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
Mar 02, 2018
The Center for Exhibition Industry Research (CEIR) has released its 2018 Marketing Spend Decision Report, new research profiles marketing practices among business-to-business (B2B) exhibitors of all organizational sizes. Exhibiting remains the largest slice of the marketing budget, but integrated marketing is key to the strategy at most corporations. Sixty-eight percent of exhibitors surveyed also allocated marketing dollars to digital channels. Free or low-cost channels, such as e-mail promotion and social media topped the list. The report indicates that top objectives for B2B exhibiting… more
Jan 25, 2018
The European General Data Protection Regulation (GDPR) is designed to harmonize all existing regulations to provide a higher level of security for citizens of the European Union (EU). Slated to take effect on May 25, the GDPR will apply to any organization that does business with citizens of the EU, regardless of that organization’s location. The GDPR includes regulations on the collection, use, transfer, monitoring, tracking and even viewing of personal data. The “personal data” bucket is a big one and includes information you might not have taken into consideration. In addition to data… more
Jan 18, 2018
“Experiential marketing” is a phrase that has been thrown around quite a bit within the events industry over the past ten years. According to Wikipedia, experiential marketing is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand. Of course, Wikipedia also… more
Jan 11, 2018
Internet pioneer, entrepreneur, and New York Times best-selling author Jay Baer gave a presentation at the PCMA Convening Leaders conference this week on “The 365 Day Event - Using Digital Content to Drive Year-Round Engagement.” Baer spoke about the intersection of technology, social media, and customer service, and how this convergence relates to events. The average person uses a smartphone 76 times a day. And many attendees now bring multiple devices to an event: a phone, a tablet, and a laptop. It therefore comes as no surprise that the biggest challenge experienced by most event… more
Jan 04, 2018
For years, event industry accreditation has been based on mastery of logistics. However, corporations today are increasingly focused on marketing strategy, and no matter how well executed an event is, if there aren’t enough attendees and sponsors it will be deemed a failure. To ensure success, event managers need to become event marketers. Eventbrite is making it easy for event marketers – or those who are interested in becoming event marketers – to take the first step. As the largest ticketing and event technology platform powering millions of events around the world each year, Eventbrite… more
Nov 15, 2017
Innovation. Inspiration. Diversity. Inclusion. Equality. Giving Back. Those were some of the pervasive themes at Dreamforce, Salesforce’s annual user conference, held Nov. 6-9 at the Moscone Center in San Francisco. Now in its 15th year, Dreamforce has grown to become the largest software conference in the world, with more than 120,000 registered attendees from around the globe. This year’s conference agenda featured 2,700+ sessions designed for a wide range of roles and industries, including sales, marketing, customer service, financial, retail and healthcare. Fifteen million people watched… more
Nov 01, 2017
Attendees of corporate events fall into two camps, those who are a “captive audience”—employees or clients of a particular company - and those within a particular industry or interest-area that a company wants to attract to register or buy tickets. Therefore, there is a wide disparity in corporate event marketing. Some corporate event planners do not need traditional attendee marketing while others still need strategic campaigns. For either situation, destinations and venues provide promotional support for corporate events being held in their locations in traditional and non-traditional ways… more