There now exist around 8,340 events suppliers. Just suppliers! To give a further sense of scale, last year there were 986 global events just in the private equity space, a very niche market. There were 148 cyber security events in the UK alone. So trying to find the right event for your messages and to satisfy your objectives can be challenging.
The beauty of a growing events space means that with help, finding the right event will mean it's easier to achieve your objectives. From large expos to smaller thought leadership forums, having such a wide variety of themes and topics within an industry events space does mean it is easier to find the right platform to spread your messages and warm up new targets.
Number of attendees in 2017 at major technology events
The best marketing plans and strategies are the ones that can fluidly respond and react positively to changes in positioning, outside influences and needs for a divergence to strategic direction.
When considering an 'off plan' event, the same questions of objectives and audience need to be challenged. A secondary question should also be asked to understand the motivation behind the request. Does it come from the sales team keen to target a specific account through a sponsorship deal? Alternatively, it could be a request from the board in order to align the company with a specific partner. Knowing the motivation behind a request will result in a more effective outcome.
If the event has been previously researched and dismissed then it is vital to ensure that initial reservations are fully understood by all involved. If it is an event that hadn't previously been considered, then perhaps the way you are scheduling and reviewing future events needs to take place.