THE INDUSTRY'S FIRST MARKETING STRATEGY GUIDE FOR EVENTS & MEETINGS
WHY THE GUIDE
It’s a new day for event and association meeting organizers and marketers worldwide after Covid-19 abruptly shut down the $50 billion global “build it and they will come” B2B in-person marketplace industry in 2020. Organizers dramatically recast their business models and pivoted from in-person time & place sales and service, to live streaming and digital-on-demand (DOD) sales and service.
After 150+ prosperous years, the modern-day intertwined B2B ecosystem fell apart. Organizers swapped high-margin in-person visitors for lower-margin live streaming and DOD (digital on demand) platform viewers. But platforms are simply content distribution channels, not a marketing strategy with tactics designed to raise expectations and achieve desired outcomes of expanded reach, earned media, engagement, registration and sustained profitable growth.
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Traditional in-person event marketing strategy and tactics are less effective for streaming events. And driving a profitable future for all-digital events remains uncertain. Gary Shapiro, Chief Executive Consumer Technology Association, said as much to the Wall Street Journal on day one of the first all-digital CES 2021, January 11, saying, “What do we do if it doesn’t work?”
Large in-person B2B gatherings may see a slow return to prominence in the 2020s. Short-term, streaming events must continue to improve their online experience for stakeholders. At the same time, marketers must reinvent and adapt marketing strategy and tactics to achieve the desired outcomes of expanded reach, earned media, engagement, registration and sustained profitable growth.
One actionable solution is to adopt Hollywood’s effective product marketing strategy and tactic for telling interesting stories that attract paid streaming and DOD audiences to their films. Think Disney+. Event marketers can learn this practical skill set when they download the industry’s first Marketing Strategy Guide for Event & Meeting Stories That Sell. The Guide is the first definitive playbook written specifically for B2B event and association meeting marketers by SegMark Solutions. Follow the Guide and watch your event and meeting marketing stories get noticed more and sell more.
Until in-person “build it and they will come” events return to prominence, streaming live and DOD events can grow and profit through the uncertainty by taking advantage of the industry’s first Marketing Strategy Guide for Event & Meeting Stories That Sell.
WHAT’S INCLUDED IN THE GUIDE
The guide provides the definitive framework and process designed to help marketers make their streaming events more competitive by adopting Hollywood’s marketing strategy for telling interesting stories about their interesting streaming productions. Think Disney+ and Netflix.
What’s Included: 14 marketing strategy Steps in 4 phases, 15 Tables of useful data and trends. Each Step includes two narrative lessons: “What It Is” and “Why It Matters”. The end-to-end framework includes PEST Analysis, SWOT Analysis, Marketing Audit KPIs, Competitive Landscape, Strategic Intent, Positioning, Value Proposition, Brand Essence, 7 Basic Hollywood Event Plots, SEO Keywords and Phrases, Media Plan, and Measurement. To help the marketer get started, Step 1 has been completed. The March 2021 PEST Analysis (Political, Economic, Socio-Cultural, Technological) is included as a Free bonus.
HOW TO PURCHASE THE GUIDE
The Guide is the marketers go-to resource and creative springboard for the creation of stories that communicate, amplify the value proposition and sell. The Guide can be purchased below.
Phone Consults Available to Review Guide Steps Upon Request
1- hour and 2-hour phone consults with analyst
o 1hr: Review importance of each Step in the process as it relates to achieving the desired outcomes for the event or meeting.
o 2hrs: Evaluate and discuss marketer’s completed Steps, with suggestions and ideas to help improve streaming event and meeting marketing effectiveness. (Rates on request)
PHASE 1 STEPS: INVESTIGATIVE
1. PEST Environment Analysis (Political, Economic, Socio-cultural, Technological)
2. Marketing KPI Diagnosis (Audit of Key Performance Indicators)
3. Competitive Landscape Analysis for Competitive Advantage (Know Your Competitors Better Than They Know You)
4. Alternative Attention Distractors (Disregard Them and Your Event or Meeting Could Be at Risk)
PHASE 2 STEPS: ARTICULATIVE
5. SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)
6. Strategic Intent (For Internal Communication)
7. Brand Positioning (Takes Place in the Mind)
8. Value Proposition (External Communication of How Customer Needs and Wants are Satisfied)
9. Brand Essence (In Five Ideas or Less)
PHASE 3 STEPS: CREATIVE DEVELOPMENT AND DISTRIBUTION
10. Desired Outcomes (Offensive and Defensive)
11. Hollywood’s 7 Basic Story Plots (Adapted for Interesting Event Storytelling)
12. SEO (Keywords and Keyword Phrases to Drive Earned Media and Traffic to Web)
13. Media Plan (Exploit the Most Effective Communication Medium First Before Adding a Second)
PHASE 4 STEPS: ONGOING CAMPAIGN ASSESSMENT
14. Measured Media Optimization (What Gets Measured Gets Managed)
FREE Bonus with purchase: Event and meeting Example PEST Analysis
The Guide is the first definitive playbook written specifically for B2B event and association meeting marketers by SegMark Solutions.