This checklist will help you decide whether an event is right for you, so you can make the most of your budget.
Over recent years, the number of conferences dedicated to the green transition has skyrocketed. Whether it’s e-mobility, hydrogen, energy-from-waste, solar, storage, energy management… the list is long and still growing to what is now a calendar full of events. Alongside some well-established conferences there are a lot of niche forums dedicated to different market sectors and technologies.
Exhibiting at a conference is hard work, time-consuming, and expensive. You’ve got to fork out for floor space, a stand, sales collateral, graphics, and the labour to resource the stand for the duration. Add to this the cost of travel and accommodation and it’s clear why the true cost of exhibiting can easily reach tens of thousands.
However, having a presence at an event can yield a high return on investment as the promise is getting face-to-face meetings with qualified prospects. Depending on what you’re selling, it might only take one deal to justify the outlay. On the flip side, events can also be high risk because you’re spending a significant chunk of marketing budget on one tactic.
The hints and tips below will help you decide what’s right for you.
B2B green transition event due diligence checklist:
Does it support your marketing strategy?
Your marketing strategy should guide your tactics. The fundamental question is: does the event support your overall strategy? Are you looking to promote your brand as well as generate leads, or meet new partners? Make sure you know why you’re going and what you want to get out of it.
What’s the track record?
If it’s a brand-new event with no track record, it may be better to check it out as a delegate this year before you commit to exhibiting next year. Going along on the final day can be especially informative. If exhibitors start packing up at lunchtime it might tell you something about footfall. Take the opportunity to chat to exhibitors and ask them if they will book for next year. If it’s an established event the organisers should have a lot of data about attendance from previous years to help inform your decision.
Who is attending?
It sounds obvious, but check the audience aligns with your ideal customer profile, both sector and seniority. The event organisers will have profiled last year’s attendees and will be able to provide a breakdown. If it’s a new event without a track record, then you’ll have to rely on how the organisers are positioning it through their marketing and conference schedule.
How many people?
Past performance is no guarantee of this year’s numbers, but it’s worth doing the maths to see how many conversations you can expect to have and how that translates to cost per lead. If you’re expecting it to be busy, you’ll need more staff on the stand to avoid the risk of missing out on sales leads.
Are key players and competitors going?
You know who you’re up against and you know the important names in your sector. Use their attendance to gauge your own. Policymakers, journalists, and industry leaders; their attendance implies the event has a level of prestige.
If your direct competitors are exhibiting, then maybe you feel you need to have a presence? But don’t fall into the trap of thinking you should sign up to an event because it’s “what we’ve always done”. Always do the due diligence and reflect on the results you achieved last year.
How have previous exhibitors performed?
This can be hard to establish but you can get a feel for past performance by looking at the number of exhibitors who have booked stand space again. If the organiser can’t provide some friendly exhibitors for you to speak to, you could seek out some on LinkedIn to ask them how it went for them in previous years.
How do the costs compare?
If your preferred event seems either super cheap or very expensive compared to others, it’s worth asking why. If you’re certain you’ll be attending, then look for a discount for signing up early.
Is it promoted effectively?
If you’re not getting regular awareness emails and seeing it promoted across multiple channels, then it’s unlikely your target customers are seeing it either.
Can you partner to reduce costs?
For the most cost-effective route to exhibiting, try approaching an industry partner with an offer to share stand costs. If you want a presence at an overseas event, see if there is a “UK pavilion” for a more affordable option.
What extras can you expect?
As an exhibitor, will your brand be promoted effectively? Most conferences offer multiple sponsorship opportunities (extra budget required), but is there a press office service to distribute your news and a list of journalists who are attending to provide an opportunity for media interviews? And don’t forget speaking opportunities. These are increasingly offered exclusively to exhibitors and sponsors.
What’s the deal with lead generation?
One of the benefits of having a face-to-face conversation with a prospect is that you can qualify them then and there. Does the organiser provide lead capture, and can you customise it with qualification questions? Fewer people carry physical business cards these days, so you need to gear up to capture the information you need electronically.
Are you set up to make the most of your presence?
If you’ve made up your mind to exhibit then ensure you differentiate yourself from your competitors with clear messaging that communicates what you do and who you help – read our messaging blog for advice. Have you got sufficient time to implement a plan that will enable you to get the most from your marketing spend?
By asking these questions you can make an informed decision on which events are right for you, ensuring that you use your budget effectively and deliver the best returns for your business.
About Resonates
Resonates has 20-plus years of cleantech experience, so if you’ve got an event in mind, get in touch to see if we’ve been – or if you’ve got something to announce or you’d like to secure media interviews.
We help businesses grow with our specialist PR and marketing services and in-depth sector knowledge of the green transition working across renewables, energy, e-mobility and cleantech.
Looking for a cleantech event? Take a look at our Cleantech Event Portal.
