How To Use Quizzes at Events

Events✦ According to Forrester Research, Global expenditure on

event marketing is $500 Billion annually.

✦ Marketers are spending nearly 20% of their budgets at events, and these gatherings aren’t going anywhere.

✦ With so much money being pumped into events, it’s imperative for marketers to be able to show concrete ROI afterwards.

✦ One way to do this is with fresh leads and engagement metrics that can be tracked through to real money.

There’s a Problem…

✦ The thing is that every business wants to collect leads at events, and not every potential customer is going to be stoked about handing over contact information to those companies.

✦ You must get creative to rise above and “win” at event lead generation.

✦ This is where quizzes come in.

The Solution

✦ There is a way to tie the viral personality quizzes that clog our newsfeeds to practical lead capture forms that lead to real dollars.

✦ Today I’m going to show you how to accomplish lead generation before, during, and after events to maximize your reach.

Before the Event:

✦ One huge issue with events is getting people to respond to invites and actually show up. At the core of this problem is a lack of engagement, simply not being able to get into people’s thought bubbles enough to get them in the door.

✦ One way to build up interaction is through a quiz, as CMI is going to show us.

CMI✦ In anticipation of an event

called Content Marketing World, CMI put together a quiz called “Who is your CMWorld Spirit Guide?’ that aligns your interests with a speaker at the event using personality quiz logic. The quiz ended up driving 139 social interactions and was an enjoyable experience.

CMI

✦ After taking CMI's quiz, participants were given an idea of which speaker's session to attend.

✦ Based on a participant's personality and professional style, the "Spirit Guide" quiz uses personality logic to evaluate a person’s level of experience and the kind of goals they want to achieve in order to guide people onto the next steps of their content marketing journey.

CMI✦ Before attendees were able to get their results, they were prompted to input their email. It

offered people the option to get their results in their inbox as well as a subscription to CMI’s weekly newsletter.

✦ Tying a signup form through the quiz was the perfect execution of obtaining leads. It not only acquired an attendee’s email, but CMI is able to keep them up-to-date with their weekly newsletter in order to maintain interest.

Practical Application for Before Event:

✦ You can replicate the quiz that Content Marketing Institute used by pairing people to seminars and speakers based on personality traits.

✦ This will make your event feel personal to every potential attendee and increase engagement.

✦ As an added bonus, collect email addresses and follow up with people who are interested.

During the Event:

✦ If you want to start generating leads through quizzes at a marketing event, the first step is to draw as many people to your booth as possible.

✦ One way to stand out and make your booth truly buzz is by having quizzes live and ready to take.

During the Event:

✦ Quizzes displayed on ipads are a perfect way to showcase yourself at a marketing event to start a discussion and interact with your audience.

✦ Ask people what they think about the quiz with a focus on how it pertains to your company.

✦ Ask them about their results and get feedback from them about the how intuitive the quiz is, how relevant its questions are, and how it ties in with their idea of content marketing.

During the Event:

✦ Steinberg brought people in to their booth by offering a giveaway if they took the quiz.

✦ This was a great strategy that we recommend.

During the Quiz:✦ Don’t forget about your leads!

✦ Any good quiz will strategically contain a lead capture form near the end, “gating” attendees and asking them to submit their email as a means of accessing their results.

✦ This is a very effective method for generating leads. If you want to warm these leads up, offer exclusive content to increase the interest of your leads.

During the Event:✦ Steinberg Architects were able to perfectly execute the use of

quizzes at their booth to generate leads, resulting in 72 new contacts acquired from a one-day event.

✦ Their approach was both conventional and professional, supplying attendees with the necessary tools to interact with their quizzes with an added incentive of winning a pair of Beats by Dr. Dre.

✦ They were able to provide an interactive quiz and relatable material that encouraged both brand showcasing and lead generation.

Practical Application for During Event:

✦ Set up an ipad with your quiz inside the booth.

✦ As people stroll around looking at hundreds of companies yours will stand out and offer some sort of distraction from the blandness of endless posters and billboards and free pens.

✦ Stand by to begin a conversation with people who take your quiz and collect leads to follow up afterwards.

After the Event:

✦ Always remember to follow up!

✦ Following up reminds the audience that your company cares about their business, even if it’s a response generated through marketing automation.

✦ Optimize your followups by personalizing them: addressing attendees by name (if they provided it), offering things like a subscription to a newsletter or weekly updates to keep them in the loop, or just reminding them about the quiz they just took.

After the Event:✦ Pick up where you left off at the event when you begin sending out

marketing emails. Stay relevant to your content and build upon that. Never get sidetracked and stay true to the content your company is offering.

✦ Develop a deeper relationship with your customers by contacting your warmer leads. Place priority on leads that are genuinely interested in your company. These are the ones you want to go after. Utilize marketing automation to warm up the leads then contact the ones that are ready to make purchases.

✦ Don’t be afraid to promote your next event to the list from your past events. You’ve got the audience’s attention already, so make sure you take advantage of it.

Practical Application for After Event:

✦ Follow up the completion of the quiz with a thank you email immediately.

✦ Then send out drip campaigns to attendees and get in touch with people who are opening your emails and seem interested.

✦ If you call people to start a sales conversation, reference the quiz to break the ice and get right into business.

Tips:✦ Craft the results:

✦ Embed a short video on the results or…

✦ You can do images, text, or place a link back to something informational related to the quiz result or your product.

✦ When it comes to lead capture, the best policy is honesty.

✦ Tell people what you want to do with their information and provide a skip link in case they aren’t interested, that way you only get strong leads and don’t have to worry about spamming anyone.

Now, it’s up to you!

✦ For your next event, quizzes can be a difference maker in terms of driving real return on investment.

✦ Use them before, during, and after the event to connect with attendees, bring in new leads, and nurture contacts along into paying customers.

✦ Make your quiz at: https://www.tryinteract.com