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

Elsewhere on EN

Searcys collection launches event showcase

Searcys collection launches event showcase

Searcys, a collection of UK restaurants, bars and venues, has announced a series of summer pop-ups and event spaces designed to showcase several of its 29 venues.
Circdata reveals launch of new Organiser Portal

Circdata reveals launch of new Organiser Portal

Event registration specialist Circdata has announced the launch of its Organiser Portal, as part of the new Fusion 2.0 event technology platform.
Blackhawk to sell off Grass Roots Meetings & Events division

Blackhawk to sell off Grass Roots Meetings & Events division

California-based Blackhawk Network intends to sell the Meetings & Events division of Grass Roots, a company it acquired in 2016 for a reported US$118m.

CONFEX LIVE

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

Searcys collection launches event showcase

Searcys collection launches event showcase

Searcys, a collection of UK restaurants, bars and venues, has announced a series of summer pop-ups and event spaces designed to showcase several of its 29 venues.
Circdata reveals launch of new Organiser Portal

Circdata reveals launch of new Organiser Portal

Event registration specialist Circdata has announced the launch of its Organiser Portal, as part of the new Fusion 2.0 event technology platform.
Blackhawk to sell off Grass Roots Meetings & Events division

Blackhawk to sell off Grass Roots Meetings & Events division

California-based Blackhawk Network intends to sell the Meetings & Events division of Grass Roots, a company it acquired in 2016 for a reported US$118m.

Latest Galleries

London Book Fair 2017

London Book Fair 2017

From 14 to 16 March, more than 25,000 visitors from over 130 countries visited Olympia London for the 46th edition of The London Book Fair. A year of celebration, highlights included a tribute to The Wizard of Oz’s yellow brick road, the 20th anniversary of Harry Potter, 70 years of Indian independence and much more.
LondonEdge celebrates 35th show

LondonEdge celebrates 35th show

Alternative fashion show LondonEdge returned to the Business Design Centre on 12-13 February, celebrating its 35th edition.
Crufts 2017

Crufts 2017

Pedigree dog show, Crufts, once again celebrated all that is great about dogs when it returned to the NEC on 9-12 March. The show attracts around 22,000 dogs annually from around the world, competing for a place in the prestigious Best in Show final.

Latest Opinions

This time, it’s personal

This time, it’s personal

Christine Martin, marketing director EMEA at GES, discusses how the live events industry can get ahead of the mass customisation curve.
The price of free speech?

The price of free speech?

RefTech’s Simon Clayton says letting speakers pay to host sessions might work once, but in the long term visitors will feel disappointed and duped.
Positive challenges ahead

Positive challenges ahead

Chris Criscione, ESSA board chair and managing director Equinox Design looks ahead to ESSA’s next decade.