Events like the San Diego Comic Con are iconic celebrations of popular media and genre fiction. It generates buzz. Entertainment is a huge guarantee. Attendance numbers in the thousands. But for all that hype, it seems all the less reason to associate it with a highly inclusive B2B lead generation strategy. How can you expect prospects to take you seriously when you use mass entertainment as your biggest draw?
The answer lies in using the pull of an event to draw attention as well as literally provide cover to your own marketing strategy. It’s true that B2B lead generation tactics can profit more by having less attention from an uninterested market. What’s also true though is that emotional factors still play a role even in a B2B sales process. That said, what bigger ways to spark an emotional appeal by tying your invitations with major events like Comic-Con?
This isn’t just limited to Comic-Con per se but any large event that draws in big numbers. When it comes to using emotions in B2B marketing, the most important thing is relevance. By relevance, you need to really connect with a prospect by touching on their real-life experience. That real-life experience can include both personal and professional. So even if you don’t touch anything completely on the professional end, there’s still a chance that the personal side of things could influence decisions.
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Picture it like this. Say you’ve determined your target list of prospects would all have a vested interest in events like Comic-Con. They may be working in the film, gaming, or publishing industry. On the other hand, you want to let them know that your invitation really has a strong B2B side to it you’d like to pitch. It’s like having a secret business meeting overlooking an amusement park. Everyone’s out enjoying the rides but the big boys have some things to discuss first. To make this work, take note of the following:
- Proximity to the event – Are you actually part of the event or are you just saying that the event is situated close by? This can be a big deal because being in the event can require entrance to it compared to being just outside. You’ll only be a huge let-down if you’re not careful.
- Highlighting relevance – Again, relevance is the most important thing here. Incorporating the event means making it relevant along with your value proposition. Use it as an example or point out a particular aspect of it and make it a subject matter.
- Take note of the time – No doubt some of your prospects would be quite eager to take part in the event itself. While you can manage to win them over with your own panel, they’ll eventually want some time to take part. That’s why take note of how much time you’re asking of them. Don’t take up too much or too little.
- Give them the royal treatment – If you want to highlight the huge difference between your marketing stunt and the one targeting consumers, give your prospects the royal treatment when they arrive. Don’t expect them to consult things like a typical survivor’s guide to Comic-Con. They’re still there on official B2B business. Don’t ruin it by expecting them to camp out the convention center or other extremes.
Remember, this is a mix of using the massive pull of an entertainment event but at the same time using that event to cover a more private meeting with your targeted decisions makers. It’s meant to really tie-in with both the business and consumer side of their own business plans while using relevance to it all together.