Engagement Strategy is Job One!

Jen Borucki, HMCC, Research Strategist | October 11, 2017

If someone builds a better mousetrap, they will come – right?

Sadly, the answer is no. Especially in today’s global economy and 24/7 news cycle, customers and prospects are inundated by thousands of stimuli a day. Whether at a trade show, event or your own permanent or temporary branded environment, it takes a solid experience marketing strategy to break through the noise.

What should you and your experience marketing partner consider as you begin to craft that winning engagement strategy?

  • Your Strategic Marketing Plan. This should be the driver of your entire marketing mix. For your experience marketing plan to excel, it should seamlessly integrate with every other element of your strategic plan.  
  • Your Sales Funnel. Are you going to be writing business at your show or event? Or are you seeking qualified leads to channel through your sales funnel, especially critical in longer and more complex sales cycles? Understanding how your opportunity meshes with actual sales booked makes a critical difference in how you approach, qualify, engage and pursue your leads.
  • Your Personality. What impression do you want to leave with clients and prospects? Of course, this may vary by audience segment and event. Are you a buttoned-down formal provider? Do you want them to see you as a fun and energetic partner? First impressions drive the flavor of a long-term relationship. Make sure your impressions align with the needs of your target audience.
  • Your Competitive Environment. Who are your biggest competitors? What emerging technologies and trends will be impacting your industry and your clients? How do your company and your solutions stand out from the rest?
  • Your Customer Base. Understanding your customers’ needs today is easy. Try to look out 5 years. Where do you see the industry headed? How will your customers benefit from this great partnership years down the road?
  • Your Story. Generally, people don’t buy “features.” They are looking for benefits. You have that amazing new 300 square foot facility. You staff is psyched about a new award you received recently. You have purchased a new piece of equipment that cost well over $1 million. Let’s face it – every business is (and should be) proud of what it does. Why does that matter to your client? Focus on benefits to make sure your client internalizes your story.

Succeeding in a dynamic, increasingly-competitive global environment requires a sound, strategically-grounded experience marketing plan. From there, you can identify the best engagement solutions and the optimal environment to bring your vision to life.