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Event Marketers: What's the Formula for Creating a Global Event Brand?

on October 05, 2023

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EVENT MARKETING: Ideas, Insights and Strategies

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The Value of Event Venues

Hosting events? Ever thought that one day you’ll have your own event venue ? There’s recent news that the music festival brand, Insomniac , is planning a redevelopment of the Sahara Event Center in Las Vegas. Imagine, a music festival brand planning to develop its own event venue. Event brands that used to hire venues and destinations are now beginning to create their own venues. Event brands are platforms for brand collaboration between event organizers, creators, sponsors, influencer, broadcasters, and more. As an event brand, having your own venue allows you to create your own brand experience in your own way. It’s really becoming experience branding . You’re giving your audience and other stakeholders, your unique experience of your brand. And, having your own venue, doesn’t mean you can’t also take your brand on the road. This is a fascinating journey for events and event marketing . It shows how event branding is evolving and growing. Event brands are growing in valu...

Getting Connected with Your Audience

As event creators, i f you rely on third party platforms for access to your audience, you are at a disadvantage. You need some legal mechanism to get ‘direct to audience’ access. For planning your events, this data can be useful. For the events industry, you have the venues, streaming platforms, ticket platforms. As an event creator, you may not get access to all the data they have about your audience. With the growth in live events, planning becomes more crucial for event creators. Venues may have to be booked months, or even maybe a year or more, in advance. Planning for audience numbers is not easy without up-to-date data. Email marketing , for example, can be valuable here. Getting connected with your audience is becoming more important. Event creators, plan your marketing accordingly to maximize your event brand and IP . Let us know what you think about this.

The Experience Economy

Events tourism . Sports tourism . Festival tourism . Even, wedding tourism . People will travel to where the action is. Whether it’s a major conference or exhibition, music festival , sports tournament . Or even to experience a wedding where the hosts have sold tickets, which is a small but growing trend. For the audience, it’s not just about the event itself but also the travel and hospitality that adds to the overall experience. Attending a music festival? It’s also about the anticipation. It’s all part of the experience. You may have heard about ‘ concert economics ’ or the ‘ event economy ’. Events can breathe life into a city’s economy when people travel there to attend. Travel, hospitality, tourism and events all feed off each other. They are all part of the experience economy. We are noticing a trend where people want to have experiences rather than buy things. Live events bring life to the economy and to brands. Which is why events and event marketing are so valuab...

Getting to the Action

You know what a call-to-action is, right? It's that button you see on websites that says "Buy now!" or "Sign up for our newsletter!" or something else that makes it clear what you can do next. Calls-to-action are important because they tell your audience what to do next. If you have a website with multiple goals, having a clear call-to-action on each page helps visitors figure out which action they should take first. There are lots of different types of calls-to-action, and they all work differently depending on your goals and the type of product or service you're selling. But there are some general rules that apply no matter what kind of business you have: Keep your calls-to-action simple. With not too many options to confuse your audience. Use words that are clear and direct. Make sure your call-to-action works well on mobile devices as well as desktops. ----------------------------------------------- We welcome your feedback ...

Feedback Systems

Are you getting useful feedback from your event audience? Ask your audience members what they liked and didn't like about the event. You can do this via a survey or simply by asking them in person. You want to know what your audience thinks. But how do you get feedback from people who are shy about speaking up or who feel uncomfortable giving negative feedback? Some people may be uncomfortable with conflict, so they don't say anything when they're unhappy with something at the event. Think about when you've attended an event and were then asked for feedback. You've probably seen many survey forms handed out at the end. How did you respond? Do you think they provided the event host with useful feedback? You need to give a lot of thought about how you phrase questions to try to get accurate feedback. You need a lot of understanding about human psychology. The purpose here is not to go into depth about this but just to say you need to think about how you go about obtai...

From Influencer Marketing to Creator Events

Influencer marketing has evolved since the early days of social media. It’s no longer just about paying an influencer to share a static post where the audience is simply a viewer. Smart brands want their audience as participants and not just observers. Brands are now collaborating with creators who host events: live events, live stream video shows, podcasts, on YouTube, Spotify, etc. Event and experiential marketing are becoming the go-to strategies for building trust, audience engagement and brand growth. Brands are finding ways to interact more with their audiences and to make their brands a part of their audiences’ lives. This trend of creating experiences and having a ‘conversation’ with their audiences, is something we’ve written about before. Static posts don’t do it anymore for audiences. For a brand to become meaningful to audiences, audiences want engagement, participation and dialogue. Brands want more from influencers. They’re looking for creators who engage their audiences....

Event Marketers: Speaking to the Decision-Makers

Event marketing is all about getting the right message to the right people. But what happens when the right people speak a different language? It's not enough to simply know the jargon of the industry you are marketing to. You also need to understand the language of the decision-makers within that industry. Read our earlier blog: ‘ Learning the Lingo ’. Decision-makers are the individuals who have the power to make purchasing decisions. They are often the ones who hold the budget and can decide whether or not to invest their time and resources in your events. These individuals have unique priorities and concerns that may not be shared by the broader industry. As an event marketer, your job is to create messaging that speaks to these decision-makers in a way that resonates with them. Here are some tips on how to do that: Understand the priorities of decision-makers Before you can create messaging that resonates with decision-makers, you need to understand what their ...

Event Marketing: Audiences Want Content That Gives Value

Where competition for the audience's attention has never been fiercer, crafting captivating content is crucial. I've mentioned the short attention spans of today's audiences before, but audiences are hungry for quality content, whether in short or long form – you just need to grab their attention fairly quickly. In this article, I’ll explore the importance of delivering valuable content in your event marketing strategy and discuss how event marketers can seize their audience's attention swiftly, using content that resonates and connects with their audience. The Quest for Audience Engagement In today's attention economy, the challenge for event marketers is not merely to promote events but to engage audiences effectively. The key lies in recognizing that attention spans are short in how audience select what content they want to see more of. You need to grab your audience’s attention quickly but once you have their attention, they want good quality content – wheth...

Becoming an Event Creator

Collaboration is great for brand building. But a lot brands waste money renting other people’s audiences. You pay a massive sponsorship fee, slap your logo on a banner, hand out some free samples, and hope someone remembers you. Smart brands, like Red Bull , realized this better than most. Sponsoring but also creating their own events. They’ve become a global media empire. As well as paying to be a part of someone else’s show, they also built their own event brand assets: ⚽ Football Clubs . 🏎️ Formula 1 . 🎮 Esports . 🚵‍♂️ Extreme Sports . By shifting from sponsor to event creator, they unlocked more value. Here is why this model works: 1. Control over the Ecosystem When you own the event, you control the format, the tone, the visuals, and the values. You aren’t at the mercy of another organizer’s values and interests. 2. Content Engine Smart brands don’t need to hunt for content ideas. Their events generate massive hype, UGC (user-generated content), and media assets before, d...

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