The concept that "past success is indicative of future success" no longer holds true in this age of rapidly evolving technology and not to mention event marketing techniques.
The #2 Vital Sign of Event Marketing is to realize your event’s FULL potential. Too often as event marketers, our planning can become routine. If “it worked last time” seems to roll off your tongue far too easy, then you may want to reconsider how you are marketing your events. Just like the old peanut butter and jelly on Wonder Bread that mom served up in your lunch box, you need to evolve your thinking and seek out new methodologies that will help you push the event envelope. Sure, a well executed event should be your goal, but look beyond that to the opportunities that lie in the rough – introducing your brand and event in the invitation with flare, leverage cross-promotional opportunities with partners, give first-class customer service only you as event staff can deliver, building your brand through every touch point with your customers and prospects in a way that makes your brand truly memorable. Say goodbye to what is expected (think hotel ballroom and chewy chicken) and get creative!
If your event’s goal is to generate leads, think of fun and exciting ways to make that happen. Perhaps it is through partnerships, non-traditional venues that drive attendance, and unique content that goes beyond PowerPoint. If you can dream it, execute it! Next time to have an event on the docket, create a strategy that will make you think outside the box, maybe even make you uncomfortable but one that will help realize the full potential of an event. Then and only then, will you have enough skin in the game to reap the rewards of full potential.
Ruth Stevens puts it best:
“The business event serves business goals. Don't neglect the forest for the trees. Managing events is an extremely complicated activity, what with the glamorous exhibit and the fun hospitality on the one hand, and the rigors of the logistics and the myriad details on the other. But these activities are simply the trees—they are a means to an end. The forest lies in the business result and the planning that drives it. If you are paying attention to the trees alone, you miss the true power event marketing. “
Ten Secrets of Success in Business Event Marketing
by Ruth P. Stevens
December 13, 2005
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