Adapting Event Marketing Strategies for the Next Generation – DigitX Moments US
At DigitX Moments 2024, Caitlin Fox, Vice President and Marketing Strategist at mdg, A Freeman Company, shared practical advice on how to adapt event marketing strategies for the next generation of event-goers.
Caitlin’s session highlighted the latest next generation event marketing strategies that can help event marketers stay ahead of evolving trends and audience expectations.
1. Think Beyond the Next Event
In the past, many event marketers focused solely on promoting their next event and driving attendance. Caitlin emphasised a critical shift in strategy: marketers must think beyond just the next event and instead focus on building long-term relationships with their audience.
With remote work and changes in the workforce, traditional mailing lists are becoming less effective. To stay relevant, marketers should produce educational and inspiring content, not just sales-focused emails. Reaching younger generations through non-email channels is also crucial.
2. Website Behaviour is Changing
Website user behaviour is evolving, which means event marketers need to rethink their website strategies. Caitlin explained the importance of making sure websites are not only visually appealing but also optimised for both users and search engines.
Here are a few simple yet effective strategies:
- Track engaged users who actively explore your site, not just visitor numbers.
- Ensure your site is easy to navigate, quick to load, and mobile-friendly to improve search engine rankings.
- Utilise small, interactive elements like animations to engage users without slowing down your site.
- Improve internal search functionality to boost conversions as more users, especially younger ones, are relying on this feature.
3. Social Media Needs to Be Trendy and Timely
Social media plays a critical role in next generation event marketing strategies, but simply posting promotional content is no longer sufficient. Caitlin explained that audiences today expect content that’s trendy, timely, and authentic.
Investing in dedicated social media teams that produce platform-specific content is essential. Some examples of engaging content include:
- Mini-mic interviews, memes, and “day in the life” posts.
- Leveraging viral trends such as popular audio clips and memes.
- Partnering with influencers to create more engaging and relevant content.
4. Influencers and Experts Provide Social Proof
Influencer marketing has evolved beyond celebrity endorsements. Niche influencers and experts in specific fields are now valuable assets for event marketers.
Caitlin shared that younger audiences trust peer recommendations, and influencers provide this essential social proof.
She provided an example of a campaign for the International Baking Industry Exposition that saw a 25% increase in attendance due to influencer partnerships.
What you need to consider for successful influencer marketing:
Strategy: Clearly define your goals and target audience.
Vetting: Use tools to find the best influencers for your campaign.
Negotiation: Set clear agreements with influencers from the start.
Management: Support influencers throughout the campaign.
Reporting: Measure results and adjust strategies as needed.
5. Amplifying Influencer Content Across Channels
To maximise the reach of influencer content, Caitlin suggested amplifying it across multiple channels. Repurpose influencer content for:
- Dedicated landing pages to showcase social proof.
- PR campaigns, where influencer content can be featured in media.
- Paid ads, as influencer content tends to drive higher conversion rates.
Final Takeaways: Preparing for Next Generation Event-Goers
Caitlin’s session emphasised the need to adapt next generation event marketing strategies to cater to younger audiences.
By focusing on long-term relationships, improving website usability, creating trendy social media content, and leveraging influencers, event marketers can ensure their events remain relevant and successful.
Here are the top takeaways:
- Build Long-Term Relationships: Prioritise content that educates and engages over sales pitches.
- Improve Website Experience: Make your website easy to use, fast, and visually appealing.
- Be Trendy on Social Media: Invest in social media content that resonates with younger audiences.
- Use Influencers for Trust: Collaborate with niche influencers to build trust and drive engagement.
By following these next generation event marketing strategies, event marketers can stay ahead of the curve and ensure their events resonate with future generations.
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