Faye Black: Moving parts

Moving-parts-arrows-NEW-resized.jpg

Faye Black, group marketing director of dmg events Middle East & Asia, explores the fundamentals that make up marketing best practice for events.

 

Modern marketing is awash with information, tools and techniques aimed at getting us more ‘moments’ with our customers. But, the demands of the contemporary events industry means that marketers are at risk of being distracted by the overwhelming amount of tactics and technology available to them. As a result, sometimes, we forget the fundamentals.


First among these is to understand our customers. It’s for them that we strive to build value propositions that they will engage with.


In order to reach them, we spend time carefully segmenting our data and put so much effort into analytics. In going through these fundamental marketing steps, we need to keep things simple. Too often we spread ourselves thin trying to do everything, or deploying multiple marketing measures, when a core few might be more effective. Instead we should spend some time working through a thorough planning process, defining what will have most impact for us and then concentrate our finite resources on doing a great job with them.


This back to basics approach starts with teamwork. The first challenge here is making sure that sales and marketing are collaborating effectively and have defined a lead generation strategy that they both understand and believe in. Once these two parts of a business understand that they share the same goals and are all on the same team, there is a much greater chance of them achieving collective success. The benefits for the business obviously include an incremental increase in leads and the sales that will follow, but the improved effectiveness that results from constructive collaboration can also have a dramatic impact on costs, lowering marketing spend and making each dollar go that much further.


Your team needs to clearly define and agree the objectives of an event and its unique selling points. Doing so starts to answer questions about who the audience is, what will make them give you their time and who they would like to see and hear from while they are on site.
Understanding who your attendees are, their profiles and their personas takes commitment and is vital to get right. It takes commitment.

 

We make heavy investments in time and effort to conduct regular focus groups that bring our visitors, exhibitors and industry supporters together. Our focus groups play a crucial role in keeping us aware of changing customer expectations, such as their desire for almost instant access to information, as well as a general decline in levels of brand loyalty. We seek to understand what their professional challenges are, the current state of their industry’s market and their forecasts for its future, whether quantitative or qualitative.


Expert steering committees help our event directors and their marketing teams understand industry regulations and indeed the different regulators who affect their roles, and also how we can fine-tune and adapt our shows to create more value and greater relevance. This is an on-going organic process, it doesn’t start, stop or finish but is a process of continuous consultation that helps us know if we are heading down the right track and alerts us when we may be going astray. The personal connections this process generates keep our events front of mind, enhances their relevance and creates enjoyment, all factors that contribute to a lasting impression, that build loyalty, and keep people coming back.


But while as marketers thrive on details, we must also stay alert to macro influences that can quickly trickle down to affect the success of a single event. Shifts in the economy, new trends in society, or simply a change in the way people use technology, can all have an impact.
Any campaign must take all of these many moving parts into account. Developing them properly requires the flexibility and agility to adapt to a customer’s changing needs. Getting the marketing mix right will not be easy, nor will it ever be right for long, but everything gets better with practice.

Faye Black
Posted by Faye Black
PopularComments
Twitter Facebook Google+ LinkedIn

Related Stories

And that’s a wrap!  

The EN Awards are over for another year. Awards were won, achievements were recognised and booze was drunk, not necessarily in that order.

Mediatec UK merges with CT

Creative Technology (CT) has announced that, following the acquisition of the company by NEP in January, the UK division of its sister company Mediatec will be merged with the company and rebranded.

AMR and Lippman Connects announce events conference

Global events strategy consultancy AMR International and US-based event organiser Lippman Connects have unveiled Transform, a conference for data, analytics and digital in events.

Others on EN

A one-time opportunity

A one-time opportunity

As the countdown continues to the GDPR, event profs need to prepare, says Hellen Beveridge, head of strategic insight at Circdata.
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.

The Showlite Heroes

Most Read Stories

Fit for the 21st century

Fit for the 21st century

Andrew Harrison, ESSA director, says we should always fight to bring talent into the industry and encourage an appetite for success.
I'm a believer

I'm a believer

Sam Cande, group commercial director at Centaur Media, says no secret sales technique can compete with belief in a product.
Lourda Derry: Making the connection

Lourda Derry: Making the connection

Lourda Derry, director of Easyfairs UK addresses the science behind operations and the profile of our audiences.

Latest News

Artexis Easyfairs wins the 2017 UFI Education Award

Artexis Easyfairs wins the 2017 UFI Education Award

UFI, the Global Association of the Exhibition Industry, has named Artexis Easyfairs as winner of the 2017 UFI Education Award.
The NEC to drive 2022 Commonwealth bid

The NEC to drive 2022 Commonwealth bid

The city of Birmingham is to place The NEC at the centre of its bid to host the 2022 Commonwealth Games.
New Upper Street Events CEO announced

New Upper Street Events CEO announced

Upper Street Events (USE) announced today that Julie Harris, formerly group managing director of Immediate Media Company, has been appointed as CEO.

Latest Features

Gateway to Europe

Gateway to Europe

EN catches up with the MD of newly rebranded JMT, fresh from their win at the EN Awards
Lights up

Lights up

As Showlite celebrates its 25th birthday, founder Paul Wicks looks back on the company’s history and reflects on the industry.
Waste not, want not

Waste not, want not

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

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.