Which Type of Event Should You Host?

Events are consistently cited as one of the most successful marketing channels, but they also take up a significant portion of a marketing team's budget. If you're going to host an event, you want to make sure you do it right—which means you need to host the right kind of event to help meet your business objectives. Not sure which type of event is best for you? Use our flow chart to find out. 


  Written by Lauren Taylor on 2/23/17 10:44 AM

How Your Sales Team Can Make the Most of Marketing Events

This post was originally published on Attend by Event Farm's blog and was written by Pia Heilmann. 

The discussion around events usually revolves around the marketing team. It makes sense—marketing typically plans events, and the events come out of marketing's budget. But when the ultimate goal of a marketing event is to create and accelerate sales pipeline, it’s important to look at events form a sales perspective as well. The more involved a sales team becomes in planning an event, the greater the ROI typically becomes.

So what’s the issue? The problem is that many sales teams don’t have a good process for handling events—keep reading to learn our best advice for how to go about changing this. 


  Written by Lauren Taylor on 2/15/17 11:33 AM

Using Experiential Marketing to Rethink Branding

With the advent and ubiquity of social networks, search engines, and smartphones, the past decade has seen a major shift in marketing strategy. A marketer’s job is no longer to shout a message about a product at consumers, but to cater to consumers and provide them with any information they may need. In other words, a marketer’s focus used to be the product, and now it’s the consumer.

A successful marketing strategy has always included building a recognizable and reliable brand. Before the age of the Internet, this typically required organizations to come up with catchy, memorable names and slogans, and to attach well-designed logos to their marketing materials. But consumers today are inundated with 140-character messages and professional photos and images—so how do marketers ensure that their organizations stand out? Read More...

  Written by Lauren Taylor on 2/13/17 4:53 PM

Make the Most of Industry Conferences: Host Microevents

Even in today’s world dominated by social media and online interaction, many organizations still recognize the benefits of attending in-person industry conferences and tradeshows. Last year, HubSpot’s INBOUND Conference alone attracted over 19,000 attendees from around the world.

These conferences have obvious benefits. They allow attendees to listen to, talk to, and learn from industry experts and peers, and they offer a productive break from the day-to-day grind, often reinvigorating and reenergizing attendees about their work. Read More...

  Written by Lauren Taylor on 2/8/17 11:00 AM

Farmer of the Year: Melissa Spitz of DigitasLBi

Event professionals are notorious for their incredibly hectic and often stressful schedules. When they’re not sourcing venues, finding sponsors, sending invitations, accommodating dietary restrictions (there are a lot!), or hiring entertainment, they’re probably busy working out the logistical details of an event to ensure that everything runs smoothly—or spending time worrying that it won’t.

But ultimately, event pros jump through these hoops to get back to something basic: humans. Our Farmer of the Year, Melissa Spitz of DigitasLBi, understands the impact she can have doing just that.

  Written by Lauren Taylor on 1/30/17 10:30 AM

3 Possible Problems with Your Event Marketing Metrics

This post was originally published on Attend by Event Farm's blog and was written by Garrett Huddy. 

In today’s data-driven marketing world, wouldn’t it seem crazy to devote the largest portion of your marketing budget to the channel that you're most poorly measuring? As strange as it is, that's what is often happening with events. While event marketing campaigns continue to dominate marketing budgets, event success and ROI are still measured poorly, if at all. The problem isn't with events, but the metrics we use to determine event success.

Here are three of the biggest problem with event metrics and how to fix them:


  Written by Lauren Taylor on 1/25/17 2:14 PM

Using Events and Customer Co-Creation to Drive Product Innovation

Designing in-event activations that allow consumers to create experiences with a brand helps to increase consumer engagement, drive loyalty, and build trust. But what if you used events as a way to let consumers do more than just co-create a branded experience with you?

In-person events are also a great opportunity to glean consumer feedback and insights about your product. Of course, you can (and should) continue to email surveys to your customers and conduct product marketing calls to identify their pain points. But an in-person event might be the only time you get to see your customers or prospects interacting with your product—so use it to your advantage. In-event activations don’t have to simply focus on allowing consumers to co-create an experience with you; they should also encourage them to co-create your product with you.


  Written by Lauren Taylor on 1/23/17 2:05 PM

The Secret to Building Customer Loyalty with Experiential Marketing: Co-Creation

Today’s world is oversaturated with digital marketing campaigns. In increasing numbers, marketers are discovering a better way to grab ahold of and keep the attention of consumers: experiential marketing.

Experiential marketing helps brands tap into the emotions, feelings, and attachments that drive consumers. Attending a branded event allows consumers to experience what a brand stands for, and 74% of consumers have a better opinion about a brand after attending an experiential marketing event. In short: experiential marketing helps establish trust, nurture brand loyalty, and build new relationships.

But what if your experiential campaigns could be even better? Read More...

  Written by Lauren Taylor on 1/18/17 3:50 PM

4 Ways to Leverage Customer Advocacy at Events

This post was originally published on Attend by Event Farm's blog and was written by Garrett Huddy.

How can you make the most effective marketing tactic more effective? In-person events are already hugely successful for B2B marketers, but they have the potential to become even better. One of the biggest missed opportunities in the world of B2B events is not taking full advantage of field events as a platform for generating customer advocacy. In-person events aren’t just for closing deals and building thought leadership—they also present an opportunity to recruit new advocates, engage existing advocates, and leverage advocacy to drive revenue.


  Written by Lauren Taylor on 1/17/17 12:13 PM

The Most Important Thing to Remember in Event Marketing: Your Event's Promotion

There are a lot of blog posts and other resources with tips, suggestions and information for how to create the best in-event experiences to engage with and influence attendees. Creating a great in-event experience is, of course, important—but what about the process of promoting your event and getting those attendees there in the first place? 

If you really want to set your event up for success, you must promote your event and persuade people to register. You should also focus on letting your broader network know that the event is taking place, even if you know that not everyone will attend. That way, you'll not only be able to attract high-quality attendees, but you'll also be able to use social platforms to amplify your event’s content and your brand’s name to those who aren't even in attendance.

  Written by Lauren Taylor on 1/11/17 5:00 PM


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