Marketing takeaways from the AEO Forums by Alex Jones from Raccoon Events15-Feb-2022
It was amazing discussing the great work being done across marketing at the AEO Association of Event Organisers Forum as event confidence gains pace. It was great to be a speaker with Rob Nathan Tom Fisher and Ed Tranter. I also learned a lot, here were my keys takeaways;
🌱Most events are currently sitting between 50-70% of their normal attendee numbers but with green shoots and some hitting 80/90%
💻 Now is the time to re-educate exhibitors on the value of an in-person lead. They SOMETIMES don’t need busy halls, they need the right buyers.
👥Use your visitor to # of exhibitors and square meter ratios to map out what you actually need
📈 The future looks bright as we’re starting to see the bigger picture. Plural's recent market study on the UK, shows the events market returning to 2019 levels by 2024.
🎤Marketing has a voice in the board room like never before, use it well
🔑 The marketing operations role will be key, when we define roles send responsibilities
🎟 Look at your ticketing models, even a 50% conversion isn’t enough for the effort and budget spent
💰We have to question strategies of one marketeer delivering 2/3 shows a year. Is it a false economy on salary ratio? Think of all the lost year round MQLs
🏃🏼♀️A show of hands said that they are comfortable with 3 days in the office. Shout out Raccoon Events policy of accountability based not hours based.
🪐 An oldie but still a challenge. Sales and Marketing MUST work together above a weekly meeting to grow their events