Peter Brand
Peter Brand is the founder of NewsDriver, a mobile-first storytelling platform focused on helping bring new content solutions to corporate communicators.
Four Tips to Win the Content Game at Events and Conferences
July 26, 2017
Having spent a couple of decades building and refining public relations content and targeting platforms for the event space, I’ve identified what successful exhibitors consistently do well.
While there are many reasons to participate at events, two bubble to the top: build relationships and share content. When the right content and communications plan converge for your event, you build stronger relationships from events and deliver superior ROC (Return on Content).
Here are four tips to help your organization win the content game:
1. Create content specifically for the environment where it is being consumed: Know how and where your audience is going to consume your content. If you were presenting on stage would you turn off all the lights and talk to the audience in the dark? Unlikely. During conference and trade shows, audiences are listening to panels, at exhibitor halls or at social mixers – and typically consuming content on mobile. Present your content in the right format to foster an engaging mobile experience. Don’t assume all digital formats offer the same experience. Here’s a cool example.
2. Sharing is caring: To win new relationships and keep old ones, it’s important to share valuable content. That doesn’t always mean content about you or about your products. It means content and information that is going to help the target audience. Be a thought leader; share insights and tips that will help them become more successful (get comfortable with the idea it might not directly help you right away).
3. Data targeting and segmentation: Audiences now expect to see only relevant content in their social feeds and inboxes. When your targeting is misaligned, you run the risk of alienating the people you most seek to build relationships. Segment your target audiences and design content that speaks to each segment’s interests, concerns and practice. Leverage data from the event organizer, social media, Google and PR service providers to send the right message to the right targets.
4. Year-round effort: Communicating only a few days before the show and a few days after the show isn’t enough. A consistent year-round content development and communications program will drive strong results throughout the year and during your events – ABC (Always Be Communicating).
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
Add new comment