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Evolving Events Ecosystem

on August 07, 2022

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EVENT MARKETING: Ideas, Insights and Strategies

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Can AI Do What Event Professionals Do?

Event Profs: An AI -proof Job? You keep hearing news about companies making lay-offs due to AI. The question for a lot of people is: what can you do to be AI-proof? AI can do lots of things. But can it plan and host an event? No! Not yet, at least. AI can definitely help event professionals in their work but it can’t do all that is required in the job. Event professionals should be one of the most sought-after jobs. In the AI economy , live events (F2F marketing) take on more importance to brands so they can build trust. Events are also the go-to platform for brand collaboration. Brands should know how to collaborate effectively with event professionals. Live events can’t (yet) be done by AI. You still need a human to organize these. Event professionals still have some level of AI-proof to their roles. We would love to hear your views on: Are brands treating event marketing as a cost that can be cut? Are brands making the best use of live events to grow? As an event professional, how...

Are You Just Another Logo on a Banner?

Exhibiting at a trade show, conference, or festival requires a significant investment of time and budget. But many exhibitors have a passive strategy : booking a booth, setting up displays, and waiting for passing attendees to stop by. You’re just another logo on a banner. For attendees, being on the exhibition floor can quickly turn into just window shopping. If you want to build deeper engagement and stronger brand recognition , your booth should only be the start. Ever thought of hosting your own side event ? Go from Passive to Active Engagement : Instead of competing for attention in a crowded hall, create your own space where you can control the environment and have a real dialogue with attendees. Reach out to the event organizers early: Ask about, e.g., renting breakout rooms , hosting official morning coffee meetups, or anchoring a post-floor happy hour. Use the side event to host a workshop, a roundtable discussion , or a Q&A session. A side event gives intereste...

Customer Experience Lives in the Frontline

Your best brand experiences for your audience may not be from hiring an outside marketing agency. An outside agency probably won’t know your audience or customers as well as your frontline staff do. Look at what the big brands are doing: Starbucks has its ‘ coffee creators ’ that turn employees into influencers who create experiences at stores building a relationship between customer and brand Apple holds workshops in its stores that create a sense of community and customers get experience of Apple products. What other brands are doing something similar? These experiences are like micro-events that engage your audience and make them participants in your brand. Employee influencers can be experience and event creators for your brand. In-house experience or event creation creates brand ambassadors of your staff. Time to rethink how you create your brand experience for your audience. How are you creating your in-store experience? Let’s swap ideas in the comments below.

Why Brands Need an Event Marketer

In ' Live Events are Where the Brand Action Is ', we wrote about why brands are seeing the benefits of live events. Event marketers bridge the gap between online brand narratives and tangible, high-impact connections. What’s driving this demand? 1. Online Fatigue The Problem: consumers can tune out ads or use ad-blockers . Digital brand touchpoints often feel transactional and anonymous. Event Marketer’s Role: They cut through the noise by building immersive, multi-sensory brand experiences (whether physical, virtual, or hybrid) that create more attention. They create moments people remember and talk about: word-of-mouth . 2. The Human Connection The Problem: Online trust is at an all-time low. People buy from brands they trust, but digital interactions alone make building trust slow and difficult. Event Marketer’s Role: They create spaces, such as dynamic trade shows, brand activations, or interactive conferences, where months of relationship-building can be compressed i...

Content is No Longer King. The Room Is.

Content is Just the Ice-Breaker. We’ve all been to conferences where the speaker delivers a brilliant, data-heavy presentation, the audience applauds, and then… everyone walks out to the coffee break and stares at their phones. It’s a massive missed opportunity. People don’t pay hundreds of dollars for information they could have found online. They pay for the room. They attend business events to network, make contacts, secure leads, and convert those leads into customers. And, in the age of personal branding , people also want to build their own networks. If networking is the real product, your agenda shouldn’t crowd it out. It should fuel it. Flipping the Script on Keynotes . Too many event organizers treat speeches as the main event and networking as the “intermission.” It should now be the exact opposite. The Shift: Speeches and Q&A sessions shouldn’t just deliver content. They need to act as structured ice-breakers for the conversations that happen after the mic turns o...

Event Aggregators

How about we do a thought exercise. There will be lots of questions for event creators to think about. We’d love to get your comments on these. There are hotel, flight, restaurant aggregators . What about event aggregators ? Are event ticket platforms , event aggregators? Can you think of them in that way? Is that a useful way to think about them or not? People looking to dine out, use restaurant aggregators as search engines and booking platforms. If you’re an event organizer hosting regular events and selling tickets, you post your event on your preferred ticket platform. (There will obviously be plenty of other events posted there also). Do you hope people find your event on the platform or do you also do digital marketing and share your ticket URL to spread the word? Maybe this boils down to whether event ticket platforms are used as search engines for event ideas? Are they event search engines ? Or is event discovery primarily done on social media , or by word-of-mouth, a...

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...

Getting Creative

I have found that creativity doesn’t come to you necessarily when you simply try to think of a creative idea. For me, ideas come through work. Making content for social media, the more content I put out there, the more ideas came to me. Writing newsletters, I found that they evolved over time with new ideas coming each week. The more content I put out on social media, eventually people contacted with me on social media which led to collaboration. I found that it was through consistent, daily work that ideas, partnerships and collaboration grew. When I put out the next newsletter, I put out a new blog post at the same time. The theme of each new newsletter was the same as each new blog post. Then, I followed that up with a podcast. So, the newsletters, blog and podcast grew together. And still growing each month. Giving my audience different ways to consume my content – whichever suited them. Slowly, I built up a body of content that people can find online and see if there is anything t...

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...

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