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on October 15, 2022

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Give Value, Repeat

on September 28, 2022

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Helping Your Audience Connect with Others

on January 12, 2022

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EVENT MARKETING: Ideas, Insights and Strategies

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Interaction Tech

We talk of event tech and also technology for the workplace and for working remotely. Technology such as video conferencing which allows us to interact with each other even when we are in different locations. It seems that the workplace and events are going along a similar technological path. The technology can be used for both events and remote working. You can work remotely and attend events remotely also. Some employers now asking employees to return to the workplace, at least some of the time, a hybrid model of work seems to be developing. This is also the case for events. Hybrid events are gaining momentum as event venues slowly open up. Employers are having to deal with teams at the office and maybe also working remotely. The skills and technology required for this are similar to an event organizer dealing with an audience at a venue and a remote, online audience. Maybe we should not be talking of event tech but of interaction tech. Just a thought. Hope these event marketin...

2026 Event Marketing Trends

How Have Events and Event Marketing Evolved in 2025? And, what’s 2026 going to be like for events? What we’re noticing: As there is so much AI content out there, people are finding it difficult to be sure about what’s real or not. So, live events (face-to-face, F2F) will become more important and valuable for brands to build trust. Hence, the need to improve event marketing skills and strategies . In this digital economy, people want a more human connection from events. Big brands - event brands, artists, influencers, major league sports - seem to draw large audiences – tickets sell out fast. Smaller brands not so much. Attendees have so much more emphasis on ROI . With uncertainty in the economy comes much more control of budgets and spending. Event creators are having a tough time convincing potential attendees of the value of their events and hence, attendance is down in some cases. Annual trade shows are an expensive way to just have an industry networking and talking shop – mu...

Audience Expectations

Audience expectations are one of the most important elements to consider when planning an event. The audience is what makes an event possible, and their expectations can shape your event in many ways. Event expectations vary widely depending on the type of event. If you manage expectations properly, your audience will not be disappointed when they attend. All audiences have certain expectations about what will happen at your events. These expectations can be both conscious and unconscious. They may be based on past experiences or on information that you share with them before the event takes place. If you don't meet these expectations, it can create a negative experience for your audience members, which could cause them not to return to future events or even stop attending altogether. Audience expectations can include: - Level of engagement with content, presenters and other attendees - Quality of content presented - Locations, facilities, venue and food & drink options - Value...

Optimizing Your Event Systems for Better Event Marketing

In my previous article titled " Event Systems ", I discussed the significance of building efficient systems for businesses. For event professionals, the application of robust systems is equally crucial to ensure seamless operations, goal attainment, and the delivery of value to the audience. In this article, I’ll delve into the optimization of systems and processes specifically tailored for event marketing, exploring how strategic planning can lead to successful events that resonate with the audience and enhance brand value. Building Systems for Event Marketing: Marketing Systems: Event marketing revolves around capturing the attention and interest of the target audience. To achieve this, event marketers should focus on building effective marketing systems. This can include: Email Campaigns: Develop compelling email campaigns that provide attendees with incentives to participate in your event. Whether it's exclusive content, early bird discounts, or special a...

Growing your Brand on Social Media

As an event organizer, you post details of your event on various social media platforms. You could try looking for the audience you want in various groups on social media and interacting with them. Over time you could build up a following for yourself and your events. You want to build a following of loyal fans that will share your content on social media. But growing your brand on social media - isn’t it really just about engaging with the people you’re connected with in a meaningful way that is relevant to them and gives value? This is a slow process but can lead to followers/connections that end up giving you value. Giving value to your audience will build up some loyalty to you. Social media platforms like you to stay on their platforms as long as possible and they like you engaging with others on the platform in a meaningful way. So, comment on content of your potential audience, so that you are giving value – not just simply using emojis. Over time this will get you noticed...

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...

Event Marketers: Are You Having a Conversation with Your Audience?

Event marketing is a critical aspect of promoting your brand, products, or services. To stand out in a crowded market, you must engage your audience in a meaningful conversation. This conversation should not be a one-way street, but a two-way dialogue that invites your audience to actively participate in your event. In this blog, we will explore why taking the conversation forward with your audience is essential and how you can achieve it. Your event marketing should be a 2-way dialogue with your audience. Event marketing is not just about promoting your products or services. It is about creating an experience that your audience will never forget. Your audience expects to be a part of your event and not just passive observers. They want to interact with your brand, ask questions, share their thoughts and ideas, and engage in discussions. To create a 2-way dialogue with your audience, you must use ways that encourage participation. This can be achieved by using tools such as social medi...

The Event Value Chain

Staying ahead in event marketing requires a strategic approach to increasing the value you offer your audience. Building on the foundations of my earlier article: ‘ A Value-Creation Event Marketing Strategy ’, let’s delve deeper into the concept of the event value chain. Moving up this chain isn't just about selling more to your audience; it's about offering substantial value through your events, thereby increasing the worth of both you as an event marketer and your event brand. Understanding the Event Value Chain: The event value chain represents the series of activities and processes involved in creating and delivering value to your audience. Event marketers focus on selling tickets, sponsorships, and merchandise. However, to truly stand out in today's fiercely competitive environment, it's important to shift the focus towards providing enhanced value throughout the entire event experience. Offering More Value to Your Audience: Moving up the event value cha...

Event Upskill

The more you learn, the more you grow. And the more you grow, the more valuable you become to others. As event organizers, whether you organize large events or you are an individual doing your own virtual events, you need to continually upskill. Learn and practice new skills that will help your events grow. Treat your events as a learning experience for yourself. If you are not learning anything new while organizing an event, then there is a problem with your event. You should be learning something at least once a year if not more often than that. The best way to learn is by practicing what you have learned through having real life experiences with other people. You can also read books, listen to audios and watch videos on various subjects related to event organizing and marketing. Here are some suggestions on how to upskill: 1. Learn new software or technology that will help you run your events better. There are plenty of free tools available online that can make organizing an event e...

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