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Event Marketing Trends

The event industry is in a constant state of evolution and as such, pioneering strategies and concepts that are as successful as they are original is no easy task. The past few years has seen the rise—and proliferation—of social media and new tech tools, increased attention paid to engagement and new market segments, eco-friendly measures and sustainability, and bigger demands from event sponsors. Here are the trends event marketers are looking at right now.

Story Making: Turning Passive Customers Into Active Storytellers

At the Event Innovation Forum in New York, Khaleed Juma explored how event and meeting professionals can turn audiences into content creators.

From the Editors Posted January 4, 2016, 7:15 AM EST

The Latest Event Trend? Silence

From movie screenings to mass meditations, crowds are growing more and more quiet—in a good way.

Event Intelligence Posted August 28, 2015, 7:15 AM EDT

Design Thinking for the 21st Century Event

IDEO partner Fred Dust explained that innovation in designing live experiences means more than just using the latest gadget.

From the Editors Posted August 20, 2015, 7:30 AM EDT

How Nostalgia Marketing Is Affecting Event Trends

As marketers seize on references to '80s and '90s pop culture, event producers are doing the same.

Event Intelligence Posted July 16, 2015, 7:15 AM EDT

How to Create More Diversity at Events

Planners and industry professionals weigh in on the topic of diversity, why it's important, and how to foster it at events.

Readers' Forum Posted July 9, 2015, 7:00 AM EDT


Social Media & New Technology

Social media is now one of the most important tools planners and marketers can use to disseminate information about events, interact with attendees, solicit feedback, and create year-round engagement with a target audience. Additionally, new apps and emerging technology have made it easier for event and meeting planners to extend the life of their gatherings and even measure return on investment.

Our archive of social media stories can be found here; the coverage of new event and meeting technology, here.


Building Engagement

Social media may be the most popular tool to engage customers right now, but event and meeting professionals are looking at additional ways to build buzz, interaction, and loyalty from the constituents of their gatherings.

5 Things to Consider When Planning Meetings During the Off-Season

Many hotels and resorts boast discounts and fewer crowds during their slow times, allowing event and meeting professionals to get more bang for their buck.

Event Intelligence Posted January 13, 2016, 7:15 AM EST

Scott Stratten’s 10 Tips for "Un-Marketing"

At his talk for P.C.M.A.'s Convening Leaders conference, the author and marketing guru shared simple strategies to develop a positive relationship with customers.

Event Intelligence Posted January 13, 2015, 7:00 AM EST

The 4 Ps of Effective Event Marketing

Microsoft’s events chief shared his strategies for creating a positive experience for attendees.

News Posted April 10, 2014, 7:30 AM EDT

Marketing Expert Seth Godin Discusses What Makes an Event Worthwhile

The renowned blogger, author, speaker, and entrepreneur shares how to create authentic engagement and the value of taking risks.

Readers' Forum Posted November 11, 2013, 7:30 AM EST


Event Sponsorship

Gone—long gone—are the days when sponsors and event hosts were content to bathe a party space in logos and consider their work done. Increasingly innovative experiential marketing, new and expanding digital platforms, and stiffer competition for sponsor dollars have given rise to a savvy set of decision makers—at brands and event hosts alike—who intend to elevate sponsors’ return on investment and build symbiotic partnerships.

Our archive of articles about integrating sponsors and selling event sponsorship can be found here.


Measuring R.O.I.

The effects of the recession remain—marketers and planners are more accountable to high-level management for every dollar spent, which makes proving return on investment (otherwise known as R.O.I.) increasingly important.

Our archive of coverage related to event R.O.I. can be found here.