For the past nine months, companies have solidly depended on virtual for their event strategies. But with a vaccine on the horizon and predictions for a return to normal as soon as this summer, could that all change?

More importantly, should it change?

We sat down with Kelly Kenney, event participation guru at MEET, to talk about the key considerations to building a 2021 event strategy and how to strike the right balance between virtual and in-person.

You can check out the full podcast from our conversation on developing your 2021 Event Strategy here.

As someone deep in the trenches…

At 8 AM Eastern on October 27th, Soft Land Partners HQ flipped the switch on its event platform, marking the official start of the first-ever, 24-hour expo for internationalizing companies, Soft Land Expo: USA Edition (SLEUSA).

The goal of this 100% virtual event was to provide both international companies seeking to enter the U.S. market AND U.S. companies seeking to internationalize with the knowledge, resources, and partnerships to support their expansion.

“Our goal in designing a 24-hour event for internationalizing companies was to send a simple message: we are here to support you with mission-critical intelligence and relationships no matter…

There are many reasons to measure trade show ROI. The most obvious: to improve marketing performance. After all, without baseline metrics of your returned value, it’s impossible to know where and how to make improvements to maximize the results of your in-person event strategy.

At MEET, we’ve identified a number of benefits to measuring trade show ROI for our clients, some of which are less obvious. In this post, we’d like to share two rarely considered benefits to measuring trade show ROI and nailing a performance-based strategy for growing your company.

The ROI calculation

Calculating ROI is a critical measurement…

What is there to learn about trade show ROI from great bakers? The answer: ratios. For example:

Bread = 5 parts flour : 3 parts water

Cookies = 3 parts flour : 2 parts fat : 1 part sugar

The beauty of understanding baking from the perspective of ratios versus recipes is that it opens the baker up to a world of exploration and a higher likelihood of success.

At MEET, we like to use this baking analogy when making the case for maximizing trade show ROI. In fact, we like the analogy so much, we’ve designed two cookbooks for…

It’s hard to imagine driving these days without GPS. The experience of getting lost or struggling with oversized maps has all but disappeared…and no one is mourning the loss.

GPS has fundamentally changed the experience of driving by putting valuable real-time data in the hands of the driver — whether to avoid traffic, find the closest pit stop, or make a drive more scenic. And when it comes to getting from point A to point B, that knowledge is power.

At MEET, we like to use the analogy of a built-in GPS system when designing a B2B marketing strategy for…

If you follow our blog and webinar series, you know that trade show strategy is a big focus of our work. For one, it’s because we truly believe that a well-crafted, well-executed strategy is critical to maximizing trade show ROI.

Second, we’ve noticed that many B2B marketing strategies stop short at goal setting and lack the type of validation measures to justify the time and resource commitments therein.

Assuming you’ve jumped into 2020 with a trade show strategy in place, how can you guarantee that your plan is complete? Will it deliver sustained ROI?

Beyond setting goals and selecting events…

The commitment to climb a mountain boils down to a calculation of risk, physical strength and the promise of a reward. The decision to scale internationally is quite similar.

Among the fastest expanding markets in the world, India represents a gold mine of business opportunities in a wide range of sectors. Today’s Indian middle class is estimated at 300 million people, comparable in size to the entire European Union.

As such, the Indian market is a daunting and yet tantalizing ascent for international scaling firms. Failing to consider the opportunity means ignoring one of the most promising new markets of…

You might be thinking: “wow, they’re confident.” In fact, we are. Because when it comes to developing an event selection strategy for our clients, we focus on a results-centered process rather than specific events. Get the process right, and failure becomes nearly impossible.

Tell us if you agree.

Step 1: Determine your buyer persona

In order to begin the event selection process, you need to identify a target or buyer persona. A buyer persona is a semi-fictional representation of your ideal customer. Using whatever technique’s necessary, you should be able to answer the following questions:

  • Age and demographics
  • Role and…

A report by PwC values the B2B trade show market at $14.3 billion. By 2021, that figure is expected to reach $16.8 billion. Renowned as the best content marketing strategy for B2B companies, these figures come as no surprise.

By offering face-to-face exposure to large numbers of high-quality prospects, there are few if any comparable B2B marketing opportunities than trade shows and in-person events. But just because trade shows have the capacity to deliver ROI doesn’t mean it’s guaranteed.

Critical to achieving trade show success is identifying and removing the most common pitfalls and stumbling blocks. …

As 2019 comes to a close, many CEOs of scaling ventures are taking stock of the year’s marketing investments. They’re looking at their budgets and sales pipelines, and asking the ultimate question: what was our ROI?

This time of year is not only about reflecting back — it’s about projecting forward. Setting goals and benchmarks, and determining new definitions of success based on well-situated growth strategies.

At MEET, we help international B2B growth companies soft-land and scale in the U.S. through trade shows and in-person events. …

Bill Kenney

Helps international B2B companies exhibit at US trade shows.

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