The Right Equation
Custom Events + Key Messages = Productive Business Relationships
by James Lonsdale-Hands | Published in June 2007 Focus on Event Marketing
Companies are facing greater competition and increased challenges to gaining the mindshare of key target groups. Their customers and prospects have more and more options to get valuable information, and time and budget constraints mean fewer and fewer contacts have the ability to commit to face-to-face meetings, sales calls or events.
At the same time, the surge in face-to-face events means that attendees are becoming increasingly selective in the events they attend and it becomes more difficult to attract quality attendees. Therefore, it is imperative for organizations to bring a balance of stronger content, topical discussions, innovative locations and format, and well-balanced — and not too biased — messaging to the mix.
So how can custom events impact business relationships? Here are a few tips.
Get the most out of your event marketing spend.
Make sure your events are part of an integrated marketing plan. One-off events lack impact compared to an integrated marketing campaign that includes print, online and face-to-face meetings. This will allow you to leverage your promotions across mediums and will help gain more awareness and move the sales cycle along faster.
For example, in a recent publication event, our company maximized the power of the magazine through advertising, website tile ads and links, targeted microsites and its subscriber data files to generate attendance and brand the publication as an expert in the field.
Tailor the content directly to your target audience.
Content is of utmost importance in attracting attendees. Beyond the initial “hook” to register, compelling content and delivery will define a company’s ability to educate, engage and influence its target audience.
Focus the topic or message, but don’t try to dictate the content.
Industry thought leaders or subject matter experts discussing critical issues and trends offer credibility.
Real-world examples are another way to get your message across. An honest and open evaluation of a significant project has much more impact than a traditional case study focused purely on a predictable, successful outcome.
Be accountable to sales with metrics-based objectives.
As clients become increasingly sophisticated in their marketing and sales strategies, they understand that every dollar spent from their marketing budget must somehow be directly accountable for sales. Work closely with your clients in the planning process to develop clear goals and measurements of success. Throughout the event process, it’s critical to track how you are doing and adjust your strategy to ensure you are meeting the pre-established goals.
Let creativity reign in your event format.
Although it’s tempting not to change a successful event format, it’s paramount to continually try new formats to gain even greater results. For an executive audience, clever and unique opportunities for peer-to-peer networking can gain amazing results. For a more technical crowd, hands-on training and technical challenges or games can yield the most educational value. Our current event proposals include everything from the traditional format to social events like wine tastings and corporate boxes at sporting events.
So why are custom events so important? We are increasingly seeing sales and marketing groups work together on an event strategy. As the two groups align their goals, we will see custom events positioned as one of a company’s most important selling opportunities — where else do you get a chance to meet a large group of customers and prospects in one place?
Additionally, while industry events are an excellent way for clients to gain exposure to a broad audience, custom events provide a targeted platform for clients to capture their most qualified audience without the threat of competitors.
Events remain a truly unique experience. Nothing else promotes the meaning of your brand or demonstrates your product value with such emotional appeal and long-lasting impact.
About the author: James Lonsdale-Hands
James Lonsdale-Hands is the managing director of CMP Custom Events, the integrated marketing solutions division of CMP Technology, an information and marketing solutions company.
Contact: jlonsdalehands@cmp.com