Event Marketing Archives

Hybrid Events: The Future of Connection and Engagement

Event Marketing, Hybrid Events / By Abhishek Kapoor

In today’s fast-paced world, the way we connect and engage is rapidly evolving. Hybrid events have emerged as a revolutionary solution, merging the benefits of in-person and virtual experiences. This innovative approach not only expands reach but also enhances attendee engagement, creating meaningful experiences for everyone involved. In this blog post, we will explore the concept of hybrid events, their advantages, best practices, and how to ensure they succeed in delivering valuable interactions.

Understanding Hybrid Events

Hybrid events combine live, in-person components with virtual elements, allowing attendees to participate either physically or online. This dual approach caters to a broader audience, enabling organizations to reach individuals who may not be able to attend in person due to geographical, financial, or time constraints.

Why It Matters: By embracing hybrid events, you can increase your event’s accessibility and inclusivity. This ensures that all participants, regardless of their location, can engage with your content, speakers, and fellow attendees.

For a comprehensive overview, check out this resource from Event Manager Blog.

The Benefits of Hybrid Events

Expanded Reach: One of the most significant advantages of hybrid events is the ability to reach a global audience. By offering a virtual option, organizations can engage attendees from different countries and time zones, ultimately increasing attendance numbers and brand visibility.
Cost-Effective Solutions: Hybrid events can be more cost-effective than traditional events. While there are costs associated with hosting a physical event, virtual elements can significantly reduce expenses. Organizations can save on venue rental, catering, and travel costs, allowing them to allocate resources more efficiently.
Enhanced Engagement Opportunities: Hybrid events offer unique opportunities for engagement. With interactive features like live polls, Q&A sessions, and breakout rooms, both in-person and virtual attendees can participate actively. This dynamic interaction fosters a sense of community and connection, regardless of the format.
Data Collection and Analytics: Hybrid events provide valuable data insights into attendee behavior and engagement levels. By utilizing analytics tools, organizations can track participation rates, session attendance, and engagement metrics. This information can be instrumental in refining future event strategies and tailoring content to meet attendee needs.
Flexibility and Convenience: Hybrid events allow attendees to choose how they want to participate. This flexibility enhances the overall experience, as individuals can attend from the comfort of their homes or engage with others in a live setting. This convenience often leads to higher satisfaction levels and improved retention rates.

Best Practices for Successful Hybrid Events

Best Practices

To ensure your hybrid event achieves its goals, consider the following best practices:

Invest in Quality Technology: The success of a hybrid event largely depends on the technology used. Invest in high-quality audio and visual equipment to ensure seamless communication between in-person and virtual participants. Additionally, choose a reliable event platform that supports interactive features and provides a smooth user experience.
Create Engaging Content: Content is king in any event format. Ensure that your content is engaging, relevant, and tailored to both in-person and virtual audiences. Incorporate interactive elements, such as live polls or audience Q&A sessions, to maintain engagement throughout the event.
Promote Interaction: Encourage interaction among attendees by utilizing various networking opportunities. Implement breakout sessions, discussion forums, and social media engagement to foster connections. Consider using gamification techniques to make participation more enjoyable and rewarding.
Provide Clear Instructions: To enhance the experience for virtual attendees, provide clear instructions on how to access the event platform, participate in sessions, and engage with speakers and other attendees. This will minimize confusion and ensure that everyone can make the most of their experience.
Follow Up After the Event: After your hybrid event concludes, follow up with attendees to gather feedback and insights. Use surveys to assess their experiences and understand what worked well and what could be improved. This information is invaluable for planning future events and enhancing your overall strategy.

Hybrid Events in Action

As hybrid events continue to gain popularity, many organizations are successfully implementing this format. For example, Microsoft Ignite adopted a hybrid approach, allowing attendees to engage in person or virtually, resulting in a record number of participants and a vibrant online community.

Another great example is the Cannes Lions International Festival of Creativity, which successfully transitioned to a hybrid model, offering engaging experiences for both in-person and virtual attendees. This innovative approach not only expanded their reach but also fostered meaningful connections among participants worldwide.

The Future of Hybrid Events

As we look to the future, hybrid events are likely to become the standard in the events industry. With their ability to create inclusive experiences, facilitate global connections, and harness the power of technology, hybrid events are redefining how we engage and connect.

Conclusion

Hybrid events represent a significant shift in the way organizations approach engagement and connection. By embracing this innovative format, you can create meaningful experiences that resonate with both in-person and virtual audiences. At AttendeeGain, we specialize in helping organizations navigate the hybrid event landscape, ensuring your events are impactful and memorable.

Ready to take your events to the next level? Contact us at AttendeeGain to learn how we can assist you in creating successful hybrid experiences that foster connection and engagement.

Abhishek Kapoor

Abhishek Kapoor is the founder and creative head of BrandWorks Worldwide. His is an ex-Cvent and has worked in the event space for the last 13 years, providing branding and registration expertise to many clients globally.

Hybrid Events: The Future of Connection and Engagement Read More »

Unleashing 2025: Game-Changing Event Marketing Trends

Event Marketing / By Abhishek Kapoor

As we move into 2025, the events landscape is poised for transformation. Rapid technological advancements, shifting consumer expectations, and innovative strategies are reshaping how events are conceived, marketed, and executed. To thrive in this dynamic environment, marketers must be agile, informed, and proactive. This blog explores the game-changing event marketing trends that will dominate in 2025 and provides insights into how you can stay ahead of the curve.

1. The Hybrid Event Model: A Permanent Fixture

Why It Matters: Hybrid events provide valuable data on attendee engagement, enabling marketers to refine their strategies and personalize content. This model not only broadens reach but also fosters community engagement by connecting diverse audiences.

For a deeper dive into hybrid events, check out this insightful article from Eventbrite.

2. Artificial Intelligence (AI) in Event Marketing

While hybrid events emerged as a response to the pandemic, they have now become a staple in the event industry. According to a recent survey, 80% of event planners believe that hybrid formats will remain essential in the coming years. By blending in-person and virtual experiences, hybrid events allow organizations to reach wider audiences and create more inclusive experiences. Why It Matters: Hybrid events provide valuable data on attendee engagement, enabling marketers to refine their strategies and personalize content. This model not only broadens reach but also fosters community engagement by connecting diverse audiences. For a deeper dive into hybrid events, check out this insightful article from Eventbrite.

3. Sustainability: A Non-Negotiable Trend

With increasing awareness of environmental issues, sustainability has become a key focus for event planners and attendees alike. In 2025, consumers will expect brands to prioritize eco-friendly practices, from reducing waste to sourcing sustainable materials. Events that emphasize their commitment to sustainability will resonate more strongly with today’s environmentally conscious audience.

Why It Matters: Incorporating sustainable practices not only enhances brand reputation but also attracts attendees who prioritize eco-conscious choices. Furthermore, promoting your sustainability initiatives can serve as a powerful marketing tool.

Learn more about sustainable event practices from the Sustainable Event Alliance.

4. Enhanced Networking Opportunities Through Technology

In 2025, networking will continue to evolve, thanks to technology. Attendees now expect seamless, integrated experiences that facilitate meaningful connections. Platforms offering AI-powered matchmaking, interactive networking lounges, and real-time engagement tools are becoming essential.

Why It Matters: By leveraging technology to enhance networking opportunities, event planners can foster deeper connections among attendees, leading to increased satisfaction and engagement. Enhanced networking can also create valuable partnerships and business opportunities.

To discover more about networking technologies, refer to Meetup.

5. The Power of Storytelling in Event Marketing

As attention spans shorten, storytelling is emerging as a powerful tool for capturing and retaining audience interest. Event marketers who craft compelling narratives around their events are more likely to engage their target audience and create lasting impressions.

Why It Matters: Storytelling not only helps convey the purpose of your event but also fosters emotional connections with attendees. By leveraging narratives in your marketing materials, you can inspire action and build excitement.

For more insights on storytelling in marketing, check out this article from Harvard Business Review.

6. The Rise of Micro-Events and Personalized Experiences

Micro-events, which focus on intimate gatherings rather than large-scale conferences, are gaining traction. These events often cater to niche markets, providing personalized experiences that foster stronger connections among attendees. As consumers increasingly seek authenticity and intimacy, micro-events will continue to grow in popularity.

Why It Matters: Micro-events enable brands to engage deeply with their audiences, leading to enhanced loyalty and satisfaction. They also allow for tailored marketing strategies that resonate with specific demographics.

Explore the benefits of micro-events through this insightful piece from Event Marketer.

7. Data-Driven Decision Making

In 2025, data will play an even more significant role in shaping event marketing strategies. Marketers can utilize analytics tools to gather insights on attendee preferences, engagement patterns, and event performance. This data-driven approach allows for continuous improvement and optimization of event strategies.

Why It Matters: Making informed decisions based on data not only enhances event outcomes but also improves overall marketing effectiveness. The ability to adapt in real-time ensures that your marketing efforts align with attendee expectations.

To learn more about data analytics in event marketing, visit Eventbrite’s blog.

Conclusion: Embracing the Future of Event Marketing

The trends shaping event marketing in 2025 present both challenges and opportunities. By embracing hybrid models, leveraging AI, prioritizing sustainability, enhancing networking experiences, crafting compelling stories, focusing on micro-events, and utilizing data-driven strategies, marketers can position themselves as leaders in this evolving landscape. At AttendeeGain, we are committed to staying at the forefront of these trends to ensure your events not only meet but exceed attendee expectations. Whether you’re planning a large conference or a niche gathering, our expertise can help you harness these trends for success. Ready to elevate your event marketing strategy? Contact us at AttendeeGain to learn how we can help you stay ahead of the curve in 2025.

For more such informational blogs and product insights, visit us at AttendeeGain. Looking for Branding or Digital Products Consultancy? check out BrandWorks.

Abhishek Kapoor

Unleashing 2025: Game-Changing Event Marketing Trends Read More »

Top Trends in Event Marketing and Promotion for 2025

Event Marketing, Hybrid Events / By Abhishek Kapoor

As the events industry continues to evolve, marketers and planners must stay ahead of the curve to ensure successful promotions and seamless experiences. In 2025, new technologies, shifting consumer expectations, and innovative strategies are reshaping how events are marketed and promoted. This article delves into the top trends that are making waves in the event marketing world, offering key insights to help you stay competitive.

1. Hybrid Events Are Here to Stay

The pandemic made hybrid events a necessity, but they are proving to be more than a temporary solution. With 73% of event planners stating that hybrid formats will continue to be important in 2025, it’s clear that this trend is here for the long haul. Hybrid events offer the best of both worlds by combining in-person interaction with virtual access, allowing brands to reach a broader, more diverse audience.

Why It Matters: As technology improves and people become more comfortable attending virtually, hybrid events will expand global reach. Event organizers can now tap into new demographics that were previously inaccessible due to geographic or time constraints. Moreover, hybrid events provide more data points through digital touchpoints, allowing for better personalization.

Learn more about how hybrid events can increase attendee engagement here.

2. Personalization and AI-Driven Engagement

Personalization is no longer just a “nice-to-have” feature—it’s now an expectation. Using AI and machine learning, event marketers can deliver personalized content and experiences that resonate with individual attendees. For instance, AI can help analyze attendee behavior, preferences, and engagement history to suggest relevant sessions, networking opportunities, and post-event content.

Why It Matters: Personalized marketing increases engagement, improves user experience, and drives higher ROI. Attendees are more likely to participate in events when they feel like the experience has been tailored specifically for them.

Find out more about the power of AI in event personalization here.

3. Influencer Marketing for Events

In 2025, the power of influencers is extending beyond product promotions to event marketing. Collaborating with influencers who align with the event’s target audience can help amplify the message and expand reach organically. From tech conferences to fashion shows, influencers help build credibility and foster trust with potential attendees.

Why It Matters: Consumers tend to trust influencer recommendations over traditional advertising. By partnering with the right influencers, brands can not only increase attendance but also build stronger relationships with their audience. A well-executed influencer campaign can make your event the talk of the town—both online and offline.

Explore the impact of influencer marketing on event success here.

4. Augmented Reality (AR) and Virtual Reality (VR) for Immersive Experiences

Augmented and virtual reality tools are transforming how attendees interact with event content. From virtual venue tours to interactive product demos, AR and VR are helping to create more immersive experiences. These technologies are also useful for training and simulations, especially in industries like healthcare and technology, where hands-on experience is crucial.

Why It Matters: By using AR and VR, you can offer attendees something unique and memorable, leading to higher engagement and post-event satisfaction. Additionally, it provides an opportunity to gather more data on how attendees interact with virtual content, enabling further optimization.

Read about how AR and VR are transforming user experiences in events here.

5. Sustainability and Eco-Friendly Events

Sustainability is no longer just a buzzword—it’s a priority for many attendees, especially younger generations. Events that prioritize eco-friendly practices, from reducing waste to offering sustainable catering, are more likely to resonate with today’s environmentally conscious consumers. Moreover, incorporating green practices can serve as a unique selling point in marketing campaigns, showcasing a brand’s commitment to corporate social responsibility.

Why It Matters: As eco-consciousness continues to grow, event marketers must adapt by promoting sustainable initiatives. From using digital materials over print to choosing venues that offer green energy solutions, sustainability can drive both attendance and positive brand perception.

Learn how sustainability is shaping the future of event planning here.

6. Data-Driven Event Strategies

With the increased digitization of events comes the opportunity for data collection and analysis. Data is a powerful tool that can guide every phase of event planning, from pre-event promotions to post-event follow-ups. Marketers can leverage data to optimize event performance, understand attendee behavior, and improve future strategies. For example, using predictive analytics, event organizers can foresee potential issues and adapt their tactics accordingly.

Why It Matters: Data-driven decision-making helps to not only improve event outcomes but also provide deeper insights into attendee preferences and behavior, leading to higher retention rates and long-term success.

Discover more about using data analytics in event marketing here.

7. The Rise of Micro-Events

Rather than focusing on large-scale events, many marketers are embracing smaller, more intimate “micro-events.” These gatherings typically focus on niche markets or specific communities, fostering deeper connections and more meaningful interactions. Micro-events often feel more exclusive, which can make them more appealing to attendees looking for personalized experiences.

Why It Matters: With the growing desire for personalized experiences, micro-events provide an ideal setting to build stronger relationships and deliver more targeted content. They also allow brands to engage with smaller audiences in a more impactful way.

Conclusion: AttendeeGain Leading the Future of Event Marketing

Incorporating these trends into your event marketing strategy will not only set you up for success in 2025 but also position your brand as an industry leader. As an event marketing and management agency, AttendeeGain understands the importance of staying ahead of these shifts. We continuously adapt and integrate cutting-edge strategies to ensure our clients’ events are both impactful and unforgettable.

Whether you’re looking to execute a hybrid event, utilize AR/VR technology, or engage audiences with personalized marketing, AttendeeGain is equipped to help you thrive in this ever-changing landscape. Our expertise ensures that every event delivers measurable results, leaving a lasting impression on your audience.

For a consultation on how to make your next event a success, get in touch with us at AttendeeGain.
Looking for Branding or Digital Products Consultancy? check out BrandWorks.

Abhishek Kapoor

Top Trends in Event Marketing and Promotion for 2025 Read More »

How to Win at Event Marketing in 2022

Leave a Comment / Event Marketing / By Abhishek Kapoor

What is the significance of event marketing?

In an increasingly digital environment, 95% of marketers feel that live events provide registrants with a great opportunity to create in-person contacts, according to this survey.

The following are some other statistics from the report:

The majority of marketers (31%) feel event marketing is the most effective marketing channel.

The vast majority of C-suite executives (87%) believe in the value of live events and intend to increase their investment in them in the future.

After the event, 84 percent of event attendees say they have a more favourable perception of the company, brand, product, or service being advertised.

The starting point for any event (or organization, or project) should always be WHY?

Why is this event important?

The answer to this question outlines the key objective that will determine the success, or otherwise, of the event. This is the criteria against which the event will be measured back to. This is the defining factor which will help communicate and determine the marketing strategy.

The exact question to ask is:

Why should people attend your event?

It isn’t about you. It is about the value to the participant and other stakeholders. What is in it for THEM? How does your event meet their needs? What are their pain points? How can your event solve a problem or offer a solution to them?

The Attendee Perspective

Listen closely and think carefully about the benefits of attending your event from the attendee perspective. How will it bring value to the customer? Simply listing speaker names and features for your event (100 exhibitors, 20 keynote speakers….) is not effectively communicating a reason to attend.

Often there are complex motivations for attending an event. Some of the reasons people will be happy to admit (‘I need to learn a skill’) and other reasons people prefer to keep to themselves and will not share (‘it sounds like a nice jolly’). Both public and private reasons are valid. Consider how to appeal to different overt and covert motivations people have for attending an event.

Make the benefits clear and simple. If potential attendees don’t understand the offering they will switch off. They will not spend time looking for a reason to attend an event if the advantages are not clear. On the other hand, if you can capture their attention by giving a possible solution to their troubles they are more likely to sit up and listen.

Stakeholder Motivation

Your strategy also needs to focus strongly on other stakeholders such as sponsors, event partners and exhibitors. How can your event help them to meet their objectives? Sponsorship packages, exhibition space and other revenue generating activity will be easier to achieve buy in for if you consider everything from their perspective.

The Event Elevator Pitch

An event elevator pitch is a succinct summary to explain your event to someone without any previous knowledge of it. It is an opportunity to capture someone’s interest and understanding. Think about the best way to communicate the vision and benefits of your event in a couple of sentences, or in 60 seconds.

Social media offers a fantastic opportunity to test and measure the success of your messaging to see what resonates the best. By using this growth hacking approach on your social media channels, you have a low cost opportunity for experimenting and nothing to lose.

Refining your event elevator pitch is an essential and worthwhile exercise. Once defined it should be communicated to all your major stakeholders to ensure everyone is sending out a coherent message. Any opportunity to succinctly share details of the event and act as an ambassador should never be missed.

Be Original

“Last chance to book.”
“Early bird rates extended.”
“Unmissable sponsorship opportunity.”
“Only five exhibitor spaces remaining.”
“The event highlight of the year is here.”

Really?

In the event industry we are guilty of using the same messages and call to actions over and over again. We zone out after hearing the same thing time and time again, so banish these outdated messages and try to slice through the noise and clutter. There is no excuse to not change now. As we suggested, the future is now. You can make a strong impact now.

Keep messaging clear and simple and always focused on your value proposition. Don’t use jargon. Speak the language of your attendees and stakeholders.

Understand Your Stakeholders

The better you understand your audience and investors the better your events will be and the easier it becomes to tailor your message accordingly. One way to improve your communications is for your organization to develop five personas, which represent your core attendees and stakeholders.

Personas are fictional characters depicting your key and most typical customers and partners. By creating each persona, you bring to life their personal details, background and struggles, helping to picture who you are talking to and refine messaging. Personas can help you to select the most relevant trends and tools to be implemented. For example, you may develop personas for:

Someone starting out in the industry in their first entry level job and trying to decide whether it would be worthwhile registering for the event
The Marketing Manager of an organization considering exhibiting at the event for the first time
The Founder of a fast growing start up deciding whether to attend the event
The aging CEO of a company potentially looking to sponsor the event
An influencer interested in coming along to the event for the third year in a row

For each character you should think about their motivations in terms of attending the event, their fears, goals and pain points and what your event can give that will offer them true value.

Example questions to answer for your persona profiles:

How do they consume content?
What technology and social media do they use?
How much time and disposable income do they have?
When are they most likely to interact and how?
Who are their key influencers?

The characters should be created from a combination of educated guesses and data. As you gather more data the personas can develop and become more factual using offline analytics such as beacons, NFC, survey data, Google Analytics, mobile apps, live response data and other tools.

Personalize

Think about a specific elevator pitch which will appeal directly to each persona you have developed. Set a consistent message on how to sell your event to this specific stakeholder and start to segment your audience accordingly to enable you to increasingly personalize your communications.

Look critically at every social media post, piece of content or email you plan to send from the point of view of the recipient. Consider what outcome you want to achieve and think about why the recipient should even care and what reaction or action you can realistically expect. If it has a weak message it is unlikely to break through the noise and clutter to resonate with them.

The Attendee Journey

Throughout your attendee journey you have numerous touchpoints with your participants and stakeholders before, during or after the event. By understanding these touchpoints within the event life cycle, you can gain a better understanding of marketing opportunities, as well as the opportunity to increase satisfaction along the way.

Think about all the ways a stakeholder may come in contact with your brand. To help formulate this better think about different scenarios and the steps they take. Where does the journey start and what are the paths of entry? Record online and offline steps from the marketing and preregistration stage, right through to the post event survey and follow ups.

You should record both major and minor touchpoints. Every step and decision that may have influence over the attendee or event partner. Using post-it notes is a good way to map it out and refine the journey initially.

Minor Touchpoints

Interactions via social media
Response time to a question sent via email
Learning that a competitor is exhibiting at the event
Event signage
Greeting on arrival at the event
How comfy the chairs are
How quickly the follow up is after the event

Major Touchpoints

Event website
Direct invitation
Exhibitor brochure
Sponsorship pitch
Registration process
Recommendation from an influencer
Event programme and content
Discovering that smart badges will be used at the event
The event experience
Personalized metrics specifically for how an attendee was engaged

To explore and better understand your stakeholders is a valuable exercise always. The journey can be complex but even if it is only done on a simple level initially it can still be very revealing. You can then develop and build up from the basics.

It isn’t just the direct interactions with your company which have an influence either. Other indirect factors may funnel the attendee on the path towards your event, such as searching for management training and finding your event fits their criteria, noticing that a contact is exhibiting at your event, checking out the what’s on guide for a local venue or realizing that an influencer they want to hear is talking at your conference.

The Tipping Point

Think about how people decide whether or not to attend your event and try to understand their behavior and process. What are the determining factors? These are just some elements which may play a part:

Reviews
Recommendations
Web search
Researching alternative options
Price
Comparing against other events
Earning a certificate or professional accreditation

It could be several factors combined which tips the balance over to the decision to attend but understanding these triggers helps to perfect your marketing strategy.

Even if you are planning an event with expected or guaranteed attendance, such as an internal team building retreat, a CPD (Continued Professional Development) training course or a company annual meeting, you still want to reach a tipping point for buy in from your attendees. Although guests in these instances do not have to be persuaded to buy a ticket, if you can achieve some anticipation and engagement prior to the experience they are likely to get more from it and the dropout rate will be lower.

Considering every touchpoint along the journey will help to identify gaps, strengths and weaknesses to enable improvements to be made to your marketing offering and communication strategy. It may enable you to streamline and speed up the process to make it simpler for the attendee and quicker to reach the tipping point to convert the potential attendee into a confirmed participant, or to encourage them to engage more closely with the experience to follow.

Recommended Resource: Are you looking to transform your attendees into loyal customers? Just as other marketers trace the buyer’s journey, you must trace the attendee’s journey. Learn how to do just that and much more with our free guide to Optimizing the Attendee Journey.

Process Mapping

Once you have mapped out the attendee or stakeholder journey you can identify key elements and cross roads in the process. Process mapping will help crystallize how to influence specific outcomes and start to develop the strategy behind what you want to achieve.

This exercise will also identify where potential tools can be used and their primary purpose. You want different channels to be used effectively and indifferent ways, rather than broadcasting the same message with a broad-brush approach across all platforms. Each channel identity and purpose can then be refined.

Effective Frequency

It is unlikely that someone will take action the first time they hear about your event. Effective frequency is the number of times a message needs to be heard before someone takes action. This could be buying a ticket or enquiring about the possibility of exhibiting at the event. There are lots of studies about what this magic number is and many marketers swear by the rule of 7. However, for the entertainment industry the average touchpoints needed is actually 9.5 and for not for profits this rises to an average of 16.3.

If you can determine and plan numerous touchpoints for stakeholders to encounter your event marketing you vastly increase your chance of a successful sale or engagement. Of course, the result is not guaranteed but it is always wise to plan to surpass the minimum number of touchpoints required to trigger action on behalf of the stakeholder.

By conveying a strong message, you can build trust and familiarity with the potential participant, sponsor or exhibitor. Ensure that potential attendees and partners can find you and that you can give reminders to those that have the event on their radar but haven’t yet taken action and booked their place to attend or exhibit.

If it is a paying event you need to give enough reasons for people to find a way to register. If someone is unsure you haven’t yet proved to them the value of attending and you need to work harder to convince and reassure them.

In terms of your event you will need to consider how you can inspire attention or provoke thoughts or action ahead of the actual event.

For both of these circumstances, being on trend and using new tools can be an effective way to stand out and get noticed. By earning respect as an innovator, leading the way and doing things differently, you can inspire those involved in your events and hook them. Make a strong stance that this is not a repeat of previous events and demand full attention for the journey ahead.

Putting it All Together

The stakeholder journey should look at the flow and experience of the attendee and other partners before, during and after the event. It is a complex route map and it isn’t just about when a participant buys a ticket or commits to attend the event. There are lots of influencing factors which impact on the whole experience. Although for event planners the primary marketing goal is often persuading someone to register the touchpoints throughout the event process can strengthen synergy, engagement, excitement and loyalty your brand.

Improving the overall experience and interaction makes it more likely fora participant, exhibitor or sponsor to recommend and repeat attend your event, helping to build a customer for life.

Understand Your Event Stakeholders' ROI

Event planners and marketers have never been in a stronger position to attract and keep event attendees and partners hooked and coming back time and time again. By using an integrated dashboard and tools such as beacons we can access joined up data and link it to a wider picture to illustrate the attendee journey. We can identify the possible touchpoints and opportunities to reach them and other stakeholders across multiple channels. By defining realistic personas, we can develop and refine our messaging, which can then be tested intelligently through growth hacking techniques.

It is easier and more cost effective to encourage someone to return to your event, rather than finding and recruiting a new attendee or headline sponsor each time. Keeping the conversations going all year round and building a sense of community around the shared interests and vision of your attendees is a wise strategy.

Recommended Resource: Are you struggling to keep your attendees happy, while also increasing ROI? Don’t worry you’re not alone. Learn how to keep your attendees engaged and happy throughout the event lifecycle with our free guide Enhancing Meeting & Event Success.

Listening and observing your attendees and event partners can enable you to react and pre-empt issues, as well as providing insights and learning for how to improve future events. Never before have we had such opportunity to listen to our stakeholders, understand them and take action based on actual evidence. Event planners have the opportunity to involve them more fully in the whole event experience, for instance by co-creating the conference programme, voting on the event destination, and getting honest input into some of the event decisions. Likewise, if a sponsor and exhibitor can see the valuable relationships and communication around the event it will be easier to get them to sign on the dotted line. This level of engagement and buy in is what will truly define the success of your event from the perspective of all stakeholders.

If you are reading this guide you care about your events, about everyone that has invested time and money into the event, and you want to do things better. The trends, tools and tactics within this guide reveal some of the immediate opportunities to empower event planners to unearth and cultivate loyal attendees, sponsors and exhibitors.

Abhishek Kapoor

How to Win at Event Marketing in 2022 Read More »