Event Branding & Marketing

  • So you think you want a “high-energy” event? Think again.

    By Ben Moorsom I’ve been thinking a lot about the term “high energy” as it applies to events. It’s something that’s asked of us all the time. People want to build buzz; they want to get their people excited about whatever it is they’re trying to launch or promote. But I think this is a trend we need to steer away from. Let me explain. When people say “high energy” they’re talking about manufactured energy – the stuff that comes…

  • Meet, woo and win: Three words to kickstart your sales and event sponsorship

    Recently I did some binge cleaning of my office and came across an index box filled with very old business cards. On the front of the box were these three words: Meet, woo and win That’s always been a motto of mine for sales and event sponsorship. No matter what new information comes out about making a good sale, keeping a client, etc., for me, it has always gone back to those three words. Where did they come from? About…

  • How to get sustainable events working for your corporate event marketing group

    Sustainable event efforts are nice and all, but how do you get them working for you, instead of feeling like they’re just a lot of extra work? Especially if you’re a big event marketing department with diverse activities that span different cities? Intel Event Marketing has been exploring sustainable events since 2008, starting with their flagship Intel Developer Forum in San Francisco. Since this time their efforts have expanded to include 51 events in North America, Latin America, Europe and…

  • Six steps to success with your event sponsorship

    Event managers are finding it increasingly difficult to secure sponsors and to keep them engaged in providing much-needed financial and in-kind supports. Something needs to change. It is time to bury the old idea of developing one-size-fits-all programs that beautifully outline our event’s Platinum, Gold and Silver sponsorship levels. These packages are still being heavily relied upon to secure revenue to help sustain our events. There is a better way. During a panel session of sponsorship buyers at a recent…

  • Responding to trends: When popular culture influences the events industry

    At this time of the year, we have seen excellent trend reports and predictions for 2015 from media outlets, business leaders and event and technology organizations, all in easy-to-digest formats designed to move us to action. We have learned about the fabulous new Pantone Colour of the Year, Marsala, and have thought about ways we may integrate this into event designs for the year. We have moved from kale to cauliflower and are seeking recipes to incorporate chia seeds. Craft…

  • Digital fluidity and the human experience at meetings and events

    Digital fluidity – the premise that our lifestyle landscape is being forever changed by the ongoing onslaught of disruptive digital capabilities – can no longer be ignored by the meeting planning and hospitality communities. It is time to catch up or be left behind. What does being left behind look like? It is your hotel or venue not being selected because you are not optimized for search engines – traditional leisure/tourist sites and sophisticated e-RFP and site selection sites –…

  • Planner shift: Keeping up with change to create more meaningful meetings

    In a recent article, I looked at six shifts I have noticed in the past few years of planning meetings and events. This week I will look at what we can do to keep up in practical ways with these shifts and create even more meaningful meetings. Food and beverage becoming healthier and more responsive to the many allergens and dietary concerns is one shift that should be quite easy to keep up with, as convention centres and hotels throughout…

  • Business e-mail etiquette: 19 rules and helpful tips for online communications

    Despite the growing prevalence of texting, instant messaging apps and social networks in the business world, e-mail remains one of the most popular high-tech ways for modern professionals to communicate. Although over 300 billion e-mails are estimated to be sent every day, however, a surprising number of executives and entrepreneurs still struggle to grasp fundamental rules of netiquette. In the interest of enhancing interactions with clients, colleagues and customers, following are several business e-mail etiquette hints, tips and strategies to…

  • How promotional products can leave a lasting impression at corporate meetings and events

    By Ben Moorsom I think we can all recall a time when we’ve attended an event or conference and found ourselves with a pile of keepsakes and giveaways that we have absolutely no use for. While I’ll sometimes take these trinkets home and hand them over to my kids, there have been times when I’ve actually left them behind in a hotel room or tossed them into the recycling bin. I just can’t justify bringing more clutter into my home…

  • Five best email and online newsletter marketing services

    Social media is the go-to service for online marketing these days, but there’s still a lot of value in email marketing services like newsletters, flyers, advertisements and deals. Literature that’s delivered via email allows you to deliver more in-depth information than Twitter affords, and you can also customize layouts far more effectively than what’s possible with Facebook. Finally, email is still a hugely popular means of online communication. It’s not uncommon for someone to let Facebook or Twitter fall by…

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