All posts by Michael Heipel Concept & Consulting

About Michael Heipel Concept & Consulting

Messe- und Kongress-Professional, Business Coach und Ideengeber für B2B Events / Trade show and conference professional, business coach and provider of ideas for B2B events

8 Essentials for Your Experiential Marketing Lead Capture Strategy

This is a guest post by Daniel Maurer, B2B Marketing Manager at eshots, Inc, based in Chicago. Thanks for the helpful advice, Daniel!

headshot“If you’re an event or experiential marketer, you know that capturing sales lead data is vital to proving the ROI of your efforts and driving sales within your organization. Experiential marketing is expensive but it’s also a vital source of qualified leads in segments with high lifetime-value customers like auto, insurance and personal finance. Follow these tips to maximize your event marketing spend and to drive a higher ROI.  Continue reading 8 Essentials for Your Experiential Marketing Lead Capture Strategy

Eventex Congress in Sofia casting its shadows

Sofia, Bulgaria is gearing up for the Eventex Congress, 25-26 February 2015.

In recent years, the event has become a truly international gathering of Eventprofs from a variety of countries. That is also reflected by the range of international speakers contributing to the event.

The congress has a two day program, day 1 focussing on event technology, day 2 on event marketing. I am happy to contribute with a presentation about event ticketing solutions to the program on 25 February. More about the content of my presentation will follow soon on this blog.  Here’s an overview of the speakers you’ll meet at Sofia.

By the way, the event has a pretty cool website, too! Check it out by clicking on the picture below.

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Look forward to meeting you in Sofia!

ICCA Congress propelled on social networks

The ICCA Congress is more like a family gathering than a typical conference. It is great to be part of this event. This year in Antalya, I had the chance to be one of the contributors as a speaker, I’ll write more about this at a later stage.

What I do find fascinating is how social channels are used by the audience to network, exchange ideas and propel the key findings that they consider interesting.

The ICCA social team, headed by Communication Strategist Mathijs Vleeming and supported by consultant Gerrit Heijkoop have designed a great campaign that resonated really well with the audience.  Here’s Mathijs explaining the overall strategy:

One element was the Twitter hashtag #RoadtoAntalya which motivated delegates to share their experiences while on the way to the Congress. Great stuff!

Continue reading ICCA Congress propelled on social networks

Content Marketing: Successful practice examples

Planning a campaign to go viral is an almost impossible thing to do. However, the campaigns that actually did go viral were without a doubt neatly planned and professionally executed.

Therefore, it does make sense to study practice examples and their success factors. An interesting compilation comes from bestmarketingdegrees.org, check it out below!

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New Facebook Advertising Network: Interesting Opportunities for Event Organizers

According to the Wall Street Journal, Facebook obviously plans to start a new advertising network to challenge Google’s dominant market position.

This new platform will be based on Facebook User IDs rather than on cookies. Advertisers will supposedly be able to place ads on Facebook AND automatically on other websites where users have logged in via their Facebook ID.

That would be a pretty smart move!

More control and reach for your FB  ad campaigns? photo credit: KOBUS 2C via photopin cc
More control and reach for your FB ad campaigns? photo credit: KOBUS 2C via photopin cc

More will obviously be revealed at the upcoming Adversing Week in New York next week.

What are the opportunities for event planners and marketeers, should this come to life?

  1. Depending on your area of activity, Facebook is already a great platform to target specific interest groups and pinpoint geographical audiences. With extended reach, the platform becomes even more interesting.
  2. The big question always was: Does Facebook only work  for B2C or just as well for B2B target groups? With extended reach, an advertiser would also get access to the B2B sites where FB users have signed in with their ID. This value proposition brings B2B target groups into the picture, assuming that a lot of people use FB login to use B2B resources, too.
  3. Tracking your conversions is a lot easier when you base it on specific user IDs rather than on cookies on various platforms. You define your target audience once, and then you see which are the best sites for conversion for those specific audiences.

Trying to reach your audiences on Facebook by organic reach alone is no longer a working strategy. Adding advertising money to the mix is clearly necessary if you want your content to be read, and your registrations to go up. The new developments of the Facebook adversiting proposition are quite promising, depending on how they will be executed and what the options for advertiser will be.

 

Event App for Zukunft Personal trade show with networking features just launched

Today, we launched the new app for the leading trade show for human resource management, HRM Expo (Zukunft Personal), taking place 14-16 October 2014 in Cologne.

Besides the event schedule (with reminder functions), the exhibitor lists and floor plans, the app has quite some interesting networking features.App_ZukunftPersonal

Users can login with their LinkedIn, Twitter or Facebook profiles, send each others private messages and contribute to a timeline in Facebook-style. Thus, attendees and exhibitors can get in touch with each other already before the show, share their impressions from the show floor and take part in quick polls inside the app.

Other nice features are that you can use the app also in offline mode, once you have finished the app download. That makes it easy to plan your trip, the exhibitors you want to meet and the sessions you want to attend while on the plane or in other locations with limited connectivity.

As I stated in one of my previous blog posts about current app usage trends, I believe it is necessary to give your target audience a good reason to download your app. Judging by the take-up that happened already on day one of the app launch, it seems we have hit the right tone.

On top of things, we managed to offset the cost by a sponsor already with the first edition.

Click here to download the app in case you want to give it a try (available for iOS and Android). The app is based on the technology by the provider Attendify.