It has been a tough year for the event industry. For many event organisers they have quickly had to postpone their events or pivot to virtual. Whether you are hosting a virtual event, webinar, panel discussion, or have scheduled your event for a later date, it’s important to have a marketing strategy that will support you in building rich data and help you to generate revenue.
Here are our top tips for ensuring you are making the most of your existing data, find new data and ensure you aren’t missing out on any opportunities to generate revenue for your event.
1 Use Your Gathered Audience to Drive Revenue
Your existing website traffic and lookalike audiences can be utilised to drive revenue from exhibitors and sponsors all year round. Deliver value to exhibitors and sponsors through connecting them with your audience to drive measurable leads. This is really useful if your exhibitors have already paid but now can’t travel. They are still going to drive a ton of leads, all through digital.
2 Invest in Attendance Campaigns
Attendance is everything so investing in attendance campaigns is key. Remember to remarket and send reminders to your audience through email and advertising to get them to attend, ensure you include a calendar invite and send a reminder an hour before the event starts.
The good news…results are boosted 95% due to low cost-per-clicks (CPCs)!
3 Use Targeted Messaging and Innovation
As with any marketing campaign, build your messaging with your audience at the core and deliver content, ads and messages using the channels that they will engage with. Cover the full funnel and use the innovations available to you, such as responsive ads or smart bidding – this utilises machine learning and will give you an extra bit of time in your day. Let the machines do the heavy lifting and find you fresh, quality new data.
4 Give Your Attendees Reason to Attend
There is a lot of content out there just now – but remember “cream rises to the top”. This is what will drive your attendees and command attention in a crowded space.
Keep any speaker sessions under 30 minutes for virtual events!
Ensure your meetings platform is easy to use and engaging. Remember “why” your event is happening and ensure your marketing and messaging focuses on this but tailored for the online experience. This rings true for in-person, hybrid or virtual.
5 Utilise Video Ad Campaigns
By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017 (Cisco).
Video campaigns are an effective way to generate new data and awareness for your event, as well as providing the ability to retarget users who have previously engaged with your brand in some way.
You don’t want to fall behind and based on our experience, we know that event organisers are often in need of more video content, or just have outdated post show videos. This doesn’t mean you shouldn’t make the most of this cheap and effective form of media.
“As a digital team we understand how important video has become to any digital marketing campaign. kbb Birmingham is a biennial show and therefore we needed an up to date video that we could weave throughout our visitor promotion campaign. The creation process of the video was smooth with Tag Digital understanding what we wanted from the video stylistically, as well as digital video marketing best practices that need be built into the edit.
The video added some welcome variety to our campaign content and received a higher engagement rate versus other organic social posts. Overall, the video campaign had a lower CPA and higher impressions than our other non- branded campaigns”
Kieran Wombwell, Digital Marketing, Informa Markets
The team at Tag Digital are ready to get our clients big numbers on their virtual and in-person event marketing campaigns. Ready to see what we can deliver for you? Book a free consultation with our team today.
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Uploaded: 22nd October 2020