3 Important Marketing Strategies Event Organizers Should Adopt
October 12, 2014
Trade show planning and marketing is an extremely strategic process. Organizers have to constantly evaluate current and emerging trends to stay on top of their game. While your team’s goals and promotional tactics will be defined by the unique environment of your industry, there are some key universal strategies that should always be a part of your marketing mix.
Differentiate your event
In your marketing content, always make it a point to highlight the key factors that distinguish your event from others in the same vertical. Expand the appeal of your brand by highlighting the unique value that your team is bringing to the industry and the professionals associated with it. This is the best way to forge an emotional connection with attendees and exhibitors. Organizations and professionals put a lot of emphasis on maximizing their ROI when considering which events to attend. Your marketing team needs to put a significant stress on the value that only your event can deliver to them.
Capture accurate demographics data
It is vitally important to know and understand your audiences’ roles and requirements. Your marketing and event management plans need to realistically address the aspirations of the participants. To facilitate, it is extremely important to capture accurate data on the demographics of attendees when they register for the event. This is even more crucial when seen in context of engaging young professionals and first time attendees. However, according to a recent CEIR report, despite efforts targeting young professionals, most exhibition organizers do not capture information on age when a professional registers to attend. Clearly, trade show management teams need to put better processes in place to record and analyze the demographics.
Engage participants the year round
Acquiring new customers is always more difficult and resource-intensive than keeping one’s current audience engaged. When a trade show or conference ends, it’s always advisable to stay in touch with the event participants and invite them to share feedback on what worked or did not work for them at your event. Address any reported issues and improve your next event by eliminating the root causes of those issues. Also, celebrate the successes of your exhibitors and attendees by showcasing these in your newsletters and blog posts. Most attendees are heavily influenced by the recommendations and experiences recounted by past participants in their space.
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.
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