On July 14, 2016 several marketing enthusiasts gathered together at the Antique Car Museum in Fort Lauderdale to hear David Añon speak on EVENT MARKETING IN THE DIGITAL AGE.
Best known for being the Vice President of Marketing (CMO) for eMerge Americas. Añon offered a value lesson on how event marketing can leverage digital and social channels to more effectively promote, engage and convert attendees – and ultimately impact the bottom line.
Some highlights points discussed were:
- Measuring the success of an event is not about how many people attended, it is about how many sponsors want to come back again.
- When it comes to brands, events, and business, it is all about how you make yourself appear, how you promote yourself, how you visually market yourself.
- Marketing leading up to events, during events, and post event needs to be a focus.
- “PR is a powerhouse in marketing. PR is underserved because it is amazingly strong”
- In order to market your event or brand in general, you must build out consumer personas. Build out your consumer personas and then cater targeting towards them.
- You must understand what your essence is as a company before you can understand the consumer persona.
- Every audience wants a great experience.
Añón summarized the basics for streamlining event marketing in the digital age:
- Know your audience and who you are hitting; who do you want to focus on?
- Know who you are as a brand.
- Know what you are trying to offer, know your product and how it serves.
- Integrate Omni-channels: digital marketing, PR, content, design.
- Bring it all together in an integrated marketing strategy that has consistency and uniformity.
Overall, when you look at marketing, there’s a difference between art and design. Design has a purpose, there is a function and flow. Integrated approaches to campaigns across departments for small business is dire. It does not matter if you are a PR agency, digital agency, design, everyone should play well together, because at the end of the day, the uniformity that you put across will play into how people perceive your brand. When you deviate, you cause leakage and you want to stay away from that as much as possible.
Source info: SFIMA