Event Marketing & Data-Driven Enterprise Event Planning: First Thoughts

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INTRODUCTION:

The event marketing industry has no shortage of experts to guide purchasing decisions. On a micro-economic level the industry is currently saturated with enough cloud-based vendors and platforms to reduce risks of making “bad” decisions in the near future.

What differentiates an enterprise decision — or multi-event, multi-location — from proprietary, single event or meeting planning is that the future matters. The technology adapted at the enterprise level must remain agile, modular and most of all extensible enough to accommodate a fickle business landscape. It needs to fit seamlessly into your marketing stack, it needs to play easily with marketing automation systems and must not become a boat anchor when the technology tides shift.

Topics: Industry Observations

Creating an Ecosystem to Make Event Management “Uneventful”

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Introduction

Imagine this scene at your next event. The floor activity is electric. People are swapping the latest technologies, the registration booth is abuzz and smart cards are being swiped to capture new leads every second. You smile and realize that this is the kind of “productive pandemonium” that only a skilled event planner can appreciate.

Topics: Industry Observations Platform Educational

9 Crucial Elements Needed in Every Ride & Drive Activation

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At G2Planet, we believe Ride & Drives are the most impactful type of event activation in automotive event marketing. We have identified 9 of the most important ride & drive technology elements you should account for when planning and implementing your Ride & Drive activation.

These 9 elements are broken down into 2 components. Outward Facing components (1-7) are the public side of the modules with which your guests interact with. Inward Facing components (8-9) are the behind-the-curtain modules that you and your production team use to produce a smarter event.

Topics: Industry Observations Ebooks

How to Choose an Event Marketing Agency, Part 2: From Point Solutions to Platform

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In case you missed Part 1 of this post, check it out here!

INTRODUCTION:

Point Solutions. It’s a term that sounds actionable and positive. In practice, however, it can be the primary cause of a fragmented event marketing program.

PC Magazine defines a point solution as “solving one particular problem without regard to related issues. Point solutions are widely used to fix a problem or implement a new service quickly.1” The key words in this sentence are “without regards to other issues.”

We'd like to examine how they hinder instead of help the agencies that work on your business of event marketing, and why enterprise-wide technology systems in your event marketing department can overcome the problem. 

Topics: Running your Event Marketing Department Industry Observations

How to Score Bigger Event Marketing Budgets, From the Big Picture to the “Tin Cup”

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As you plan for the upcoming fiscal year:

Enterprise event marketers don’t always get the budgets they deserve; they get the budgets they negotiate. In this blog post, we discuss ways to make your case for the biggest possible budgets as your company plans for FY’ 2017:

Topics: Running your Event Marketing Department Industry Observations

Six Compelling Stats and Facts About Enterprise Event Marketing

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Live Events Remain Most Effective and Influential Way to Reach Buyers:

Although digital marketing may capture more online search interest, trade shows and other in-person events remain the most widely used and most effective lead generation tactic for enterprise marketers. 

That's a conclusion echoed in several different research studies over the past year. A Gartner study reported in Harvard Business Review also found that direct interaction with a vendor had the highest likelihood for buyers of influencing their purchase decisions.

Topics: Industry Observations

Improve Your Event Marketing Strategy With These Social Superheroes [Infographic]

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No, we are not talking about the web-slinging or shield-wielding kind. Our favorite superheroes do not sport capes and slinky bodysuits, but they play a huge role in the way people live and interact with each other in the modern world, and more importantly, in event strategy. If you're an EventProf, you rely on them every single day to make your events a huge success and improve your event marketing strategy. 

Yes, we are talking about social media networks, like Facebook and Twitter, that are nothing less than superheroes to event managers who use them not only to organize and market events, but also to establish strong relationships with thousands of other industry professionals, speakers and potential attendees. They are a critical catalyst in how to amplify the impact of event marketing.

Topics: Running your Event Marketing Department Industry Observations What Goes on at an Event

A Cross-Functional, Enterprise Approach to Event Strategy Yields Better Results

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Get the entire enterprise on board 

Every year corporations spend millions of dollars putting together various events attended by their customers, prospects and partners. With such an investment, many executives are wondering if opportunities are being missed in these activities. They aren’t alone. Reasons behind this concern are found in a Harvard Business Review article describing a new B2B landscape. In it the authors argue that “outdated assumptions” about the sales funnel need to be challenged.

Topics: Running your Event Marketing Department Industry Observations