Event Marketing Pros Foresee Spending Boost

Many of AccuList USA’s trade show and conference marketers are already looking ahead to 2018, and event technology firm Bizzabo’s recent “Event Marketing 2018: Benchmarks and Trends” report has some good news: Event marketers and business execs plan to invest more in live events in future.

Marketers & C-Suite Plan More Dollars for Events

One of the key findings of Bizzabo’s global survey of 400 mid- to senior-level marketers is that most event marketers believe that events are the single most effective marketing channel, better than e-mail, social media, and digital and traditional advertising. The majority also plan to invest more in future live events, both in terms of budget (63%) and number of events (63%). Plus, the majority (91%) of businesses with top performance place a greater emphasis on live events as a marketing channel than the underperforming businesses or businesses performing as expected–and those overperforming businesses plan to grow their event marketing budgets by more than the rest. Regardless of performance, an overwhelming majority of C-Suite executives surveyed (87%) say they believe in the power of live events and plan on investing more in the future.

But Event Success Still Doesn’t Come Easy

Though event marketers and executives have confidence in the marketing effectiveness of B2B trade shows and conferences, that doesn’t mean they think success is assured. In another survey, Bizzabo asked leading event marketers for advice on overcoming common event hurdles. For example, what if attendance is sparse? To avoid staring at an empty hall in horror, make sure the event is clearly advertised on all social media profiles, blog, and website, including paid ads; empower those who have already committed attendance (especially speakers) to be event ambassadors by sharing the event on their own social media profiles and websites; and use RSVPs to keep attendees accountable. Then what if the attendees are there, but enthusiasm is low? To boost engagement, the pros suggest crowdsourcing questions for interviews and round tables before the event; creating hangouts or webinars related to event sessions; and sending segmented e-mails based on registration data to get attendees pumped up for specific aspects. So how do you get data in real-time to keep steering the event toward success? There are now mobile event apps that can track every touch, and mobile polls and surveys can instantly collate results. Beacons can measure crowd movement and dwell-time in exhibit booths, and social sentiment analytics tools can get direct, immediate feedback. To see solutions to nine common problems–including managing multi-track events, avoiding long lines, planning social media effectively and more–go to https://blog.bizzabo.com/event-marketing-nightmares-and-how-to-solve-them

 

 

Survey: Mismatches in Event Marketing Channels, Attendee Interest

Where should trade show and conference marketers go fishing for potential audience? In a multi-channel world, it can be challenging to balance online, e-mail, print and social media for best results. Now a recent survey by XING Events, as reported by MarketingProfs, shows interesting gaps between where event marketers are casting their nets and where potential attendees pool to research events.

Event Attendees Are Drawn by Word-of-Mouth & E-mail

According the the XING Events study, which is based on a global survey of 2,621 event attendees and 1,630 event organizers, event attendees most often learn about work-related events through word-of-mouth mention by friends and acquaintances (66%) and via e-mail newsletters (59%). Fewer event attendees (20%) report being influenced by ads for print and online professional publishing. Online search has more impact when the audience is already aware of the event; for example, 49% say they use online search to find details about trade shows or conferences they already have heard about (via word-of-mouth, e-mail or print). Just 22% learn about an event by doing keyword searches. However, an even smaller portion (16%) of event attendees report that they use social media to research events.

Event Marketers Focus on Websites, E-mail & Social Media

Event marketers don’t exactly mirror attendees’ preferences. About 89% of surveyed event organizers say they market their events through their own websites, culling search traffic. Some 76% say they market through e-mail newsletters, which is in line with attendee activity. The surprise is that 73% of event pros say they promote via social media even though it is not where most of the audience is currently looking for event information.  And about 47% use traditional print channels.

Event Planners Foresee Social Media Expansion

Despite its current lower usage among event attendees, social media is the marketing channel that most event marketers plan to grow in future. Some 65% of organizers say they would like to use social media more frequently in the future. The next most popular target for expanded investment is their own websites (48%) and e-mail (41%). Although “influencer marketing” is a trendy topic, only 33% of event pros plan to increase influencer or multiplicator marketing to pump word-of-mouth.

For more study results, see https://www.marketingprofs.com/charts/2017/32765/how-events-are-marketed-to-and-found-by-attendees?adref=nlt091817