Tactics for scaling event marketing on a budget
As marketing leaders put together the budget and plan for 2023, Will Curran has all the insight. Hear about what top players in the industry are doing today and planning for next year.
In a recent enlightening conversation, Daniel Glickman, VP of Marketing at Sequel.io, sat across Will Curran, CEO of Endless Events. Curran conveys engaging insights about his company, a nationwide event management firm renowned for its unique content production via podcasts and blogs. The focus of their discussion, the ongoing contentious dialogue on in-person, virtual, or hybrid events, is undeniably relevant in these unprecedented times.
Curran advocates strongly for the inclusion of virtual and hybrid strategies into event planning. Amidst the pandemic and the potential economic downturn, these strategies are not just viable but increasingly necessary. Beyond the global health crisis, Curran also highlights the importance of facilitating greater accessibility, delivered seamlessly by these virtual platforms.
The dialogue ubiquitously echoed the idea of strategic reallocation of resources. Curran suggests reducing catering expenditure, encouraging event-goers to delve into local culinary experiences instead. He posits that investment should be redirected towards event technology and community-building activities that maintain year-round engagement.
Glickman and Curran raise pointed critiques against the normative practice of hosting events at traditional venues like hotels. A unique backdrop can make an event unforgettable, they argue, especially for virtual ones where visual stimulation is key. Therefore, it’s necessary to put conscious thought into the selection of an event setting, ensuring it serves a purpose beyond the functional.
The conversation also highlights common budget pitfalls and how to avoid them. Overspending on conventional venues, excessive technology investments, or hiring big-name speakers who may not be engaging are all traps that companies easily fall into. Curran reminds us that effective relationship-building often stems from organic and interactive dialogues rather than one-sided speeches.
Lastly, Curran and Glickman take the audience through the peculiarities of the event budgeting process. A cost-per-attendee approach is touted over the traditional flat budget methodology. While costs for venues, catering, and audiovisual production may vary, the duo stresses the need for careful consideration of audiovisual aspects, often an overlooked but significant budget item. They underscore the importance of creativity and innovation in planning unforgettable, engaging events.
This enlightening conversation with Will Curran, filled with a plethora of considered insights and actionable advice, underlines the need for reinvention and adaptability in event management amidst a rapidly evolving landscape. As the event industry charts its course into unchartered territories, these strategic redirections and rethinkings stressed by Curran just might be the compass to guide us.
