Wednesday, April 21, 2010

Event Marketing and the Information Concierge Concept

I was down at IMS in Atlanta recently, spending time with a lot of very interesting and creative marketers. The interesting thing about marketing events for the marketing field is that you see many interesting new ideas experimented with.

One of the techniques that caught my eye this time came from Jamie Turner and the team at BKV Digital. Rather than share the usual “promotional” content that we all see at these events, BKV took a different approach. Similar to the Information Concierge concept we discussed a few weeks back, they dropped topic-specific mini-cards on the tables. Each mini-card was essentially the title of a catchy blog post, and guided people to a specific landing page on the BKV website.

The audience at most events are in the early stages of awareness and education. They are looking for insights, ideas, and great content. The best marketing content should find a way to be relevant to audiences at this stage of their buying process, and buy focusing on mini-cards, rather than sales pitches, BKV allowed their audience to passively discover the content that they would find interesting.

It’s a simple technique, but very much inline with how buyers buy. Worth keeping in your back-pocket as you think about how to drive engagement at events you attend.
Many of the topics on this blog are discussed in more detail in my book Digital Body Language
In my day job, I am with Eloqua, the marketing automation software used by the worlds best marketers
Come talk with me or one of my colleagues at a live event, or join in on a webinar