Orange County Convention Center

Convention Marketing – Achieve Optimal Results using Location Based Marketing

Conventions present businesses and vendors with a great opportunity to connect with new customers as well as promote their unique sales proposition to convention attendees and participants. How can you make a memorable mark on a convention when you are just one of many businesses? Utilize location based marketing to stand out among your competitors, catching the eye of colleagues and customers alike.

While it is effective for many different businesses and industries–from shopping centers and restaurants to hotels and tourist destinations — location based marketing is an ideal method to incorporate into a convention marketing plan. When you are at a convention, you can assume with certainty that most of the people within a 300 feet distance from the convention location are there to experience or participate in the event.

Location based marketing identifies those prospects in the specific vicinity, sending targeted, relevant messages that compel the consumer to find your display or exhibit and take action.

For one business, this relevant message may be a coupon or exclusive offer. For another business, it may look like an on-site service the consumer can experience right there at that moment. Using text messaging, digital signage, and QR codes as well as Bluetooth and WiFi marketing techniques, you can maximize your convention marketing by sending a carefully-crafted message to people who are ready to receive the message and learn more about what you have to offer them.

Through this form of very direct and targeted marketing, you are letting prospects know exactly why they need to visit you at the convention. They likely need this extra push to make the effort to visit you. After all, there are many different exhibits and displays competing for their attention, so it is up to you to court them with value-added messages, answering a very important customer question: “What’s in it for me?”

Through location based marketing special offers, discounts and information, you are showing consumers what is in it for them, compelling them to visit your exhibit, display or presentation to learn more about the products and services your business provides.
Location Based Marketing with Customer-Behavior Tracking Maximizes Convention Results

While not all location based marketing companies offer customer-behavior tracking, it is a good idea to work with one who can provide this beneficial service. By understanding how and why your prospects are responding to marketing messages and offers, you can determine how to best customize your messages to make a greater and more profitable impact. Rather than just aimlessly delivering messages, you have a way to determine what works and what doesn’t work when it comes to your convention prospects.

Customer-behavior tracking enables you to become a customer expert, which will help you greatly as you develop marketing messages that will resonate with your prospects. It takes your convention marketing from business-focused to customer-focused. A business-focused company will certainly miss out on sales opportunities, but a customer-focused business understands that the convention and each marketing message much speak directly to customer needs and provide solutions to meet those needs.

If you are ready to learn more about location based marketing techniques to incorporate into your convention marketing plan, contact Retail Management Systems at 800-852-2595.

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