Oct 16, 2017
A strong roster of expert speakers leading sessions is critical in an event’s appeal to attendees. In addition to events promoting their speaker lineup, speakers promoting the events they participate in can help push attendance growth. While not all show organizers are utilizing this grassroots effort, many have found it to be a critical tool and likewise, many speakers are eager to contribute to an event’s success. “Because of the ease of use in posting to social media and even creating videos (after all, how hard is it to stick your face in front of your computer’s webcam, hit ‘record’… more
Oct 09, 2017
For event planners and marketers, analytical reports can be gold mines for driving registrations, adoption of tools and calculating ROI. However, the true potential of analytics remains underutilized in testing the effectiveness of marketing efforts, testing new audience segments and creating impactful cross-promotional efforts. This is mostly because there are a plethora of options and features available, as well as disconnected channels that add significant complexity to the analytical process and make accurate attribution extremely difficult. If you have been struggling with putting your… more
Oct 03, 2017
Corporate events range in formats, styles, locations and objectives, but they all have one thing in common—they need to maximize the people participating in order to advance the brand’s goals. Two corporate event planners—Stephanie Heishman, principal at Freya and Christy Lamagna, founder and master strategist at Strategic Meetings & Events—share insights about how they make their marketing plans works. Both planners agree that successful marketing campaigns start with a creating comprehensive communication strategy in advance. Communicating on the fly or relying on word of mouth from… more
Sep 25, 2017
Corporate event professionals are often viewed as the people behind the scenes who are good at operations, but not taken into consideration where strategy is concerned. There usually is another marketing or sales group making the decisions on which events to host or participate in and what the strategy should be – then the program is handed off to the event manager to execute. Event professionals can add a huge amount of value to programs by understanding the business goals and structuring events to measurably achieve those goals. But in order to be brought into the strategic discussions,… more
Sep 21, 2017
Increasing outreach is an ongoing challenge in event marketing.  How do you get more attendees to come to your event?  You’re putting in significant time, effort, and money to design and deliver a great program but if nobody attends your work is all for naught. I recently attended a webinar hosted by the Event Tech Tribe called “20 Event Marketing Hacks to Get Butts in Seats,” that offered some useful tips and tricks on how to do just that. I’ve pulled six of these to concentrate on here: three internal to your organization, and three external.    Internal Content personalization, A/B… more
Sep 04, 2017
Out with the old? Not so fast … While digital and data may be getting all the buzz these days, a few, let’s call them “experienced” tactics, are quietly getting the job done for many event marketers. So before throwing out your old marketing plan, consider keeping some old-school workhorses that these event planners swear by. Handwritten Notes Although her company incorporates the latest technology and trends into its events, from virtual reality to artificial intelligence and interactive engagements, there are some traditional touches for reaching attendees that still work, according to… more
Sep 03, 2017
Event producers and planners have been reducing giveaway volume for years. Before the term “corporate social responsibility” was coined, there already was a push for “green” meetings, aka, those that were less wasteful and kinder to the environment. But make no mistake, coupled with the desire for more sustainable events is the ever-present desire to cut the costs of producing them. Corporate social responsibility (CSR) is becoming a common practice, and as the median employee age lowers, this only is likely to increase. The 2016 annual U.S. Trust Insights on Wealth and Worth Survey found… more