Trend 1
The power of relevant content
In the race for relevance, unique and engaging content is the golden ticket.
With digital noise coming from all corners, your audience is likely overwhelmed – it’s a challenge to get your event content noticed. You know that you need to stand out from the crowd with tailored messaging that resonates directly with your target demographic. New tools are available that allow you to do just that.
The mantra for your event marketing content? Be unique. Be relevant.
One thing is clear in today’s saturated marketplace – ordinary content simply won’t cut it. If your event mirrors your competitors’ events, how will your audience spot your sparkle? A solution lies in creating personalized content that makes a lasting impression and resonates with your audience. Asking attendees for for input on what they want to learn about before event planning even begins is a great place to start. By weaving a narrative that resonates with their personal experiences and values through user-generated content and targeted speaker selection, you can open the door for a deeper connection, increasing engagement and making a lasting impression.
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Personalization is key and AI is changing the game.
Marketers are using generative AI tools to produce ideas for campaigns and events that will resonate with diverse audiences. Interviewees told us they're also leveraging these tools to analyze customer data, create personalized messaging, optimize content and campaign cadence, and ensure effective outreach. In the world of events, we're all looking into ways to transform the once time-consuming processes and do more with less resources.
With generative AI tools, the possibilities are shockingly endless when it comes to crafting and tailoring content for: event theme ideation, event agendas, promotional emails, speaker bios, landing page content, surveys to capture attendee insights, teasers and promotional videos, sponsorship decks, blogs and PR, moderator questions, custom set designs, post-event summary reports, and social media posts, to name a few.
Our survey findings reveal that social media is the priority channel for 39% of marketers to reach their target audience with event promotions. This emphasizes the crucial role generative AI tools can play to create and optimize messaging on social networks. These ideas are the tip of the iceberg, but let's not forget the power of actual human marketing. While AI can automate repetitive tasks and streamline processes, the creative spark and emotional connection that humans bring to the table remain invaluable.
“The magic happens when we blend AI's efficiency with human creativity, leading to innovative and unforgettable event experiences that truly stand out,” says Ariana Reed, Director of Global Strategic Partnerships (Technology) at Amex GBT M&E. “AI should be considered as an integration into the current workflow, improving ideation and productivity, but not replacing it.”
The goal? Deliver captivating content that lingers.
The truth we all know: the lasting impression of an event often hinges on the emotions and thoughts it evokes. To achieve this, creative marketers we spoke to are embracing cutting-edge technologies to elevate the way content is presented. Some examples mentioned included asking venues to provide a stage set in the round or adding a catwalk to encourage speakers to interact front and center with attendees.
Advances in LED technology (have you seen the Sphere?) mean it could be possible to use a 50-metre curved screen as a stage backdrop rather than the standard flat rectangle, to maximize the impact of video content. Integrating virtual reality and other immersive technologies takes storytelling a step further, and narratives can become experiences that audiences carry in their memory long after the event.
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"Investing in partnerships with creative agencies adds significant value,” mentioned Ross Purdy, General Manager of Brand & Communications at Akaysha Energy. “They are key for creating content formats that stand out and leave that lasting impression. My advice? Trust and be inspired by them, inspire each other, share ideas, and encourage collaboration. I believe that's a good recipe for success."
Experts say:
"Of all the marketing channels, live events can have the greatest impact. When attendees feel they are part of the event's content, the event's impact can be fully maximized."
Eduardo Garcia Huerta, Creative Director, Amex GBT Meetings & Events
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