In this bonus episode, which was recorded and filmed during Swapcard’s first virtual event: Evolve, Megan chats to Jan Alessie and Kimberly Hardcastle about the role of marketing and communication in the emerging and fast-developing world of virtual and hybrid events.
The way we market and communicate about our events is changing, especially because of the current COVID-19 pandemic, and shifting to online is happening at record pace. Shifting our focus to building global communities that are active all year long is a MUST right now. Kimberly talks about how we can draw inspiration from the marketing strategies of successful brands outside of the events industry. Jan emphasizes the importance of promoting engagement during online events, because even if initial registration figures are high, a passive audience shouldn’t be the goal.
The trio discusses the ultimate marketing methods to ensure a successful, valuable and unforgettable virtual event. They dive into how to pick the goals for your event and how to deliver specific value propositions to key groups within your audience. And it doesn’t stop there! They go on to discuss how to promote your event in the weeks leading up and what the best way is to attract a maximum number of attendees.
Chief Marketing Strategist, MDG
As chief marketing strategist of the leading marketing and public relations agency specializing in B2B events in the United States, Hardcastle and her team provide solutions that increase attendance and exhibitor participation for several of the largest and most successful events (in-person and online) in the country.
Kimberly has worked in both the United States and Europe, holds an MSBA with an emphasis in Marketing and has 20 years of industry experience. She is an IAEE Krakoff Leaders Institute alumna, the columnist in PCMA Convene magazine, a presenter of industry seminars on strategic market planning, and is a recipient of IAEE’s Educator of the Year Award and Trade Show Executive’s Marketing Genius Award.
Director, World Football Summit
Co-founder and Director of World Football Summit, an international event that in 4 years has consolidated itself as a reference for the global football industry. Jan is also the founder of Nexus Fostering Partnership, the company responsible for the development of World Football Summit.
Senior consultant, content producer and promotion specialist with over 15 years experience across international markets, Jan has worked in Latin America, Europe, Africa, and the Middle East identifying and building partnerships at the highest level of foreign governments and the private sector, organizing high profile investment forums, negotiating and closing commercial deals, producing branded content, managing global media projects and leading commercial teams.