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Event Marketers: Your Event Development Cycle

on August 12, 2023

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EVENT MARKETING: Ideas, Insights and Strategies

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Know Your Audience

As an event organizer, you should know your audience. There are several ways to reach out to them and get their feedback. The best way is to get them involved in the planning process as early as possible. This can help you create a better event as well as generate more interest in it. You can also ask them questions about their preferences and interests when they register for the event. You'll also learn how best to communicate with them — whether through email, social media or other channels — so that you don't waste your time or theirs in the future. If possible, ask some of your participants to be ambassadors during the event by introducing themselves to other attendees at networking breaks or lunch time so that they can spread goodwill by telling others about what they enjoyed most about the event (or anything else they'd like to share). When it comes to knowing your audience, the most important thing is that you do not assume anything about their interests or preferenc...

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...

How do you make the most out of exhibiting at a trade show?

Exhibiting at a trade show can be a great boost for your business. It’s a way to get your name out there and make some solid connections with potential clients. But, if you’re not prepared, it can do more harm than good. Here are some tips on how to make the most out of exhibiting at a trade show: 1. Do Your Research Before you pick up the phone and book an exhibition booth, do research into the industry, competition, target audience and what people expect from attending any specific show you're thinking about. It may be worthwhile attending some trade shows you're interested in (but not as an exhibitor) just to see if they're useful and how they work. 2. Know what you want to achieve from the show If this is your first time exhibiting at a trade show, then it may be hard to know exactly what results you want from it but having some idea will help keep everything focused and in line with your goals for the event as well as give you something to aim for when it comes to mea...

Empowering Event Marketers: Building Communities for Event Promotion and Marketing

With the evolution of technology and the changing preferences of attendees, event marketers are continually exploring innovative ways to thrive in the events ecosystem. One such strategy that holds immense potential is the creation of online communities of like-minded individuals who share a passion for your event niche. These communities not only empower individuals but also serve as a valuable distribution channel, bridging the gap between the virtual and real world. Moving on from our earlier article: ‘ Creating Communities Increases Opportunities for Event Marketers ’, we'll delve deeper into the significance of building communities for event promotion and marketing, highlighting the opportunities it presents to event organizers. The Power of Online Communities In today's digital economy, online communities are thriving hubs of interaction, information exchange, and collaboration. They gather individuals with similar interests and provide a platform for them to ...

A Value-Creation Event Marketing Strategy

Understanding the nuances of providing value to your audience becomes crucial. The value you deliver is not solely determined by the price of your events or the content you present. In this article, I’ll explore why recognizing and delivering value is paramount for event marketers and how it can elevate your event marketing strategy. Read my earlier article: ‘ Increase the Value ’. Understanding the Audience: One of the fundamental aspects of event marketing is recognizing the needs and expectations of your audience. Your audience is seeking more than just an event; they are looking for an experience that adds value to their lives. Acknowledging and catering to these desires can significantly impact the success of your event. Value Beyond Price: While pricing plays a role in attracting attendees, it's essential to realize that value goes beyond monetary considerations. Audiences are willing to invest their time and resources in events that promise more than just a t...

What Your Audience Wants

As an event professional, it's important to understand your audience's expectations and goals so that you add value. This might sound like a no-brainer, but it's easy to get caught up in the day-to-day of running an event without thinking about what your audience wants. This is helpful in developing content that will resonate with your audience and help you meet your goals also. The best way to do this is by asking questions and listening to their responses. It may seem obvious, but it's amazing how many people don't actually listen when someone else is talking. The next time you have a conversation with someone at an event, try asking them what they're looking for from the conference or what they hope to get out of attending. If possible, follow up with some additional questions about their experience (or lack thereof) during the event itself. This will give you a better understanding of what they expect from your event — both before and during — so that you ca...

Persistence

If you do have your own digital real estate then getting users to come to your website/app takes time and effort. Inertia for digital products is different from physical products as there may be no cost in trying out a new online platform. The only cost is time spent on learning how to use it. But this still takes time and effort. Read our earlier blog post: ' Overcoming Inertia '. You need to get some ‘early adopters’ of your platform who will spread the word. This is why it's really important to find someone who is passionate about what you do, or at least has a good network of people who can help you with this. Overcoming inertia is all about moving from where you are now to where you want to be. It can be difficult and it might seem like a lot of work at first, but if you take it one step at a time you will get there eventually (eventually being sooner than later). As a digital business you spend a ton of time and effort just to get people to try your service. Once they...

The Way Ahead for the Events Industry

Events Go Virtual. Before the pandemic, I noticed that startup and blockchain conferences were proliferating and some of the bigger events were getting quite expensive to attend. Was it all about sponsorship and profit for the event organizers? There were events for every aspect of startup life – marketing, HR, how to get funded, different types of funding, networking, sales, etc. Players, such as co-working spaces, business clubs and networking groups and other firms, also many in number, organized events on a smaller scale to attract you to their services. Events had keynote speakers, pitch sessions, places to set up your stand etc. You would see some regular faces at some of the events. And, there was also a little bit of FOMO (Fear Of Missing Out) going on that got you to attend. These events gave you a boost for a while but did you track what value you gained from attending? And I began to wonder if there was any way to tell, beforehand, which events were better ...

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...

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