Jessica Heasley

For event marketers the bonds between brand and agency are so close they’re often downright personal. With big budgets at stake—not to mention the tight deadlines and long working hours—it’s no wonder the dream partnerships often become love-hate relationships. Hey it ain’t always easy to keep a business marriage intact. Just like happy marriages healthy brand-agency partnerships often require working through hurt feelings misunderstanding hidden resentment and communication problems.

Love it or hate it there’s no stopping the trend: B-to-B events are moving from the convention center to the computer screen.
Despite their high-tech persona the appeal of virtual trade shows and meetings is grounded in traditional metrics that are decidedly old school: cost-effectiveness reach and access to new audiences. What’s not to like?

For marketers targeting students getting a piece of the user-generated content realm seems like a logical move. Set up a videocamera invite some young whipper-snappers to get silly slap up some videos and let the viral stampede begin right? Um hello! Like that’s so 2006. Student-created content can build powerful brand loyalty but only when it’s authentic—meaning peer-approved hands-on and grounded by a strong concept. Three programs that empower the under-20 set without seeming too corporate:

Line extensions might seem exciting to product development types. But when it comes time to market multiple (and often very similar) brands at one event that can be tricky business. Cannibalizing the equity in each line is a risk. Confusing consumers with too many or unclear brand messages is another. For multiple brands in the same place at the same time here’s how to strike the right balance.     

You’ve labored over the schedule planned high-energy breakout sessions designed fun networking opportunities made sure to break the speakers up into tight 20-minute segments and punched up the entertainment. But ask attendees what they love best and all they can think about is the snack break. Jeez.
Fear not seminar warrior. There’s a way to harness the power of the impromptu hallway chit-chat without sacrificing interest in your event. It’s called—you ready?—an unconference.