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