Nov 08, 2019
At the recent Kohler Food & Wine Festival last month, my husband and I kicked off the opening-night dinner event by taking a bite of something delicious: our own faces. It’s not what you might expect. Thanks to a cool company brought in by the event called Selffee, we had our photos taken, then printed onto iced sugar cookies — that were not only cute and fun to look at, but tasted delicious, too.  The activation at Kohler was sponsored by an automobile company, and as such, the sponsor got to collect our contact information via an iPad in exchange for our photo cookies. We got to see… more
Oct 24, 2019
More than half of exhibiting companies don’t provide training for their exhibit staff, and as many as 86 percent of staffers have never received even one hour of training, according to trade show industry studies conducted by CEIR and Exhibit Surveys Inc., respectively.  To address this disconnect, trade show marketing expert and author Marlys Arnold has launched Exhibit Marketers Academy, an online library of comprehensive trade show training classes. Designed specifically for exhibitors, these courses can be accessed anytime and anywhere from one’s tablet, smartphone or computer. … more
Aug 22, 2019
We live in a world of data. We have the ability today to know more about our customers than ever before — their likes, their needs, their behaviors, their interactions with brands and much more. Thanks to advances in technology platforms, it is possible for event managers to connect the dots with the data they collect. Leveraging data insights can help prove the value of events as well as shape personalized marketing communications and in-person event experiences. Alon Alroy, co-founder and CMO of Bizzabo, an event technology company that empowers event marketers to manage, measure and grow… more
Jul 24, 2019
Members of Generation Z — loosely defined as people born between the years of 1995 and 2010 — are true digital natives, according to McKinsey & Company. From the time they could walk, they’ve been exposed to the Internet; they’ve hardly known a world without social media; and just like the rest of us, they’re dependent on their smartphones. Gen Z can’t relate to conversations about the “good old days” of CD players, TV without DVR and events lacking apps. It’s obvious this generation differs in many ways from the Silent Generation, Baby Boomers, Gen X and even Millennials — and with Gen… more
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Jul 15, 2019
Event marketing technology firm Bizzabo recently won the SIIA CODiE award for best technology company, for the second year in a row. Bizzabo has raised $27M in new funding and more than doubled its revenue in the last year, with clients like Forbes, HubSpot and The Wall Street Journal. And Bizzabo’s Vice President of Marketing, Alon Waks, says it’s all because of account based marketing — an approach that he believes should be integral to event marketing. For more than a decade, inbound marketing — a methodology designed to draw visitors and potential customers in, rather than pushing a… more
Jun 26, 2019
When planning show floor activations at user conferences, some industries lend themselves to immersive experiences that make a big splash while others have a challenge showing their benefits in interactive ways. Industries like finance or technology, where products are less tangible, often struggle to translate their benefits into visual experiences at events. They rely on demonstrations to showcase “how it works” but that technique leaves out “why it’s important”.   SAP, a multinational software corporation that makes enterprise software to manage business operations and customer relations… more
Jun 12, 2019
Event marketers are used to seeing a lot of buzz onsite at their events. Between messaging pushed out by the host organization itself, social media sharing and media coverage, an event is a hive of marketing activity. But what’s often lacking, says Rachel Stephan, chief snöballer at snöball, is the authentic voice that comes from the people who are actually experiencing the event — the attendees, speakers, partners and exhibitors. That’s the idea behind snöball, a digital tool that helps event organizers harness the power of influencer marketing and put it to use at their events: to provide… more
May 22, 2019
In the past several years, C-level marketers across all industry segments have been putting more emphasis on — and budget toward — digital and experiential marketing, says Chris Cavanaugh, chief marketing officer at Freeman. Freeman, once known as Freeman Decorating Services, has long been known for exhibition logistics management, and has grown into an experiential marketing powerhouse. According to the recent Ad Age Annual Agency report, which gives Freeman strong rankings, the experiential marketing category grew 2.1 percent in the U.S. over the past year, outpacing the “all marketing… more
May 13, 2019
Colossal events, such as Oracle OpenWorld, Dreamforce and CES, can attract upwards to 200,000 attendees and cost millions to produce. But….are these events worth all the time, effort and money poured into them? The goal for most events is to drive new business. But without a forum for holding discussions with attendees about their business challenges and ways you can help them overcome these challenges, it’s often impossible to build quantifiable connections that provide the ROI your event needs. Many event marketers and CMOs are constantly looking for ways to quantify results. Do any of… more
Apr 09, 2019
User conferences and other corporate events pulse with energy and excitement, creating buzz at the event and FOMO for those who didn’t attend. Keeping that few days of energy going throughout the year can help event planners draw more attendees to future events and strengthen the event brand. Brand extensions are effectively a blend of social media, digital marketing and event marketing channels — and can even extend to account-based marketing, with microsites and specialized content. Many event planners are using brand extensions to give more life to their face-to-face events and connect… more