Having just completed our first development iteration of a web-based iPad application, I have seen the potential for new opportunities that involve a greater level of prospect and customer engagement. As marketers, we devote a significant portion of our budgets to event marketing. But we also need to ask ourselves the age-old question: what is the ROI of these events? We develop pre-show campaigns, including email and telemarketing activities. We develop booths, creative for sponsored events during the shows, send books/collateral – the list goes on.
But w
hat happens during the event? The goal is to really connect with potential prospects and existing customers so when all is said and done, that must be the focus. Are we able to maximize the prospect and customer interactions that occur? Are we focusing on the right messages?
Here’s where a great iPad application brings a new dimension to the event. Instead of just talking through your services and solutions, you now have a tool to provide a powerful visual representation of what your organization offers to address this particular pain/need. And then you can instantly send the right information and resources – rather than just a general piece of collateral – to your contact on the spot. Timely, relevant, targeted.
We recently revealed this new app during the CTAM tradeshow in New Orleans where we were able to use this great, interactive resource in our conversations with prospects and customers. It will be interesting to see how we may continue to evolve this application and make it more valuable.
Cheers,
Renay
