Newsletter Issue 25: May 2016

DATES FOR YOUR DIARY| TECHNOLOGY FOCUS | KEEP YOUR MESSAGES CLEAR, SIMPLE AND PUNCHY | INDUSTRY NEWS | JOB BOARD

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Venue Summit
13th May 2016
The Brewery
Association Event Directors Dinner
13th June 2016
CEO Event Dinner
22nd June 2016
Conference Awards
1st July 2016
Tobacco Dock
London Venue Awards
14th October 2016
The Emirates Stadium
Event Marketing Summit
7th October 2016
   

INDUSTRY LEADERS DISCUSS HOW TO MAKE BEST USE OF NEW TECHNOLOGY

We spoke to industry leaders, Ben Wood, Group Marketing Director, Incisive Media, Dorothee Archambault, Event Director, Haymarket, Richard Pope, Managing Director, Sigaria and Nigel Clear, Commercial Director, Elsevier to find out what they think is most important about the latest event technology.


“KEEP YOUR MESSAGES CLEAR, SIMPLE AND PUNCHY”

Interview with Amanda Wrathall, Sales & Marketing Director at EICC

The Edinburgh International Conference Centre (EICC) has recently undergone a major repositioning exercise. We spoke to Sales & Marketing Director Amanda Wrathall ahead of the upcoming Venue Summit, where she will present a detailed case study. She told us about how content and social media played an important role in their marketing campaign.

Question: How did the EICC reposition itself in the market?
Amanda Wrathall: The key part of our repositioning exercise was the development of a five-stage campaign, which was emailed out weekly to our association clients. The campaign used a different style of images and messages than we would have usually associated with the conference centre. We chose this route to stand out from the crowd – something different than what our clients would normally expect from venue marketing material. The message was equally important and we used the opportunity to dispel preconceptions of the EICC being a venue which only hosts large-scale conferences with high-end budgets. The results have been really positive with an open rates over 25% and 7% higher than our more traditional digital marketing.

Q: Is content marketing relevant to venue operators?
AW: Yes, content marketing is definitely relevant to EICC. We have a digital magazine which we produce three times a year. This medium allows us to communicate in a compelling way by featuring client case studies, destination stories and behind-the-scenes features about running events at EICC. The case studies in particular are an effective way for us to give an insight into the incredible events that we deliver at the EICC every day for our clients and an in-depth destination message, to convey Edinburgh’s beauty, culture and heritage, is really beneficial in attracting international events whilst sharing content that could be useful to organisers no matter where they host their events.

Q: What are the main lessons you learned in using social media?
AW: Keep your messages really clear, simple and punchy. In the world of social media long or unclear messages will simply be over-looked. Images tend to get the highest level of engagement, so keep the message short and use impactful visuals that your followers will want to share or like. People love to share interesting and intelligent content as it reflects well on themselves. Frequency is also important – so keep on sharing interesting articles, images and opinions and you shall see your followers grow.

Q: What are the main challenges going forward for EICC?
AW: We’re a positive bunch here so we prefer to look at challenges as opportunities! We have set our sights on the EICC being best-of-class against international competition. We will be focussing over the next few years on investing in our people and technology to ensure we remain at the forefront of the industry. To be a world class business you need world class ambition and this ambition needs to be shared across the organisation. Our team and its commitment to the highest levels of customer service continue to be the EICC’s greatest asset.


INDUSTRY NEWS

Q&A with Caron Bradshaw on successful association leadership

BVEP patners put their views on Britain in or out of Europe

Mark Shashoua to replace Russell Taylor as CEO of ITE Group

Cvent CEO set to make $164M following company’s sale

Informa publishes 2015 Sustainability Report

Euromoney Institutional Investor PLC announces the disposal of its energy publishing businesses


JOB BOARD

GCN Talent’s ‘Movers and Shakers’

GCN Talent is the recruitment arm of the Global Conference Network. We work with a wide variety of clients in the B2B conference, exhibition and live events sectors. GCN Talent’s ‘Movers and Shakers’ will feature some of our key placements month by month.

Rob Porter, formerly Portfolio Manager with Reed Business Information, will be joining Waterfront Conferences as their new Head of Conferences. Waterfront Conference Company is a rapidly growing, London-based provider of conferences, events and training and are part of the wider communications group, Freshwater. Rob says ‘Waterfront has some great events with enormous potential and I'm really looking forward to leading and growing the conference business’. We wish him well when he starts in May.

If you would like to talk to us about current recruitment needs – or you are a candidate looking for a fresh opportunity – please call Kevin Hosier on 020 8123 5805 kevin@gcntalent.com or visit our website at www.gcntalent.com

For more information about GCN Talent see: www.gcntalent.com

Head of Research and Content, Business Events - Major Media Group, £70K base plus bonus, London

Sponsorship Manager, Business Events – Major Media Group, £50K plus commission, London

Head of Content – Leading National/International Trade Show – c. £55K plus bonus, London

Key Account Director – B2B Publisher/Event Organiser - £40-£60K DOE plus commission, London

Senior Conference Producer – Not-for-Profit Organisation - £28-£33K, London

Group Talent Acquisition Partner – B2B Media/Events Group – up to £50K DOE plus commission, London

Business Development Manager – Conferences - £35-£45K base, £80K OTE, London

Senior Conference Producer/Analyst – Market Research and Events, £30-£40K, London

Business Development Manager – Technology Events £35-£45K plus £20K OTE, London