Is event marketing too ‘Big Brother?’

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Courtesy of Olympia London.

Sharing contact information is becoming the norm but is this really necessary to target your market?

Be transparent
Data capture is everywhere, from registering for tickets to collating onsite feedback. However, it is important to remember that visitors are still sensitive about sharing their personal details. Review the messaging used during data capture to reassure visitors. State simply what the data will be used for, give an option to unsubscribe and promise (and fulfil) not to share personal information without consent.

Time to be smart
Upgrade the way you analyse data to develop your show and identify long term trends. If you have not got the specialism in-house, we’d recommend a data agency. Understand your audience through their behavioural traits to provide show content of genuine interest to prospective visitors and retain existing ones. This will help grow your show, and identify which trends to act on in the long run.

One size doesn’t fit all
Data is personal and taking a ‘send to all’ approach will result in mistrust and unsubscribes from your database. Imagine sending the same text message to your whole address book! Take care to define which segments of the market are most important to the success of your show. Whether you are tailoring invitations to exclusive show features or highlighting specific products online; only send information which is directly relevant to them.

So is marketing too ‘Big Brother’? The fact remains that you will always collate personal data but visitors will ultimately be grateful if this benefits them too. An edited showcase of relevant products and services will not only be engaging but also save time for visitors once they are on site.

ConferenceNews Guest Author

Conference News hosts great guests on its pages. Our Blog section is the collection of the best opinions in the UK and international events industry.

ConferenceNews Guest Author

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ConferenceNews Guest Author

Conference News hosts great guests on its pages. Our Blog section is the collection of the best opinions in the UK and international events industry.

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