Learn More Earn More Business Growth Podcast Do Marketing Better Segment
Host: Brian Webb
Ep. 12 - How To Save $$ Tens of Thousands To Sponsor Your Next Industry Event
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Hey, welcome to the Do Marketing Better segment of the Learn More Earn More Business Growth Podcast, sponsored by Whatbox Digital. I'm your host, Brian Webb, and this is where I bring you short snackable, bite-sized tips and tricks to level up real marketing and help you grow your business faster. So let's jump on into today's show.
How to save tens of thousands of dollars for sponsoring an upcoming live event? If you're in the oil and gas space, if you're in the food and beverage space, if you're in finance, law, quite frankly, Whatbox Digital, we work with clients from a wide gamut of different industry sectors. But if it makes sense to be showing up and sponsoring these big trade shows, these big industry events, I'm going to give you a hack that can help you to show up and save tens of thousands of dollars. Why do people spend so much money to show up at these big events?
The reason is, is because their prospects are going to be there. That's the only way they can justify spending $5,000, $10,000, $50,000, $500,000 to represent their brand at these events, these trade shows, and these big conferences. Well, here's a way to do it without spending tens or hundreds of thousands of dollars. Obviously, when people are showing up at these events, their iPhones, their laptops, their tablets are always with them.
And what are they doing when they're bored when they're standing around waiting for the next speaker when they're roaming through the exhibit halls to see those that are presenting and displaying their brands, their products, and their services? You guessed it. They're checking out their phones. They're browsing social media. Here's the hack.
Instead of spending so much money to sponsor the event, which, again, you're paying a premium fee to do so, imagine doing this, running a Google Ad, so a pay-per-click ad, a Google AD or a Facebook Ad, and when I say Facebook, I mean Facebook and Instagram, that specifically targets the event.
So to get a little more granular, if you're setting up an ad, and again, if you need help with this, we do this at Whatbox Digital, but when setting up the Facebook or Instagram Ad or the Google Ad, what you do is you literally target down to either the exact address of the event, I'm talking street name, street number, city, state, zip code, or you might pick a radius of the event, so one mile around the address of the event or three miles.
And when I say run an ad, I'm not suggesting that you just run an ad that says, "Hey, our products and services are amazing. We're here." No. You somehow complement the event. OTC, if you're from Houston or if you're in oil and gas, you are more than aware of that conference. It's one of the biggest events that happen here in Houston every year, and those exhibits spend insane amounts of money. So imagine if it's your brand and you're in the oil and gas space, you run ad, again, on Google, Facebook, and Instagram.
You target, in this case, we'll say NRG Stadium, where the event is being held, or the Reliant Center. So now that we've talked about targeting, you're going to pick the exact address or, again, a one or three-mile radius around the address. So in this case, Reliant Stadium or NRG Stadium, I should say, or the Reliant Center, then your ad should complement what's going on. For example, if it's OTC, you might say your company is running an OTC happy hour at 5:00 each day at the end of the conference.
The people who are actually attending OTC, and again, I'm using the offshore technology conference as just an example, are going to see your ad and they might just be inclined to actually show up to your happy hour event because you're posturing yourself as though you're sponsoring the event, to begin with.
The next time you're thinking about sponsoring, and again, it might make sense for you to actually exhibit or sponsor an event, but if you want to save money, instead run an ad that geotargets the exact address or a one to a three-mile radius around where the event is being held. Put on your own event. It could be a networking breakfast before the event begins. It could be a happy hour. It could be an after-hours event where you're inviting them to come and get to know you. And while you've got them there, you're showing generosity.
You're being positioned in such a way that it feels as though you've sponsored the event. And yet, you've actually invited these people to show up in an event that you're in control of, that you get to say what happens and when it happens, and you can forge those relationships at those events. So, that's my power tip marketing hack for today. I hope you enjoyed it. I'll see you on the next episode.
Hey, thanks for listening to the Do Marketing Better segment of the Learn More Earn More Business Growth Podcast. This podcast is sponsored by Whatbox Digital. Whatbox digital exists to coach business owners and leaders to make better marketing decisions, have fewer regrets, and avoid the expensive, very expensive, pitfalls and costly mistakes of bad marketing that just doesn't work. To learn more about how we can help you improve your marketing and grow your business faster, check out whatboxdigital.com and I'll see you on the next episode.
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