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News

  • Corbin Ball & Co. Marks Its 20th Anniversary +

    In April of 1997, I left my career as Head of Conference Operations for a high-tech association and set out to form my own speaking, consulting and writing firm focusing exclusively on technology for events, exhibitions and meeting venues. I was the first person to do this full-time -- the 'OG' of event tech! Today, I am happy to say there
    Read More
  • The March/April 2017 Issue of Corbin's TechTalk News/Blog Now Available +

    The March/ April 2017 Issue of Tech News in now available and is packed with new meetings technology articles, links and ideas! This issue is packed with articles, links, videos and ideas on how you can use technology to improve the business process for events and tradeshows.
    In this issue:
    • NEW ARTICLE: Chatbots, Voice Activation and AI – What to Expect for Events
Read More
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Latest Articles

  • 1 Chatbots, Voice Activation and AI – What to Expect for Events
  • 2 8 Content Ideas for the Screens in Your Trade Show Booth
  • 3 Meetings and Marketing Meet: Three Ways Events Are Becoming Central to an Overall Marketing Effort
  • 4 5 Stages of Digital Marketing for Sold-Out Events
  • 5 Trade Show Traffic 101 - How To Get More People Into Your Booth
  • 6 Meetings Technology Innovation Trends Highlighted with IBTM World’s 2016 Technology & Innovation Watch
  • 7 How to Use Your Blog to Promote Events and Tradeshows
  • 8 Seven Meetings Technology Trends to Watch for 2017
  • 9 Event Data Analytics – New Options for Improving Events and Tradeshows
  • 10 Social Media Channels Increasingly Becoming Event-centric
  • 11 Wearable Beacons for Events
  • 12 5 Apps to Better Share Your Next Event
  • 13 Event Planners: How Event Tech Might Just Save Your Job
  • 14 Meetings Technology Innovation Trends Highlighted with IBTM World’s 2015 Technology & Innovation Watch
  • 15 Six Novel and Useful Event Apps
  • Chatbots, Voice Activation and AI – What to Expect for Events

    ©2017 Corbin Ball & Co.

    A classic scene from Star Trek IV: Scotty, the chief engineer transported back to 1986, was attempting to communicate with a computer of the day. He did this by bringing the computer mouse to his mouth and speaking into it “Hello Computer” as if it

    Read More
  • 8 Content Ideas for the Screens in Your Trade Show Booth

    Guest Post from Samuel J. Smith,  SocialPoint

    If you are like most exhibitors, you have screens, monitors and tablets in your booth … but you aren’t really sure how to best use this powerful digital tech to create more impact.

    According to a 2015 white paper Tech for Trade Show Exhibitors from Skyline

    Read More
  • Meetings and Marketing Meet: Three Ways Events Are Becoming Central to an Overall Marketing Effort

    ©2017 Corbin Ball & Co.

    Events and tradeshows have posed a significant challenge to marketers. Although events are proven promotional tools, they have lacked detailed data collection and analytics capabilities found with other marketing vehicles such as email campaigns and websites. Much of what happened at the event or tradeshow,

    Read More
  • 5 Stages of Digital Marketing for Sold-Out Events

    © 2017,  Emily Taylor, Digital Marketing Manager, Tradable Bits

    Ever wonder how events like Lollapalooza manage to sell out so fast? Analysing social data from hundreds of events reveals much insight into how best to market conferences.

    Typical conferences go like this: hardly anyone talks about you before event day except

    Read More
  • Trade Show Traffic 101 - How To Get More People Into Your Booth

    ©2017 Mark Koa,  COSRental

    The value of trade shows for marketing is immense. For starters, people at trade shows are already in a shopping mindset, with 92% of attendees looking to discover and learn more about new products.

    But remember:
    Other exhibitors will be competing for the very people you
    Read More
  • Meetings Technology Innovation Trends Highlighted with IBTM World’s 2016 Technology & Innovation Watch

    ©2016 Corbin Ball, Chair of the IBTM Technology & Innovation Watch Judging Committee

    Established in 2000, The IBTM World Technology & Innovation Watch is the longest running and regarded by many as the most significant technology award for the meetings industry. The goals are to recognize technology innovation and to

    Read More
  • How to Use Your Blog to Promote Events and Tradeshows

    Everyone may have different goals for a trade show. Typical goals can include:

    • Educating people and raising brand awareness,
    • Adding names to an email list,
    • Networking with other people in your industry,
    • Positioning your company or yourself as an expert,
    • Handing out marketing materials,
    • Locating new clients or investors.

    You

    Read More
  • Seven Meetings Technology Trends to Watch for 2017

    © Corbin Ball & Co., September 2016

    These are exciting times. The rate of technology change is accelerating with thousands of ideas, apps and innovations bubbling up to help meeting planners, exhibitors, venues and other meeting participants to do their jobs better and improve the attendee experience.

    This annual review covers

    Read More
  • Event Data Analytics – New Options for Improving Events and Tradeshows

    By Corbin Ball, Corbin Ball & Co.  © 2016

    Big data analytics (the ability to analyze large volumes of data from many sources) are making headway into events.

    There has been an explosion of data collection sources before, during and after events:  mobile event apps (where every touch is trackable), beacon

    Read More
  • Social Media Channels Increasingly Becoming Event-centric

    Social Media Channels Increasingly Becoming Event-centric

    © 2016 Corbin Ball, Corbin Ball & Co.

    Social media and events, at their core, bring people together. When used properly, they should go hand-in-hand. Social media providers have recognized this and are increasingly becoming more event-centric in their product offerings.  Here are a few

    Read More
  • Wearable Beacons for Events

    ©2016 Corbin Ball Associates

    Beacon technologies (small, digital “lighthouses” sending out signals that interact with mobile phone apps) are making headway for events. Companies such as DoubleDutch and Eventbase have been using this technology to automate event check-in, for networking, for wayfinding, location-aware polling, generating heat maps of crowd flow

    Read More
  • 5 Apps to Better Share Your Next Event

     

    © 2016 By Jackie Eisenberg, Fueled

     

    It’s important to get your event out into the world quickly. It shows that you take initiative, you’re an awesome planner and you know how to get the guest list poppin’ in a second.

    Everyone knows how to create an event on Facebook,

    Read More
  • Event Planners: How Event Tech Might Just Save Your Job

    ©2016 Michael Piddock

    Okay, okay… so that’s a pretty incendiary headline; deliberately so to encourage you to click J – but please hear me out…

    Here’s my logic:

    Events – and by that I include ‘meetings, incentives, conferences and events’ – the full ‘MICE’ suite, represent (on average) the largest item of expenditure

    Read More
  • Meetings Technology Innovation Trends Highlighted with IBTM World’s 2015 Technology & Innovation Watch

    ©2015 Corbin Ball, Chair of the IBTM Technology & Innovation Watch Judging Committee
     
    The IBTM World Technology & Innovation Watch (formerly the EIBTM Technology Watch) is the longest running and regarded by many as the most significant technology award for the meetings industry. The goals are to recognize technology
    Read More
  • Six Novel and Useful Event Apps

    © 2016 Corbin Ball, CMP, CSP, DES

    Mobile event apps have become the standard for many events with more than 300 products to choose from. With so many choices, we are seeing an evolution expanding from simple agenda apps to ones that can provide specialized benefits including audience engagement, advanced networking

    Read More

Coming Engagements

5 Stages of Digital Marketing for Sold-Out Events

© 2017, Emily Taylor, Digital Marketing Manager, Tradable Bits

Ever wonder how events like Lollapalooza manage to sell out so fast? Analysing social data from hundreds of events reveals much insight into how best to market conferences.

Typical conferences go like this: hardly anyone talks about you before event day except your team, so many people talk about you during your event that you’re completely overwhelmed and then you return to radio silence just days after it’s all over. Sound familiar?

Turns out, the most successful sold-out conferences do two things differently. First, they acknowledge and collect data about everyone that shows interest in their conference - not just ticket buyers. We call these people “fans”. Second, all of the sold-out conferences use social CRM technology to execute the same five stage marketing cycle, seen below. We’ve called this formula “fan-based marketing”.

When you launch, attract, prepare, attend and amplify with fan-based marketing, you:

  • Generate organic excitement and qualified leads, even months before event day
  • Sell out before event day by ensuring every dollar spent on advertising reaches fans
  • Triple your organic engagement during your event while maintaining complete control
  • Extend organic engagement with your fans and their friends long after your event

Five Stages of Fan-Based Marketing for Sold Out Conferences:

LAUNCH

Seven to eleven months before your conference, buzz about your existence is your lifeblood. Don’t blast brand content and pray it’s heard; connect fans with an engagement campaign that creates organic activity.

Goal: Generate awareness for your conference

Typical conferences: Create and pay to push tons of brand content to your own properties

Fan-based marketers: Incentivize fans to create their own content about you and collect contacts with a user-generated contest

Result: More reach for far less effort and spend; more authenticity and credibility

ATTRACT

Five to eight months before your conference, your speaker lineup launch should generate leads. Using the audience you’ve built, segment fans by interest and personalise your launch - ensuring a positive response.

Goal: Educate your fans about your lineup

Typical conferences: Pay to tell fans about your lineup through brand content and print/online advertising

Fan-based marketers: Directly email fan networks and amplify organic fan content about your lineup

Result: Higher email open rates because subscribers anticipate you reaching out to them; more organic reach

PREPARE

One to three months before your conference, you’ve launched your schedule and are preparing your fans for a stellar experience. If you sell out early with optimised ads, you’ll have more time to plan surprise fans with personalised offerings.

Goal: Generate excitement for your event

Typical conferences: Promote your schedule on brand assets, starting with an app-only launch to drive installs

Fan-based marketers: Encourage fans to share their own personalised schedules with their friends on social

Result: More organic awareness for less effort and spend; fans introduce you to their networks

ATTEND

During your conference, you’re making sure fans have a good time while solving any potential issues. When you have a pulse on fan social content, you can relax while staying in control and ahead of any crises.

Goal: Amplify the activity at your conference

Typical conferences: Post about event day to brand assets and ask media to promote your live stream

Fan-based marketers: Use your app to interact with fans via push notifications and connect them with speakers

Result: Tons of brand mentions in press and social from genuinely happy fans who had a great experience

AMPLIFY

After your conference, keep the brand buzz going for longer. Don’t start from scratch again next year - use previous years’ data, audiences and insights to make your next conference bigger and better so you’ll sell out even faster.

Goal: Keep engagement going beyond event day

Typical conferences: Repost live stream and brand content to your own website and social profiles

Fan-based marketers: Put fan experiences (user-generated content) on your website and socials, inviting fans to share

Result: Enjoy year-long engagement; use past fan data to personalise future campaigns, increasing ROI

SUMMARY

When event marketers are overwhelmed with disjunct data on social, e-commerce and ticketing platforms, they must connect with their individual fans.

Profiles on social media are more than just follower numbers - they’re digital representations of the everyday identities of your attendees. Connecting with them through social login campaigns and social aggregation provides an unprecedented opportunity for your event to reach the humans behind your online sales.

Successful marketing starts with identifying who your fans are, ensuring they have excellent experiences and then using their influence to generate awareness, engagement and sales.

For a complete breakdown of fan-based marketing tactics for sales, marketing, organisers and sponsorship within each stage, download the complete Tradable Bits Fan-Based Marketing for Events white paper here.


Tradable Bits helps events know their fans and market smarter. Their marketing platform is your all-inclusive solution for sponsorship activations, social aggregation and ecommerce-integrated Fan CRM. These tools combine fan data across networks, giving you a complete understanding of your audience so you can provide awesome experiences while optimizing spend.



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