Five Event Marketing Strategies and Trends for 2017

The holiday season is right around the corner, which means the end of the year is near. For some in the event marketing industry, it’s the busiest time of the year, and for others it’s a time to slow down. No matter how busy or slow you are, now is the time to reflect on the year’s event programs and think forward to next year. It’s never too early to plan ahead!  

No matter how successful 2016 was, with the right event marketing strategies, the next year can be even better. Here are five trends for 2017:

Behavioral Targeting. Beacons, a low-cost piece of hardware that can interact with an attendee or individual via their cell phone when Wi-Fi or Bluetooth is enabled, has been around for a while. If you’re not using them now, make 2017 the year, because they are great to utilize in a data-driven, meaningful way. At the very least, using a beacon can give you valuable information such as how many people visited your display, how long they stayed and how engaged they were. They can also be used to push messaging through opt-in, collect data on impressions, visitors and quality conversations and can be utilized for re-targeting.

Light Boxes. Were you planning on using the same display from 2016 into the next year? Many exhibitors don’t keep their display updated with the latest trends and technologies, making it even more difficult to stand out in a crowd. Utilizing lighting within your booth is a unique way to stand out, and it can be taken a step further with light boxes. Using hardware such as Super-nove LEDs and SEG graphics can easily draw an attendee’s direction to your message in a unique and fun way. It’s essential, though, to make the light box effective and worth the cost (this trend can come with a high price tag), to make sure it’s tied to an experience so attendees are captured by more than just bright light.

Data Collection and Technology Integration. Scanners, badges and business cards – this is how you do it, right? Data collection is more cost effective and accountable than ever, thanks to lead generation apps and more. Don’t underestimate the power of a giveaway, but even more important is instant access to the collected data.

Digital Marketing. Digital marketing is not the future, it’s the here and now – you should be using it before, during and after your event. You can use methods like producing optimized content to rank organically in search results, paid media for advertising, social media and much more. Attendees will be online before, during and after the event – will you be easy to find?

Measuring ROI. We’ve been spending a lot of 2016 talking about ROI and how data can help, and it’s a trend that will not go anywhere in the new year. Chances are you’re being challenged to show the return on your hefty event marketing investments. Your boss doesn’t want to know what your gut says about how the event went, they want actionable numbers. Data is the answer. Want to learn more about data-driven experiential marketing? Download our free white paper.

Will you be implementing any of these event marketing strategies or trends in 2017? Comment below and share which one!

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