The annual event, which brings together local authorities, event professionals, entertainment agencies and suppliers, aims to educate, advise and enhance professionalism throughout the events industry.
Nick began by discussing the event and festival planning path and the essential components for consideration. The planning behind Secret Cinema’s Project Hope production was mentioned, explaining The Fair’s vital involvement in delivering health and safety management for the shows, to ensure that over 25,000 audience members were in a controlled environment. Nick also spoke about the process leading up to the delivery of the Help Harry Help Others charity ball.
Nick explained how, alongside the three key elements – organisation, communication and passion – event marketing is a significant part of the procedure. With the recent digital developments, mobile and social media marketing is something that event and festival planners cannot dismiss.
Twitter, Facebook, YouTube and Instagram all have their own individual benefits, from using hashtags to monitor conversation around events, to launching competitions and posting promotional images and behind the scenes videos. HOLI ONE festival and Birmingham Made Me Design Expo used a variety of these platforms to raise awareness and drive footfall to the events.
Event apps like Attendify are also advantageous, allowing planners access to social tools for instant content updates, social moderation, live polling and push notifications. The private social networking experience for attendees also brings increased engagement prior to and after the event or festival.
Nick concluded by talking about his knowledge on return on investment, and his experience in measuring events and experiential campaigns in an in-depth, effective way. This is done with the use of algorithms, as well as through analysing the data captured three times – immediately after the event, then 4 weeks and finally 12 weeks after the event.
The procedure involves multiplying the number of true consumers to the brand with their lifetime value, and dividing this by the cost of the event or festival, which – if the event has been successful – will result in a positive ROI.
The convention was a great opportunity to meet other event professionals and take away some interesting insights, as well as sharing our knowledge in marketing and events. If you’re looking for more information, get in touch.
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