10 MARKETING SURVIVAL TIPS FOR 2021

“2020! What a year! The meetings industry went virtual - not by choice, but by necessity. Back to the drawing board for marketing strategies, meeting design and delegate engagement - upskill fast!” This was the message which emanated from the presenters at the IAPCO webinar held on 8 December at Virtual IBTM World.

Content is King and delivery is Queen

Leverage the power of video marketing, but keep it short, engaging and straight to the point.

Know your audience. Never has it been more important to understand the target audience. How technologically savvy are they? Where are they based? What content do meeting but think carefully on how to involve them for

they value?

Create clear ‘how to’ videos and supporting FAQ documents, as part of the marketing campaign, to ensure an improved user experience.

Keep on your toes. The event cycle is much less set in days a year – be flexible, don’t be afraid to adjust if something is not working. 6. Timing! Timing! Timing! Work with the project manager online audience. Accessibility is so important to the success of the meeting.

7. Think about your marketing budget – do you need to spend differently, boost posts nearer to the event?

8. Engage ambassadors and influencers to promote the stone, adjustments to marketing will need to be made 365

successful outcomes. Perhaps consider creating an easy to use promotional toolbox.

9. Keep looking at data and analytics to discover trends as your focus on marketing your meetings in 2021.

10. What works for one meeting does not work for another.

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.