innovative products and ideas to potential B2B buyers. Coverage by international media partners, on the other hand, can help you boost brand awareness, and enhance your reach and industry clout. This would give your audiences more than enough reason to have you as their solutions provider.

An important component of CommunicAsia is SatComm 2018, which sees prominent organisations and businesses involved in satellite communications come together and discuss new innovations in satellite-based technologies.

There’s so much more to experience in this year’s CommunicAsia 2018 that this article could barely cover everything. Unable to join? No matter. There are still equally significant tech events in Singapore that you might want to take part in.

Related: Up Next on Callbox’s Event Calendar: CommunicAsia 2018

Slush Singapore

September 1

There’s no doubting the fact that startups have become a driving force of innovation. Slush Singapore seeks aims to be an event that celebrates the start-up culture by gathering leaders of growing business to form a community “built by entrepreneurs for entrepreneurs.” If you have a new and outrageous idea to present to the world, Slush would be an ideal venue for it. With close to 5,000 attendees and 360 participating startups last year, Slush is touted as one of the biggest tech events in Singapore.

Also held at the Marina Bay Sands, this event provides businesses with an opportunity to connect with their audiences. Along the way, they can share their insights on the things that matter to their industry through the World Cafe sessions that take the form of one-on-one meetings. You can build linkages with over 400 decision makers and discuss the many challenges affecting data security and product innovation in the IT sector. Indeed you can discuss these and a lot more important things when you sign up for the Industry of Things World Asia today.

Related: Breaking Down Your Pre-Event and Post-Event Marketing

Bringing together influencers and innovators in the field of data and network management, this event is definitely the right venue for tech companies to position themselves as leaders in their own respective niches. The summit features presentations on recent AI trends, highlighting the actual application and benefits of AI. Other than that, you can also join the summit to expand your network of industry affiliates and update skills and capacities in developing and applying AI technologies for a variety of purposes..No doubt, you will gain more than the usual stuff from a typical tech event since you will be treated to an extensive knowledge sharing session with major industry players coming from Asia and elsewhere.

Your Pre-event and Post-event Plan

The number of people who are present at the venue will determine the success of the event. Hitting your target number of attendees requires a top-to-toe effort from pre-show marketing, event day presentations, and channels utilization.

Pre-Event Marketing and Social Media

Make use of social media channels like Facebook, Twitter, Instagram, Snapchat, Pinterest, Buffer, Pocket, Email, and Whatsapp to announce and disseminate information about the upcoming event. Send out emails, create blog posts and link to your social media pages like Facebook.

Such tactic made the Singapore Fintech Festival last year a big success. It brought together fintech players, policy makers, financial industry leaders, venture capitalists, investors, tech entrepreneurs, and academics. The 2017 festival drew more than 13,000 participants from across 60 countries, became an excellent platform for key stakeholders of the global and regional fintech community to connect, learn from one another, and co-create new solutions to real problems.

Related: Invite Success: The Pre-Event Marketing Checklist

Publicize Before, During and Post Event

Trade shows must not simply amaze attendees with nice big booths and product demonstrations but should showcase something that would draw good lead traffic of interested customers. Organizers may create attractions like well-known persons in the industry or display LED screens that feature testimonials of successful individuals in the industry and previous events.

Highlight the event’s subject or product focus in all your media channels, and invite industry thought-leaders as speakers. Get a good publicity about your trade show before, during and after the event by partnering with top media agencies just as how the last Fintech Festival was headlined by Insurance Business: Singapore Fintech Festival to focus on ASEAN and AI.

Also, it would be best if you could accomplish everything in your checklist a year or six months at the least before the event to draw a bigger crowd, jam-packed venue and showcase better and more exciting activities.

In fact, the upcoming 2018 Singapore Fintech Festival on 12 to 16 November is up and ready as of press time. You will see all the information about the show at Home – Singapore FinTech Festival 2018 like exact dates and venue, feature presentations of exhibitions and conferences, demonstrations and summit.

Lastly, create at least three CTA buttons for registration, and don’t forget to include links to more information about the event, attendees and event presentations and contact information.

Related: Planning Ahead to Maximize Your Post-Event Marketing Campaign

Breaking Down Your Pre-Event and Post-Event Marketing

The event you’ve been conceptualizing with your team for months is finally taking place. You know, however, that it is just the beginning – the real ‘battle’ is yet to come, and that is making the event a success, an event that will generate a strong ROI. To do that, you need to have a marketing strategy.

Using social media and other platforms to promote and advertise your event is just the surface. The best strategy involves following a timeline and a logical sequence where the next step builds the previous step making the whole marketing campaign stronger.

Although the ultimate marketing plan to capture every lead is just a myth, many tactics can give you big wins in every phase of your campaign.

Since every phase is different, as well as the lead time, your success rate increases if you create a plan for each stage. Here is a break down of each phase/section according to experts.

Pre-Event Marketing

Fail to plan, and you plan to fail. No matter how clichè it might sound, it’s excellent advice.  When you plan, don’t forget to define what your goals and objectives are.

How do you this? By asking the right questions!

  • Why did you organize the event?
  • Who is your target audience?
  • Do you want people to learn, to sell, or to network?
  • Where do you want to put up the event?

These questions will help you conceptualize the presentation and execution of the event.

Another factor that can help you define your goals and objectives is by bringing as many people as possible in the planning stage.

Remember what they say – two heads are better than one. The more people take part in your planning, the more ideas you can get. With many people working and putting their ideas together, the more bases you cover, ensuring that you don’t leave anything to chance.

Related: Invite Success: The Pre-Event Marketing Checklist

Social Media is Your Friend

Utilizing social media has become part of every company’s marketing strategy. However, you should know which channel will work to your advantage. That’s because people have become increasingly touchy to spam and sales content.

Think about it as a date where you observe the other person first on the first day. You don’t look too eager or disinterested so as not to scare the other person. If you want to make it work, you need to invest by giving value to the other person while trying to win them.

Creating value means creating high-quality content that does not just entertain or inform but educate them. That means your content addresses the pain point to everyone who sees or reads it, even the non-attendees.

The logic is simple – if your content can attract everyone, it has the potential to go viral.

Related: Facebook and Twitter Metrics to Track in 2018 [INFOGRAPHIC]

Post-Event Marketing

When your event ends, it does not mean your marketing campaign ends as well. You need to have last-push marketing using emails or blogs.

You can also reuse your event content and turn them into a podcast, YouTube videos, eBooks, or infographics and share them on your social media accounts. They will refresh and inspire the people who attended your event again and again.

Related: Planning Ahead to Maximize Your Post-Event Marketing Campaign

Don’t Be Afraid of Feedback

Gathering feedback after the event is vital so you can make an honest assessment whether it was a success or not, or whether the performance was extraordinary or average.

Feedback can also give you more data and insight to help you communicate more effectively with your target audience and make your brand much stronger.

Go back to your goals and objectives during your pre-planning stage – assess and measure them. How can you integrate these goals and objectives into your company’s long-term goals?

Related: How To Use Your Customer’s Voice To Create Powerful Content That Converts

How About In-Between

In between your pre and post-event marketing is the event itself, the most important element of your campaign. In fact, this is your marketing campaign in real-time where every moment counts.

It is the centerpiece of everything that you have planned. At this point, focus on your purpose to create an engaging and immersive experience for your audience.


  • Use visuals – They can be videos, photos, displays, or product demonstrations that help your audience understand your product more.
  • Interact – Create different activities that will make your product or service the star of the show. It could come through product testings and samples.
  • Connect – How can they use their devices on-site and interact/connect with your product?

As you engage your on-site audience, don’t take your online audience for granted. Make sure that they, too, are as engaged and immersed digitally. Utilize social media, so your online audience gets an update on what’s happening in your event.

When in Doubt

During your planning, it is normal to feel like you might get confused whether you are doing the right thing or not. Go back to the basics if that happens – What is your brand all about? What are your goals and objectives? Share your story in various ways, on different platforms, and to different kinds of audience. You can never go wrong with your story.

Boost turnout and conversions for your live events with Callbox’s targeted, end-to-end event marketing solutions.

Planning Ahead to Maximize Your Post-Event Marketing Campaign

Planning Ahead to Maximize Your Post-Event Marketing Campaign

Aim high and hit the mark! That’s exactly and literally what MailOnLine did and achieved when they held a dinner party on Mt. Everest.

Planning ahead for your marketing event is not enough, but careful planning is. Here are surefire tips in planning ahead to maximize your post-event marketing campaign:

Set realistic and targeted goals

Physical or offline events are a lot costly than online or virtual events, and ROI is a major consideration. Limit your goal to registration and attendance pattern, making sure that your event is well-attended by the right people. The pattern will show that the percentage of qualified attendees is a high indicator of success.

You may also include possible scenarios in the pattern like best case, worst case and risks, which by the way must be identified and managed up front.

Related: Invite Success: The Pre-Event Marketing Checklist

Have a strong and creative theme

A dinner party at 23,000ft on Everest and wearing a suit or a gown despite the -25c weather may be the silliest idea for an event, but what made it successful was the impossibility, uniqueness, and creativity which drew interest for people to join and support the quest.

Your event must have the cohesive look and feel to your target attendees to create a perfect brand experience. How your booth looks, your collaterals presented and the kind of gimmicks you incorporate during the event must have a lasting impression on your attendees.

Use multiple channels in event promotion

We can’t deny the fact that technology has become an integral part of our everyday living, and most especially how we do business. In order to generate the highest amount of registrants, you’ve got to put so much time and energy in planning your event and make sure do the promotion correctly. Make use of all available resources like email, social media, public relations and media tie-ups. Also, touch base with your target attendees at the earliest time possible.

Post-event marketing campaign continues

Your post event-marketing must drive three things: maintain momentum for your next event, encourage registrants to move down the sales funnel and provide you with better and bigger ideas for the next event. But things don’t end here, after the event you will need to gather feedback (maybe via NPS survey) and measure ROI.

Related: How to Calculate the Success of your Events in Singapore

MailOnLine’s Mt. Everest expedition was difficult and risky but careful planning and having the right people in the team made the trek easy, raised funds for mountaineering charity Community Action Nepal as the event’s ROI, and the dinner party, the tastiest success.

Invite Success The Pre-Event Marketing Checklist

Invite Success: The Pre-Event Marketing Checklist

Events or trade fairs or product exhibitions offer unique and vast opportunities for both entrepreneurs and consumers by showcasing and demonstrating their brand. This can also open doors for meeting with industry partners and finding new ones, learning about the competitors and recent market trends.

Events are held mainly for awareness campaign – the goal is to let your market know the latest about your product or service; sales just come second. However, events, whether big or small require careful planning otherwise no goal will be achieved.

Here’s a cunning pre-event marketing checklist which may include timeline and tactics that you may refer to.

Create a pre-event marketing page

Capture early interest from your target attendees by creating a pre-event marketing page and making it live. This can also build up your SEO authority in Google.

Related: The Anatomy of an Effective Landing Page for APAC Businesses [INFOGRAPHIC]

Create a blog post

Blog posts will inform your target attendees what is the event all about and why are you organising it. The blog post should contain an explanation of why they need to come to the event and such must convince them to do so. What’s in it for me (WIFM) for the target attendees must be answered in the blog post. 

Related: How to use Eventbrite and Content Marketing in getting Event Leads

Get on social media

Utilize the power of social media mainly Facebook and Twitter, also Instagram, Snapchat, Pinterest, Youtube, Tumblr, Medium, Reddit, Quora and others, and get on it early so as to create impact for your event promotion. Your event’s social media page will be a channel to build a community and spreading the mission you wrote in your blog post. Don’t forget the event hashtag.

Related: Your Guide to a Successful International Social Media Campaign

Partner tie-up

Event tie-ups or partner collaboration is very important and you must reach out to event collaborators, complementary brands and media partners at the earliest time possible before the official launch of your event, thus helping you spread the news and information.

Also be on top of everything as how big-time event planners do. See this complete event planning guide for a successful event launch.  

  • Establish goals and objectives
  • Select target date
  • Identify the venue and negotiation details
  • Create an event master plan
  • Come up with cost estimates and budget plan (venue rental, food, beverage, equipment, AVP, travel, etc.)
  • Recruit event committee, event manager and establish sub-committee POC’s
  • Create and launch publicity plan and brand the event (ensure staff and volunteers are well oriented with their specific tasks like VIP coordination, signage, media relations, printed material design and printing coordination, online administration).
  • Identify and confirm event speakers and entertainers
  • Identify and confirm event sponsors

Once all these are either done or working in progress, get ready for your event day and don’t miss to do accomplish your post-event plan.

Related: Singapore Events: Reduce Event No-shows in 3 ways

Singapore Events Reduce Event No-shows in 3 ways

Singapore Events: Reduce Event No-shows in 3 ways

To many event organizers, missed appointments can be a source of frustrations. Not to mention a loss of revenue. But whatever you do and no matter how hard you prepare for your upcoming event, there’s no way you can expect all invitees to show up.

Related: Gearing Up for Your Singapore Tradeshow: 5 Tips to Ensure Success

There are a lot of reasons why no-shows happen – plans changed, excitement dropped, it’s a free event, etc. However, understanding why they refuse to show up will help you communicate better with your attendees.

Finding ways to reduce no-shows is important to every business. Sending them a reminder or giving them something valuable for free upon signing up can help encourage them to show up. But here are 3 ways to make it easier for your invitees to remember their appointments.

#1 Use multiple reminder method

Of course, reminding them 1 to 2 days before the event will help them remember. However, utilizing multiple reminder methods is a great way to increase your attendees’ awareness and will boost your chances of reminding them (personally) of their appointment.  

You can remind through;


Sending a reminder email before the event is a great way to reach out to attendees that are always on the go and are not on their desk but have access to their email.

Related: 7 Stats that Says Email Marketing is the BEST Among Other Channels [INFOGRAPHIC]

Reminder Call

Calling is the best way to confirm your attendees’ availability. Why? No action is required from them to confirm their attendance. A simple, ‘yes’ or ‘no’ answer will do. Those who will say “yes” are more likely to show up.

Sending Calendar Invite

This is the easiest reminder method. Most marketers send out calendar invites to automatically remind their attendees about their upcoming appointment. Once they’ve accepted your calendar invite, you know they’re interested.

Just make sure to include the following;

  • The name of the event (add a little description of the event)
  • The day, date and time of the event
  • The venue

Related: AskCallbox: What makes an effective lead nurturing program?

#2 Make use of your social media pages

Leverage your social media page and create a buzz about your event. You can create a society and add all of the attendees. This is a good way to let all of the attendees know who will be attending and invite them to join conversations with other attendees.

Related: How to use Eventbrite and Content Marketing in getting Event Leads

#3 Keep track of your analytics

Nowadays, marketers make use of technology to minimize no-shows. By constantly monitoring the responses of your attendees through social media interactions, email responses, etc you’ll anticipate the number of people who will show up. When you know your numbers are going down, you can plan ahead and create another strategy such as; offer attendees referral or consider having media giveaways which can help boost the interest of your attendees.

Related: How to Calculate the Success of your Events in Singapore

Let’s face it. You can never avoid no-shows in every event. But having plan A, B C and D will help you troubleshoot your numbers ahead of time. Sure, there may be attendees who will not show up but these 3 ways will help you reduce your no-shows and still have adequate number of people to fill up the room.

Related: Callbox Confirmed 600 Attendees for Events Leader

How to Calculate the Success of your Events in Singapore

How to Calculate the Success of your Events in Singapore

Planning an event can be tough. But your effort doesn’t end on the day of the event. Instead, it is after the event that you are able to assess its effectiveness and reap the benefits.

High volume of registrants and selling a lot of tickets can be a good indication that the event will be a success. However, that’s not the only factor to measure and evaluate.

Here are the 5 factors to calculate the success of your event.  

#1. Social Media Engagement

Social media activities can help people know about your event. An increase in followers, the number of shares, mentions, likes and views of your event posts are good indicators that you have reached your audience and that the event will be a success. Also, by creating a hashtag you can keep track of mentions and comments.

Continues social media posts about the event until the big day will get attendees excited, share and talk about it on their own social networks.  

#2. Event Attendees

The higher the number of attendees means the event is a success. However, you need to consider the number of people you reached out to and the number of people who expressed their interest in participating to your event to be able to assess how effective your pre-event marketing efforts.

Well, in my point of view, the hell about those numbers. A crowded event can only mean one thing – your event is a blast!

#3. Attendee Satisfaction

Attendee experience is important in every event. Why? A positive experience can increase your brand’s credibility. Not to mention it helps for your attendees to sign up again for future events.

#4. Number of Qualified Sales Leads

The main reason why marketers are hosting events is to promote brand awareness. But of course, converting attendees into customers is a good bonus. However, if your goal is to generate leads for your sales team, then a high number of qualified sales leads means your event is a success.

Related: How to use Eventbrite and Content Marketing in getting Event Leads

#5. Customer Acquired

The main indicator that the event is a success is if you have acquired a high volume of customers after the event. Interested participants provide information so they know that someone will contact them after the event. If many of these leads were converted into customers by your sales team, then you have to congratulate the whole event’s team for a job well done.

It’s important to gauge the success of your event to know if all of your efforts paid off. These factors can help you identify if it is best to put all of these efforts again next year or make an even better one.

Gearing up for your Singapore Tradeshow: 5 Tips to ensure Success

Gearing Up for Your Singapore Tradeshow: 5 Tips to Ensure Success

For 13 straight years now, Singapore has consistently been ranked as Asia’s top destination for tradeshows and conferences–and for good reasons, too. Singapore has a lot of things going fit that make the city a favorite venue for business events: its international appeal, strategic location, and access to key Asian markets.

In 2015, Singapore was able to attract a total of 156 meetings in different industry sectors, ranking 7th among world cities in the latest ICCA report.

That’s why you’ve made the right choice for your consulting practice the moment you registered to exhibit at one of the many industry tradeshows being held in Singapore this year. With over a hundred events specializing in dozens of verticals (from advertising to water management), there’s plenty of opportunities for showcasing your stuff and reaching out to industry movers.

So, whether you’re already making the finishing touches to your tradeshow booth or still in the planning stage, here are five tried-and-tested tips to help ensure your upcoming Singapore tradeshow becomes a resounding success.

#1: Start with the end in mind

It’s practically a given that the main reason behind participating in tradeshows is to increase sales. In fact, about 83% of marketers cite this as the number one motivation for their event marketing investment.

But in order to achieve measurable results with your tradeshow activities, you need to get a bit more specific with your objectives. Are you simply looking to drive awareness for your consulting company? Or are you trying to hit sales-oriented objectives like capturing a given number of leads?

Knowing this in advance helps you put the right event marketing plan together. So start with a clear idea of what you want your end result to be.

#2: Own the whole event

First off, this isn’t saying you should be trying to hog the limelight at your upcoming tradeshow. What this means is you should treat the event as if you’re organizing the whole thing. So, in the run-up to the event, you need to be actively spreading the word not only about your exhibit but also about the show itself. This helps you place your activities in the context of the overall tradeshow.

Owning the event lets you drive more attendees and capture more opportunities for traffic and engagement.

#3: Tell, don’t just show

Industry tradeshows contain more opportunities per square foot than with any other marketing venues available for consultancies. But this doesn’t mean prospects are simply going to flock to your booth after you’ve set up shop.

You’re going to need to proactively engage with attendees and other participants. This means having an eye-catching booth design, working with energetic tradeshow staff, taking opportunities for speaking/presentations, and grabbing every chance for networking.

Keep in mind that 72% of decision-makers say that tradeshows influence their buying decisions, and that 74% of tradeshow attendees improve their opinion about a company following an event. So, it really pays to step out of your booth and mingle.

 #4: Pull out all the stops

From a marketing mix standpoint, tradeshows don’t exist in a vacuum. That’s why marketers leverage every tool in their arsenal to promote live events. On average, marketers use as much as 5 promotional methods to publicize a tradeshow. Similarly, about 76% of marketers integrate live events with their other channels.

Your tradeshow engagement plan also needs to outline how you’ll be using several different platforms such as email, phone, social media, mobile, and online channels not only for promoting the event but also for enhancing your tradeshow attendees’ experience.

Also, these tools help you carry out marketing activities like collecting prospect information and following up on promising leads.

#5: Think marathon, not a sprint

Speaking of event promotions and follow-ups, there’s one last thing about exhibiting at tradeshows that consultancies need to consider. Tradeshow marketing starts well before the event kickoff and continues well after the event has closed.

Weeks or even months prior to the event, you should already be working on ways to drive interest and awareness by reaching out to your target attendees. In the same way, you need a specific post-event follow-up plan to nurture and convert your tradeshow leads.

So prepare for your upcoming tradeshow like it’s a marathon and not a sprint. It’s a long process, and the actual event forms only a single part of it.

The Takeaway

There’s little doubt that tradeshows are an effective strategy (67% of B2B marketers think so). But success depends, to a large extent, on the amount of planning and preparation you put in. Focus on the five areas we’ve outlined in this post and see how each applies to your upcoming Singapore tradeshow program.

Author Bio:

Ralph is a content writer at Callbox. He closely follows developments in B2B marketing and occasionally looks back on interesting business stories. He enjoys reading, playing the guitar, and spending time with his pet cat.

The Parts of the Best Events Telemarketing Script in Singapore

The Parts of the Best Events Telemarketing Script in Singapore

“Dine and wine at Flavours 2016, an annual food and wine festival in Singapore held every 2nd weekend of May. Delight yourself with savory chows and exquisite drinks from around the world.”

Interesting…are there parking fees?

A flowery email invitation may easily capture a reader’s attention but may not answer some questions from the prospect. 

Get all the jobs done in just one call using the best event telemarketing script. See the parts of an event telemarketing script and suggested spiels:

The Opening

The Opening spiel is an identification of who you are, the company you represent and the purpose of the call. It must include a warmth greeting and and a brief branding of the product or service.

Normally, gatekeepers would answer the initial call so you have to keep a pleasant tone to get through.

“Good morning / afternoon. My name is ________ and I am calling from/on behalf of company name . I’d like to speak with (Target Contact) the (Job Title) please. It’s about event title.  

The Parts of the Best Events Telemarketing Script in Singapore

Once you have reached the DM and have delivered the Opening spiel, you may proceed to the Body of the script and comprehensively explain  the full event details. Keep in mind that most prospects may only have more or less 5 minutes to spare for the call, so organize your spiels and customize your answers according to the prospect’s questions/responses.

The Body

1) “May I ask if you have received our event invitation via email?”

The Parts of the Best Events Telemarketing Script in Singapore

Event telemarketing campaigns usually kick off with email blasts of the invitation brochures. The email contains the event details, a registration link, and some FAQs. The follow up call should bear the qualifying actions:

If the answer is yes, confirm if he was able to register online. Most email invites now contain online registration links.

“If you have already registered, you will have received an email notification from (company name) confirming your registration.”

If no, inform the prospect that you will resend it to his email. Verify his email address (use phonetics), and ask for the best time to call back, or ask for a few minutes to discuss the event details with the prospect. (Get email address and resend invite)

“I am sorry to hear that. May I verify your email address please?” 

“Thank you. May I have a few minutes of your time now to share with you more on this event?”

Proceed to discuss the event details, otherwise:

“I will resend you the event invitation today. I’ll call you back later or tomorrow morning to confirm your registration. Thank you for your time and good bye.”

 2) “Have you already registered online?”

The Parts of the Best Events Telemarketing Script in Singapore

If the answer is yes, proceed to verify contact details:Com pany Name, Contact Name, Job Title, Phone Number (Direct Line/Mobile). Jet down everything. 

 “To confirm we have you registered, may I take your email address please”

“This event will present relevant content to executives from the manufacturing and operations, finance, IT, supply chain and logistics, plant and maintenance departments.”

“Would you like us to extend this event invitation to any of your colleagues?” 

“Thank you for the details. We will be in touch with your colleagues shortly.” We look forward to welcoming you and your colleagues at the event. Thank you for your time and good bye “

If no, suggest to register the prospect online on his behalf. If he agrees, proceed to verify contact details: Company Name, Contact Name, Job Title, Phone Number (Direct Line/Mobile).

 “Thank you for your time. We look forward to welcoming you at the event. Good bye.”

Quick tips:

Prospects who did not receive the invite

Immediately verify his email address and resend the invite while you still have him on the call. This will open the opportunity for you to get him registered for the event and save both yours and his time from calling back.    

Prospects who received the invite

Ask the prospect if you could possibly extend the invitation to his colleagues. If he agrees, note down the full name, job title, phone number, email address. Get in touch with the colleague as soon as the invite has been sent.


The Closing

Your closing spiel must contain the the event details, reminders for the prospect of an email notification of his registration, and your thank you spiel. See sample below:

“Mr. Lee, you are already registered to the Flavours 2016 event, which will happen on May 7 & 8, 2016 at the Parkroyal on Pickering. Attendance registration starts at 8am until 9am.

We look forward to seeing you at the event. Thank you and have a nice day”

The Parts of the Best Events Telemarketing Script in Singapore


The References

These are helpful information like event details : title, date, time, and venue, the company’s website link or event link, and WIIFM (what’s in it for me) insights for prospects when they attend the event.

Event telemarketing emails contain flashy highfalutin words to grab a reader’s attention  and perk up excitement.

But not for an event telemarketing script where all you need is just to include all the important event details and some creative workarounds like quick tips and reminders – concise, complete and comprehensive – to make it the best.


Meanwhile we converted this into slides, check out this humorous and interactive slideshare. Enjoy!

How To Make Your Call-To-Invite Campaign In Singapore Work

How To Make Your Call-To-Invite Campaign In Singapore Work

All right, you have to admit that call-to-invite campaigns is a necessity for your business, especially if you are organizing some big event or occasion that either your customers or sales leads prospects should be taking attending. The problem here is ensuring that what you do is really working, that what you are aiming for is really met, that everything you have planned and prepared for can be used to the optimum. That is the challenge of many B2B lead generation specialists, something that you have to face as well. Anyway, since we are discussing preparations, here are some tips that you should remember before you start calling to invite prospects in:

  1. Hire warriors – not the sword-wielding types, mind you, but those who are not afraid to rise up to the challenge, the kind of people that you would want to have in your B2B appointment setting efforts. Veterans are a good choice, but they might be geared to use only one tactic. The younger generations may have something more to offer, plus they are very trainable.
  2. Be a realist – no matter how you think of it, generating more B2B leads is tough. This especially true if you are meeting business prospects for the first time. Also, you might have to make a lot of calls before you actually get the chance to meet your prospects, and that is a really bummer for some. Just keep grounded. Always remember to keep going, to never give up until you reach your mark. The mindset is very important.
  3. Invest in trainingcall-to-invite campaigns are different from the usual B2B telemarketing campaign, since you are not exactly selling anything. If ever, you are simply promoting a business. Now, for the success of your marketing efforts, you will have to ensure that the people you have are prepared for the job. And if personnel capabilities are the issue, then you might want to consider outsourcing the job to those in the know.
  4. Employ the right metrics – for you to gauge the success of your promotions, you have to know what metrics exactly you should be using. The problem with some marketing campaigns in Singapore is that the people involved just do their thing, without any real tool to measure the success of their efforts. And that, mind you, is a real waste of time and resources. You should know better than to do that.
  5. Think of your campaign in monetary terms – this is the normal mindset in telemarketing, but this is also the same thinking that disappears when transferred to call-to-invite campaigns. Really, if you want to be effective in your sales leads efforts, you have to think that every call you successfully close is the key to your success. That is the most important thing to remember. Without it, you might just be doing things in a daze, now that is not a good sign.

Seriously, do your call-to-invites right. This is essential to for the success of whatever you are planning for your business.