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
Mar 28, 2019
Attending events other than your own can spark innovative thinking, helping you transform or heighten the key elements of your own events. Registration options and processes, education, traffic flow, exhibition layout, entertainment, and food and beverage are just a few of the areas to consider shaking up. The annual Game Developers Conference is organized by UBM, which in June 2018 combined with Informa PLC to become the largest B2B events organizer in the world. UBM’s portfolio includes trade shows and conferences across industries including fashion, life sciences, biopharma, manufacturing… more
Mar 18, 2019
Sitting on your trade show floor is an exhibitor who is spending quite a bit of money to be there, but he or she may be thinking, “For this type of investment, I could be doing an amazing brand activation out of the confines of this booth.” Or, “We really would like our products to be seen by our end-users, the consumers, but they aren’t allowed into this show.” As a result, some shows are losing major exhibitors, such as E3 — the big video gaming show held annually in Los Angeles that’s had several major gaming companies drop out wanting to use their marketing dollars in other ways. A… more
Feb 26, 2019
Event planners are charged with creating show-stopping events that meet the goals set out by the corporations they work for. They handle everything from venue selection and content planning to negotiating contracts and managing day-of logistics to ensure the ultimate vision is achieved. But what about marketing the event? Often that’s left until most of the planning is in place, but is that the best course? Expert planners say no. They believe event marketing should be integrated into the planning process from the earliest stages. “For the last 19 years I’ve been telling event and marketing… more
Feb 19, 2019
While event professionals have long touted the power of the events they plan, many have not previously had great support from leadership in this area. The good news is that the data shows that to be changing. Recent event industry studies all indicate the industry is healthy and growing, and a big part of that is due to marketing. Findings from Bizzabo’s “Event Marketing 2019: Benchmarking and Trends” report show that today, face-to-face events are more effective for achieving business goals than ever before — and executives are taking notice. Bizzabo surveyed more than 1,000 mid- to senior… more
Feb 12, 2019
Influencer marketing allows organizations to leverage influential people to help them get their message to a wider (but still targeted) audience. With more people adopting social media every day, influencer marketing is quickly becoming a staple in the marketing mix — and has now made its way to the events world. Unlike festivals and fairs, corporate events are typically not of interest to the general public, but that doesn’t mean influencer marketing can’t play a role in boosting attendance. In a recent webinar hosted by the IAEE Mid-South Chapter, Nick Borelli, president of Borelli… more