Last week, the OnMessage face-to-face (F2F) marketing team wrapped up AmerisourceBergen’s annual Good Neighbor Pharmacy® ThoughtSpot Conference — an F2F marketing event that draws almost 5,000 independent pharmacists together to learn about industry trends, attend continuing education courses and network with peers and vendor partners.
The popularity and attendance of this event has grown fourfold in recent years. This growth can be contributed to the consistently positive face-to-face experiences AmerisourceBergen delivers for its pharmacy customers year-over-year.
To develop and deliver successful face-to-face experiences, companies must bring their corporate message to life at every touchpoint along the customer journey. The following are four critical attributes to developing and delivering a successful F2F event.
- Event-specific messaging architecture anchored in the Corporate Messaging Platform: An event-specific messaging architecture includes a key takeaway message that you want your customers to leave the event thinking, along with key messages from the Corporate Messaging Platform that are specifically relevant to the event’s target audience and include anchor messages that serve as the foundation for all customer communications.
- Intentional pull through of messaging in graphics, content and presentations: Once you have the event-specific messaging architecture in place, the key messages must come to life in all graphics, content and presentations so that your customers experience a clear, compelling and consistent message at every communication touchpoint.
- Intentional pull through of messaging in booth exhibits: Booth exhibit space is critical real estate for delivering a consistent and compelling customer experience. This is where your customers literally come face-to-face with your brand.
- Messaging training programs: The investment too many companies fail to consider or make is investing in messaging training programs to ensure employees at the event remain on message — consistently delivering the key messages from your event-specific messaging architecture.
Face-to-face marketing events provide opportunities for your brand and your employees to extend and amplify the key messages your target audience has consumed through other channels via experiential brand engagement and in-person conversations. Maximize the return on your F2F investment with strategic messaging that aligns with your corporate message.
Visit our Facebook page to see how event messaging comes to life in face-to-face marketing environments.
