Each year most of the world’s largest organizations host annual conferences. The increase is at least somewhat attributable to younger generations who enjoy spending their dough on live events, travel and other experiences that can be shared on social media. Brands know that younger people, who often feel isolated despite being more connected than ever before, prefer live events. Marketers claim events are the most effective marketing channel. A survey of marketers conducted by Bizzabo found that most respondents said live events were the most effective marketing channel to drive key business objectives. Many of the best marketers use trade shows, user conferences, networking events, roadshows and similar events to generate leads, get closer to customers and earn media attention. Many marketers are investing serious money in live events because they increase engagement quickly and reliably. Marketers who are just starting out can access powerful event planning tools capable of measuring event performance. In a world where our use of digital modalities is bordering on dependency, live events provide brands with an opportunity to break-free from the noisy online world to connect more meaningfully with attendees. For entrepreneurs and small business leaders, live events are here to stay.
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Each year most of the world’s largest organizations host annual conferences. Dreamforce, WWDC, F8 and similar gatherings have become cornerstone events that excite brand loyalists, capture headlines and launch new products.
It’s no coincidence that Salesforce Apple, and Facebook invest serious time and money to create these large-scale events. Brands use live events because they are an excellent channel through which marketers can achieve their annual goals. Chief Marketing Officers at leading companies realize that the power of face-to-face marketing can’t be supplanted by digital tricks and tactics. In fact, millennials (the largest cohort in the American workforce) have a history of valuing experiences of things.
Live events may just be the single best channel to fuel your business growth. Here I’ll explain why that may be and how you can take advantage of events to generate more customers.
Younger people prefer live experiences.
Spending on experiences and live events has increased roughly 70 percent since 1987 according to a report by the Harris Group. The increase is at least somewhat attributable to younger generations who enjoy spending their dough on live events, travel and other experiences that can be shared on social media.
Brands know that younger people, who often feel isolated despite being more connected than ever before, prefer live events. Events give like-minded people the opportunity to form more meaningful connections, with ample opportunity to share their experience on social media.
Rather than rely solely on digital channels, B2C and B2B brands are now spending a significant amount on live events. Market research firm Frost and Sullivan found that the average B2B CMO spends the plurality of her budget on live events.