5 top marketing tips from AEO Forums 2016

On 27 January marketing professionals representing venues, organisers and suppliers gathered at the Business Design Centre for AEO Forums 2016.

 

It was a day of talks, discussions and networking provided by professionals in the exhibitions industry, with opportunities to learn more about the latest marketing techniques and trends.

 

These trends don’t just relate to marketing, they also provide valuable insights into how the entire exhibitions industry can continue to grow and innovate.

 

Here are EN’s top five marketing tips from this year’s AEO Forums. 

Twitter Facebook Google+ LinkedIn
AEO-Forums-newresized.jpg

Interconnectivity is the future

Various platforms and devices are more connected now than ever before. But speaker Dorman Followwill (below), senior partner at Frost & Sullivan, argues that this is just the beginning.

In his talk on Global Megatrends, Followwill predicted the growth of smart vehicles and household appliances (both of which are in development in the form of the Google self-driving car and apps like Smarthome).

Marketers need to be prepared for this trend by creating campaigns and content that can be easily shared on multiple devices and platforms.

This trend has already passed a significant milestone with the slow-but-steady move from desktop to mobile device, and it will continue to grow as a factor for marketers to consider.

DormanFollowwill.jpg

Interdepartmental communication is vital

Speaker Mark Sallows (below), CEO of Turtl, spoke to the forum about relationship marketing, in particular the importance of cooperation and understanding between sales and marketing teams in an organisation.

If different parts of a business understand the roles, challenges and goals of other departments then it can make the company as a whole much more successful.

Often marketers are unable to cooperate effectively with sales as they have incompatible priorities and are unaware of what other departments do on a daily basis.

Instead of sticking solely to our individual roles and departments, it can benefit the exhibitions industry as a whole to learn the value to interdepartmental communication.

Mark-Sallows.jpg

The use of personalised content is growing

Speaker Nolan O’Connor (below), marketing consultant at NOC Marketing, demonstrated the growing trend in the retail world of sending personalised content to customers.

He highlighted case studies such as Trip Advisor, who send out emails to customers based on what they have been browsing on the website, and the lessons marketers can learn from their example.

For personal marketing it is important to note that if you are part of the ‘content is king’ school of thinking, then you should also be aware of the context of what you post.

Marketers jumping on the content bandwagon need to maintain an awareness of the intended recipient. Without this awareness there can be a swift customer drop-off as they are bombarded with content that is irrelevant and unappealing.

Nolan-OConnor.jpg

Market to humans not demographics (and keep it specific)

Speaker Grant LeBoff (below), CEO of Sticky Marketing Ltd, emphasised the importance of building communities online. This means not only reaching as many people as possible with a campaign, but also recognising that appealing to the masses will rarely benefit a marketing campaign.

Crafting a tightly controlled and well-researched campaign targeting a very specific group or demographic can be infinitely more effective than trying to please everyone at once.

LeBoff used the example of online news media, pointing out that the most successful online publications have a very clear stance and target audience, whether it’s the left-wing Guardian or the right-wing Daily Mail.

The marketer who strives to target everyone, interests no one.

Up-to-date knowledge can save your campaign

You can never finish learning, and in marketing the importance of keeping up-to-date with the latest trends and tech can help keep your campaigns fresh and ahead of the game.

O’Connor pointed out a particularly embarrassing problem that has recently affected a number of big-name brands.

Ad-blocking software, which now comes pre-installed on the iPhone 6, has become so powerful that retailers have to adapt their websites to avoid vital content being blocked from view.

O’Connor shared the above image, which shows the website of Sears department store with and without ad-blocking software.

This lesson is vital, and not just specifically for marketers: the tech world is constantly changing and our industry as a whole has to change with it or risk being left behind.

What are your top marketing tips #eventprofs? Tweet EN or email Nicola Macdonald

GrantLeBoff.jpg
Twitter Facebook Google+ LinkedIn

Related Stories

Waste not, want not

Soraya Gadelrab, portfolio director – food, drink & packaging at Fresh Montgomery, on the organiser’s partnership with charity City Harvest.

Eventcity to host Digital Kids Show

Manchester has been chosen to host a line-up of famous YouTubers in November, as part of the all-inclusive family day out Digital Kids Show.

Messe Frankfurt records highest ever result in 2016

Trade fairs are still going from strength to strength in Frankfurt 777 years after the first event of this kind was held there, with sales of over €650m planned in 2017

Elsewhere on EN

Eventcity to host Digital Kids Show

Eventcity to host Digital Kids Show

Manchester has been chosen to host a line-up of famous YouTubers in November, as part of the all-inclusive family day out Digital Kids Show.
Successful 2nd outing for ChileCare Expo Manchester

Successful 2nd outing for ChileCare Expo Manchester

On 16-17 June, Childcare Expo Manchester opened its doors for the second time for its return at EventCity, welcoming 1,686 visitors to the venue.
Messe Frankfurt records highest ever result in 2016

Messe Frankfurt records highest ever result in 2016

Trade fairs are still going from strength to strength in Frankfurt 777 years after the first event of this kind was held there, with sales of over €650m planned in 2017

The Showlite Heroes

Most read Stories

Building emerald cities

Building emerald cities

From Malaria to Blenheim, through to UBM, Jane Risby-Rose – the 20-year story of her yellow brick road industry journey.
Come to Confex and be inspired

Come to Confex and be inspired

The exhibition and events industry is all about the power of face-to-face, the art of exhibiting and networking with old friends and new, which is why EN would like to personally invite you to attend International Confex to learn more.
5 top marketing tips from AEO Forums 2016

5 top marketing tips from AEO Forums 2016

Looking to the future and learning from the past at AEO Forums 2016.

Latest News

Eventcity to host Digital Kids Show

Eventcity to host Digital Kids Show

Manchester has been chosen to host a line-up of famous YouTubers in November, as part of the all-inclusive family day out Digital Kids Show.
Successful 2nd outing for ChileCare Expo Manchester

Successful 2nd outing for ChileCare Expo Manchester

On 16-17 June, Childcare Expo Manchester opened its doors for the second time for its return at EventCity, welcoming 1,686 visitors to the venue.
Messe Frankfurt records highest ever result in 2016

Messe Frankfurt records highest ever result in 2016

Trade fairs are still going from strength to strength in Frankfurt 777 years after the first event of this kind was held there, with sales of over €650m planned in 2017

Latest Galleries

London Dungeon Lates

London Dungeon Lates

The London Dungeons has launched a unique nighttime experience with the theme of the seven deadly sins. The adults only tour includes seven themed food offerings and a range of themed drinks.
This Morning Live

This Morning Live

Tens of thousands of fans descended on the NEC on 18-21 May for This Morning Live, to see talent from ITVs award-winning daytime programme arrive in style.
Ideal Home Show Scotland

Ideal Home Show Scotland

The Ideal Home Show return to Glasgow for its 70th Anniversary on 26-29 May, introducing the all-new Eat & Drink Festival to Scottish fans.

Latest Opinions

National mourning

National mourning

Mark Blair, divisional director of InEvexco, considers the insurance implications of the death of a monarch.
David's Inferno: The comfort zone

David's Inferno: The comfort zone

In the first of his new series of monthly columns, Cvent’s senior marketing director David Chalmers says it’s important to break out of the comfort zone.
Show or tell?

Show or tell?

Roopi Woodall, marketing manager at the QEII Centre, asks if the art of conversation on social media is dead – and how to engage with audiences if that’s the case.