Jul 09, 2018
Many corporate event professionals work either within or very closely with the marketing department. Yet there often is not a lot of cross-training provided to help event managers who are not directly responsible for marketing operations learn the processes and terminology involved. Event marketers who understand the other marketing functions within their organizations are not only more effective, but are also better positioned for career advancement. Liz Lathan, founder of Corporate Event Marketer, aims to make it easier for event professionals to get that education. She was inspired to… more
Jun 29, 2018
Consumers get to have all the fun. Business-to-consumer (B2C) events are festivals filled with entertainment, giveaways and memorable experiences, while business-to-business (B2B) events are all buttoned-up networking and deal-making. But, does it have to be that way? “It’s commonly said that B2B marketing events are about long-term relationship building, whereas B2C events are about prompting a purchase,” said Leigh Long, head of marketing at The XD Agency. “That argument tells us that the two are distinct disciplines that need to be approached entirely differently, but that’s a fallacy.”… more
Jun 25, 2018
The Center for Exhibition Industry Research (CEIR) has released the third installment of its 2018 How to Grow Attendance report series. The four-part research report series is based on phone interviews and in-depth surveys conducted with executives responsible for final decision-making for attendee marketing for North American business-to-business (B2B) exhibitions. Titled “Messaging that Resonates and Delivers,” the report identifies the three primary ingredients of marketing messaging that help drive attendee growth as well as the most effective elements that all B2B event marketers… more
Jun 12, 2018
The Corporate Event Marketing Association (CEMA) advances strategic event marketing and marketing communications for senior-level event marketers and industry professionals.   CEMA strives to offer programs to its members and the industry that help bring the community together through a spirit of sharing information and best practices. One such offering is the CEMA Study Tour program. CEMA Study Tours are truly unique. “It’s not a fam (familiarization trip) and it’s not just ‘fun’,” said Olga Rosenbrook, CEMA’s director of member services. “It’s education, networking and getting the… more
Jun 11, 2018
Most event technology is sold through business-to-business (B2B) channels. However, B2B sales processes can take more time than some planners have for smaller events.   To help ease the process, etouches is selling its LOOPD Smart Tags and mobile event apps on a new online store and also on Facebook, Instagram and Pinterest. This new low-touch sales model presents a unique way for event professionals to buy enterprise event technology. The LOOPD Smart Tag enables attendees to network at an event without worrying about lead scanners, business cards, or session check-ins.  Acting as a digital… more
May 10, 2018
Exhibiting is a key part of the B2B marketing mix. However, standardized lead capture and follow-up processes are notoriously challenging for most organizations. Most events these days offer lead scanning technology, but there is no consistency from event to event. Some smaller events may not even have badge scanners, requiring organizations to fall back on the tried-and-true method of business card collection, or physical lead cards for attendees to fill in. Even when you are able to get badge scan data close to real-time, getting it formatted to upload into a CRM and/or marketing… more
May 03, 2018
While planning an event in an industry, show organizers quickly learn the leading voices of that industry. These voices influence large communities and offer a type of credibility brands themselves cannot. As a result, marketers have quickly engaged in “influencer marketing campaigns.”   “Influencers are a class of individuals who naturally attract emulation by their behaviors, relationships or opinions,” said Tamar Beck, CEO of Gleanin, an influencer marketing platform.   Ed Several, senior vice president of Reed Exhibitions-Americas, defines event influencers as any attendee or exhibiting… more
Apr 11, 2018
“Content is king!” The saying has become cliche because content marketing, still a relatively young marketing concept, has quickly become the go-to strategy of marketers in many industries. According to Forrester, U.S. marketers spent more than $10 billion on content marketing in 2016. Additionally, reports from Content Marketing Institute state that marketers increased their budgets in 2017 and plan to again throughout 2018. Beyond dollars, when used strategically, content marketing helps organizations get results. Dax Callner, chief strategy officer at GES Events, said that content… more
Apr 02, 2018
I hear it all the time: “How do I effectively market my events?” This is one of the greatest challenges meeting planners face. They want to improve app adoption, engage attendees with content and on social media, and increase visibility for their sponsors and exhibitors. The thing is, many planners who are using event management and attendee engagement software already have the tools they need. Let’s take a look… What is marketing? First, let’s clarify what marketing is. According to the American Marketing Association: “Marketing is the activity, set of institutions, and processes for… more
Mar 27, 2018
Corporate events are all about brand experiences. However, it isn’t always easy to design a memorable, immersive experience that connects your attendees with your brand. Helios Interactive, a Freeman Company, is an experience design studio that specializes in building engaging, interactive experiences for consumers in the events and retail channels. One of the ways they deliver these experiences is through augmented reality (AR), virtual reality (VR) and mixed reality (MR). I attended a session at MPINCC ACE last month in which Demetrius Wren, digital creative director at Helios, explained… more