Posted by Comments Off on Is your event strategy so last year? Event Experience

Article Highlights
• The 5 most important marketing tactics for B2B businesses
• Aligning your event with the buyer’s journey
• Is your event tapping in to gamification?

Have you heard of Neal Patel? This well-known marketing guru founded KISSmetrics (amongst other ventures) and is known for helping giants like Amazon, HP, Viacom, GM and NBC grow their revenue. An interesting fact about Neal Patel is that he loves statistics. At least, it would seem so when you read his stat heavy marketing blogs.  But who has time to sort through 30 – 50 “must-know” statistics?

For those of you focused on events, these are the 5 most important marketing statistics to keep in mind for the remainder of the year:

1.  The 5 most important marketing tactics for B2B businesses are (in order): in-person events, webinars/webcasts, case studies, white papers and videos. (Forbes)

In-person events remain the top marketing tactic for B2B businesses because it allows for business networking in a way like no other. When your marketing strategy focuses on ensuring the event is an experience to remember rather than a venue to show up to then you’ll really impress participants and leave them wanting more.

2. 75 per cent of B2B marketers rate in-person events as effective. (Content Marketing Institute)

You’ll notice a trend here.  But why the focus on B2B event marketing over B2C event marketing? Traditionally, marketers have seen a greater focus on building relationships with B2B marketing because B2B often has a:

  • Smaller, focused target market
  • Multi-step buying process
  • Longer sales cycle
  • “Rational” decision making process.

In comparison, B2C marketing has traditionally focused on a(n):

  • Larger target market
  • Single-step buying process
  • Shorter sales cycle
  • Emotional decision making process.

However, multi channel and omnichannel marketing have forced businesses of all types to make relationship building a central focus. There’s no better way to build relationships with potential and existing customers than through in-person events.

3. 49 per cent of marketers are learning to drive content to align with the buyer’s journey. (LookBookHQ)

With omnichannel marketing on the rise the buyer’s journey is becoming increasingly complicated and important. Your event should align with this journey. If your event is positioned as a starting-off point rather than one of many points along the way, then you’re missing opportunities along the purchase path.

Instead, you want your event to drive consumers to all the different purchase points that your company offers, and ensure you have a way to guide them along this journey well after the event is over.

4. The most common content marketing delivery mechanism is social media, used by 87 per cent of marketers. (Content Marketing Institute)

This statistic is important because of the critical role that social media plays in any event. When your event harnesses social media effectively you instantly grow your participant list.

How can you do this? “If you’re conducting a live event, you can also install a live Twitter wall and encourage the participants to tweet. Don’t forget to create a relevant hashtag for the event to leave your brand’s imprint and expand your reach,” Patel advises.

With a smart hash tag and the right incentives your participants can become your PR team on Twitter, Instagram and Vine, broadcasting your products and services in a way you and your team never could.

5.  Gamification is the least common content marketing tactic, with only 10 per cent of marketers using it. (Content Marketing Institute)

Integrating games (like quizzes, polls, surveys, quizzes, scavenger hunts and puzzles) throughout your event is a wonderfully clever way of increasing participation and fun while also collecting valuable data from customers.

Although only 10 per cent of marketers are using gamification in their strategy, Patel believes the slow adoption of gamification is due to a lack of resources rather than interests or belief in its value.

For event marketers this stat is important because it shows a tactic with lots of value that hasn’t yet been over-tapped. So the lesson here is that if you can afford to invest in gamification techniques for your event you should.

It’s no wonder that events are taking an ever-increasing role in marketing strategies for B2B and B2C businesses. In fact, according to the Content Marketing Institute’s 2016 B2B Report, “in-person events, which has been rated the most effective tactic for the last six years, increased [in popularity amongst marketers] from 69 per cent to 75 per cent.”

Ensure you and your clients get the most out of your event by including these five points in your event strategy. Not sure how? At Integrated Automotive Experience we lead the industry in event marketing strategies that simply blow the competition away. Take a look at what we’ve done for our clients.