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Event Marketers: Expand Your Horizons

on May 15, 2023

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Event Marketing in the Digital Economy

on August 01, 2022

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ShareYaarNow

Smarter Event Discovery and Promotion Platform

EVENT MARKETING: Ideas, Insights and Strategies

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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...

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...

Live Events are Where the Brand Action Is

AI is making human connection more valuable. Here’s why that’s happening: In an AI-driven economy, GenAI content is at an all-time high. The counter-strategy for smart brands? Live events and experiences. Because when AI automation is everywhere, human connection becomes the ultimate premium. But there is a major shift happening right now: 1. Non- event brands are starting to host live experiences to build trust. This is more than just corporate hospitality . 2. These events create a community around them and take on a life and brand of their own. 3. The result: The events evolve into a powerful sub-brand and a become a corporate asset . Think about Red Bull . They sell drinks but they also own massive event brands that are very valuable assets. Events become Brands which then become Assets. If your brand is just online, you’re leaving money, and trust, on the table. If you also build your brand through events, eventually your events become a brand and asset in their own r...

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...

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 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...

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...

Time Design

The word “design” has many meanings. A designer can be a person who designs clothes, furniture or buildings. Designers also create logos and website layouts. But what does it mean to be a designer of time? We recently heard of event planners being referred to as designers of time. We don’t know who said this first but it’s a novel way to think about the event profession. The best way to design an event is by designing how people spend their time at it. When you are planning your next event, you need to design your event in such a way so as to give value to your audience. How do you do that? You can think of it like this - You're the designer and the venue (physical or digital) is the canvas. Your goal is to create something that is beautiful, memorable, and worth talking about. In order for you to do that, you need to know what your audience wants and needs from their experience. What are your views on looking at things this way? --------------------------------------...

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