NEWS & ARTICLES – LOOKING TO THE FUTURE
“2020! What a year! The meetings industry went virtual -
This was the message which emanated from the presenters at
not by choice, but by necessity. Back to the drawing board
the IAPCO webinar held on 8 December at Virtual IBTM World.
for marketing strategies, meeting design and delegate engagement - upskill fast!”
10 MARKETING SURVIVAL TIPS FOR 2021 1. Content is King and delivery is Queen 6. Timing! Timing! Timing! Work with the project manager
and client to ensure that the live content has an engaged
2. Leverage the power of video marketing, but keep it short,
online audience. Accessibility is so important to the
success of the meeting.
engaging and straight to the point.
3. Know your audience. Never has it been more important to 7. Think about your marketing budget – do you need to
understand the target audience. How technologically
savvy are they? Where are they based? What content do
spend differently, boost posts nearer to the event?
they value?
8. Engage ambassadors and influencers to promote the
meeting but think carefully on how to involve them for
4. Create clear ‘how to’ videos and supporting FAQ
successful outcomes. Perhaps consider creating an easy to
documents, as part of the marketing campaign, to ensure
use promotional toolbox.
an improved user experience.
9. Keep looking at data and analytics to discover trends as
5. Keep on your toes. The event cycle is much less set in
your focus on marketing your meetings in 2021.
stone, adjustments to marketing will need to be made 365
days a year – be flexible, don’t be afraid to adjust 10. What works for one meeting does not work for another.
if something is not working.
Marketing is not a one size fits all, ensure you adjust
accordingly. We are all learning as we go along in this new
meeting environment – so be kind to yourself.
SPEAKERS
MODERATOR
Magdalina Atanassova
Giulia Ineke Sarri
Olivia Galun
Marcom and Brand Manager,
Marketing Communications Specialist,
Marketing and Membership Manager,
Kenes Group
AIM Group International
IAPCO
| Dec 2020 33
