Evolution of an Event Marketing Plan

It started in a late afternoon meeting last November with the realization that we have experience in Biotech websites, and the International BIO conference is in our backyard this year...

Then a plan was outlined. Here’s an excerpt.

Core booth design goals were:

• Have at least 2 or 3 stations with computer screens at eye level to talk to prospects and demonstrate work.
• Create signage and spend budget on pieces which could be re-used for other events.

Other goals included, reflect iMarc’s core brand attributes, demonstrate relevant experience of our work, and, of course, gather good new business leads.

The booth design began with several internal meetings where we reviewed conference exhibitor rules and brainstormed. As you can see in the sketch below, the awesome creative minds hatched a plan. From this drawing – we started to divide responsibilities and order the necessary items.

Every part of iMarc played a role in the event’s success (which I’m sure Event Planners out there can agree- it takes an entire team to make all the pieces come together seamlessly).

In short, Nick and the creative trio, led design, getting the pop up booth artwork, Bio website sign banner, and the iPod giveaway table signs made. Nick commissioned the construction of the large Cube. Kim made sure we got carpeting, internet, and electrical services in the booth and if you got one she is the one to thank for the Cube of Truth business card holder giveaways and for the iPod raffle. Rob found a place to rent the “no longer in production” Mac G4’s. And he and the developers turned the heat up to launch the new iMarc site in time for the Exhibit Hall opening. As with any event, there are many other unrecognized tasks that happened - here’s how the booth looked.

Also see Rob's blog from the show floor.

Overall, we executed the original plan and had a very successful show. The booth design worked to achieve our demo and lead gathering objectives, strong branding and the new web site created a presence at the show and we’ll be able to re-use the booth at the next iMarc event.