event marketing: how to bridge the content chasm
TRANSCRIPT
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Event Marketing:How to bridge the Content Chasm
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Source: Buyersphere report, BaseOne
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Events are the single most influential source on the path to purchase
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It’s no surprise events are
BIG BUSINESS
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of the average marketing budget is spent on events *that’s more than any other tactic.
th*1 5/
Source: The state of b2b event marketing, Marketo
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But are they really working?
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When only 8% of event marketers say their company has cracked
We say, probably not.
Developing relationships Closing deals
Acquiring customer insight
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The thing is most delegates aren’t ready for the hard sell
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LEARN
GATHER INFO
MAKE NEW
CONTACTS
Hi
Hello
They’re there to
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So when the sales guys on your stand say
that’s why many run
a mile.
Hello
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And in this age, where
CONTENT IS KING
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Is this the best we can do...?
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Especially when most of it ends up here
and here and here
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Alarmingly,
82 %
of delegates don’t fully engage with event content.
Source: Mediamaker
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Welcome to the content chasm
Welcome to the
CONTENTCHASM
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So this gotus thinking...
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What if there was a way to make events
BETTERMOREPRODUCTIVE
ENGAGING
for everyone?
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Taking advantage of this
Content
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and this
Mobile
Content
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and this
Mobile
SocialContent
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So when a delegate visits your event stand, they’re alerted to your content
(without even having to speak to anyone)
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They get to choose and collect the content they like
PIC
K M
E
PIC
K M
E
PIC
K M
E
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On their mobile device (there and then) or on the web, later.Convenient, huh?
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And if they really like it, they can spread the word.
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It’s made possible by something called a beacon.
You could call it micro location targeting.
We call it pretty clever stuff.
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What’s even more clever.
You, as an event exhibitor or organiser, get to know who has collected your content. Essentially, the who, the what, the when (and even whether it was shared).
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So everyone wins.