FOCUS
MARKETING THAT MATTERS It’s no secret that meetings and events are exceptionally effective engagement tools but what makes for really impactful experiences? Meetings speaks to the experts to learn more.
A
s planners and marketers, the window to draw in audiences is miniscule, particularly in a world where resources like time and money are being spent with increasing discernment. In order to deliver campaigns that are fresh, relevant and to the point, these need to be visually appealing, as well as have substance with meaning and a rationale that is immediately apparent. This is all, however, much easier said than done and, unfortunately, a blanket strategy is risky if you are communicating to a diverse audience. And you might have to learn the hard way
6 • MEETINGS l MARCH/APRIL 2021
that you will fail in achieving outcomes that meet specific objectives, as a one-size-fit-all approach does not allow for organic growth and development, or original thinking.
COMPELLING CONTENT Content is Jon Savage’s passion and it has also translated into a career, where he is behind many content creation strategies for a number of brands. “Not to sound old but for many years, there was no such thing as a career in content but now, that’s what I do for a living,” says Jon.
In addition, Jon hosts his own successful podcast, titled What’s Your Poison?, where he tries to encourage guests to feel more like they are having a conversation with a friend rather than being interviewed. “I started What’s Your Poison? as a bit of fun in the middle of lockdown in lieu of being able to go out or see anyone,” Jon explains “I love my whiskies, so the basic idea was to just spend some time with different personalities and just talk. What happens naturally is that the whiskey, plus my silliness, takes the interviews to all sorts of weird
www.theplanner.guru
