“The face to face interactions that take place at events are incredibly powerful”*
This quote might appear surprisingly, especially coming from Julie Hogan, Global Face-to Face Marketing Director of Facebook | Instagram. However, in a post-digital world, relying on online marketing channels is simply not sufficient to establish lasting relationships with your target audience. So if you’ve ever considered using events as your next move in order to conquer new leads, you’re definitely on the right track.
Consumers have grown tired of receiving endless emails day after day, digital ads have become white noise, cold calling has become way too time and energy-consuming to show any kind of impact. On the other hand, consumers’ increased appetite for human, in-person experiences has given a brand-new impulse for event management.
Seminars, product training, thought-leadership workshops, influencers events, meet-ups, trade-shows, executive retreats or mere cocktail parties: marketers are now able to chose from a very wide array of formats to gather and engage customers, a widely appreciated tool to say the least!
- 52% of survey respondents say event maketing drives more business value than other marketing channels, while only 8% say it drives less
- 23% of survey responsent say they can calculate a proper ROI for their events
- fastest-growing companies (30%+ revenue over the past 2 years) are investing the most in event management*
How about you? Is that something that you’ve been considering implementing in your company?
If so, here are a few things you should know before getting started:
- Know your target audience. It may seem basic, but only by knowing who to target will you (or your event supplier) be able to select the most appropriate format to appeal and get in touch with your target
- Set up realistic goals: event management is an excellent way to generate leads, not a magical one. It will quite likely help you shorten your lead acquisition cycle, but without a proper follow-up strategy, your fancy gathering will be of no use
- Get your KPIs straight: if you want to measure an event return on investment, the very least you have to do is know which KPIs to use! Among the most used KPIs, number of attendees, number of qualified sales leads, brand awareness, social press mentions and amount of sales pipeline generated are among the most common. There again: not all of them are adequate for every business, and only you can know which one to use
- Track ROI: any marketing campaign would be useless if you didn’t measure its reach, and like any other campaign, an event ROI should be carefully tracked, analysed, compared with other media, improved and replicated or cancelled according to its efficacy.
Now that you know a bit more about event management, let us know if you need any kind of additional info or share your insights below!
*Source: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018 | Download the whole report here