Convene asked a handful of mdg’s in-house experts for resolutions to inspire your event marketing campaigns in the coming year.
Leverage more behavioral data. Adapting attendee advertising messages based on behavioral data is proving to have a massive and positive impact on results. To make this work, target attendees based on the educational sessions they’ve attended in the past, rather than their job titles. Time registration messaging based on when they registered last year versus arbitrary cutoff dates. Send emails that relate to the content they consumed while on your website. Data and tech tools make it easier than ever to collect and effectively use behavioral data.”
Create a culture where team members are comfortable being uncomfortable. The marketing landscape is changing at such a rapid pace that we’re all operating in uncharted territory. That’s why we have to create a space in which our team feels safe to ask for help when they need it, to take risks, fail on occasion, learn new skills, and admit when they don’t know how to do something. If I demonstrate an aversion to risk, others will likely stop trying to experiment with new ways of doing things.”
Write for people — and for robots. Creating concise, engaging content that speaks to the wants and needs of a target audience will always come first, but digital copywriting isn’t just about pleasing fellow humans, it’s about pleasing robot overlords as well. Striking a balance between content that ranks with search engines and content that rates with readers is something to work even harder to perfect, so that the message and the medium can harmoniously coexist.”
Invest in international relationships. Many events aim to attract international attendees but struggle to do so cost-effectively. Instead of just looking at a one-to-one approach, spend more time identifying and nurturing relationships with international multipliers — trade and professional organizations, media,, and other in-country industry representatives. Establish a personal connection and have a conversation about their priorities and objectives. This will help you to draw their attention to the content and features of your event that will be of specific interest to them. From there, incentivize them with appropriate perks.”
Use design strategy effectively. Developing attendee-acquisition campaigns that address a marketing opportunity, help achieve a competitive positioning, appeal to the target audience at an emotional level, and/or support other event or organizational objectives must drive the mission and process. It’s important to seek a balance between business and creative goals.”
Wait, There’s More
Add this to your marketing resolutions: PR isn’t just about sending a news release and conducting personalized follow-up anymore, according to mdg’s PR strategist, Kate Blom-Lowery.
“PR includes many tools and tactics, including influencer marketing, organic social media, infographics, video, storytelling, community relations programs, charitable initiatives, and more,” she said. “Once you’ve defined your organizational goals, you can drill down on which tool or combination of tools will be most effective to inspire action and connect, directly or indirectly, with your audience.”
Kimberly Hardcastle-Geddes is owner and president at mdg, a full-service marketing and public relations firm specializing in B2B events.