Fish Software

Strategic Marketing

Many companies are struggling to find ways to measure their effectiveness and determine how best to allocate event-marketing dollars. Recent trends have many approaching measurement as a “goal” rather than seeing it as a derivative of a finely crafted marketing campaign.

To us marketing and measurement are intricately linked together by an effective marketing strategy. Our aim is to give marketing departments the ability to claim victory based on their ability to perform — rather than a sales group's ability (or inability) to convert. Fish can help develop a measurable event-strategy for all events and/or a tactical approach for any specific event. Fish works closely with clients to develop a marketing strategy that supports goals and facilitates measurement.

Fish can help develop a measurable event-strategy for all events and/or a tactical approach for any specific event. The following four-step process is a typical engagement:

1. Discovery: Fish will facilitate an initial discovery to understand the relationship between sales and marketing as well as overall business objectives. We also leverage this session to define buyer and influencer types and gain a clear understanding of the incremental value of different levels of target buyers. This meeting ends with issuing dependencies for the client to provide overall and specific event objectives to Fish.
2. Strategy Development: Fish will define a strategy that supports business objectives and empowers the marketing group with the ability to justify their program based on their ability to garner highly qualified and actionable leads. Our strategy document will clearly delineate pre-, at- and post-event marketing tactics as well as recommendations for message efficacy. This document outlines timelines and dependencies for optimal execution of the entire campaign.
3. Execution: Fish can handle the entire execution of a campaign or work closely with internal marketing teams or agencies to facilitate the campaign. The strategy document provides a framework that will ensure that tactics are linked to goals and measurement has context.
4. Analysis: Fish will analyze the campaign to determine each event’s incremental value to the organization as well as comparative value of each event.

The sections below delineate our service offering and give a general overview of our approach.

---

Strategy Development

Fish can develop an integrated marketing strategy that ensures success. We start this process by challenging our clients to provide us with a clear understanding of their business objectives, buyer and influencer types, as well as specific goals for each event. Our aim is to provide context for measurement and funding allocation by assigning a value and closing % to each lead category. The document we create will outline the entire step-by-step campaign process with specific milestones for pre-, at- and post-event. The strategy document will include:

• Defined Objectives
• Database Strategy
• Campaign Tactics
• Messaging Recommendations
• Training
• Measurement Outline

---

Database Integration

Fish works with clients to integrate our lead collection and portal based systems with their internal sales database. We will integrate with the following goals

• Identify top-level prospects (from pre-registration list) as part of a selective attraction campaign
• Evaluate existing sales from pre-registration list and determine potential aggregate value of each event
• Enable VIP triggers in exhibit space and communicate valuable sales information to booth (upon badge swipe)
• Automate the distribution of high value targets to sales
• Provide ability to track visitor behavior cross multiple event
• Provide data/information back to the sales database that will enhance its overall value

---

Pre-Event Marketing

With a specific set of goals driving both strategy and tactics, we will execute a campaign that will enable us to identify and selectively attract high value targets to the event space. Our mission will be to garner information pre-event that can be leveraged at show to significantly advance the sales process. The tactics we may execute will include:

• Selective Attraction Incentives
• Email Marketing
• Post Card Invites
• Direct response micro-site to pre-register (qualify) attendees
• Targeted Response Campaigns
  • These are highly targeted campaigns that are sent to those individuals that are pre-qualified as high-level targets. These typically include sales follow-up pre-event and are dovetailed with a system to log conversations to prepare for at-show meetings
• Booth Staff Training
• Sales Training

---

At-Show Marketing

The marketing initiatives we execute at-show are geared toward leveraging pre-arranged meetings, the identification of high-value targets on the show floor, and maximizing booth-staff effectiveness. The tactics we will execute at-show may include a combination of the following:

• Booth staff training
• Registration software for each brand group
• Incentives
• Exit Interviews
• Hotel Drops
• Multi-Media Presentations

---

Post-Event Marketing

Post event strategy will be focused on delivering qualified high-value target leads to sales and the incubation of suspects with targeted messages (based on expressed interests). We work with our clients to determine a data segmentation strategy that ensures relevant follow-up. The following tactics are leveraged post-event:

• Data Segmentation
• Data Scrubbing/Integration
• Lead Processing
• Lead Distribution
• Follow-up Strategy
• Email Marketing
• Suspect Incubation (Migration of prospects to sales)
• Post-event Surveys

---

Measurement / Analysis

Fish will prepare a set of reports that allow our clients to effectively determine the overall vale of their events (as well as determine strengths and weaknesses that will lead to strategy improvements). Our custom measurement reports will include:

• Visitor Intelligence Report
• Traffic report by brand group/station
• Lead Analysis
• Aggregate potential value of visitors
• Projected ROMI
• Staff performance reports