So, the world did not end on 25th May and we had a sunny bank holiday weekend to celebrate!
Although a tremendous opportunity for sound businesses, those who won’t admit they got a few more grey hairs and suffered a few sleepless nights from Friday’s GDPR deadline are either overconfident or pretending..
In the B2B events world, we wait in keen anticipation to see what our significantly smaller databases will deliver for us in the coming days. I have great hope – validated by a BBC interview on the weekend where an email marketing expert claimed GDPR will result in email open rates more than doubling from an average of below 20% to around 40%.
No business will be left unchanged by GDPR. Publishers and events businesses that rely on large data sets are particularly vulnerable if they lack a solid strategy to deal with the emerging opportunities and threats.
Digital brands very reliant on advertising revenue will be particularly hard hit if Google gets away with its GDPR-instigated plan to force publishers to work with a limited number of ad-tech vendors.
Over the past 18 months, I’ve worked with a number of excellent exhibition and tradeshow organisers who understand that having exceptional content at the heart of their events is a key part of a winning formula for growth.
While usually willing to invest in this area, they are often unsure of how to get the best return from this investment – with many reporting that the content they added to their events has not had the hoped-for impact on visitor quality, visitor numbers and overall revenue growth. (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.
Entering a new year is traditionally a time people reflect on the future and how they plan to tackle the potential it offers.
Which is why I wanted to take this opportunity to lay out the vision which will be driving MPG in 2018. Here I make our ‘statement of intent’ – the philosophy that both inspires and drives us to help our clients not just survive in an ever-changing B2B marketing world, but thrive.
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.
Web Summit is a tech event that has grown astoundingly fast in the last few years. Founded in 2010, it has a remit across multiple industries – from auto to finance, edtech to medtech. Now the largest tech conference in the world, it attracted 60,000 visitors to Lisbon for four days in November 2017.
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.