Guerrilla marketing for conferences
Guerrilla marketing for conferences
Marketing Powerups #78: Kamil Rextin, Founder of 42 Agency, shares his guerrilla marketing for conferences
Hello, and welcome to Marketing Powerups! đđ˝
Today's powerups include:
The anatomy of addictive content.
A free content audit template.
Kamil Rextinâs guerrilla marketing for conferences.
Ready? Let's go! âď¸
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âď¸ Kamil Rextinâs guerrilla marketing for conferences
Attending and sponsoring conferences can be a hefty financial investment, often reaching up to $100K.
But,
and the 42 Agency team chose a more creative and cost-effective approach through guerrilla marketing tactics. Rather than spending on traditional conference booths at SaaStr and Hubspot's INBOUND conference, they opted for more unconventional and engaging methods to capture attention and acquire new customers.They rented limousine buses to shuttle attendees from their hotels to the conference and drove trucks with billboards, turning these vehicles into mobile advertisements.
Today, Kamil shares a few guerrilla marketing tactics for conferences.
1. Focus on brand impressions over lead generation at conferences.
Don't view conferences as merely a lead generation and deal-closing event. Keep the focus on showcasing your brand memorably rather than aggressive pitches.
"Our main goal wasn't to direct sales and drive leads. Our main goal was to drive brand impression and more people to know and talk about 42 agency. So to me, a lot of people treat events like sales activity, which I think is part of it. Like, you go to the booth, you stand the badge itself. But I also think conferences are experiential marketing activities, and you just want to maximize brand impressions that you want people to remember you."
Sure, events often do drive leads. But obsessing over sales risks overshadowing your actual brand presence. Find strategic ways to flaunt your brand that attendees enjoy and organically chat about. The leads will still come if you focus on nailing branding.
2. Get scrappy to maximize brand impressions.
Rather than playing it safe with a traditional booth, look for unconventional ways to capture attention when budgets are tight.
"So our team came up with the idea of a limo. We couldn't get a booth at SaaStr for $100,000. So what's a more cost efficient way to just get attention, right? We printed out some magnets, we put it on top of the limo, so it was like 42 branded, and we would literally just go to every hotel and say, 'Hey, are you guys going to SaaStr? We're running a shuttle. Would you like a ride?'"
Get creative and make the most of alternative channels to get your brand seen amidst all the noise. Splurging on expensive booths often isnât feasible or reasonable. Scope out cost-effective spots where your audience already is and find a way to entice them.
3. Make your brand memorable.
Focus more on brand-building than short-term lead generation. Find ways to get attendees talking by pleasantly surprising them with experiences tied back to your company.
"How many people hear about 42? How many people see 42? How many people talk about...That was our main KPI. Yes, we had some good conversations and hopefully we closed some deals out of it. But I wasn't strictly worried about how many sales leads we get. It was just like can we stay top of mind for these people and can we just leave a positive impression?"
Treat events as crucial brand-building opportunities, not purely transactional lead gen moments. Think beyond the booth about how you can architect delightfully "sticky" brand interactions around the venue.
Free powerups cheatsheet đ
Iâve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Kamil Rextinâs guerrilla marketing for conferences.
â Download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Kamil further explains his guerrilla marketing for conferences.
Listen to the episode on Apple Podcast and Spotify now, or watch it on YouTube.
⨠Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
đť The anatomy of addictive content (article):
In this Moz article, Sarah Sal shares her strategies for crafting content as irresistible as a double scoop of ice cream on a hot summer day. It'll grab your readers' attention and lead them to conversion.
đ How to do a content audit using free tools (template):
The content audit is a process that helps you take inventory of the content you have on your (or your clientâs) site and helps you understand what you should do with it. Preeti Gupta shares a free template on doing a content audit step-by-step using the free tools.
đ Steal these 11 blog title templates (LinkedIn post):
The title is the first thing that your audience sees when they come across your blog. Get it right and you reel in your audience to want to read more. Rob Hoffman, Co-Founder of Contact Studios, shares 11 blog title template that has generated millions in organic traffic for his clients.
Thatâs all for now, friends!
Have a powered-up day,
Ramli John
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