Event marketing is still one of the most widely used marketing techniques in terms of reaching out to an audience. According to the Content Marketing Institute 77% of B2B Marketers use it as a content marketing tactic (source: report Benchmarks, Budgets and Trends 2015).
This changing shift to running smaller events addresses challenges that have existed in the events industry for a number of years.
- Address the value of time: Many executives cannot spend days out of the office attending an event, so a smaller event in size and in duration are more favourable to this audience.
- Allow for shorter lead times: If marketing professionals are unsure of their budget allowance from quarter to quarter, smaller events can be planned with a shorter lead time. It also allows for a smarter way of managing your budget.
- Limits no shows due to limited travel budget: by running smaller more frequent events in multiple locations, event delegates can reduce their travel time and budget.
- Focus, focus and foucs on content: smaller events tend to have more focused content, meaning it is tailored for a specific audience, allowing clearer marketing messages and a more attractive offering to your target audience.
- Quicker response: Event marketing executives know that last minute changes are inevitable for most events. With smaller events, changes can be made almost immediately in response to delegate feedback. For example you may have a series of small road shoes planned for Sydney, Melbourne, Adelaide. Perhaps the content for Sydney didn’t go down well with your audience, there is time to tweak it before the next two cities.
