The US Bureau of Labor Statistics predicted that from 2010 to 2020, the event industry will grow by 44%. And Forrester recently reported that trade shows and events are the second most effective tactic in a marketer’s mix. All this growth means it’s an exciting time for event marketers, but it also means the stakes are bigger than ever before.
Hindsight is everything, right? Before I began as National Sales Director here at USA Expo, I was working for a Fortune 100 company and tasked with building an event program from the ground up. I had zero experience in event marketing, so I had to learn on the fly, and I’m not afraid to admit that means I made a lot of mistakes along the way. Luckily, I also learned a lot, but there are still a few things I wish someone had told me a little earlier. I’m all about sharing, so I’m talking about the five things I wish someone had told me about event marketing.
Preparing your 2017 event marketing plan, and need some supporting stats to help substantiate your budget and initiatives? Here are 10 stats to help:
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!
It happens to the best of us: your team works tirelessly to create the best event marketing program possible, spending hours on the right display, working on sales pitches and much more, only to have the effort yield little results. In many cases, it can go back to basics: were you at the right event?
You’ve put a lot of thought and effort into your overall event marketing strategies: spending hours selecting just the right events, considering exactly where inside the building your booth will make the biggest impact and much more. It’s no surprise, considering that event marketing is one of the most expensive line items on a budget each year.
It’s simple: data-driven experiential marketing can help prove ROI, provide attribution to unrealized sales, increase future event budgets, answer your boss’s questions and even, ultimately, save your job.
Engineer W. Edwards Deming said it best: “In God we trust, all others must bring data.” So why is data-driven experiential marketing considered “old school” by many, making them hesitant to commit?
We sat down with eShots CEO Craig Steensma to get his take on data-driven experiential marketing. He shared five great insights, including why planning is just as important as utilizing the data itself, how utilizing data correctly can give a crystal-clear picture of event ROI, the three hurdles brands face when utilizing data and more.
Between trade shows, consumer shows, exhibitions, festivals and fairs, the list of events in the U.S. is massive – tens of thousands! With such a large number and variety of events, it can be difficult to determine the best events for your brand’s event marketing program. To make it easier, USA Expo has created a guide to help you figure it out. Whether B2B or B2C, these steps will lead you through the process.
When planning to exhibit at an event, there are a lot of aspects to consider. How much real estate do you need? Do you perform better in an indoor or outdoor space? Should you rent or buy your display?
One of the most important decisions is what type of exhibit to move forward with. And the best way to figure that out is to first understand the differences.
Imagine your company just had a great event. Your exhibit looked great, you generated leads, and even closed a few deals. But when you're looking over the bill, you get a huge shock. You see an enormous fee for drayage.