3 Important Marketing Strategies Event Organizers Should Adopt
October 12, 2014
Trade show planning and marketing is an extremely strategic process. Organizers have to constantly evaluate current and emerging trends to stay on top of their game. While your team’s goals and promotional tactics will be defined by the unique environment of your industry, there are some key universal strategies that should always be a part of your marketing mix.
Differentiate your event
In your marketing content, always make it a point to highlight the key factors that distinguish your event from others in the same vertical. Expand the appeal of your brand by highlighting the unique value that your team is bringing to the industry and the professionals associated with it. This is the best way to forge an emotional connection with attendees and exhibitors. Organizations and professionals put a lot of emphasis on maximizing their ROI when considering which events to attend. Your marketing team needs to put a significant stress on the value that only your event can deliver to them.
Capture accurate demographics data
It is vitally important to know and understand your audiences’ roles and requirements. Your marketing and event management plans need to realistically address the aspirations of the participants. To facilitate, it is extremely important to capture accurate data on the demographics of attendees when they register for the event. This is even more crucial when seen in context of engaging young professionals and first time attendees. However, according to a recent CEIR report, despite efforts targeting young professionals, most exhibition organizers do not capture information on age when a professional registers to attend. Clearly, trade show management teams need to put better processes in place to record and analyze the demographics.
Engage participants the year round
Acquiring new customers is always more difficult and resource-intensive than keeping one’s current audience engaged. When a trade show or conference ends, it’s always advisable to stay in touch with the event participants and invite them to share feedback on what worked or did not work for them at your event. Address any reported issues and improve your next event by eliminating the root causes of those issues. Also, celebrate the successes of your exhibitors and attendees by showcasing these in your newsletters and blog posts. Most attendees are heavily influenced by the recommendations and experiences recounted by past participants in their space.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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