The Best Event Marketing Strategies

If you are willing to know some of the best event marketing methods, you might search up the internet and know the entire ifs and buts of event marketing and management, but it’s better to understand the experiences first. When it comes to marketing tips for events, you don’t need to follow the old rules that are no longer applied but should go out to search for better experiences to work for your event.

As we all know, with the grace of social media, marketing and promotional side of event is already taken good care of, making it much more easy and convenient to circulate the information to all. You need to keep a check that your event should reach to the right people at the right time so as to make sure you have utmost registration and participation.

So in case you are about to plan your next event, here are some rules and guidelines that can work wonders for you:

-Try to think a step ahead of everyone. The best marketing strategy that all the event management companies should do is to plan ahead. If you are not having a year to get started, a few months of planning can also make a huge difference. You can make an effective use of this time and make the best editorial and promotion for your event.

-You need to establish your social standing to the public. If you want to stand out with the event, you need to make sure to have enough audience in your event. Not only the audience that are going to turn up at your event, you need to make sure it generates enough testimonials, videos, subscribers so that the world can be an audience for you.

-You can blog about it because content speaks more than anything and creating a blog regarding the focus of the event will attract traffic and generate new registrations. The blog basically presents a focus on the event and discusses the purpose, educational aspects and main objective behind that event.

-Make sure to limelight all the associates and the sponsors of the event. It makes a great impression on the audience as well as the sponsors of the event if you put the spotlight on them and make people aware of their contribution. This can ensure long term contract with the sponsors and can make effective links.

-Experiential marketing focuses more on ads and circulate them on social media for better publicity and advertisement. We have social media like Facebook, Twitter and LinkedIn that present reasonable ways to get in touch with targeted audience. Experiential marketing companies are expert in these methods.

-If you follow the tips for perfect event marketing, it equals to a job that’s done perfectly. If you are not certain about where to begin and how to coordinate things at the same time, you need to get some expert guidance and get in touch with the event marketing companies for guaranteed success. You just need to have faith on these tips and the courage to follow them well.

Top 7 Ways to Trigger B2B Content Marketing Strategy

In today’s highly competitive and expanding global marketplace, the need to have a strong B2B marketing strategy is certainly high. With the increasing impact of digital content and properties on B2B decision-makers’, it becomes necessary for your brand to frame a B2B marketing strategy that addresses both traditional and new emerging opportunities. Developing a B2B marketing strategy is very important, but it is not a cake walk.

Although companies and marketing departments are serious about their content marketing initiatives and are even spending a large part of their marketing budget on it but still, their campaigns are failing. In spite of having a dedicated content marketing team, companies are unable to achieve their targets. Here comes the question why?

Lack of a proper strategy is perhaps the factor driving marketers away from success. So, before you start creating content, you must understand the following seven essential elements of a successful marketing strategy.

Clarity in Objective

Before opting for content marketing, you must be clear about the goal you want to achieve through it. When you are investing in content marketing, you should have the knowledge that how it can benefit your business. But surprisingly most of the companies have no clear objective for choosing content marketing? Blindly running after the current trends without thinking the fact that whether those are relevant to the business or not is quite common in the industry. Such carelessness is a big no in the marketing field. Having objectives from the beginning of your strategy is crucial for success. If the base is not clear then, all your efforts are bound to go in vain.

Know Your Target Audience

Most of the content marketing campaigns fail because of its inability to address issues that the targeted audiences are concerned about. It is necessary to know the targeted audience very well before creating the content for them, like understanding what information they are looking for, what services they need, etc. Creating a general content targeting different audience together won’t fetch you success. You have to give individual attention to one client at a time so that you are well aware of their requirements and hence can easily make them happy by creating content keeping in mind what they want.

For creating content that appropriately fits with your buyers needs, you need to learn their motivations, pain points, and role in the buying process. Also, you need to know where along their buyer journey, they are most likely to get stuck and what assistance and information can be provided to help them with a solution and take them forward in their business.

Creating Buyer Persona

The way to know your target audience better is to create buyer personas which are imaginary profiles of your potential buyers. Such profiles are based on factors like age, gender, language, interests, income bracket, general preferences, and social values. To determine the issues of your prospects and help them with the kind of content that can address those problems in detail, buyer personas are very effective and useful.

To build buyer personas, you can take real life examples of people who have previously bought from you or who you believe would fit well as your customers.

Clear Conversion Goals

All your marketing efforts are directed towards turning target buyers into paying customers. So, it is mandatory for you to frame content strategy around a set of smaller conversion goals that can offer you some assistance with tracking and measure the execution of your content throughout the buyer’s journey.

Setting conversion goals appropriate for each stage of the buyer’s journey you are targeting at is what you have to work on.

Be Communicative

Once you know what your target audience requires, the next thing you can do is start communicating with them, compelling them to consume your content offerings. When you go ahead with developing a strategy for contact, you should keep in mind few important things like considering the buyer and their context when selecting a method of contact, effective method of contact, less expensive forms of contact and finally make efficient use of various vehicles, programs, and points of contact that falls within your reach.

Emails, phone calls, text messages, or tweets are all effective mediums for you to contact potential buyers easily. On the other hand, if you are lucky enough then there are chances that the prospects themselves initiate the first step of communication by reaching out to you after coming across your business through search engine queries, online forums, or advertisements. You can even reach out to the prospects though third parties like their fellow consumers, friends, colleagues, or industry analysts who can advertise on your behalf.

Keep Improving

While framing your content strategy, you should properly understand how relevant can your strategies and prospects be keeping in mind the clients in the industry. To make your B2B marketing effective, you have to constantly keep on improving your strategy according to the requirements around. Measurement and analytics will provide visibility and highlight critical gaps in your marketing program and performance, helping you to better align your B2B marketing strategy with industry benchmarks and the demands of the marketplace.

Produce More Content and Better Align it

One of the major concerns for you to worry about while developing a content strategy is how to produce enough content sufficient to satisfy buyer’s appetite. In addition to the challenge of developing more content, you will also have to face the hurdle of aligning the ever growing content accordingly. And to meet the demand, the best way is to build a plan for repurposing, repackaging, and recycling the content already in use.

To develop a perfect content marketing strategy, you need to align the contextual understanding of your buyers and their journey with your conversion goals, the points of contact you are going to use to deliver your content, and the actual content you are going to create. A track on all these different aspects can be kept by repurposing the huge content stuff like eBooks, documents, and whitepapers into a shorter form like that of articles and blogs.

By aligning the different aspects of your content marketing strategy and making them work together, you can provide your leads with the information they want at the right time.

Gear up!

Now, when you know your keys to a successful content marketing strategy, then what are you waiting for? Get started with following these tips and turn your campaigns into leads, giving real value to your business.

What Can Twinkies Teach Product Managers About New Markets

So how do you feel about the snack foods made by the Hostess company: Twinkies, Ho Hos, Ding Dongs, etc.? I must confess that these days I get a little overwhelmed when I think about just how rich they are; however, in my childhood I suspect that I ate more than my fair share! The Hostess company has had a rough few years, but now they are back. Their product managers have the task of trying to figure out where the company needs to go now.

The Fall And Rise Of Hostess

You would think that a company that makes foods that we all love to eat would never have any financial problems. However, you’d be wrong. The Hostess company fell in to some very serious financial problems back in 2013 and ended up being bought out by a private equity firm. At the time Hostess employed 19,000 workers and ran a large number of bakeries that were spread all over the place. It was an inefficient and poorly run company.

Its new owners started things out by shutting everything down and dismissing all of the company’s employees. They then restructured how they wanted to go about making Hostess products. The company now operates three bakeries which are located in Indianapolis, IN; Columbus, GA; and Emporia, KS. Everything that they make is then shipped to a central warehouse that is located in Chicago, IL.

The new Hostess now employees only 1,000 workers They have been able to grow their sales volume back to just about where it used to be at US$1.3B. Hostess today sells only Twinkies, Ho Hos, and other snack foods. The old Hostess sold other lines that were purchased by other companies when Hostess was sold. The product managers at the company have been very successful in getting their products into new locations that they’ve never been in before such as Carl Jr’s restaurants and movie theaters.

Next Steps For Hostess

The Hostess product managers have been thinking about what they can do next. Sure, bringing the company back from the edge is good, but now what? They need to find new markets and rethink their product development definition so that this company can enter them in order to continue to grow the bottom line. They have a very clear idea of what the company does – they are a baker. Now the only real question that they are facing is just exactly what should they add to the line of products that they are baking?

It turns out that the Hostess customers had the answer. When Hostess took surveys of their customers, what they discovered is that their customers thought that they had a bread product. Hostess has never created a Hostess-branded bread. However, the customer is never wrong, right? When Hostess talked with their convenience and drug store customers about providing them with bread, they got a lot of interest. The reason was because these customers wanted one brand to provide them with both bread and other baked goods. They currently were not getting very good service from their local bread companies because these stores don’t sell a lot of bread and so it’s hard for bread company drivers to justify making a stop at them. If the Hostess product managers can meet this need, then they’ll have something to put on their product manager resume.

The product managers studied the market for bread. Currently the major bread companies provide direct-to-store deliveries of their bread and their drivers then stock it on the store’s shelves. The Hostess product managers decided to do things differently. The first thing that they got rid of was the direct to store model. Instead, they now bake the bread in their three bakeries and ship it to their warehouse in Chicago. In the warehouse, the bread is then bundled with each retailer’s full order of the complete line of Hostess products. This complete package is then sent to the retailer’s distribution center to then be sent to individual stores. One key advantage of the Hostess product is that it is replacing frozen bread and it does not have to be thawed before being put on display.

What All Of This Means For You

The product managers at Hostess have been through a lot in the past few years. Their company ran into financial problems, various product lines were sold off, and eventually the entire company switched owners and was shut down. Now the company has come back as a more streamlined firm and they’ve been able to regain the level of sales that they had. However, the pressure is now on the product managers to do what their product manager job description says they can do- find the answer to the question what’s next?

It turns out that the answer to that question has been provided by the customers that Hostess serves. They’ve told Hostess that they thought that they already made bread and that they’d be willing to buy it from Hostess in order to streamline their purchasing. The Hostess product managers have now started to make white and wheat bread as well as buns for hotdogs and hamburgers. They won’t be shipping directly to individual stores, instead they’ll send their bread to a retailer’s centralized distribution center along with other Hostess products.

The strategy of expanding from their home market of indulgent treats does carry some risk for the Hostess product managers. They need to make sure that they don’t end up confusing their customers about just exactly what types of products they are offering – treats or staples. As long as they can make life easier for their customers, they can expect that they’ll keep ordering their bread from Hostess.

Better Marketing Strategy Results in Larger User-Base

There are two types of players in every market that are responsible for keeping the market lively and attractive – Market leader and Market follower. The market leader is the player to introduce new ideas and dimensions while, market follower adopts what has been introduced or is already prevailing in the market. One of the distinguishing factors between the two players is the customer base.

In the taxi industry, customer base tends to be a crucial factor in deciding where the company is standing and how strongly it can affect industry trends. Effective marketing strategy can make a huge difference when it comes to maintaining or increasing customer base because the aim of marketing is to cater attention of more and more potential customers so that they can hire the services and play their part in lifting the company. There are some marketing strategies that do not seem to be important but their impact is commendable in increasing customer base. Let’s have a look at some of them:

Minimize Customer Defection

According to marketing experts, taxi companies can acquire customers with less marketing efforts but when it comes to retaining them, things get harder because customers start to expect more and it is difficult for the company to satisfy their needs. Due to this reason, the rate of defection increases that ultimately affects company’s reputation as well as their profitability. So, in order to minimize this rate, the taxi company has to formulate such strategies that can keep customers happy and satisfied with the services and entice them to hire the company again and again.

Strengthen Customer Relationship

For a taxi company, customer involvement is necessary because if the company doesn’t have knowledge about their preferences and expectations, there is no chance of increasing customer base. The best marketing strategy to increase customer involvement and their loyalty is to welcome their feedback and respond accordingly.

Generate Sales Leads

To generate sales leads, the taxi company needs to identify the target market and analyze what could be the best possible means to approach their target audience. For instance, they cannot apply internet-based marketing techniques on newspaper readers nor business associates can be influenced through sending blind invitations on social media platforms. Approaching target market with the suitable marketing strategies is the best way to generate fruitful sales leads.

Reward the Active Customers

If a taxi company has a pool of customers that is actively hiring and engaging with their brand, it’s good to reward them with something they have never expected. This way, the company is not only able to retain the existing customers but new customers will also start to take interest in the business, thus increasing the company’s customer base.

Highlight Customers

This marketing strategy involves featuring what the existing customers have said about the taxi company and how they are highlighting their services. Giving them respect and featuring their thoughts is a reliable way to increase customer base because this way, new customers can build their trust on the company that would lead them to hiring their services.

The Prior Issue

Ethics is a complicated issue which varies from person to person based on culture, country, race and other factors. A certain standard is not possible to set up, especially when the marketing and profit are concerned. Even though there should be an understanding of a general standard on what to do and what not to do, while dealing with consumer goods and services. A marketer’s personal ethics sometimes influences the overall ethical policy of the company and vice versa. Let’s take a look at some issues related to Ethical marketing.

1. Be honest:

You mean business and profit. No doubt! But that does not necessarily mean that you cannot be honest in ethical issues. You know the sustainability cannot go hand in hand with unethical business practice. Unethical marketing can backfire!

2. Be good to the customer:

Why not considering the idea that the ethics can be a goodwill.Therefore,an asset. The customers will speak for the company who is fair and nice to them.

3. Customer’s privacy is a priority:

This is true, especially for services. Be empathetic to customers and keep their secret inside yourself like you keep your one. Never expose customer’s secret!

4. Open discussion:

Talk about ethics,discuss on it,make logic,raise debate on it,cite examples.But never let it down. There are companies like Body shop which is maintaining significant profit and recognition by practicing ethical marketing.

5. Regulations and standards:

Obey the rules and regulation of the government and business community regarding ethical marketing. These are for the betterment of your consumers. And consumers matter!

6. Never make a mountain out of a molehill:

Present your products as they are. Don’t exaggerate by imposing excessive features which your products or services don’t bear. Profit is a priority but not at the cost of truth. Consumers don’t want to be deceived for a long time.

7. Unethical claim:

Don’t claim something which is not an established truth or yet to be verified. Don’t let your customer think that you are all show off, especially when you are dealing with a product which is related to taste and choice that can vary from person to person.

8. Be ethical in terms of gender:

The female body is something that the marketers all over the world use as a tool to introduce their products. It denounces the identity of women and makes them as a product which could be sold.This stereotyping has to be avoided while marketing your products and services.

9. ‘No’ to racism:

The marketers who sell brightening cream sometimes cross their limit. They market their products in such a cruel and insensible way that, it let down the women with dark skin.In this era of civilization, these types of insensibility cannot be accepted.

10. Keep children out of promotional activities:

Don’t ruin the tender mind so early by polluting them with the complex world of profit. It would lead to an unhealthy generation. A sensible awareness has to be build up to stop Child-Advertising.

11. Revising marketing strategy:

Develop marketing strategy for your company. Talk on that,arrange workshops, discussion meetings,revise the total marketing plan according to the proper ethical guideline.Convey the ethical message down to the management structure. Listen to the employee. Motivate them to the ethical marketing strategy.

12. Highlight the ethical strategy of the company:

Your ethical strategy is something that should be promoted. Make it a part of your promotional strategy.This would add a significant dimension to your overall promotion. Propose ethical marketing as a competitive advantage of your company over others. Consumers would be influenced by the promotion of your marketing that put extra emphasis on ethics.

13. Appoint ethical management:

There is certain ethical management setup now a day. Create post like ‘Ethicist’, ‘Ethical marketer’ to deal with ethical strategy.