Experts Cite Influencers and Data as Top Event Marketing Trends in 2019
January 2, 2019
Know your audience and your industry’s influencers well. That’s the advice event marketing experts have for event organizers in 2019. They predict that the trends of data and influencer marketing will continue to have a strong impact on drawing attendees to events. They also say that these tools will be required to cut through the clutter and reach audiences with valuable brand messages.
Sam Lippman, president of Lippman Connects, says that influencer marketing will be essential for organizers to draw attendees to their events and that event marketers will invest more human capital to acquire attendees.
“In 2019, event marketers will encourage their bosses, volunteers and partners to invite their circle of friends to join them at select events,” he said. “This personal outreach from industry rock stars will break through the ever-increasing clutter and attract quality attendees to events.”
Nick Borelli, president and strategist at Borelli Strategies, agrees that influencer marketing is poised to make a big impact on live events in 2019.
“As adblockers continue to be adopted, GDPR keeping spam away and social media algorithms weeding out brand content, it’s never been a better time to leverage the power of your event’s biggest influencers to help increase ticket sales,” he said.
Borelli added that micro influencers within an industry can be a crucial element of a show’s growth and that systems exist that event organizers can take advantage of to achieve a successful influencer marketing campaign.
Kimberly Hardcastle-Geddes, president of mdg, sees data use that allows event organizers to be more agile as a top trend next year.
“In 2019, agile marketing will be the name of the game,” she said.
Hardcastle-Geddes points out that enhanced data and testing capabilities allow event organizers to see what is working and what is not working in real time.
“Savvy marketers are adapting their systems, processes, technologies and organizational structures to improve predictability and reaction speed,” she explained. “Terms like sprints, scrum, stand up meetings, agile will be more than sexy buzzwords in 2019, they will make up the vernacular that describe how event marketing gets done.”
Borelli says there will be an increase in the importance of attendee personas based on rich marketing and experience data.
“With an increased pressure from stakeholders to deliver tangible results from live experiences, deeper understandings of behaviors are required,” Borelli said.
He added, “The larger event firms are investing more and more in purpose-driven data collection to better understand and empathize with the needs of attendees.”
It’s not enough to collect data. Using that data to know audiences inside and out and tapping into the power of the influencers within an industry will be crucial as events tackle the tough challenges of cutting through the clutter to reach audiences and create memorable experiences in 2019.
Don’t miss any event news! Sign up for any (or all) of our e-newsletters HERE & engage with us on Twitter, Facebook, LinkedIn & Instagram!
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
Add new comment