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Science & Tech Can Help Events Capture Audience

For an event to succeed, trade show marketers must build attendance before the event and deliver for attendees by the end of the event, whether measured by lead generation, education or networking. We’ve worked with many trade show and conference marketers over the years, especially in audience-building via direct mail and e-mail, and we’ve learned quite a bit about the art of it. But there is science and technology required for success today.

Scientific Triggers to Capture Audience

For example, BizBash.com did an interesting Q&A with Ben Parr, author of Captivology: The Science of Capturing People’s Attention, in which Parr highlighted research-based conclusions about seven “captivation triggers” of audience attention. These triggers can apply to event promotion as well as onsite efforts by show managers and exhibitors. Start with “automaticity,” which means using colors and symbols that automatically change and direct attention, such as the color red. Move on to “framing,” setting the value of an event in a context that garners more attention, such as stressing event ticket scarcity because of limited space (read valuable/exclusive). A message or design that offers “disruption,” meaning a violation of expectations, naturally grabs attention (something the political sphere is proving right now), as does “mystery,” such as an intriguing headline or subject line. Of course, there is the standard attention-getter of a “reward” for attendance, either an extrinsic reward (a swag bag), an intrinsic reward (personal self-improvement), or a combination to maximize impact. The good reputations of event, exhibitors and speakers really count, too; brain research shows audiences are especially attentive and trusting of experts, for example. And, last, an experience captures more audience attention when there is “acknowledgement,meaning personalized communication and validation. Read the whole Q&A at https://www.bizbash.com/qa-the-science-of-capturing-peoples-attention/new-york/story/30966#.WTc6lGjysdV

Tech Trends to Transform 2017 Events

Meanwhile, Event Farm, an enterprise event marketing platform, has interviewed event experts to find new technology trends likely to affect event marketing in 2017 and beyond. They winnowed their findings down to five key trends. One prediction is that more events will focus on going to meet attendees instead of drawing audiences to a centralized location; Event Farm cites the example of a successful Master Card promotion around England’s Rugby World Cup finals that, rather than holding a conventional event, met fans in London subway stations and surprised them with free tickets. Virtual and augmented reality technology make this even more viable. A second trend is to have events bring the internet to life onsite, and vice versa, by letting attendees engage with online experiences, such as viral memes or videos, and thus harness their proven viral appeal. Third, marketing pros foresee that the end of an event will no longer signal the end of an experiential marketing campaign, so that marketers engage with attendees (and non-attendees) after the event via tactics such as re-purposing an event presentation or sharing “digital” event memories. Fourth, more people will use live streaming to complement events via services like Facebook Live, not as a substitute for attendance but as an attendee-engagement enhancer and driver of future event participation. Finally, it’s predicted that attendees will increasingly seek to engage with the digital and physical landscapes simultaneously; one example is the use of smartphones to help navigate through a venue. For the whole article, see http://blog.eventfarm.com/blog/5-trends-for-experiential-marketing-in-2017-and-beyond

 

Creating Powerful Synergy With Paid, Owned & Earned Media

When budgets are tight, it’s tempting to focus on earned and owned media over paid media promotion. But marketers need to know the growth penalty of that strategy. Brands that use paid media typically grow three times faster than those that rely on owned and earned media alone, according to recent international research from the Institute of Practitioners in Advertising (IPA), as reported by The Drum.

Synergy From Paid, Owned & Earned Media

At the same time, paid media is more effective when coupled with earned and owned media. IPA research shows that owned media, which includes brand websites, blogs and social media sites, typically increases the effectiveness of a paid ad campaign by 13%. Meanwhile,  earned media, which includes online mentions, shares, re-posts and reviews, increases the effectiveness of a paid campaign by a larger 26%.

The Emotional Power of Video

The IPA examination of media marketing further finds that emotion is a vital ingredient to success, and that television advertising continues to be the most powerful in delivering emotional engagement. Researchers report that adding television advertising increases a promotional campaign’s effectiveness by 40% and is also the best for generating  the top-line growth that drives profit, with a 2.6% average market share point gained per year when using television advertising. The growing use of video-on-demand and online video has turbocharged video impact: IPA’s research shows a 54% increase in the average number of “very large” business effects from adding television and online video together, versus 32% for television only and 25% for online video only.

Finding the Golden 60:40 Balance

When it comes to the optimal combination of paid, earned and owned media, and the best balance of brand-building vs. targeted sales ads, IPA results show that the most profitable campaigns have a 60:40 ratio of long-term brand-building (broad reach, highly emotive) to short-term sales activation (tightly targeted and information rich). For help with media strategy tailored to your budget and market, don’t hesitate to call on AccuList USA’s multi-channel marketing expertise, from social engagement and online ads to e-mail and pay-for-performance TV. And for more on IPA research, see http://www.thedrum.com/news/2016/10/31/brands-use-paid-media-grow-three-times-faster-those-just-rely-earned-and-owned-finds