How do we encourage marketing professionals to utilise live events?

FaceTime research was requested by the Live Events Promotion (LEP) Group members to understand the

challenges of targeting marketers in brands which aren’t currently investing in the types of live events AEO members

deliver

Big question – do we have the right model for this audience?

In association with The Marketing Academy, The Mixtalked to budget-holders across FMCG household brands, agencies consulting to FTSE100 companies as well as high-profile consultancy services.

The research was conducted by The Mixthemixlondon.com

The target audience is deemed as important because they have great content, lots of cash

and major credibility

The outcome of the research is that live events as we know it are not even on their radar

Let’s take a look at what we found out …

Who are they?

What does success mean to them?

I want to be doing brave shiny new things as part of my job

(therefore safety just isn’t going to cut it)

What do they think about events?

What do they think needs to change?

High Cost High Hassle - Sell the value, knowledge, data and creativity. Challenge the pricing model. How can you deliver their brand’s who’s who?

Flexibility - Fewer rules and regulations from the organiser & venue. They’re not interested in the standard event format.

Use marketing techniques & social media - Target their customers precisely; they

don’t want everyone.

Understand the brand – They are not interested in attendee stats, they want to have meaningful interactions and build valuable brand relationships.

One-off opportunity – if the event does not fit with a brand lifecycle and/or their individual career timelines, organisers need to consider other options. Can you offer brand value beyond the open days?

It’s all about them – think beyond transactional sales relationships. How can association with your event make them look good?

This means professional achievement is not enough for them, they need to know how working with you will help them meet their personal goals too

Event organisers, both B2B and B2C, will either already be dealing with this audience or will be

in future so what do we need to do?

There are some questions that you will need to answer to identify what the opportunity/risk is in engaging with this audience for your events

This means professional achievement is not enough for them, they need to know how working with you will help them meet their personal goals too

Event organisers, both B2B and B2C, will either already be dealing with this audience or will be in

future so what do we need to do?

There are some questions that you will need to answer to identify what the opportunity/risk is in

engaging with this audience for your events

• Do we genuinely want/need this audience to continue to be successful?

• Do we have enough time/flexibility in the team to be able to come up with creative solutions that satisfy the needs of new audiences?

• What value do we currently have for the audience – digital, data, insight, creativity, connections?

• Can we deliver value at the pace that is required by the audience?

What will AEO and the LEP Group’s FaceTime initiative be focussing on next to help you?

The big question FaceTime and AEO can help you with is: How Can You Get To Know Your Customers Better?

• The LEP Group is working on a Guide to Knowing your Customers in order to help you identify what your teams can be doing to get to know them better –available in March 2019.

• Under talent management, the AEO is delivering a Leaders of Tomorrow training programme which provides support in understanding your audience.