Experts Cite Influencers and Data as Top Event Marketing Trends in 2019
January 2, 2019
Know your audience and your industry’s influencers well. That’s the advice event marketing experts have for event organizers in 2019. They predict that the trends of data and influencer marketing will continue to have a strong impact on drawing attendees to events. They also say that these tools will be required to cut through the clutter and reach audiences with valuable brand messages.
Sam Lippman, president of Lippman Connects, says that influencer marketing will be essential for organizers to draw attendees to their events and that event marketers will invest more human capital to acquire attendees.
“In 2019, event marketers will encourage their bosses, volunteers and partners to invite their circle of friends to join them at select events,” he said. “This personal outreach from industry rock stars will break through the ever-increasing clutter and attract quality attendees to events.”
Nick Borelli, president and strategist at Borelli Strategies, agrees that influencer marketing is poised to make a big impact on live events in 2019.
“As adblockers continue to be adopted, GDPR keeping spam away and social media algorithms weeding out brand content, it’s never been a better time to leverage the power of your event’s biggest influencers to help increase ticket sales,” he said.
Borelli added that micro influencers within an industry can be a crucial element of a show’s growth and that systems exist that event organizers can take advantage of to achieve a successful influencer marketing campaign.
Kimberly Hardcastle-Geddes, president of mdg, sees data use that allows event organizers to be more agile as a top trend next year.
“In 2019, agile marketing will be the name of the game,” she said.
Hardcastle-Geddes points out that enhanced data and testing capabilities allow event organizers to see what is working and what is not working in real time.
“Savvy marketers are adapting their systems, processes, technologies and organizational structures to improve predictability and reaction speed,” she explained. “Terms like sprints, scrum, stand up meetings, agile will be more than sexy buzzwords in 2019, they will make up the vernacular that describe how event marketing gets done.”
Borelli says there will be an increase in the importance of attendee personas based on rich marketing and experience data.
“With an increased pressure from stakeholders to deliver tangible results from live experiences, deeper understandings of behaviors are required,” Borelli said.
He added, “The larger event firms are investing more and more in purpose-driven data collection to better understand and empathize with the needs of attendees.”
It’s not enough to collect data. Using that data to know audiences inside and out and tapping into the power of the influencers within an industry will be crucial as events tackle the tough challenges of cutting through the clutter to reach audiences and create memorable experiences in 2019.
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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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