Newsletter Issue 17 : August 2015

DATES FOR YOUR DIARY | INTERVIEW WITH TIM HEADLEY | INDUSTRY NEWS | JOB BOARD

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Dates for your diary

Event Marketing Summit
2nd October 2015
30 Euston Square
Secure your early bird rate discount by booking before 4th September
Graduate Conference Academy
6th – 9th October 2015
Conference Golf Cup
14th October 2015
New Zealand Golf Club
London Venue Awards
16th October 2015
Emirates Stadium
Conference Summit 2015
4th December 2015
Savoy Place, IET Venues

Interview with Tim Headley, Head of Marketing at Briefing Media

Tim will be speaking at this year’s Event Marketing Summit

Content Marketing is now part of the overall value

Event companies have always used content. What’s different when we talk about content marketing today?
I think a lot of event companies are now waking up to the fact that their customers demand relevant content. Content marketing is now part of providing an overall experience and value to your audience. On the flipside a lot of companies are just not set up to produce content all year round or even to the run-up to the event. I used to work at IQPC and there we had a content production team around 5 years ago. They understood very early how important it was to produce engaging content in event marketing.  The main reason we were able to grow so quickly at Briefing Media was through quality content. One of the crucial factors in making it a success is to get your editorial staff on board and align editorial and marketing messages.

Is there a conflict between editorial standards and event marketing?
It shouldn’t be a conflict. It all comes down to your approach of staging an event. Any event should be a good event. It should address the main issues and challenges within the industry. So really your editorial team should be pretty aligned with the themes of your event.  I think it’s all about getting the teams to work together. The editorial team also profits from the event by having access to impressive line-up of speakers. It really is a win-win situation if you get the approach right.

So are events companies now becoming publishers?
Yes, in a way they are. I don’t think their primary business will ever become publishing, but they need to understand the important role content plays in supporting their event. You just have to look at the engagement rates you get from a traditional sales email, like speaker announcements or early bird rates promotion. Events companies need to give their audience what they want. And when they start producing interesting and relevant content, people start to listen and engage more. It’s as simple as that. In our experience engagement rates are three to four times higher when you follow this approach. It just adds up. If you want people to buy your product you have to showcase what you’re selling and there is no better way than doing this than with content like speaker interviews or videos. It’s about giving your audience a flavour of what the event is going to be like.

All year round engagement seems to be a new trend in the events industry. How important do you think it is to keep the conversation going throughout the year?
I’m going to be a bit controversial and say that you actually don’t need to engage your audience all year round. I think it can become quite confusing when your customers keep getting messages that are not in any way focused on the actual event. It’s all about building your content strategy around the event, which means you really want to talk a lot to them in the run-up when you have a lot of important things to say. I’m talking purely from a B2B perspective here, by the way. I just don’t believe you need to talk to your audience all the time.

Please visit our resource centre for further interviews and videos of speakers from the Event Marketing Summit.

To book places for the Event Marketing Summit and to take advantage of the early bird rate, which finishes on 4th September, contact sian@globalconferencenetwork.co.uk


INDUSTRY NEWS

Informa brushes up

Euromoney acquires 10% equity stake in Estimize

Revenues down at Informa conference division, European shake up launched

Nikkei buys FT conference business

UBM plc results for the six months ended 30 June 2015

RELX Group Interim Results 2015

Progressive Media - Acquisition of Business Information assets from Informa plc

Progessive Media - Unaudited Interim Report For The Six Months Ended 30 June 2015

 


JOB BOARD

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