The recent downturn in the economy has had a significant impact on the events industry; budgets are being slashed and travel costs are limiting attendance.
However, there is a great opportunity to be successful during these rough times and (to no surprise) it demands creativity. So tune up your traditional marketing approach and try some of these strategies to show value in your event program:
- Measure ROI today
In order to institute metrics quickly, most marketers advise hiring a company familiar with how it is done. Some methods include polling attendees before and after a show via e-mail or surveying attendees during a show. - Ramp up your pre-event marketing
One method is to have the thought leaders and speakers who will be giving presentations at the event help spread the word in advance. Have them connect to attendees through social networking or via the Web to give a preview of the types of useful information they will be providing those who attend. - Think digital
Aside from the fact that digital events provide a significantly greater opportunity for measurement and attendee tracking, they also tackle the travel problem, since Web-based events make it easier for attendees to choose your event over other, non-Web-based ones. - Where do your customers network?
Find people where they gather on a daily basis. In many cases this means using social networking sites. - Maintain an open mind
Be willing to make changes. Marketers that create true value in their event, target exhibits directly to attendees based on their emotional and personal as well as professional needs. And they use metrics to prove ROI should weather the financial storm and come out the other side with a new set of tools for successful marketing.
If you’re looking for help with your next event, look no further – Contact us today.
