Digital Event Marketing: An Integrated Approach


Apr 5, 2017 | Uncategorized

If you’ve ever worked on the events-specific side of marketing and sales, you know that hosting, attending or even sponsoring major events and conferences – and minor ones – can be both extremely effective and also extremely expensive.

Sponsoring events is a cost in and of itself, but even if you’re simply hosting a small event yourself or co-hosting one with a partner, you know that it’s easy to underestimate the amount of work that goes into creating a truly powerful event experience. So why do organizations continue to do it? Because it’s a great way to build relationships, generate leads, make industry connections and drive revenue.

“It’s easy to look at event marketing as its own silo, and to move on to the next thing when your event is over, but the true value to be gained from hosting or attending an event comes after,” says Sean Ochester, Executive Vice President of Digital & Integrated Strategy at SageAge Strategies. “By employing smart digital marketing strategies to your events outreach, you can not only gain more sales prospects, but nurture those relationships so that they turn into paying residents over time.”

Before you can employ different marketing tactics for following up with your event leads, you have to get those leads into your system! Let’s talk more about ways to effectively capture leads at your next event, and then what you should do with that information the next day and beyond.

Don’t Let Them Walk Away!

Events can be overwhelming, especially if you’re at a conference, tradeshow or other major occurrence. You want to talk to as many people as possible, hand out relevant materials and make connections.

Talking to a ton of people, though, won’t do much for you after the event if you don’t take the time to capture those potential leads. By doing so, you exponentially expand your ability to generate ROI from the event by increasing your opportunities for engagement. Here are some simple ways to capture leads at your next event.

Create a simple sign-up form. Easy is key here – no one wants to stand at a booth or table spending ten minutes filling out a two-page form. You can get those details later; instead, create a simple form that asks for the barest information needed, which is usually a name, email address and/or phone number. Assure your potential leads that you won’t be spamming them with content.

Host a contest. By giving away a prize, you can entice attendees to provide their contact information. This can be done with a form, as described above, or you could have a basket to collect business cards.

Use an app. This method is quicker and simpler than the ones mentioned above and gives you an opportunity to add notes about what type of lead you are putting into the system, such as whether they have a particular interest about some specific topic or if they seem like an especially hot lead. Some common apps include iCapture and QuickTapSurvey.

Follow up Right Away.

Leads are only hot for so long. You have a limited window of time to follow up with the leads you get at an event,confirm them and start the nurture process. So whatever method you have for capturing leads at your next event, be sure to get that list of leads into your system and start following up ASAP.

It’s a common mistake to take that list and sit on it for days or weeks. The problem with this is, once you finally do follow up, your leads will probably have forgotten about you and may find you reaching out to them to be burdensome.

Avoid this by immediately organizing your leads and assessing the best way to reach out to them. Doing this work right away also gives you a chance to take down notes you’d likely forget in a few days, such as the topics you discussed or questions they may have had. That information can help you tailor your approach.

Be Specific and Consistent.

As mentioned, taking good notes and organizing your leads immediately post-event is powerful because it equips you with the information you need to create a tailored approach to each potential customer.

Sending a mass email to your entire lead list is probably better than nothing, but it’s definitely low-hanging fruit. Go a step above the rest and tailor your outreach to each individual lead. This method obviously takes more time, but it also yields much more fruitful results.

So consider what leads might be more receptive to a phone call, versus which ones might like a handwritten note or a quick email. Also consider how this outreach fits into the overall messaging and outreach you are doing, because chances are, your potential customers may have some familiarity with your brand and community already.

Provide Value.

Above all else, when you follow-up with your new leads, you want to make sure you are providing valuable, relevant information in a timely but non-aggressive fashion. No one likes to feel like they are being sold to, so don’t! Instead, use the event as an opportunity to reach out and provide information or resources that you know they will find useful. Doing this will strengthen your relationship and increase the likelihood that each lead will think of you when it comes time to consider senior living for themselves or their loved ones.

Proven Sales and Marketing Expertise That Connects with Today’s Seniors

If you are managing a senior living community and are in need of expertise in precisely profiling, targeting and connecting with your target markets, contact us for more information today. SageAge Strategies is a multiple award-winning, strategic growth and marketing organization that operates exclusively in the senior living industry. For more information, please call or email Adrienne Mansfield Straub at 570-601-1720 ext. 100 /

Contact Us Today!

What Are the Housing Restrictions for Facebook and PPC?

As we know, technology is always changing and adapting. It’s something many of those in the senior housing and marketing fields are used to. One of the most recent changes is making a larger impact on how we target ad audiences on Facebook and through pay-per-click...

The Rise of Senior Living Occupancy

As COVID-19 created a landscape of uncertainty in senior living facilities, experts knew there would be challenges and effects that lasted long after. Although the pandemic continues, many types of senior living communities and...

4 Ways TikTok Is Redefining Senior Living Social Media

Whether you’ve heard about it, tried it out, or use it regularly, TikTok is taking the world by storm. This social media platform, which focuses on short-form video, is seemingly on everyone’s mind in one sense or another, and more often than not, people are following...

The Benefits of Working at a Remote Company

Remote working offers many benefits to employees and businesses. Today, more people are working from home than ever before, offering many benefits to both businesses and employees. Remote positions offer employees flexible work schedules and autonomy while keeping...

The Future of Analytics: What Does Next Year’s GA4 Migration Mean?

Moving Forward with New Updates Whether customer needs, viewing habits or website journeys change – or a better reporting tool emerges – one thing is for certain: Technology is always changing, and the field must adapt as a whole. Among the most recent updates include...


Stories of a Lifetime Senior living residents have lived amazing lives. Now, SageAge is on a quest to share those stories with those in the senior housing and senior living industry, residents and their families, adult children and anyone who wants to be inspired....

The Moment We Have Been Waiting for Is Here

WE have been working hard on something new. Check out our new website today!

Pressing Play on New Possibilities | Seniors and YouTube

Putting You In Front-Row View Gone are the days when YouTube was simply for younger generations to view funny videos. In the era of rising senior social media usage and the high engagement of video content, YouTube is becoming one of the largest search engines and...

Seniors and YouTube | Let’s Get Rolling

Exploring the Possibilities of Pre-Rolls Almost 47% of older adults ages 70 and up use their smartphones for social media access, according to our most recent white paper on seniors and technology use. Which social media platforms are most used among the senior age...

Connecting with Seniors Through Facebook

Making an Impression, Enhancing Engagement For many of us, we’re no stranger to Facebook. From personal use and business to connecting with friends and family, Facebook is among the top social media platforms. In fact, did you know that there are 2.89 billion monthly...
Share This