Event sales, meet event marketing. Event marketing, meet event sales. The two of you are going to get along swimmingly (or at least you should).
Since the beginning of advertising, marketing and sales have been entangled. So much so that the two often get used interchangeably. In recent years, there has been a push to emphasize the differences of the two fields. However different each role may feel, both will always fuel and support one another if they’re done the right ways.
If we think of our companies as vehicles, marketing would play the role of the engine that helps our businesses run smoothly and efficiently and sales would be the fuel that keeps the vehicle running. Without fuel, all we have is a fancy heap of scrap metal. Without an engine, the only fuel source our vehicle could support is our own two feet. Rather than operate our businesses at prehistoric speeds like the Flintstone Mobile, we’ve designed marketing efforts to inform and enhance our sales strategies.
There may be no other facet of business promotion that relies more heavily on the relationship between sales and marketing than trade show and event marketing. To make the most of your trade show investment, it’s pivotal to create a comprehensive and cohesive bridge between these two teams.
How marketing supports sales
Trade shows are packed with a large volume of leads. With that being said, it can be a challenging place to perform as a sales person. At an event, not only does everything feel a bit foreign, but each conversation carries a higher degree of pressure and urgency. Attention spans are short, there’s a lot of distractions and prospects may also be more irritable or frustrated due to the stress of business travel and event execution.
Marketing can help support sales teams at trade shows in these 5 key ways:
- Designing a booth that’s highly engaging - The way that your booth is built out, branded and equipped can make or break your trade show performance. What’s going to make you stand out from the rest of the exhibitors?
- Latest product/service developments - What is your company doing to evolve and adapt its products or services to better meet your audience’s needs? Your sales team should be briefed on any new upgrades or enhancements that could bolster their sales pitches.
- Active promotions or initiatives - Promotions can act as excellent sales tools that encourage prospects to act fast. Let your sales team know what bundles, packages and discounts they can provide to attendees to increase conversions.
- Lead insights - What significant insights have your marketing analytics team identified that could help your sales staff better relate to these specific prospects
- A clear voice - Your voice should be a sales tool. It should appeal to your audience. It should differentiate you from competitors and it should be linked to how your business operates. Utilizing a distinct voice that connects to all of your other marketing deliverables will support your sales team when speaking with new and existing leads.
How sales fuels marketing
The culmination of preparing for and attending a trade show is the capture and/or conversion of new leads. That pivotal moment when one of your sales members attracts the interest of a new prospect and convinces them to make a purchase is what defines the success of your trade show attendance. Without effective sales execution, your company will be throwing money away each time you attend an industry event.
Why sales and marketing derive purpose from each other
The fact is, any marketing deliverable or insight is useless if the end CTA falls short. The same can be said about a sales strategy that isn’t informed by marketing data and supported with marketing collateral. Rather than focusing on the differences between the two, your goal should be to merge marketing and sales into one cohesive trade show performance. Both facets should receive equal attention heading into and throughout the event and equal credit and praise for any post-show success.
One thing that can hinder both sales and marketing for trade shows is communication. WorkTrip offers a platform for managing the event and travel communication needs for trade show teams that ensures no detail gets overlooked. You can find out more about our event and travel communication solution here.