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"It has been such a pleasure working with someone of your talent and professionalism. Your copy made all the difference in attracting people to our conference, and we couldn't be more grateful."

Sandy Thomas,
American Stock Exchange.

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Event Marketing

How to Brand Your Event So It Stands Out in the Industry

Conference promotion cycles are 6 to 9 months at best. In that time, you need to bring your prospects through a whole branding continuum - from awareness to action - that goes something like this:

"I've heard of that event"

"I recognize the benefits of attending that event for me and my company."

"I would consider going to that event - let me check my calendar."

"I've really got to be at that event."

"I prefer going to that event over others in my industry, plan to return next year, and will recommend this to colleagues."

So how do you accelerate the awareness-to-registration cycle?

Branding your event can make your marketing dollars go further

I recently was called in to create the campaign theme and print ad for the Financial Services Marketing Symposium. The Symposium's audience is made up primarily of senior-level marketing professionals. By talking to the event's conference producer and doing secondary research, it became clear that the major pain point for these folks right now is that they are increasingly asked to demonstrate return on investment for their marketing efforts - which is often challenging to do.

Therefore, I came up with the headline and copy for the print ad below - which became the conference theme.

Financial Services Marketing Symposium

Results:





Of course, the success of a conference promotion campaign never hinges entirely on the creative. In this case, the event had a stellar reputation for bringing in the highest level speakers in the financial services marketing industry - including Chief Marketing Officers of American Express, Citibank, Capital One, etc. And my client, Mary Long, the Director of Marketing at Source Media orchestrated a very effective event-marketing program - and full recognized the importance of branding which is why she brought in outside creative help.

Creating compelling branding takes time - and chances are, you don't have the hours to spare to develop a range of concepts. Luckily, help is only a click away - let me know your creative challenge.



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