Advancements continue to be made in the world of marketing technology, but this trend has coincided with an increase in the value placed on in-person events. Natasha Colwell-Lyons, head of institutional events and engagement, Louise Doyle, co-founder and CEO of Needi and Robin Lynch, head of marketing channels at JP Morgan discussed how get the most out of an in-person event.
“It used to be you would pay to go to an event, a team would attend and that was the end of it but now budget restraints have meant that you really need to justify why it’s worth attending an event in-person. Events make up the largest portion of our marketing budget but that doesn’t mean we can spend it however we want,” Colwell-Lyons said.
Lynch added that any in-person event requires a significant investment of time and money from the company due to the preparations that need to be done in the lead up to the event and the follow-up required after it is over.
What makes an event worth attending?
Doyle noted that the preparation before an event is crucial to getting your money’s worth in the moment. “Make sure you have meetings booked with people you want to speak to while you’re there.”
Colwell-Lyons added that you need to be selective with whatever budget you have allocated to event sponsorships and attendance. “Talk with your leadership team about your priorities for the year and which events will create the most value for you,” she said.
Lynch agreed that targeted marketing within an in-person event is key to getting your message across. “If you can be very selective and specific about what you’re doing then it gives people a feeling of exclusivity which can go a long way.”
Are in-person events better than online?
Across the panel, participants agreed that in-person events are more valuable from a marketing perspective. Colwell-Lyons said that online webinars had a very specific use-case. “An online webinar is helpful if you are trying to target multiple time-zones at once and you need to have a global reach, but otherwise I would always prefer an in-person event.”
Doyle added that having a stand at an event with physical items to give out can make a huge difference. “It’s very tangible to give someone something that can hold in their hand with your branding on it, it goes a long way.”