Event organisers need to use data better, target their visitors with structured campaigns and remember that traditional marketing methods still work.
That was the message from a packed opening seminar at International Confex which started today at Olympia London.
The session from ASP chief marketing officer Nolan O’Connor, in the Olympia Theatre, looked at marketing techniques in the events world.
O’Connor looked at retargeting visitors with tailored content which responds to their needs.
“You don’t need more data, it’s about using the data you have,” he said.
He used the example of 196,000 variations of a tailored e-mail sent out by the National Home Improvement Show, which was opened by 48 per cent of people and had a 34 per cent click-through.
O’Connor also included posted invites and SMS messaging in his speech, saying that these are still vital tools but just need a little modern tweaking.
He also argued that more event organisers should use alternative methods of payment like PayPal to repsond to visitor needs.
Confex has got off to a strong start with a welcome address by MP Nick de Bois on the findings of a Parliamentary inquiry into the event industry.
A panel including Martin Christian-Kent from training body People1st and Tracy Halliwell from London & Partners discussed the industry’s response in a speech.
By Domenic Donatantonio
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