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Event Marketers: Some Ideas to Make the Most from Your Ads

on July 23, 2023

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EVENT MARKETING: Ideas, Insights and Strategies

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Event Marketers: Collaborative Marketing

In our earlier blog, " Building Relationships ", we delved into the crucial aspect of how event marketers establish and nurture relationships with their vendors and suppliers. This symbiotic connection not only fosters mutual learning but also sets the stage for collective growth. Building upon this foundation, we're now ready to explore how event marketers, vendors, and suppliers can join forces to achieve remarkable growth. The Power of Collaboration in Event Marketing Event marketing is a dynamic field that demands innovation, creativity, and adaptability. A successful marketing strategy hinges on the ability to create compelling experiences that resonate with the target audience. While event marketers are the architects of these experiences, their vendors and suppliers play an instrumental role in bringing these visions to life. A Unified Event Brand One of the most impactful ways that vendors and suppliers contribute to growth is by aligning with the event brand....

Explore the Unobvious

Event marketing requires you to give your target audience a message that resonates with them so that they are more likely to carry out your call to action. First, identify your ideal audience. Next, where do they hangout online and offline. Then tailor your message to their needs. Sounds simple, right? Not quite! Identifying your ideal audience is critical in event marketing as you want to make sure you have the right people at your event who can benefit from what you are offering or selling. Once you have identified them, you can start thinking about how best to reach out to them through the different channels and platforms available today. Where do your potential customers spend time online? And in what forums do they engage with other people? You should look for your ideal audience in the obvious places. But then also look in the not-so-obvious places. Remember, there are many event organizers who are probably trying to reach the same audience as you, and with a similar message. So,...

Don’t Lose Sight of Your Goals

What is event marketing? Why are you organizing your events? When we talk of event marketing, there are two ways you can think about this. One is that you are organizing an event and want to promote it to attract an audience and sell tickets, get sponsors for profit. The second is that you provide a service or sell a product and you want to market this through events – here event marketing is just another marketing channel you use to promote your product or service – just like TV ads, social media marketing, influencer marketing, etc. Your customers attending your event will get a different experience from your other channels of marketing. Here perhaps you are not trying to make a profit out of the event itself but using this as a means to promote your services or products. In both cases you are obviously trying to promote your event to attract your audience but there may be differences in approach in each case. The important thing here is your goals and the purpose be...

Resonate

Does your content resonate with your audience? When you are scrolling through your social media feed and see a post that makes you stop scrolling down, and read it – something has caught your attention. Whether it’s a headline, image, video, etc., something in that post resonated with you at that particular time. You might have viewed the post and taken no further action on it, but it made you pause for a while and view in more detail. That’s the kind of content you need to create for your audience. What would make them pause and take more interest to view it. At least then there’s a chance they may take further action by, e.g., acting on your CTA. “When I hear a story being told at an event or read a story in an article, blog, social media post and if that story resonates with me, I get motivated - I take more interest in who is telling that story.” – extract from the Ebook: ‘ Technology is Turning Everyone into Event Marketers ’. Try to analyze what content makes you pause an...

Event Marketers: Beyond Generative AI in Event Marketing

In today's digital economy, event marketing has evolved tremendously, thanks to advancements in technology. One of the most notable developments is the rise of Artificial Intelligence (AI), which has introduced new possibilities and efficiencies in various industries. Event marketers, like digital marketers, have been exploring AI-powered solutions, including generative AI, to enhance their strategies. However, it's crucial to debunk certain myths surrounding AI and understand its limitations in the context of event marketing. Read our earlier blog post: ‘ Event Marketers: In the Age of Generative AI, You Still Need an Event Marketing Strategy ’. While generative AI can assist in content creation and data assimilation, it falls short in other crucial aspects of providing value to audiences. In this blog, we will delve into these misconceptions and shed light on the unique role event marketers play in delivering meaningful experiences. Myth 1: Generative AI can replace even...

Creating Creativity

Event marketing is a highly competitive field where creativity is key to standing out and attracting audiences. On a marketing program, we heard the phrase ‘institutionalizing creativity’. As an event marketer, it can be challenging to consistently come up with fresh and innovative ideas for events. However, with the right approach, it may be possible to ‘institutionalize creativity’ in your event marketing team. In this blog post, we'll explore some strategies to help you achieve this goal. Also, read our earlier blog: ‘ Creative Difference ’. · Foster a culture of creativity: The first step in institutionalizing creativity in your event marketing team is to foster a culture of creativity. This means creating an environment where creativity is encouraged and celebrated. You can do this by providing opportunities for team members to share their ideas, collaborating on projects, and recognizing and rewarding creativity. Not every idea wi...

How Do People Choose Events to Attend?

Is there some way to measure what value you will get from attending any event – in order to help you decide which events would be better for you to attend? What factors do you consider before attending or choosing a particular event? E.g.: - Cost of attending – ticket price, travel, accommodation, etc., - Other people who will be attending that you would like to meet - Enjoyment - You want to be seen there - Estimated business you hope to get done - You hope to learn something - The number of people attending - Someone else is paying for you to attend - Can attend remotely online - Convenience - People you already know will be attending - The ‘breakout rooms’ that will be organized for you to attend - The activities that are organized at the event – e.g., giving you an opportunity to speak - Location of the event - You can combine the event with other activities e.g., Meeting clients who are based in the event city Which factors are more important to...

Whose Goal is it Anyway?

Your goal should be to give the people who attend your event a reason to come back and see you again. So you need to think about your audience's goals. The audience will have a limited time and attention to give you. You want them to leave feeling like they received value from what you shared with them — whether it was information or entertainment — so that they will think of you fondly when the need arises for another service or product that you offer. If you are doing a presentation, you can help keep your audience engaged by keeping your presentation focused on one idea or concept at a time and by using design elements like visuals and slides that make it easy for people to follow along without losing focus or interest. At your event, it's your chance to make a big impression. The first thing you need to do is understand who's in the room (or the live stream), what they want and how you can help them. Here are some questions you should ask yourself: - Who is attending t...

Influencer Marketing

To grow your event audience and your brand you might consider partnering with some social media influencers. Whether the influencers you partner with are big or small, they can help share your event details with their audience. You can find influencers in specific cities where you want to grow. If you are based in the UK and you want to grow your business in, say, Manchester, you can find social media influencers who have an audience from there. You might choose a number of influencers in different cities where you want to grow. Research is obviously needed to find the right influencers for you. Also, look at what engagement the influencers get from their audience. E.g., if an influencer has 100,000 followers shown on their social media account but their posts regularly only get, say, 200 to 300 likes, then it may mean that a lot their audience is not engaging with their content. An influencer with 10,000 followers but with lots of engagement on their posts may be a better option ...

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