How to rock OTC 2016 on a tight budget
Photo credit: OTC
On May 2–5, 2016, thousands of professionals from the offshore oil and gas industry will gather in Houston to meet, learn, and network at the annual Offshore Technology Conference.
Of course, these are not exactly happy times for the industry, with oil prices hovering around $40 a barrel and not likely to shoot back up anytime soon. Budgets have been slashed across the board — including funds for important marketing events such as OTC — leaving marketers with the unenviable task of doing more with less.
So if your team is exhibiting at OTC 2016, check out these tips for making the most out of the event, even if your marketing budget has been pared down to a shoestring.
- Leverage the pre-event buzz. As your team prepares for the event, share content around your preparations on your blog and on social media:
- Shoot videos of your team packing up your materials
- Offer a “sneak peek” at your swag or your live product demo
- Publish a blog post about hot topics or things to look for at this year’s event
- Have one of your experts host a live video chat about trends in offshore technology
- Share a few slides from your booth presentation
- Streamline your presence. You don’t need to include all the bells and whistles to have an effective OTC presence. Focus on materials, giveaways, and tactics that offer the greatest bang for your marketing buck.
- Use social media to boost booth traffic. Use Facebook, LinkedIn, Twitter, Instagram, and yes, even Snapchat to highlight your booth and to promote giveaways, demos, and other attractions. (Please note: OTC has strict rules around photography and video; read their official policy here before you plan your strategy.) Use the hashtag #OTC16, and make sure your team members share your posts with their personal networks to amplify your reach.
- Highlight your experts. If your team includes experts who are highly respected in the industry, bring them with you. Even if they’re not presenting, having them available for a “meet and greet” at your booth will help attract visitors and get conversations going.
- Have fun. Yes, this might sound silly, but everyone likes being around happy, positive people — especially in a down market, when we’re all surrounded by doom and gloom. Be the breath of fresh air everyone needs and offer your booth visitors a fun, engaging experience that puts a smile on their faces.
- Follow up. After the event is over, publish a blog post or an informal video in which your OTC team shares their top takeaways from the event. Include a link in your follow-up email and invite those who visited your booth to share their own memorable moments.
OK, your turn: How will your team rock OTC 2016? Tell us about it in the comments!
About the Author
A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).
As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. To learn more, download our complimentary audio 5 Things You Must Know About Content Marketing.
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