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 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
Feb 07, 2019
Corporate event marketers are often so busy working that speaking at events falls by the wayside. But not only is speaking a great way to advance your professional career, by bringing visibility to yourself and all you do, it also helps others learn. Even though it requires a little advance planning, and a little more work, it’s worth taking the time to submit at least one session abstract each year. Why not share your knowledge and experience with your peers? The Corporate Event Marketing Association (CEMA)'s CEMA Summit is one event that is an excellent fit for corporate event marketers… more
Feb 01, 2019
“Event marketing” is a term that crops up most frequently in the corporate event sector, perhaps because most corporate event planners or event managers sit within a marketing department. But there is some confusion over what exactly event marketing entails. There are many forms of event marketing in the corporate space. It’s not only marketing the event itself, although that is a piece of it. It’s also about how you portray your brand at or within an event and how you engage with your audience. The lines between event planning, event management and event marketing are often blurred. Even… more
Dec 11, 2018
Merriam-Webster defines snowball effect as a situation in which one action or event causes many other similar actions or events. And that is exactly what event tech startup snöball (with a lowercase “s”) is designed to do for word-of-mouth, or influencer, marketing. Snöball helps event organizers harness the power of influencer marketing and put it to use for their events. With snöball, planners can empower all their constituents, or micro-influencers, to raise awareness of an event in a personal — and therefore more meaningful — manner. The brainchild of industry veteran Rachel Stephan,… more
Nov 14, 2018
Data is a top priority for leading corporate marketers today. Properly used, data helps marketers set strategy, secure budgets, show return on investment (ROI) and pivot as needed to become more effective. The Freeman Data Benchmark Study, from Freeman®, in collaboration with Chief Marketer, is the result of a survey of more than 650 enterprise brand marketing executives. The report examines how brands are leveraging data across the entire marketing mix. Survey results show that: 89 percent of marketers use data to make strategic decisions 98 percent of marketers use data to secure… more
Sep 26, 2018
Show organizers using Gleanin, a social referral marketing platform for exhibitions, can now offer their event registrants the ability to use WhatsApp to broadcast their participation and invite their friends and colleagues to attend.  Since the inception of Gleanin Connect, Gleanin’s social referral marketing tool, visitors have been able to broadcast their event attendance through social media channels including Facebook, LinkedIn and Twitter, as well as invite their contacts via email. Immediately available to all Gleanin customers and their registrants, the additional WhatsApp… more