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Event Marketing Insights: The Human Connection

on April 04, 2025

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EVENT MARKETING: Ideas, Insights and Strategies

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Getting the Big Picture

Metrics are an important part of event planning. They allow you to determine how well your event has been received by attendees, allowing you to make adjustments and changes accordingly. Metrics are also helpful for determining how well your marketing efforts are working, which in turn allows you to tweak those efforts as needed. The key is to track the right metrics for your events and industry. For this, you should have a clear idea of what your goals are. Find the metrics that show if you're improving over time and giving value to your audience. To do this effectively, it's important to understand what these metrics are and how they relate to one another. For event professionals, there will be the obvious metrics relating to audience numbers, how many return for events, emails and social media. But there are others like cohort metric that show if your engagement is improving over time. If you have your own website, for example, you probably are tracking stats on it. Learn ab...

Event Marketers: Influencer Marketing for Event Promotion

In the realm of event marketing, innovation is the key to success. The landscape has evolved tremendously, shifting from traditional advertising methods to more dynamic and personalized strategies. One such innovation that has taken the industry by storm is influencer marketing. You may think you need mega-celebrities and macro-influencers, but micro-influencers can prove just as useful. In this article, we'll delve deeper into how event marketers can effectively harness the potential of micro-influencers to elevate their event promotion and build a stronger event brand. Rethinking Influencer Marketing for Event Branding In the earlier article, " Event Marketers: Leveraging Influencer Marketing for Event Brand Building ", we explored the transformative impact of influencer marketing on event promotion. The ability to tap into influencers' engaged follower base and authentic storytelling capabilities can significantly boost your event's reach and credibility. H...

Event Marketers: Product Placement

Product placement is a popular advertising technique used in movies and TV shows to promote brands or products. However, it is also a powerful tool that can be used by event marketers to enhance the attendee experience, generate excitement and engagement, and even generate revenue. Product placement is the strategic placement of products or brands within an event – think of your sponsors, vendors and suppliers - in a way that seamlessly integrates with the attendee experience. When done right, it can add value to the attendee experience and provide a way for brands to connect with their target audience in a meaningful way. Here are some ways that event marketers can make use of product placement in their events: Partner with relevant brands The key to successful product placement is to partner with brands that are relevant to your event and attendees. For example, if you are hosting a technology conference, you may want to partner with technology brands that can sho...

Keeping Your Event Audience Engaged

Keeping your audience engaged during your events is not easy especially in virtual events where your audience can be doing other things during the event. If an audience member disengages from your event, it's not their problem, it's your problem. The first step to keeping your audience engaged is to start with an engaging event. You can do this by making sure that you are promoting a topic that is relevant to your audience and that there is a clear value for them to attend. Being able to engage your audience during an event is one of the biggest challenges you will face as an event planner. With so many distractions around them, it can be hard for attendees to stay fully focused for extended periods of time. Here are some additional tips for keeping your audience engaged: Get the audience involved in some way. This puts the power into the hands of your audience, who will feel more included in what is going on. Use technology appropriately – This is where virtual events offer a ...

Getting Active About Your Marketing

It's not just about posting content on your social media account and hoping that others will share it. Actively seeking collaboration with others can help your event brand move ahead. If you are a small business or a freelancer, you may be looking for ways to market your products and services thru events. Marketing can be difficult, especially if you don’t have a large budget and do not have access to businesses with large budgets. But, there are other options available to small businesses that can help them reach their target audience. Posting content such as podcasts and videos on your own social media accounts can be good for you. But, if you can also get your content onto other people’s platforms, it may also help you reach their audience as well. Those platforms will also be doing their own marketing which can benefit you. See our earlier blog post: ' Other People’s Marketing '. Stay tuned for more insights and tips on event marketing success. ...

Are You Hosting Your Own Events?

For individuals hosting their own events - for example, freelancers, business coaches, DJs, gamers, food enthusiasts, yoga and fitness instructors, influencers – we know it can be challenging to spread the word about your events. Here is a very quick overview of promoting your events. Promoting yourself and your events is basically about: knowing your audience, choosing the right marketing channels for your events, and knowing what content to share on each of those channels to optimize the return on your time, effort and investment. Knowing your audience means having some idea of who your ideal audience is - who do you want to engage and attend your events? Marketing channels: - for most individuals, this usually means the digital channels - Social media – blogs, podcasts, videos - but don’t just use the Big Tech platforms – there are plenty of other platforms that may help you spread the word about your events and en...

Event Marketers: How to Listen to What Your Audience Isn't Telling You

As an event marketer, you understand the importance of listening to your audience and understanding their needs and preferences. However, it's equally crucial to be attentive to what your audience isn't telling you. Sometimes, event attendees may not explicitly voice their opinions or desires, leaving you to decipher the unsaid. In this blog post, we will try to explore effective strategies for event marketers to gain insights beyond what is openly communicated. By actively seeking hidden feedback, you can significantly improve your events and enhance your event marketing efforts. Social media platforms offer a wealth of information about your audience's perceptions, interests, and expectations. Regularly monitor social media channels using relevant event hashtags, keywords, and mentions. Pay attention to both positive and negative sentiment, as well as comments, shares, and direct messages. Look for patterns, trends, and any gaps between what attendees say publicly. Soci...

Event Marketing: The Importance of Knowing Your Event Audience

I ’ve written about ‘ Knowing Your Event Audience ’ before, and just to illustrate how important this can be, I want to give an example from a fictional web series I’ve seen called ‘Better Call Saul’. It’s a fantastic series about an entrepreneurial lawyer trying to build up his legal practice. The lawyer sometimes breaks the rules/law (which you obviously shouldn’t do). But it shows his perseverance in the face of obstacles and how he uses his ingenuity to overcome them. During the series he’s trying to get clients and build up a practice in helping elderly people with their legal issues. It shows the time and effort he puts in to getting to know his potential clients. And, in one episode, he’s trying to think of ways to get more clients for a class action lawsuit against a company that provides assisted living for the elderly. He has the idea for using a targeted TV ad to reach his potential audience. Because of the previous effort he’s put in to getting to know h...

Building Relationships Online

Social media marketing is about engaging with the people you’re connected with in a meaningful way that is relevant to them and gives value. If you’re not doing this already, it can be difficult to know where to start. But here are some steps you can take to engage your audience on social media: Listen before you speak – Social media channels are great for listening for opportunities to engage with customers. You can use hashtags and search terms of interest to find out what people are saying about your brand or products, and respond appropriately. Follow up on customer service issues – If a customer has an issue with something, don’t just reply and move on. Follow up until you have resolved their problem, or someone else has taken over your thread. This will make them feel valued as customers – which they are! Show appreciation for positive feedback – If someone posts something nice about your business or products, don’t just ignore it – thank them! Even if it’s just a simple ‘thank y...

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