In recent years, the remit of the conference or exhibition marketer has expanded – mostly to cover more strategically critical areas of an event’s value proposition.
The marketer’s role is no longer limited to planning and delivering a pre-event campaign to get ‘bums on seats’. It extends to how customers experience the event itself – i.e. the ‘brand experience’, or more often called the ‘customer experience’. (more…)
In this blog series we’ve delved into a huge range of strategy, tactics and skillsets that can take your event marketing to the next level.
Hopefully, event marketers following our posts have been able to pick up plenty of ideas and guidance they can successfully apply to their own working techniques.
Event management is a complex process. The sheer scale and complexity of events can be overwhelming. Many great event concepts fail in execution due to organisational issues.
When events fail to meet expectations, one of the most common reasons is a lack of project management – with no one single project manager appointed. At times, even if one is appointed, it may be someone with a lack of influence, or someone simply in the wrong role or with the wrong skill set.
One of the most underrated skillsets in event marketing is agility.
Marketers who possess the ability to intelligently adapt strategy and fine-tune tactics in the heat of a campaign will always outperform those who take time to change direction or hesitate under pressure.
To be truly agile, marketers must embrace the power of analytics and continually measure what return on investment (ROI) their campaign is generating. This allows them to proactively refine campaign tactics on the go and ensure their event has the best chance of success possible.
The best events succeed because of two kinds of quality content. The most obvious is the presentations made by your speakers, experts and sponsors at the event itself.
But just as important for event marketers is having quality content to help attract an audience in the first place.
Today’s event marketers know that they must reach out and engage with their target audience across an ever-growing number of channels – both on and offline.
But a multi-channel approach isn’t about throwing out a high volume of branding and messaging across as many platforms as possible and hoping enough noise gets through to your targets. To maximise your campaign’s effectiveness marketers must take an integrated and strategic approach to how they utilise the channels at their disposal.
How do you get your target audience to choose your event over the multitude of other options? We all know that our business is extremely competitive and most events sit in very ‘crowded’ markets.
Having the best speakers and content is obviously a ‘must’. But we need go back to ‘Marketing 101’ to make sure we’re not missing the most basic and important ingredients for marketing any product or service: a strong brand identity and clear, compelling brand positioning.
Pretty much everything in life is better when done in the company of good ‘others’. Events are no exception.
Getting the right media partners, associations and other event supporters on board is one of the most critical aspects of making your event a success and securing its long-term future.
In Europe, GDPR and ePrivacy regulations poses significant challenges for B2B event marketing – where large databases of contacts gathered via research and list buying, not consent, are still relied upon by most event organisers to reach high numbers of prospects to attract delegates, exhibitors and sponsors to their events. (more…)
Too many events fail because the marketing team view them as a one-off concept, not something that needs attention every day. In her latest blog on planning for event marketing success, Kirsty Joynson argues event marketing is a 12-month job.
Events are a major component of many thriving B2B brands today. Sponsorship is often key to success, but a balance must be struck. Kirsty Joynson explains why it’s strong content, focused on end-users, and not pushy partners, that creates the real value for delegates.
In an increasingly competitive events industry, marketers can no longer take a tactical or ad hoc approach. Strategy is now king. Here, Kirsty Joynson launches a new blog series dedicated to helping event marketers deliver effective, world-class event marketing strategies, plans and campaigns.