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Event Marketing Trends For 2020

The past few years have been incredibly fruitful for the events industry, which is projected to grow even further between now and 2026. 

As the industry grows, so does the need for event organisers to develop and maintain a competitive edge that sets their event apart from the rest. This requires being familiar with the most effective event marketing strategies, but also staying abreast of the latest trends in event marketing. Events can have a tremendous positive impact on brand perception and revenue, but they rarely sell themselves without a carefully executed strategy behind. Event marketing has proven invaluable for lead generation, customer engagement, education about products and services, brand awareness, and to boost both demand and sales. This is why event marketing is essential to promote your event and reach your target audience.

RELATED: Generate Pre-Event Hype With Content Marketing

pre-event content marketing

This post brings it all together, exploring where the industry is headed and the trends to consider to ensure you reach as many potential customers as possible with your next event.

**Feb 14, 2020: Due to recent event cancellations, this post was expanded to include a new trend that all event organisers and meeting industry executives need to consider.

Crisis Management

Crisis management is already a prominent theme in the conversation among event marketers, executives, and organisers. In a short period of time, we have seen world-class events like Mobile World Congress and Geneva Motor Show postponed or cancelled over Covid19 concerns. Adding to that is a growing number of restrictions on employee travel and travel bans issued by different authorities. 

In this scenario, some organisers may wonder how to reconcile their duty of care towards exhibitors and attendees with the commitments already made regarding the celebration of event. The situation continues to evolve, but we are already seeing two trends emerge.

The first trend involves incorporating crisis management into the overall event marketing strategy. In the US, more than half of event planners claim to have faced a crisis situation, ranging from no-shows to software failures. Not having a crisis management plan in place can be enormously detrimental to the organiser’s reputation. Building a loyal event audience takes years and a significant financial investment, so it makes sense to take protective measures. And this is not only a response to Covid19, but rather an integral part of responsible event planning. 

Crisis Management in Events

Source: Inevent

As part of the event crisis management trend, this year we may see a growing number of organisers plan for eventualities and build this preventative concept into their event marketing plans. This could entail setting up a dedicated committee who works in close liaison with digital or social media executives. This would allow a quick assessment of a given crisis’ repercussion in the audience. Moreover, it would be wise to document every crisis management plan in detail so it can be fine tuned event after event.

Of course, some crises will be beyond the organiser’s control, and this is where the second trend comes into play. This involves switching to alternative event formats. Many organisers affected by cancellations have already chosen to host their events online and / or livestream them. This is the case of Salesforce World Tour, Microsoft MVP, Google Cloud Next, and Adobe Summit. On this note, it should be stressed that virtual events can still include experiential and interactive components, such as live Q&A sessions. 

Re-designing in-person events into digital experiences is set to be one of most far-reaching trends in the MICE industry this year – and perhaps beyond 2020 too. Now is the time to evaluate your organisation’s ability to respond to challenges and adapt to change at short notice.

Multichannel Event Marketing

Communication is the essence of marketing. For communication to be effective, it is essential to use strategies that deliver a message clearly, at the right moment and in the right place. Technology facilitates this, which is why we have seen a surge in digital marketing techniques applied to events. 

This year we are likely to see how multichannel marketing consolidates its position as a top digital marketing tool for the events industry. Multichannel marketing involves the coordination of different channels, from content marketing to email, including social media, printed mail, paid advertising, etc. This is a critical aspect of event marketing due to its role in lead generation, and must be orchestrated into other aspects of an event marketing plan. 

RELATED: How To Design An Omnichannel Marketing Planning

Omnichannel Marketing Planning

2020 will be a year to get creative with multichannel marketing strategies. We are already seeing some planners create events that do not market their product or service directly, but rather promote values that resonate with their audience. https://blog.bizzabo.com/multi-touch-event-marketing An example is The Economist’s roaming food truck, which delivered a message the on environmental impact of our food choices. This strategy supports important events organised by The Economist, such as the https://events.economist.com/  Sustainability Summit, and promotes it among a different audience.

Another sub-trend within multichannel marketing involves the growing understanding that customer journeys are no longer lineal. This makes it essential to choose channels that convey your message consistently at every touch point. In the case of events, this means from the event website to post-event follow up communications.

Experience At The Core

This year we will see an increasing number of events become bespoke experiences from beginning to end. This growing focus on personalisation requires a paradigm shift: as IBM’s VP of Events and Conferences put it, it is “one experience for 30,000 people vs 30,000 experiences within a single event”. Undoubtedly, this is one of the main challenges of 21st century event marketing. 

Turning events into personalised experiences requires a detailed grasp of who are your event attendees and what their expectations look like. Concepts like customer personas and customer journeys can be successfully imported into events marketing to achieve the kind of bespoke experience that impresses attendees and makes them feel like VIPs.

The experiential focus can also extended to the selection of event partners, for example those providing accommodation services. During 2020, we will most likely witness an increasingly sophisticated approach to choosing event travel partners, with a focus on those that deliver tailored guest experiences that are a perfect match to attendee’s lifestyle preferences.

Another trend worth mentioning involves blurring the divide between consumer and business events. This means adding a social or gamified component to events by default (e.g. giveaways, hands-on experiences, group competitions, etc.). This year’s message is “put people first”, and plan your event marketing strategy around those things that capture human attention universally.

Delivering Satisfaction Beyond The Event

The exponential growth of the bleisure sector is set to impact the way we plan events. Bleisure is already earmarked to be one of the biggest trends in travel industry in 2020, and the bleisure offer is key factor weighing into the decision to attend an event or not.

The growth of this sector is also a result of demographic changes that event organisers cannot overlook. Millennials are becoming the predominant demographic in today’s workforce, and their strong orientation – and expectation- towards travel and leisure is likely to be carried into business events. 

RELATED: Why Millennials Aren’t Joining Your Association

millennials association workforce

In practical terms, this means 2020 is the year to start considering how to deliver attendee satisfaction once the day’s sessions are over. Some ideas include guest passes, reduced hotel rates for family members, printed or digital destination guides to the destination, and discounts at select retailers. 

Also, bringing wellness into the equation will make attendees more receptive and may turn them into loyal brand advocates. A growing number of events will feature dedicated break rooms, quiet or tech-free areas, or mini-events focusing on wellness as part of the larger event agenda.

Next-Generation Technology

The expert use of event tech can simplify your marketing efforts and yield a wealth of data that you can use to stay at the top of your industry. This year, we are likely to see a stronger focus on technology that measures not simply attendee numbers, but attendee engagement and reputational impact. In particular, we can expect to see the widespread adoption of three technologies:

  • RFID, especially since its functionality at events continues to be refined.
  • Artificial intelligence, particularly when built into event apps, since it facilitates the creation of tailor-made experiences.
  • Branded event apps will continue to evolve into curated experiences that put attendees in control of the event agenda and deliver hyper-relevant content. They can also measure engagement metrics through the event’s lifecycle.

RELATED: Nine Ninja Tips To Stand Out At Conferences And Business Events

Stand Out Conferences Business Events

The use of next-generation technology can also have a strong impact on sponsorship success. With it, organisers are better able to quantify exposure and KPI achievement, and so it becomes easier to demonstrate the real value of sponsorship.

Sustainable Events

Green events that mirror global social trends are expected to gain momentum this year. Attendees are increasingly aware of the environmental impact of events, so organisers who incorporate green principles into event planning are likely to see an increase in attendance numbers. Sustainable event management has been hailed as the number 1 trend in the MICE industry for the next decade. 

The focus on sustainability says something about the organisation behind an event, and positions them at the vanguard of their industry. Moreover, embracing this trend may help attract new sponsors among those who also prioritise sustainable practices.

As more organisers commit to transparency, accountability, and minimising the event’s footprint, this year we will see the consolidation of the following sustainable initiatives:

  • Being more intentional and creative with venue sourcing. Smart venues and their built-in technology may soon become a game-changer in the events industry.
  • Reducing waste by cutting down or eliminating plastic use and printed materials. Running paperless events is becoming easier thanks to the latest technology.
  • Switching to local sourcing in event F&B, as well as reconsidering the use of bottled water.
  • Implementing green practices in waste management, especially where on-site recycling and food are concerned.
  • Designing events for virtual attendance. Hybrid events are not only more sustainable, but can also increase reach and therefore attendance. And due to recent events, the generalised switch to hybrid and digital meetings may come sooner than we expect.

Conclusion

Adopting multichannel marketing, switching to an experiential focus, delivering satisfaction beyond the event, harnessing the power of next-gen technology, and prioritising sustainability and crisis management are the trends that will dominate event marketing this year. 

Implementing change based on these trends can help your organisation measure and achieve key KPIs, like attendee engagement, revenue, registration numbers, mentions, and customer acquisition rates. At the same time, being at the forefront of the industry can deliver exceptional results in lead generation and ROI.

If you would like to explore the best ways to implement these trends at your events, get in touch today. As an expert in strategic event management, I offer tailored solutions that can position your event as a bespoke experience that inspires attendees and delivers tangible results to sponsors and organisers.

Digital Transformation in the Meetings and Events Industry

I wrote a piece in 2017 about the foundations of the digital transformation in the events industry. At that time, the mice industry was trailing behind and had a lot of work to do. Two years on, and technology has advanced rapidly. So, does the events industry stand now? Technology is transforming the way we live and do business. Most industries have adopted it, changing many aspects of their design and makeup in the process. Digital tools are now a crucial part of strategic event management due to their proven ability to bring in substantial benefits. These benefits include significant cost and time savings, higher attendee satisfaction, and better exposure and image building.

The growth of the web is making many changes in all sectors. But, what influence is the digital transformation movement having on the meetings and event industry now that we have embraced it?

What exactly is digital transformation?

“Digital transformation is the process of exploiting digital technologies and supporting capabilities to create a robust new digital business model.” – Gartner

Digital transformation allows people to solve their traditional business problems in new ways. It offers new types of innovation and creativity, rather than simply enhancing and supporting our traditional methods.

Digital transformation in the events industry

The events industry is embracing digital transformation with all the latest tech on display at conferences and meetings. But, the new technologies available are assisting conference organisers with creating an immersive experience, making the registration process seamless. Those are the two basic, but major changes we are seeing. We are now in the Age of Experience. This means that every event, no matter how small now needs to become an immersive experience. The modern generation will settle for nothing less.

Technologies like 3D, VR, and AR can blend the digital and physical aspects of an event. They help create authentic conversations between delegates, attendees and speakers. This technology gives events the potential to become content marketing engines. As organisers in the events industry, we are now able to turn attendees into participants by adding an experiential dimension to our events, making a conference or any other event a collaborative occurrence as opposed to a function that people attend just for the purpose of consuming knowledge.

So, what can we expect in 2019 and thereafter?  

Digital transformation will have an ever-evolving effect on the events industry, with these four tech-trends at the forefront.

1.   Facial recognition

This exciting technology will permanently eliminate paper from the registration and entry process. It will also optimise the security at conferences, streamlining access.

2.   Virtual Reality

A technology that is constantly evolving has now merged with social media. Oculus venues is a virtual reality platform that enables live events to be seen with Live Nation, Ticketmaster, and through an Oculus Rift virtual reality headset. The obvious point being that attendees don’t have to physically be there to experience your event.

3.   Augmented reality

Perhaps more effective than virtual reality, augmented reality is having a massive impact on the events industry. Engagement for events is crucial and can be very challenging given the demands of the modern consumer. Augmented Reality will boost engagement levels and create hype on social media by encouraging attendees to interact with your content and, in turn, share it with their following.

4.    Artificial intelligence

Smart technology is influencing the events industry in a big way too. By utilising chatbots in a wide range of scenarios, event planners can automate several tasks, better serving their attendees.  

Conclusion

So, as you can see, technology has been implemented and used to great effect already in the events industry. Associations are taking great interest in investing in new technologies, but this means a total overhaul of existing systems and practices. All for the betterment of the industry of course. The events industry is changing, and progressing in order to adapt to current trends, but these trends are forever changing. It never stops. It is a perpetual investigation and evolution of science. As players in this industry, we should continue to embrace it and view it as a thrilling time, full of opportunity and potential. We must, however, constantly seek ways in which we can be at the forefront instead of continually playing catch-up.

To learn about ways in which your association can truly embrace digital transformation in the meetings and events industry, get in touch with me. I specialise in delivering results for stakeholders within the Meetings, Incentives, Conference and Event Industry as well as for Associations and SMBs.

Why Millennials Aren’t Joining Your Association

Marketing for associations can be tricky especially when your target audience is made up of Millennials. Are you struggling to attract millennials to your association? You’re not alone. With millennials coming of age, and now comprising a third of the world’s workforce, it’s important to try and understand how they operate. They’ve completely eclipsed baby boomers and are also gradually succeeding generation X.

This is making them the cardinal drivers of growth in business and, of course, highly influential in terms of modern connection and communication as they are the largest living generation on earth.

So, how exactly do you attract millennials to your association or organisation? The issue lies in the fact that previous generations are the ones trying to recruit new members. This, quite frankly, isn’t possible if you don’t try to get inside the mind of a millennial. It’s the age-old struggle of one generation trying to relate to the next.

By understanding why millennials aren’t joining your association you will gain insight on how to attract them. To achieve this, you need to understand what they want.

You don’t understand what they want

Millennials value their personal time. More so than their predecessors. Work/life balance is the most important thing to this generation. Putting work before family and friends is simply not an option and when it comes to personal fulfilment, they’ll even change career paths to obtain it. They are purpose-driven individuals.

What has this got to do with how they buy into any workforce or associations? Well, millennials won’t simply sign up to an organisation for its benefits. They will only buy into an association if it is mission-driven. They want to know if your association is aligned with a cause.

They will only give the time of day to an association that is actively contributing to a cause that resonates with them, so, pick a cause that empowers your members to work together to accomplish shared goals.

You aren’t telling an emotive story

This ties into our first point. Marketing for associations in the modern era needs to be emotionally driven. It needs to tell a story. It’s probably time you reassess your marketing strategy entirely. A change in messaging can work wonders for connecting with millennials.

Author, Janet Litherland puts it superbly:

“Stories have power. They delight, enchant, touch, teach, recall, inspire, motivate, challenge. They help us understand. They imprint a picture on our minds. Want to make a point or raise an issue? Tell a story.”

This is exactly the kind of content that millennials look out for. You could go so far as saying it’s what defines them. They look for the meaning in everything. So we suggest you find the meaning in what you do, what your association represents and incorporate your purpose into you marketing efforts.

You probably haven’t given them much responsibility

Once you’ve attracted some younger members, we suggest you empower them. Millennials cherish transparency and can be quite sceptical of leaders. They want to be taken seriously, so why not add someone younger than 40 years old to your board? This way, you’ll not only get the respect and attention of a younger generation, but you’ll also be able to hear directly from them. It shows them that you value their voice. Give them responsibility and allow them to be a part of crucial decision making.

You’ll find that they too want to make your association better, more accessible and more relatable so listen to them, allow them to offer feedback. This creates an environment of true collaboration and you’ll most likely find that their input will improve your association.

Millennials are a tech savvy generation and often have their finger on the pulse, offering refreshing, and incredibly current insight. The world is advancing by the minute, so why not have someone who has grown up during the information age help guide the direction of your organisation?

Are you using social media?

It’s imperative for your association to make an impression through social media, as this is where millennials spend a lot of their time. Around 88% of 18-29-year olds use social media. Further to this and according to Fortune, millennials spend roughly 27 hours a week consuming media online.

The important aspect to recognise here, is that millennials are using this time to inform themselves on the world around them. This means that you should tie our first two points together and turn them into engaging and aesthetically pleasing content for posting online.

These are some of the ways that you can aim to connect with millennials online and attract them to your association. Pair the above with a targeted digital marketing strategy and millennials will be far more likely to join your association. For more insight on marketing for associations, get in touch with us today.

 

Marketing for Associations: 4 Reasons to Use Google Analytics

You may be wondering what the purpose of Google Analytics is. Well, when it comes to marketing for associations, it is a highly effective tool for collecting and tracking important data connected to your website. When interpreted, this data is an indication of who is interested in your association, and whether your digital marketing efforts are working.

Let us delve deeper, here are 4 reasons as to why you should be utilising Google Analytics, especially when it comes to marketing for associations.

1.  Website tracking

The analytics tracking features on Google Analytics are an effective and accurate way to pull data from your digital marketing efforts. One of them being the website tracking tool, which is how your association can accumulate and analyse even more specific results. Want to learn how to set up analytics for your association’s website? It is not as difficult as you may think.

Thanks to Google’s usability, you can track your association’s website, and any other relevant websites quite simply. By using website tracking, you will get excellent results, enabling your association to grow efficiently through informed business decisions based on the demographics of your website visitors.

2.  Real-time reporting

Google Analytics offers real-time reports so you can see exactly is on your site at any given time.

This is very useful when it comes to marketing for associations because it gives you the opportunity to look deeper into your association’s audience. Why would you want to do this? To gain a deeper understanding of your audience’s demographics. This way, you will know who to target in future. It gives you all this information, enabling you to build even stronger digital marketing strategies for forthcoming events.

It also allows you to view the most visited pages on your website, giving you a clear picture of what your audience is interested in – identifying what resonates with them.

When I speak of demographics, I am referring to where your audience lives in the world, what their age group is, their education level, income level, as well as their gender. This is valuable information that every association needs to know. You should be building everything around this.

Furthermore, these real-time reports show you what attracts your audience, from keywords to referrals.

3.  Placing data into categories

Analytics can be confusingly expansive. That is why placing this data into categories will make the process of translating it much simpler.  Google analytics has the solution for this.

By using the Google Analytics’ URL Builder you will be able to create UTM parameters easily. By doing this, you can gather information on behalf of your association about the overall efficiency of your marketing campaigns, while understanding where they are most effective.

With this tool, you can add parameters to any of your website links.

Additionally, it gives you options on how to track your links. From your campaign sources, such as the social platforms you are using or even based on the format you are using to host your links such as a banner or email.

4.  Mobile friendly

The best part of it all? Google Analytics is mobile friendly – perfect for the travelling professional.

80% of internet users have migrated to mobile and of course, Google has adapted to this extraordinarily well. Google Analytics for mobile allows us to measure and optimize their collected data on-the-go. This is beneficial because it means you do not have to stress about finding a desktop or even carrying a laptop with you while travelling.

There are two ways to utilize Google Analytics on a mobile device. To start, simply download the app for iOS or Android. Yes, there is an app – could it get any more convenient?

Conclusion

In summary, Google Analytics gives you a clear picture of where to focus your digital marketing efforts in order to maximise your association’s success.

It is imperative you integrate it into your futures strategies as it allows you to see how many visitors your website gets, but more importantly, how many of those visitors bounced. This is incredibly useful because it shows you how many of your visitors started your customer journey but failed to find what they were looking for.

Why is this important?

Sometimes, all it takes for a visitor to bounce is the usability, navigation or design of your website.

Google Analytics gives your association the opportunity to alter a few things such as:

  • Mobile optimization
  • Design
  • Content length and value

In short, it arms you with the tools to earn new members and retain the members you already have. If you are looking to give your association a complete digital transformation, get in touch with me.

Tips For Encouraging User-Generated Content At Your Conference

As the age of technology progresses expeditiously, embracing it, and integrating it into every facet of our daily lives becomes more and more essential.

As a result, social media for conferences is now fundamental to their success. Furthermore, encouraging user-generated content at your conferences is even more crucial.

What is user-generated content?

User-generated content is any form of content created and posted by an unpaid user. Whether it be testimonials, tweets, pictures, videos or blog posts, it is essentially the act of users promoting a brand rather than the brand promoting itself.

Now that you understand what it is, why should you encourage user-generated content (UGC) at your conference?

  • It can supplement branded content
  • UGC shows that your brand is open to conversation with your audience and listens
  • It is a great way to stand out amongst your competition
  • UGC puts your audience front and centre
  • It provides social proof
  • It is more trustworthy, therefore unbiased content

Conferences are perfect for user-generated content as they are interactive and experiential.

Regarding social media for conferences, as you can see, the benefits are tremendous, with no choice but to start applying these tips for encouraging user-generated content immediately.

Plan your goals

What is it exactly that you want to achieve with this user-generated content? Is it to promote the experience from a delegate’s perspective? Is it to promote your keynote speakers? Do you want to gain repeat attendees? Whatever your goal, it needs to be pre-planned.  Once you have established this, you can then begin to accumulate this content. You should base your goals on your target audience and where they live online.

This will then determine the information you request, and the conversations attempt to get started. If you’re unsure of your target audience, it is imperative to find this out before you plan your goals.

Giveaways

A tried-and-tested technique that always produces results. The truth is that people love competitions because we all love giveaways. If you are looking to encourage user-generated content at your conference, then make it known to your audience.

The most effective way of achieving this is through competitions. This is because you indirectly determine their tone of voice and therefore generate the content around your event.

How? By setting clear instructions. If you set guidelines, attendees will feel more confident when talking about their experiences. Through setting up a competition, you will also be incentivising them to do so.

Ensure that the requirements of the competition are clear and simple to follow.

Social Media for conferences: Integrate technology

Integrating technology into your conference is an effective way to get your attendees engaging on the day.

There are many ways to do this, but the three most efficient methods are as follows:

·         An interactive photo booth

Set up a mobile photo booth at the entrance of the venue, so, once attendees have registered, they get a photograph taken of their team.

These can easily be branded then uploaded on to your event page, and as a result, you will have people tagging themselves in the images.

·         A social media wall

A social media wall is a live feed of social posts from platforms displayed on a digital screen. This is an incredible way of encouraging user-generated content because many people resonate with this form of engagement.  

Why? Because they will get to see their posts on a big screen for in front of everyone that is there.

Posts using specific hashtags or handles are filtered through to the display, which constantly rotates new content automatically, displaying the social media interaction and engagement from your conference in real time.

·         A quick questionnaire

If your delegates register electronically on a tablet upon arrival, then why not include a quick questionnaire?  It can be made up of two questions such as, “What are you most looking forward to at the conference?” and “How do you feel attending this conference will benefit your association/business?”.  

Create awareness around your conference

Having an in-depth digital marketing strategy is still very much a necessity. Aspects such as branding, promoting your event page and a frequent, well-curated social presence is essential to creating awareness around your conference.

Effective social media for conferences is what will fill your seats. User-generated content is supposed to maximise the presence you have already established. The foundation of this is built through the creation of an authentic hashtag for your event as this is what users will use when sharing their content online.

If you are looking for a digital marketing transformation, and more specifically social media for conferences, get in touch with me. With over 20 years’ experience in the MICE industry, my solutions are specifically tailored to our industry’s needs.

Event Marketing Strategies to Avoid

Given the age we find ourselves in, all MICE events need to be marketed online as this is where our audience lives. As a conference organiser, it is imperative you create an in-depth digital marketing plan in order to do this successfully. If you have never attempted this before, it can prove quite the challenge and I strongly recommend seeking the expertise of a professional. Further to the technicalities involved in digital marketing, there are quite a few event marketing strategies to avoid.  Failing to do so will result in a half-filled venue, or worse; a negative post-conference response from attendees. Here are 7 event marketing strategies you need to avoid.

Ceaselessly Promoting The Event

Although difficult to measure, I assure you that shamelessly promoting your event 5 times a day online will push people away rather than attract them to your conference.

This is not one of the effective event marketing strategies. Instead, your audience may start seeing you as annoying and that is the very last thing you want.

The solution:

Start promoting your event about three months before starting with a single social post and email, three times a week. When building up to the meeting, you can then post more frequently, but do so in a creative and exciting way.

Mix it up, think outside of the box. Talk about the benefits, keynotes and entertainment rather than constantly reminding people to purchase a place.

Failing To Communicate The Event Purpose

From the word go, you need to be concise about what it is your event, be it a conference, meeting or exhibition is going to offer to attendees.

Do this by clarifying the event. Is it a networking event? A tradeshow? Further to this, elaborate on the value this event will provide the attendee.

Confusing Your Audience

Every time you communicate with your audience, whether across social media or via email, it should only contain a single message.

You do not want to confuse your audience by touching on multiple aspects of your event in one post or email. Stick to one message followed by a call-to-action. If you start promotion well ahead of time, you will be able to cover all the information you need to communicate.

Promise Too Much

Do not over promise. If there is any doubt that you may not be able to deliver on something, then refrain from including it in your itinerary.

Further to this, perhaps include a disclaimer that notes that some activities may be subject to change. You do not want people purchasing a place at your conference for a specific speaker or workshop which ends up getting cancelled.

Tip: For major activities, have a plan b just in case.

Ignoring Your Target Market

Effective event marketing strategies are built upon a deep understanding of a target audience. All your digital marketing efforts need to be focused on your core audience. This is decided by the following demographic and psychographic factors:

  • Age
  • Location
  • Gender
  • Income level
  • Education level
  • Marital or family status
  • Occupation
  • Personality
  • Attitudes
  • Values
  • Interests/hobbies
  • Lifestyles
  • Behaviour

You should establish and understand all the above before you start advertising your event online. Certain groups of people respond differently to different forms of online marketing. Depending on what age and gender make up your target audience, you will need to utilise certain platforms accordingly.

For event promotion, I recommend LinkedIn and Twitter. LinkedIn for professional interaction and Twitter to join in on relevant industry conversations. Sometimes subtly promoting your event within a conversation online is just as effective as setting up ads. If you can get people talking about it organically, there is no cost involved.

Rely Exclusively On Your Team For Shares  

How can you expect to maximise your reach if you solely rely on your internal team for sharing the event and its relevant information online to their followers?

Selling tickets, or filling places is a numbers game. So, in order to reach the maximum amount of people, I recommend asking your most loyal followers and your speakers or VIP guests to mention it to their followers, sharing it across multiple platforms to their own audience.

Disregard Post-Event Marketing

A mistake that many rookie marketers make is that they disregard post-event marketing. This includes surveys, promotional offers, and posting event highlight content.

How can you expect your followers to remember your brand within a sea of competition if you do not remind them of what they experienced? Send out thank you emails, publish post-event photo albums, ask questions and keep the conversation going well after the event.

To avoid pitfalls when creating event marketing strategies, avoid these common mistakes. For information on digital marketing for the MICE industry, get in touch with me today.