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Welcome to BDI’s Tip of the Month, where we share lessons learned about field marketing events. We’ve been at this since 2001 and have learned most lessons the hard way, so you don’t have to! This month’s tip is all about choosing the right location for your event.
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So, great news- you’ve decided on a specific city for your field marketing event, in a region where you want to drive new leads for your sales team and brand your company as a thought leader. Before you can research the best venues, you need to pick the right location. The ‘right location’ in this case is simply the most convenient area or neighborhood for most of your target accounts in that particular city.
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At BDI we roll up our sleeves to help our clients pick the best locations by plotting target companies on a map and analyzing them spatially.
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The first step is compiling a target account list built specifically for the city you are producing the event in. Most of our clients have national target account lists, which are a good place to start, but won’t cut it for a field marketing event. Working with your sales team, filter the office addresses of your target accounts to produce the local target list.
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The second step is to plot those addresses on a Google map so you can visually select the most central locations- those that would be most convenient for the strongest clusters of target accounts.
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Finally, consider things like access to major highways, traffic patterns, where most people live (not work) and how attractive the neighborhoods are.
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Now you are ready to research venues in that location!
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ABOUT BDI
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Business Development Institute (BDI) is an award-winning ABM event marketing agency specializing in producing custom, thought leadership driven, client acquisition roadshows called Accelerate Events. Using an ABM approach, we are able to successfully brand our clients as thought leaders in their industry while simultaneously generating qualified leads thorough our Accelerate Events. As a turnkey partner, BDI handles all of the heavy lifting from conception of the program content, to recruiting our client’s qualified buyers, to executing the event day of.[push h=10] |
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