Marketing Expos is unique because you are marketing to two distinct audiences: potential exhibitors and participants.
The approach to each audience will differ in complexity, timelines and channels. Focusing your events will help to ensure that your exhibiting organizations know what pool of candidates they are getting access to (ultimately providing more value) and also help ensure the right and best suited candidates are connecting with them in the event. In order to reach the broadest audience from active to more passive candidates, ensure that the language used to describe the event reflects that from the title through your marketing. Events like the ones below have worked well in past. Ensure you are marketing through robust and diverse sources to cast the widest net. Numbers are not always the measure of success. Ratios are important in multi-company events. A good rule of thumb is typically around 10:1 candidates per every exhibitor representative in the event.
Where, when and how you market multi-organization events will vary based on the goal of your event. Successful events for universities are typically those that are built into university programming and complement efforts already happening on or off campus.
Building a campaign of events will give your initiatives more exposure and the potential to grow over time. Be sure that the focus is clear for each event and that you’re explaining how the event will work to maximize adoption and understanding of your online event program. Popular and successful event themes include:
- Resume and/or LinkedIn Review
- Student to Alumni Networking -
- Eg: Engineering: Students chat with Alumni in the Field
- General Networking by Industry and/or Region
- eg. Mobile Meetup
- eg. Working Lunch
- eg. Virtual Happy Hour
- Career Coaching: Interview Tips, Career Paths and Coaching
- Admissions (Undergraduate or Graduate)
- Post-conference Networking
- Career Fairs (multi-organization events, can also act as a source of revenue)
- Career Fairs (open house) partnership with one company across multiple job types
- eg. ACME Corp & ABC University Open House
- Land a job in Sales, Finance or Engineering!
Creating events as a series makes it easier to market with other events on your calendar and get participants ad exhibitors excited to attend. Using information from previous events like positive survey comments, number of chats or number of attendees in your marketing and on the landing page event will also increase interest in events.
Draw participants in with simple and clear messaging. "Chat with others live --- all online and from the convenience of your own desk!" Sometimes participants don't initially grasp the concept of online/virtual just in the title of the event, and we encourage you to directly state this idea in your marketing emails. Mentioning that the event is free is always a great touch in promotion.
Market to Participants:
- Social Media
- Twitter (Use multiple accounts to promote: main school account, school administrators or influencers, sports teams etc)
- Facebook (Use Facebook student groups as well)
- School Websites
- Event Calendars
- Dedicated or targeted email blasts
- Student Associations
- Flyers/banners around campus
- Popular gathering points
- Eg. canteen/cafeteria
- In-person events
- On-campus newspapers
Market to Exhibitors:
- Social Media
- Event Calendars
- Dedicated of Targeted Email Blasts
- Alumni associations
- Chapter groups
Numbers are not always the measure of success. Ratios are important in multi-company events. A good rule of thumb is typically around 10:1 candidates per every exhibitor representative in the event.