Event Marketers: Brand Experience is your new Strategic Priority

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…)

Email Marketing Performance Benchmarks for Conferences and Exhibitions

We have a dizzying array of channels and tools available to today’s B2B event marketers, and the humble email is still one of the most effective. Deployed smartly, email marketing remains critically important when marketing events.

GDPR means event marketers are likely to be sending fewer emails to data subjects in the EU than they did previously, so it is even more important than ever that campaigns are designed for complete relevance, maximum impact and constantly measured against the industry benchmarks.

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‘Data Strategy’ is the New Oil

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%.

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GDPR for B2B: A Practical Approach and a Strategic Push

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.

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How to Create an Excellent Content Programme to Grow your B2B Event

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…)

#10 | Event Marketing: The Ultimate Project Management Challenge

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.

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#9 | B2B Event Marketing: Measure It To Manage It

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.

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2018 is the Year of B2B Communities

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.

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