For all the technological advancements in communications, in-person events remain companies’ favourite way to talk to their customers, consuming 12% of business-to-business marketing budgets.
“Enterprise events are all about leading your ecosystem,” says Jeff Sinclair, CEO of Vancouver’s Eventbase, whose mobile apps, used by the likes of South By Southwest and Comic-Con, have won gold awards for best app at Event Marketer’s Event Technology Awards two years in a row. The company recently raised U.S.$6 million new funding. “Organizations are realizing that events are where they bring their customers and partners and staff together. That’s where they learn about what their customers need. That’s where they build those relationships.”
Sinclair, whose firm also develops apps for SAP, Microsoft and Salesforce.com events, has the some tips on making your corporate bash one to remember.
It’s about great content
Offer speakers and/or performers your clients would pay to see. Give them ways to make more money. And make it fun, not work.
Many event producers still devote a lot of money and effort into creating a great website. Eventbase has intensively surveyed event-goers only to find “when people are at an event, they don’t use the website at all,” Sinclair says. “You need a mobile app that ideally upholds the brand and is a joy to use.
Eventbase deploys iBeacons at the events it builds apps for to help attendees navigate the venue and even let them know who else is in the room with whom they might want to network. Based on what the app knows about the attendees, it offers recommendations of sessions and exhibits they shouldn’t miss.
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Are events part of your marketing plan? What tips would you add to this list? Let us know by commenting below.