Likewise, the resource investment into event creation extends beyond the financial assets to include the skill, time, opportunity costs, and other resources contributing to the event ROI. Therefore, it stands to reason that key event marketing imperatives include developing an ROI-driven strategy that generates significantly higher returns justifying event investments in the corporate sector.
Invest in Hybrid Events: With the coming of age of the hybrid event model, scaling up in-person events to a total target audience worldwide helps acquire the most extensive attendee pool. The twin-powered event format pushes ticket sales, resulting in potential leads, and gains global brand exposure while attracting significantly increased sponsorship investments, contributing to maximum ROI. According to Marklectic, the average cost of a virtual or hybrid event sponsorship package is $8,456.
Define Event KPIs: The Key Performance Indicators represent the metrics used by the brand to work on the strategies in place. Some of the most common KPIs include website traffic data, event registrations, event check-ins on social media, queries, social media mentions, new sales, profit, survey data, cost per lead, customer and much more.
Align Internal Stakeholders: Before investing the time and resources to host a corporate event, it is essential to set the right expectations with major internal stakeholders (sales, marketing, customer success, etc.) so that everyone aligns with the organisation’s vision. A coordinated effort amongst internal stakeholders ensures resources are shared, marketing budgets are optimised and leads, and pipeline opportunities maximised.
Develop a Comprehensive Promotion Strategy: As promotion strategy determines the event’s success, it is essential to think outside the box, beyond email marketing, the key to building prospect engagement and driving event registrations and attendance, which eventually turns into potential business leads.
A jam-packed agenda paired with an integrated cross-channel marketing strategy focusing on the below areas will most likely deliver targeted results in a relatively shorter turnaround time.
* Customer channels (advocates, customer communities)
* Influencer channels (executive networks, social media influencers, etc.)
* Partners & agencies (technology partners, resellers, etc.)
* Demand gen (email, web, social, paid, etc.)
Harness The Power of Technology: It is no secret that event planning requires much time and effort, but the power of tech innovation has dramatically empowered organisers with event management solutions that allow organisations greatly simplify complex processes while saving an estimated 20-30% of their event costs and increase event attendance by up to 20% (Frost and Sullivan).
Build Prospect Engagement Ahead of Time: A pre-event warm-up campaign ideally following the registration includes concise information sharing on key breakout session topics, industry insights, webinars or speaker podcasts, etc., encourages desired behaviours, such as upgrading to paid registrations, choosing sessions or tracks, setting up one-to-one meetings, app downloads, and social sharing.
Active Prospecting: As a knockout proposition for lead generation apropos of in-person industry events, conferences, and expos, Active Prospecting employs a systematic methodology of rigorous prospecting, prospect filtration, and scheduling one-to-one meetings with highly-targeted CXOs, and Key Decision-makers within the prospect organisations.
Lead Nurturing And Repurposed Content Marketing: Marketing teams leverage post-event analytics containing an extensive attendee database and actionable insights into audience participation trends to formulate laser-focused lead nurturing strategies to convert attendees into highly qualified prospects. Simultaneously, as an essential part of the post-event marketing strategy, marketers utilise repurposed content to create on-demand offers, including a mix of sales collateral and high-value gated assets, like eBooks and B2B marketing coaching sessions. A repurposed content marketing campaign builds attendee engagement and connects with no-show registrants and other prospects to generate leads who may eventually become clients.
Strategy Optimisation for Future Events: A Markletic survey reports that 88% of the event organisers count on post-event analytics and NPS surveys to measure the event performance against KPIs. The valuable insights into the event’s performance help marketing teams optimise the brand’s strategy to host future hybrid or virtual events targeting an improved ROI for the business.
It’s a no-brainer that organising corporate events across the different event formats require high-value investments that demand quantifiable justification backed by a substantially better ROI. With a series of laser-focused strategies around the pre, live, and post-event marketing phases, organisations can focus on organising ROI-driven corporate events that successfully garner widespread brand exposure and build deeper audience engagement while creating high-quality networking opportunities for the attendees.
(The writer is Founder & CEO, B2B Sales Arrow LLC)