Marketing Your Staffing Firm: Tradeshows vs. Field Events
There are many different options when looking to market your staffing firm, but how do you decide which ones to choose? Business owners know they must realize a return on their investment (ROI) in order to remain viable in the marketplace. Staffing firm marketing campaigns are designed to generate new client leads and build up talent pools, so it is important to ensure that the money you are investing is delivering your desired results. In addition to other forms of advertising and social media promotion, tradeshows and field events are great ways to promote your staffing firm and generate new business.
There is no denying that industry-specific tradeshows are a great way for staffing firms to market their services to a wider audience. Large conferences offer highly-visible sponsorship and presentation opportunities. Staffing firms are able to use creative approaches in order to differentiate themselves on the exhibit floor and set their booths apart from their competitors. Recruiters and sales managers are able to focus their attention on those issues that are relevant to each attendee who enters the booth space. Face-to-face meetings are essential in order to build up trust with potential clients and candidates. If you have done your homework and identified the best tradeshows for your niche, your team is bound to secure qualified leads and guarantee future revenue for your staffing firm.
Unfortunately, tradeshow lead generation potential also comes with a steep price. The costs associated with attending an onsite conference sometimes make it impossible for smaller staffing firms to justify expending such a large chuck of their marketing budget. Planning for and attending a tradeshow is also a time-intensive effort. Despite all of your research and hard work, tradeshows are not always as targeted as you might like, resulting in frustration when tangible leads do not materialize.
Field Event Pros
When looking to promote your staffing firm, field events are great alternatives to expensive tradeshows. Smaller, face-to-face functions make it easy to target a specific audience and allow for more individualized contact with potential clients and candidates. Focused networking events such as cocktail parties or executive dinners feature your staffing services and create opportunities for your team to engage with your guests without the distractions associated with a larger convention venue. Having the undivided attention of prospective clients and candidates enables you to communicate your staffing firm’s unique selling proposition (USP) and build your brand.
Field Event Cons
Although the lower costs associated with individualized events make them attractive to staffing firms, the smaller audience also means that more events need to be held in order to generate a large quantity of solid leads. To promote your staffing firm and increase your chances of a positive outcome, it is imperative that you make sure that your team representatives are highly qualified and feel comfortable speaking with your guests. Recruiters and sales managers must be well-versed in all aspects of your staffing firm and able to clearly communicate your staffing firm’s brand message. Placing an inexperienced employee at a field event and expecting him to answer client questions is a recipe for disaster.
ROI: It’s all in the Numbers
If you have done your homework and identified the correct target audience, tradeshows promise a tremendous return on your investment. Despite the costs associated with attendance, the potential for securing new business and positively impact your lead pipeline is significant. Field events also offer ways to increase your brand visibility and generate leads; however, the only way to truly measure ROI is to follow the numbers. Record and analyze all expenses associated with tradeshows and field events, and carefully track all new leads that are generated through your marketing efforts to see what works and what doesn’t.
- Tradeshows are a great way for staffing firms to market their services to a wide audience
- The expenses associated with attending an onsite conference sometimes make it cost-prohibitive
- Field events feature your staffing services and create opportunities for your team to engage with your guests
- A greater number of field events need to be held in order to generate a large quantity of solid leads
- Record and analyze all expenses associated with tradeshows and field events, and carefully track all new leads that are generated through your marketing efforts
About S.J.Hemley Marketing
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.