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Event marketing | 4 August 2016

Three Shockingly Good Media Events To Inspire Event Marketers

Stephanie Schutz

Some of the best business events that take place are in the media and publishing world. As marketers and event organizers you’ve probably heard of the gatherings listed, but it’s doubtful that you’ve actually had the chance to attend yourself.

Well today, we’re offering readers a chance to grab a bit of inspiration from five of the most iconic media events around, so that those who are tasked with planning their own media or business event will be able to draw on a deep well of inspiration.

As you browse our “mini case studies” think about how you can apply similar tactics to marketing your events, engage event goers, and satisfy stakeholders.

1. Digital Publishing Innovation Summit

Background

This flagship summit holds one of the world’s most exclusive gathering of senior executives operating within digital publishing and online media. The two unique aspect of this summit are that there are 300+ senior executives and 40+ thought leaders who set out time to network with the attendees for 20 hours. There are interactive presentations from the best technology companies and solution providers enabling attendees to find novel solutions from industry experts. Big name companies in attendance include Forbes, the Associated Press, and The New York Times.

Communicate Clearly With Potential Attendees

According to a study from Hubspot, about 80% of event attendees go to business events to learn something new. Twitter_Bird.png(click to tweet)

Most of your potential attendees are searching for events that can add value to them. The organizers of this event know this, which is why the event website features an infographic that highlights things like attendee demographics, testimonials, and information about various session. The infographic is informative, easy to digest and shareable – an event marketing triple play.

The organizers also make it easy for potential attendees to get in touch should they have questions. The event website features a chat box where visitors can speak in real-time with organizers. The website also features a pop up, which prompts visitors to enter an email address so that organizers can share other event information in the future.

Chat boxes and email pop ups are two great ways for event planners to generate leads, even when website visitors aren’t quite ready to register for the event.

Trend To Generate Buzz

For marketers interested in generating broad event exposure, getting an event to “trend” on social media can be a great tactic to employ, organizers of Digital Publishing Innovation Summit promiently placed their event hashtag on their website. One impact of promoting an event hashtag (among many) can be to start a trending hashtag.

On the Digital Publishing Innovation Summit’s home page, there is the hashtag #DigiPub, this branding helps to add the event hashtag to the vernacular of potential attendees, so they can refer to it before and during the event.

Who knows, if enough attendees share enough content on platforms like Twitter, it could start trending – helping to add exposure to the event.

2. Web Summit

Background

Web Summit has been called “the best technology conference on the planet”. Attendees range from Fortune 500 companies to new and exciting startups. In 6 short years, Web Summit has grown from 400 to 50,000 attendees from more than 150 countries.

Put Testimonials Front And Center

One of the best ways to generate trust between a website visitor and a brand, is to feature testimonials from trusted people. The marketers behind Web Summit know this, which is why they built a robust “Reviews” section on their event website.

It’s important to note that this part of the site doesn’t just feature a handful of credible reviews, instead they break the reviews down by verticle. For potential Exhibitors, there are specific reviews for to read, for attendees, there is another set of reviews and so on.

By segmenting reviews in this way, the event marketers behind Web Summit are able to communicate more effectively with different subjects.

Organizers pulled reviews from different sources, including from different social media platforms. This shows the importance of carefully “listening” to attendees on social media, as their feedback can be turned into testimonials (with their permission) in the future.

Prioritize Attendee Support

Without top notch attendee support, an event that’s the size of Web Summit can result in many frustrated attendees. To provide attendees with great support, organizers employ a mix of live-chat, FAQs (Frequently Asked Questions) and a strong social media presence to provide outstanding support to event goers.

Whether you are organizing an event for 100 or for 10,000, it’s important to provide event goers with easy to access support materials. Otherwise bad experiences of a few can tinge the event experience of many others. 

3. Digiday Summits

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Background

Digiday, a leading media publication and events company that holds annual summits internationally. They range from content marketing and branding to publishing and agency gatherings.

These events feature oustanding networking opportunities for those in the meetings industry thanks to a number of factors including meetings “speed dates”, where attendees hold fast business meetings with one another.

Use Video To Engage Visitors 

The Digiday website is a very modern and visual, on the conference home page, the first thing visitors see is a page-wide interactive video and picture collage that displays highlights from past publishing summits. The video features speakers, panels and networking events.

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Online video is quickly becoming the preferred means of consuming content, even B2B content. A study from Google shows that 54% of business executives share video content with colleagues once a week. Twitter_Bird.png (Click to tweet)

Potential event attendees are far more likely to get excited by, and to engage with video content and the marketers behind Digiday events understand this. That’s why they rely on a prominently placed video background to bring visitors up-to-speed about their events.

Event organizers planning a media conference would be wise to harness the power of video content to engage event website visitors.

Key Takeaways

These three outstanding media conferences should shed some light on what the best event marketers are doing to engage potential attendees and to delight actual attendees. 

Today, event marketers are drawing on best-pracitces from other industry to communicate clearly, generate buzz, engage with testimonials, prioritize support, and use video. Readers would be wise to drawon these examples and ones like them, to build better and more successful media events.

For even more information on how to build a remarkable event, download our Smart Event Marketing Playbook to learn how to develop attendee buying personas, leverage the power of social, build a rock-solid website and master SEO.

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