Event Marketing in Suzhou

Since it’s Sunday, it’s now this week, and last week is history, or at least it will be when we record what happened for posterity.

While this may not be recorded in the college textbooks for future scholars to ponder, September 3 -5th marked RightSite’s participation in its first tradeshow, Logistics Tech 2009. RightSite was a media sponsor of this industry trade show at the Suzhou International Expo Centre in Suzhou Industrial Park, and the show provided opportunities for manufacturers, service providers and other members of the logistics industry to show off their products and services while attending forums and seminars about logistics. Participation in this trade show represents a big part of RightSite’s marketing strategy, so we were happy that our exhibit was visited by several hundred logistics professionals, and we were able to let many logistics property owners know more about how they can promote their properties on RightSite.

Like many websites, RightSite faces challenges with audience acquisition — how can we most effectively increase our user base so that RightSite’s online platform can provide powerful resources for our clients. To meet this challenge, RightSite relies on a multipart marketing strategy.

RightSite Marketing Elements

• SEO (Search Engine Optimisation)
• Paid advertising
• Media Partnerships
• Events

For events, RightSite has already organised a few of our own Industrial Asset Management Forums, and sponsored some trade shows previously, but Logistics Tech 2009 marks the first time that team actually organised an exhibit, and we were proud to see that our participation went well.

In the future, we plan to make further use of trade shows to spread the word about RightSite and to enhance the effectiveness of our platform for all of our users.  Here are a few of our plans.

• Aim to exhibit in one show per month for next 6 months
• Will exhibit primarily at shows in Shanghai, Jiangsu and Zhejiang to concentrate our resources close to home
• Will be exhibiting in shows related to manufacturing, logistics and industrial property
• Have developed a ready to roll exhibition kit with all display booth materials to ensure that we have the most professional display of any media company participating in the event

To be certain that the time and resources that RightSite puts into each event is justified by the return that the company receives and to ensure that we use the benefits of the event effectively, we have also put into place some event follow-up procedures

Customer and Partner Follow Up

• Create follow up email (Invite contacts to join RightSite and use our resources)
• Send email to contacts
• Enter contacts into RightSite’s SugarCRM system

Event Metrics

• Show number of contacts collected
• Total up the event expenses
• Track time spent on the event by RightSite staff
• Calculate resources expended per contact gained
• Report on whether all elements of contract were fulfilled by show organiser

By following up on the event with these actions and reports, we can be certain that we not only had a good time and saw a few warehouses in Suzhou, but that we made effective use of our marketing resources and moved us closer to our goal of making RightSite China’s finest property website.