Written by: Vickie Sullivan | June 21, 2018
Impact Your Buyer’s Journey
In marketing circles, we hear a lot about the buyers’ “journey.” According to this interesting interview in Meetings Today, the concept is coming to conventions and trade shows.
Yep, this is good advice for how we can interact with association events. Move past the specific market segment discussed in the article, though. I think the advice here is applicable to any group we collaborate with. Example: settings that feature relevant content by subgroup. Ask yourself: How do I impact the attendees’ journey?
Listen: How to talk to buyers about their “experience” strategy
Note the role of experience – especially the scavenger hunt that drives traffic. Then ask yourself: Is there an experience that applies what I want these folks to know? And can that experience drive traffic to – oh, I don’t know – your website? Or your sponsor’s booth? Somewhere that would promote meeting new people?
My take: Sure, we need to maintain cutting edge-content. But most of us define “experience” as an interaction of sorts. What if we can turn lessons learned into an actual experience? Or apply our content in a concrete way that influences the “journey?” Perhaps now is the time to redefine the impact of our brilliance.
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