If, like me, you were one of the many businesses that exhibited at Business Vision Live in May, or at any other recent event, then hopefully you gathered lots of useful data from attendees about your target audience.
Now is the time to really think about how you can maximise all the fantastic insights you’ll have collected to help you create some tailored marketing that resonates with your potential clients.
Here are some top tips for getting every ounce of value out of your data:
1. Collate and categorise your information ASAP
If you collected data digitally on the day, perhaps via an online form, Excel sheet or using the event organiser’s QR code system, you’ll probably find it easier to sort your data into meaningful categories.
Tag or sort them on your system in whichever ways are most helpful to you. One vital category is how you met or interacted with them at the event which could include people you spoke to at your stand, attendees at a sub event you were part of such as a roundtable, or anyone you had specific conversations with. You could also sort them by age, business size, car they drive, favourite ice cream flavour – whatever information you collected that helps you to target them more specifically!
If you simply collected business cards, then do add them all to your database. Write notes on their business card to remind you of any information later – they may have wanted to set up a call, lunch, be sent some information. It sounds an arduous job but it’ll be worth it in the long-run. Too many people run ‘business cards in the bowl’ raffles at events and simply discard the cards at the end of the day which is such a wasted opportunity – hearing from you again shortly after the show could start a relationship that converts into business.
2. Make prompt contact
It’s vital that you get in touch with everyone you met at your event as soon as possible – at least within a few days, a week at the most. Wait too long and they might have attended more meetings, events and conferences, meaning they’re more likely to forget about you.
Don’t rush, though; this is where your categorised data comes into its own. Take the time to go through it and supplement it with any notes you made about individuals on the day and use all that information to reach out in a personalised way.
Reminding them of how you met and what you discussed will make them feel that you value them and are interested in them.
3. Think about how you’ll make contact
Digital communication such as email or using a marketing platform such as Mailchimp is by far the most effective method.
If you have a manageable number of contacts, you can send really personalised messages or at least, group them into categories as explained above, and include a general reference to your meeting on the day: ‘I really enjoyed that talk about social media…’ or ‘I’d love to get some feedback from you on my roundtable…’
Remember to remind them where you met and take the opportunity to build a relationship by inviting them to meet for coffee or to another event you’re holding.
Direct mail is also a useful way to get in touch. If you have materials ready, send them flyers or leaflets about special offers or upcoming events – but ensure that whatever you send them relates to something they expressed interest in at your event.
Sending untargeted messages just makes you look like you’re casting your net wide and don’t really know or care what they actually want.
4. Consent or legitimate interest?
There are two lawful bases for using personal information.
1: Consent means a person has given you permission to use their data. Ideally you will have been very clear at your event about what you were collecting their data for and how you are going to use it. You cannot use it for anything you didn’t let them know about. It’s a legal requirement when collecting special category data such as ethnic origin, political and religious beliefs, health and sexual orientation, for example.
2: Legitimate interest is intended to support the right for businesses to exist and gain customers. It allows you to contact customers who have not specifically consented to receiving information about your product or service but whom you believe could reasonably expect you to use their information in that way. You must be able to explain your justification for doing so, document it and keep a record of the process.
In short, only contact customers who have said they are happy to hear from you, or who you genuinely believe could benefit from what you have to offer. Always give them the option to opt out of further communications.
5. Use the information – or lose a golden opportunity.
Whether you collected hundreds of people’s details at an event or just a handful, do make sure you make good use of the information.
Every bit of data you collect allows you to build up a picture of your customers, getting to know their habits, likes and dislikes. It means you can talk to them in a way that’s meaningful and useful and at a time that’s right for them. They will feel you understand their needs and are the specialist to go to in your field.
It helps you to innovate and expand your offering with goods and products that really fit their lifestyle or business. They’re more likely to be a repeat customer, lifetime customer, a brand ambassador - recommending you to others, or a customer that increases their spend with you; all of which can equal real growth and increased sales for your business.
If you have data you’re not using, maximising, or want help to collect data in the future, get in touch.