Jan 25, 2018
The European General Data Protection Regulation (GDPR) is designed to harmonize all existing regulations to provide a higher level of security for citizens of the European Union (EU). Slated to take effect on May 25, the GDPR will apply to any organization that does business with citizens of the EU, regardless of that organization’s location. The GDPR includes regulations on the collection, use, transfer, monitoring, tracking and even viewing of personal data. The “personal data” bucket is a big one and includes information you might not have taken into consideration. In addition to data… more
Jan 18, 2018
“Experiential marketing” is a phrase that has been thrown around quite a bit within the events industry over the past ten years. According to Wikipedia, experiential marketing is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand. Of course, Wikipedia also… more
Jan 11, 2018
Internet pioneer, entrepreneur, and New York Times best-selling author Jay Baer gave a presentation at the PCMA Convening Leaders conference this week on “The 365 Day Event - Using Digital Content to Drive Year-Round Engagement.” Baer spoke about the intersection of technology, social media, and customer service, and how this convergence relates to events. The average person uses a smartphone 76 times a day. And many attendees now bring multiple devices to an event: a phone, a tablet, and a laptop. It therefore comes as no surprise that the biggest challenge experienced by most event… more
Jan 04, 2018
For years, event industry accreditation has been based on mastery of logistics. However, corporations today are increasingly focused on marketing strategy, and no matter how well executed an event is, if there aren’t enough attendees and sponsors it will be deemed a failure. To ensure success, event managers need to become event marketers. Eventbrite is making it easy for event marketers – or those who are interested in becoming event marketers – to take the first step. As the largest ticketing and event technology platform powering millions of events around the world each year, Eventbrite… more
Nov 15, 2017
Innovation. Inspiration. Diversity. Inclusion. Equality. Giving Back. Those were some of the pervasive themes at Dreamforce, Salesforce’s annual user conference, held Nov. 6-9 at the Moscone Center in San Francisco. Now in its 15th year, Dreamforce has grown to become the largest software conference in the world, with more than 120,000 registered attendees from around the globe. This year’s conference agenda featured 2,700+ sessions designed for a wide range of roles and industries, including sales, marketing, customer service, financial, retail and healthcare. Fifteen million people watched… more
Nov 01, 2017
Attendees of corporate events fall into two camps, those who are a “captive audience”—employees or clients of a particular company - and those within a particular industry or interest-area that a company wants to attract to register or buy tickets. Therefore, there is a wide disparity in corporate event marketing. Some corporate event planners do not need traditional attendee marketing while others still need strategic campaigns. For either situation, destinations and venues provide promotional support for corporate events being held in their locations in traditional and non-traditional ways… more
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