Newsletter Issue 18: September 2015


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Dates for your diary

Event Marketing Summit
2nd October 2015
30 Euston Square
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
IET London : Savoy Place

Interview with Peter Komornik - Co-founder and CEO of


Word-of-Mouth-Marketing still works

“Event evangelism” is still one of the most powerful marketing tools for organisers according to entrepreneur Peter Komornik. He also makes a case for keeping the event community engaged throughout the year with competitions and strategic content marketing campaigns.

We caught up with Peter who is Co-founder and CEO of the audience engagement tool and one of the sponsors of the Event Marketing Summit this year. Peter spent 5 years working for tech giants like Samsung and Google before starting as a teaching tool enabling students to provide instant feedback to lecturers.

Over the past three years the team developed the platform into an audience interaction tool for events with integrated real-time questions and live polling. Here Peter talks about his view on the future of event marketing.

How do your clients use
One of the conferences that takes the audience engagement to the next level is the SaaStr Annual Conference that I attended this year in San Francisco.

Realising the general unpopularity of one-way presentations, the SaaStr Annual Conference ditched presentations altogether and instead conducted on-stage interviews with their guests. No “death-by-powerpoint”, rather hands-on sessions that taught attendees actionable tips.

Another shining example is the Lost Lectures, the underground series that hosts enchanting talks in secret locations. The organizers re-imagine the lecture concept by taking attendees from ordinary corporate and academic environments and bringing them into secret hideouts.

Previous secret locations ranged from the historic ‘StummfilmKino Delphi’ in Berlin to an abandoned theatre in London that had been closed to the public for over 65 years.

Apart from, what new event marketing tech has caught your attention as being particularly cool?
Audience live-streaming services such as Periscope and Meerkat have the potential to transform event marketing as we know it. At a regular conference, you can now turn your 200 delegates into live broadcasters that are able share event content with their followers in real-time. Paired with the FOMO (fear of missing out), personal live-streaming can become one of the most powerful marketing tools for event marketers.


Which event marketing trends do you think are the most exciting?
It’s exciting to see event marketers using content marketing holistically in order to educate, build the event community and ultimately drive the attendance. Event brands such as Social Media Week or the 99U Conference are among many that have managed to build successful blogs, keeping their communities engaged with stellar content, not only during the days when the actual event takes place, but for the entire year.

Where do you think the event marketing industry is going next?
With the overwhelming amount of content available on the Internet, people don’t need to attend events for the sake of acquiring new knowledge anymore. They can simply watch a video or read an article at their own convenience, potentially saving a considerable amount of money. This shakes up the whole conference paradigm. Now interaction and experience are becoming the most sought-after commodity and the reason why people attend events.

Therefore, I believe the dynamic of events and conferences will keep on changing; from passive reception to active engagement. Attendees will become participants, as event organizers will continue providing audiences with event tech tools for active participation. As a result, the participants will be co-creating their own event experience.

Any top tips for event marketers?
Startups are always experimenting with new ways to grow their businesses. Here are three hacks event marketers could get inspired by.

1. Event evangelism
Word-of-Mouth Marketing (WOMM) still works. According to recent research by Nielsen, 92% of consumers trust recommendations from their friends and family members above all other forms of advertising. Happy attendees are potentially your best evangelists.

2. Building a brand community
The Pioneers Festival builds the multi-national community throughout the year by organizing the Pioneers pitching competitions with local tech startups across European countries.

3. Strategic Content Marketing
When not busy organising the conference, the 99U team runs a successful blog where they share insights on creativity and productivity and thus keep their event community engaged.

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

To book places at the Event Marketing Summit which is taking place on 2nd October 2015, contact

The Graduate Conference Academy 6 – 9 October

The Graduate Conference Academy provides free, intensive training in conference production and marketing, to a rigorously selected group of graduates from top universities. In addition to the training, graduates have guest presentations from industry professionals and work in groups on conference projects. The projects are presented at the end of the week, if you would like to attend these presentations or are looking for graduates who are trained, committed to a career in conferences and who will be productive from the outset please contact



Incisive Media sells AVCJ and Unquote to Mergermarket

The Brewery sees summer revenue increase by 159 per cent

UBM PR Newswire sale could signal more conference acquisitions

Bett and Microsoft sign global deal to collaborate on events content

Top Right Group lines up investment bankers to lead £1bn float

AUMA report ranks top exhibition organisers


For more information about GCN Talent see:

Senior Marketing Manager – Conferences - £50K base plus benefits – Sydney, Australia

Show Director (German Speaking) – £50-£60K base –up to 90K OTE – London

Head of European Events - £Competitive plus bonus – Surrey

Show Director, Technology Exhibition –£50-£60K base – up to £90K OTE – London

Business Development Manager, Environmental Events - £27-£32K base £70K OTE – London

Event Producer, Agricultural Industry - £30K base £37K OTE – London

Head of Content, Telecoms Events - £45K base – up to £60K OTE – London

Senior Conference Producer, Energy Sector – up to £35K base plus profit share – London

Sponsorship Sales Manager – International Energy Events - £35K base £55K OTE – London

If you’re a recruiter looking for help with a particular vacancy or recruitment campaign, please call us on +44 (0)20 8123 5805 or email and we’ll be delighted to discuss your requirements and how we can help.