Event Marketers and Event Planners Need to Speak the Language of the CMOAs event marketers and planners, we tend to focus on logistics, planning and reaching the target audience. But our clients, especially in this time of lagging economy, only hear the language of business, the ROI (return on investment) and ROO (return on objectives). Now understand, clients extol every effort put forth by the events team; the impact on the business, the potential increase to the corporate brand, all noteworthy - these clients still need to align the event bottom line with the overall goals of the organization. Learning the language of business does not mean running out to register for business school or turning to Wikipedia. By gaining an understanding of client's expectations before the event, the event planner (and event marketer) is able to build in specific goals and objectives to achieve the client's measured results. Do the foot work before the event, ask specific questions of your client to determine what they hope to achieve from the event. Is the goal brand awareness, increasing brand exposure, event lead generation, or user-generated content? Measurements differ from one organization to another, with the typical form of measurement defined by organizational goals or participant goals. From the perspective of goals, companies look to engagement and conversion before deeming an event successful, and an indicator of strategic advantage. Clients may want specific outcomes based on participant's level of involvement. Some goals may include:? Accelerating and deepening relationships: Last year Brand Week (Event Marketing's Importance Increasing) reported that a survey conducted by Event View in 2009 revealed senior managers look to events to build relationships with clients. More than 53 percent of surveyed marketing executives look to event marketing to achieve a greater return-on-investment because of the opportunity to generate a deeper dive and immerse audiences into the brand through event experiences. ? Converting Participants into Ambassadors: Not an easy task for any event management team. However, building an event campaign that engages now requires targeting an audience before, during and after the event. The event campaign needs to create opportunities for the audience to participants, thereby transforming them into brand ambassadors via user-generated content, surveys and fans on a Facebook page. ? Increased Brand Exposure: Social media is on the top of everyone's list today. But understanding how it has an effect on a brand is still unfolding. For event marketers, increasing brand exposure includes developing a plan that full utilize social media. One example is using a marketing platform, like a customizable photo booth, that links to the social media, during an event to increase brand exposure and visibility of the event. Establishing expectations and incorporating goals into the event planning process, is speaking the language of the CMO.
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As event marketers and planners, we tend to focus on logistics, planning and reaching the target audience. But our clients, especially in this time of lagging economy, only hear the language of business, the ROI (return on investment) and ROO (return on objectives).
juan@keshot.com Los Angeles, USA 626 N. Genesee Ave Ste. 14 Los Angeles, CA 90036 (310) 400-6642 sales@keshot.com
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