WCTC School of Business’ Post

☑ Waqt badal diya, Jazbat badal diye, Zindagi badal di.... ......and that is exactly, what MARKETING could do! 😶 Not sure if you've noticed but Marketing has evolved from being an omnipresent face (Har jageh poster!) to strategically capitalizing on high-impact, once-in-a-time events ("Mauke par chauwka" thing). 🏏 Zomato, with already a strong presence over digitals, took it up a notch during the IPL season, recognizing the potential of cricketing mania, which gathers millions in India, they went all-in with an event-focused marketing campaign. Zomato launched interactive in-app challenges, promos, and exclusive partnerships with popular crick-fluencers (Remember posters with Rinku Singh? Or that Ad with Chris Gayle?). They tapped into the IPL's excitement and energy, making their brand a part of the celebration. The results were staggering. 🤯🤯🤯 During the IPL season, Zomato saw a 200% increase in app downloads and a huge spike in order volumes. This wasn’t just about visibility; it was about creating a memorable experience for the audience. The growth potential these event based markting holds are truely insane. Some numbers that I found: ⏩ According to Bizzabo, "95% of marketers believe in-person events provide attendees with a valuable opportunity to form connections in an increasingly digital world". Event marketing budgets have grown by 24% over the past five years. ⏩ The Event Marketing Institute, found that 74% of consumers have a more positive opinion about a brand after an event, and 96% are more inclined to purchase the promoted products. "Events can generate up to 3x the ROI of digital marketing efforts". ⏩ Nielsen's EventTrack study reveals that 93% of consumers find live events more effective in influencing their purchasing decisions compared to TV ads. The story of Zomato and the IPL is a powerful reminder of how impactful event-based marketing can be. By strategically targeting rare, high-impact events, brands can boost visibility & enhance consumer loyalty. Marketing isn’t just about being seen; it’s about being remembered. And what better way to be remembered than by creating moments that people look forward to and cherish? Because at the end of the day, “Jo dikhta hai, woh bikta hai”, but what is remembered, lives forever. 😎 __________________________________________________________________________ The best way I understood this was by organizing or being part of events, wherein you get to understand the rationale of each element being set in motion for both long-term and short-term effects. and also, events are fun! 🤗 P.S: Spent sleepless nights earlier and yet had full energy during an event we organized, during my time at upGrad. #MarketingTrends #EventMarketing #BrandStrategy #ConsumerEngagement #MarketingROI #BusinessGrowth #CustomerExperience #DigitalMarketing Indian Institute of Management, Kozhikode IIMK PGP-Business Leadership #MarketingStrategy #EventPlanning #IIMK #IIMKozhikode #Zomato

My personal experience transitioning from mass marketing to ICP+Intent led approach Before I became a content writer at N.Rich, I owned an events and brand activation company in the Philippines. It is still thriving, but our journey was quite a learning experience. Let me take you through it. The business started around 2012, and since digital media wasn’t a thing back then, we utilized OOH activations and numerous onsite promotional events. The idea was simple: reach as many people as possible. - More people meant higher traffic. - Higher traffic meant more potential customers. We organized huge events open to everyone— we attracted crowds with new product launches, giveaways, pocket activities, live performances, and other come-ons. The number of attendees made it seem highly effective. Back then, success was based on the number of attendees and registrants. As the years passed, we realized something. The numbers looked great but did not really impact our clients’ bottom line. If I am not mistaken, the largest crowd that my team handled in one event was more than 4K people. However, this took a turn. We, together with our clients, began to veer away from vanity metrics—numbers that looked good but did not affect their pipeline. And that is when we shifted to segmenting our events based on preferences. For example, instead of hosting a huge event for everyone, we organized a focused coffee fair specifically for coffee enthusiasts. By inviting artisan coffee makers, baristas, and only those with genuine love for coffee. This led to more meaningful interactions and higher engagement. They did not come and go; they stayed and wanted to know more, experience more, and ultimately get more of what was offered. It was a good sign that we were able to capture their interest. This was the start of understanding intent from the right market. When I joined N.Rich, that’s when everything made more sense. I gained a deeper understanding of the difference between focusing on highly efficient customers showing intent and giving them a personalized approach. Instead of inviting everyone, we created targeted events using the client database to understand who our high-value targets were and what they wanted—giving them more premiums than others. We even started doing gifts with purchase on a certain qualifying amount. The same principle applies to digital marketing. It is not just showing ads to everyone and anyone under the sun BUT should only to those who fit your ICP and are actively interested in what you offer. By focusing on ICPs with intent, you are not just reaching people—you are reaching the right people at the right time. Mass marketing had its fair share of success and contribution to the business world, but as consumers and their preferences change, so must your approach. Now is an era of quality over quantity, precision over broad reach, so it is also high time that you adapt to this.

In the rapidly evolving landscape of marketing, where digital strategies have taken center stage, recent insights from IDC and Gartner highlight a compelling case for a reallocation of focus towards event marketing. As we delve into the numbers, events have surged back to claim 23% of marketing program budgets according to IDC, with Gartner's analysis suggesting an even higher emphasis at 30%. This resurgence to 2019 levels underscores the unmatched value events offer, despite the average event costs driving budgets to be 30% leaner. For marketing executives at large tech brands, this data is a clarion call to reconsider the strategic distribution of your marketing budget. With marketing programs making up over half of the overall budget (56% in IDC's findings), and events occupying a substantial portion of this investment, the message is clear: events offer a unique and irreplaceable opportunity for brand engagement, customer relationships, and market positioning that digital marketing struggles to replicate. Consider these points in your strategy: Events command a significant portion of marketing programs, with an allocated spend representing 12-13% of the total marketing budget. The comparative analysis of spending trends between IDC and Gartner showcases a near-universal acknowledgment of the critical role events play in a comprehensive marketing strategy. Despite the allure of digital marketing's reach and analytics, the immersive and interactive nature of events fosters stronger connections and more impactful brand experiences. As we stand on the precipice of 2024, with IDC and Gartner poised to release new data, there's an anticipation of slight growth in event investment. This is attributed to the escalating volume of event activities coupled with rising costs, further emphasizing the strategic advantage of prioritizing events. For marketing leaders aiming to stand out in a crowded tech landscape, aligning your budget with these industry benchmarks to enhance event investments over digital channels could be the key to achieving unparalleled engagement and competitive differentiation.

How have you leveraged partnerships to enhance your marketing strategy? ✏️ Today, I want to take you on a journey back to my days as the head of marketing for an event company. I'll share an experience that highlights the incredible power of strategic partnerships in the world of events and marketing. 🎉 Setting the Stage 🎉 A few years ago, our event company was gearing up for a major industry conference. Our team was tasked with not only making it a grand success but also ensuring that our brand stood out in a crowded field. This was no small feat, and it required some out-of-the-box thinking. 🔑 The Partnership Epiphany 🔑 As we brainstormed, an idea struck me: What if we could leverage the expertise of industry influencers and thought leaders? But it had to be more than just a sponsorship—it needed to be a true collaboration. We reached out to a renowned keynote speaker and an industry expert, proposing a partnership that would redefine our event's marketing strategy. Their response was enthusiastic, and our partnership was born. 💡 The Power of Co-Creation 💡 Working closely with our partners, we co-created content that resonated deeply with our target audience. This included webinars, blog posts, and social media campaigns that leveraged their expertise and our event's unique value proposition. 🚀 Expanding Our Reach 🚀 The impact was immediate and profound. Our partners brought their dedicated followers into the fold, amplifying our reach far beyond what we could have achieved alone. Attendee registrations skyrocketed, and excitement around our event grew palpably. 📈 Measurable Success 📈 Through careful tracking of metrics, we could see the tangible results of our partnership strategy. Not only did we meet our attendance goals, but the engagement and buzz generated before and during the event were unprecedented. 🎯 Building Lasting Relationships 🎯 Beyond the immediate success, these partnerships forged lasting relationships. Our event company became known for its collaborative approach, and we continued to work with these influencers on future projects. 🌐 The Ripple Effect 🌐 This experience opened my eyes to the immense potential of strategic partnerships. In the world of events and marketing, collaboration can be a game-changer. It's a testament to the power of creativity, innovation, and the willingness to think beyond traditional marketing boundaries. As a marketing veteran with two decades of experience, I can wholeheartedly attest that strategic partnerships have the potential to elevate your brand and redefine your marketing strategy. So, the next time you're planning your marketing approach, remember: the magic often happens when you join forces with the right partners. 🌟 #MarketingSuccess #EventMarketing #Partnerships

Unveiling the Secret Perks of Custom Events for Meta Advertisers Hey there, fellow marketers! We're about to let you in on a little-known secret that can give your advertising campaigns a serious boost - custom events. You may have heard whispers about them, but today we're going to reveal their hidden advantages. Trust us, you don't want to miss out on these! Now, you might be wondering, "What the heck are custom events?" Well, buckle up, because we're about to dive in! Custom events are basically tailor-made promotional experiences that make your ad stand out from the crowd. They allow you to create a unique and unforgettable event that resonates with your target audience. But what makes custom events so special? Let's start with the fact that they provide you with an amazing opportunity to connect with your customers on a deeper level. By creating an event that speaks to their interests and values, you can build trust, loyalty, and a sense of community around your brand. It's like forming a special bond with your customers that keeps them coming back for more. Another fantastic advantage of custom events is the ability to generate positive buzz and word-of-mouth marketing. When people attend an incredible event, they can't help but tell their friends and family about it. Before you know it, your brand will be the talk of the town, and your event will become the stuff of legends. This kind of organic exposure is priceless and can take your advertising efforts to new heights. But wait, there's more! Custom events provide you with a chance to showcase your expertise and establish yourself as an authority in your industry. By organizing educational workshops or panels with industry leaders, you position yourself as a trusted source of knowledge and information. This adds a whole new layer of credibility to your brand and makes customers see you as the go-to experts in your field. One often overlooked advantage of custom events is their potential for data collection. When attendees sign up or register for your event, you have access to a goldmine of valuable information. You can use this data to better understand your customers, their preferences, and their behaviors. Armed with this knowledge, you can create even more targeted and effective advertising campaigns in the future. Now that you're aware of the hidden advantages of custom events, it's time to take action. Don't be afraid to think outside the box and unleash your creativity. Remember, the key to a successful custom event lies in creating an experience that leaves a lasting impression on your audience. So, dear marketers, go forth and embrace the power of custom events. Build a strong connection with your customers, generate buzz, establish your authority, and gather valuable data. Your advertising campaigns will thank you for it! #digitalmarketing #facebookadsphilippines #facebookads #paidads

COMPETITIVE ANALYSIS OF MARKETING STRATEGIES (CAMS): DECODING THE COMPETITION'S PLAYBOOK TO DRIVE EVENT REVENUE. Staying ahead of the competition, whether another event, an online community or traditional media requires a keen understanding of the competitive landscape. But with so many ways sponsors, exhibitors and suppliers can spend their marketing budgets, how do you truly differentiate your event? Over the last 4 weeks, I have demonstrated how Porter's five forces: industry landscape analysis: https://lnkd.in/e3SyC-7w, SWOT analysis: knowing your strengths: https://lnkd.in/eJc5pVQf, and The BCG matrix: prioritising your event investments. https://lnkd.in/em6zFVQ7, models can help event organisers drive more revenue. This week, I focus on how analysis of your competitor's commercial and audience marketing strategies can grow revenues. This framework focuses on analysing competitor's marketing strategies using the 4Ps: Product (event offerings), Price (ticket pricing and packages), Place (promotion channels), and Promotion (marketing tactics). It reveals the competitor's target audience, messaging, and distribution channels and improves your ability to identify opportunities to differentiate your event's marketing strategy. For example: An event organizer analyses a competitor's CAMS and discovers they heavily rely on social media marketing. They therefore decide to focus on building relationships with industry publications and influencers to reach wider audiences. OR CAMS enables you to better understand competitor messaging and how they promote their event. This in turn provides valuable insights into your own marketing strategy, messaging, and tactics. For a deeper insight read this article: https://lnkd.in/e2XtYvCe Event iQ uses these competitive models in our Event Development Framework. https://lnkd.in/eEn-smy6 It consists of eight models comprehensively covering the best practice business processes, principles and strategies event organisers need to successfully launch, revive, move, reformat, or accelerate the growth of any size, type, or format of event. I’m David, and I’m passionate about supporting entrepreneur, SME, and association event organisers to scale new heights with their events. We fill skill and resource gaps and help make time for strategy and planning. If you are interested in talking to me in confidence, please DM or connect. Follow the Follow the Event iQ company page https://lnkd.in/eehJ8Qpr for insights on how to grow your events.

The Marketing Industry has spoken! The #Nedbank IMC Conference - Marketing is Business© has once again received the industry’s vote of confidence as Africa’s top marketing conference! The fact that both Sponsorship Opportunities and In-Person Seating was SOLD OUT 3 months in advance of the conference, is testament to the unparalleled value and impact of this event. Thank you for your unwavering support. If you took up the Challenge too late and have not been able to secure an in-person ticket, don’t worry, you can still join us virtually and experience all the insights and inspiration. Plus, get your name on the waiting list for in-person tickets should they become available. Simply tick the box at checkout when purchasing your virtual ticket at https://lnkd.in/dkgmcedk. Here’s why you should secure your virtual ticket today: Unparalleled Insights: Gain insights from industry leaders, including Matthew Bull, one of the world's premier creative leaders and four other international speakers. Local leaders include Mike Sharman, Miles Kubheka and Nomsa Chabeli to mention a few. Learn from the best in marketing, advertising, and creative industries. Cutting-Edge Content: Delve into the latest trends and innovations in marketing, from AI and immersive technologies to Generation Z strategies and gamification. Our sessions are designed to equip you with the tools and knowledge to stay ahead in a rapidly evolving industry. Networking Opportunities: Connect with a global community of marketing professionals. Our virtual platform allows you to network, share ideas, and build valuable relationships with peers and industry experts from around the world. Exclusive Access: As a virtual attendee, you’ll have access to all conference sessions and exclusive on-demand content. Revisit your favourite talks and catch up on any you might have missed. Flexibility: Enjoy the conference from the comfort of your home or office. Our virtual platform is designed to provide an engaging and interactive experience, ensuring you get the most out of every session. ENHANCED VIRTUAL EXPERIENCE: We’ve listened to feedback from our past virtual delegates and are excited to introduce several improvements: Improved Connectivity: Seamless streaming to ensure you don't miss a moment. Leaderboard Challenge with Prizes: Engage in our interactive challenges and stand a chance to win exciting prizes. Effies Winning Documentaries: Enjoy screenings of award-winning documentaries during the breaks. Virtual Sponsor Stands: Visit our sponsors' stands online to discover the latest products and services. Don't miss out on this opportunity to be part of the premier marketing event of the year - invest in your professional growth and secure your spot at Africa's top marketing conference. Keep Learning. Keep Leading. #NedbankIMC2024 #ChallengeLearnLead #Marketer

Are you ready for NAMM-a-LAMM a Ding Dong? Here are some tips for NAMM 2023 Event Planning Using Psychology-Infused Marketing: Psychology-infused marketing can be used by pro audio companies to gain more buyers and press for trade shows like NAMM by implementing the following strategies: First, do you know who your buyers and end-users are? Conduct market research to understand your target audience for each product; the demographics, preferences, and needs of potential clients attending NAMM. This will help tailor marketing strategies and booth presentations accordingly. Showcase testimonials, endorsements, and success stories from satisfied artists and influencers who have used the company's pro audio products or services at the booth. This builds trust and credibility, making potential clients more likely to visit the company's booth at NAMM. Creating a memorable booth experience: Design an engaging and interactive booth that stands out from competitors. Utilize visual and auditory elements to create an immersive experience that captures attendees' attention and leaves a lasting impression. Offer exclusive product demos, limited-time promotions, or special discounts for attendees who visit the company's booth at NAMM to apply notions of Scarcity and Exclusivity: This creates a sense of urgency and exclusivity, encouraging potential clients to take advantage of the opportunity. Highlight the company's cutting-edge technology for new and innovative products, and highlight the unique features that set them apart from competitors. Perform live demonstrations and interactive displays to showcase the benefits of the pro audio equipment to end-users. Tap into Desire: Tap into the emotional aspect of music and sound by creating marketing campaigns that evoke positive emotions such as excitement, inspiration, and creativity. Use storytelling and relatable narratives to connect with attendees on a deeper level. Offering educational resources: Provide informative and educational content, such as workshops, presentations, or panel discussions, that address common challenges or trends in the pro audio industry. This positions the company as a thought leader and resource for attendees, increasing their interest and engagement. Utilizing influencer marketing: Collaborate with influential figures in the pro audio industry, such as renowned musicians, producers, or sound engineers, to endorse and promote the company's products or services from the show. Creating a sense of community: Foster a sense of community and connection among attendees by hosting networking events, meet-ups, or social gatherings at the company's booth. This encourages engagement and facilitates relationship-building with potential clients. Leverage digital platforms to create buzz and generate excitement leading up to NAMM w/ media campaigns, email marketing, and online advertising to drive traffic to the company's booth. #marketing #proaudio #namm2024 Clicksuasion Labs

Let’s talk about why experiential events tend to yield better overall results than traditional marketing methods. Think of it this way – traditional marketing (ads) casts a wide net, and experiential events engage people on a personal level. They create an emotional bond with attendees, making them more likely to remember the brand and support it. Plus it shows off products and services IRL, which is more relatable. Attendees also tend to share their experiences through in-person conversations and on social media. Word-of-mouth buzz reaches a more broad audience, and it comes pre-validated bc people trust who they know much more than a corporate entity that’s trying to sell them. Then there’s the data collection. Through experiences brands can gather valuable feedback and relevant information from attendees, both directly and indirectly, which helps fine-tune marketing strategies. We all know data is valuable, but getting the right data in a way that is non-invasive makes a huge difference. Experiential marketing sets you apart from the competition, hands down. It offers a unique and memorable experience that traditional ads often can't match, and the results are often more digestible. You can track attendance, engagement, conversions, etc. much more effectively. So what are you doing to create new experiences for your target demographic? I love coming up with creative ideas and strategies, so feel free to reach out!

Hey Pals, I'm thrilled to share a recent success story from my social media marketing journey. Let's dive into the details: Client: De Escobar Food And Nightlife Industry: Lifestyle and Entertainment Objective: To Create a loyal community that would always turn up for major events hosted at the Club and also Order for food and Drinks from the Restaurant. The Major challenge the Client had was inability to maintain consistency with their customers and portray their standards into the minds of their targeted audience being students and the employed/Self Employed Solution: We therefore implored various strategies. I call it the SEVEN (7) Keys of Club Brand Marketing So we : 1. Hosted Regular Events: My team and I Organized themed nights, live music performances and special tasting events to bring people together and create memorable experiences. 2. Create Online Forums: We Established an online platform where customers can share experiences, recommendations, and engage with the brand and each other using Whatsapp and Telegram majorly. 3. Loyalty Programs: We started Offering incentives for repeat visits, such as discounts, exclusive access to events, or rewards for referrals. 4. Social Media Engagement: We also actively participated in social media platforms to interact with customers, shared updates, and responded to feedback promptly. 5. Personalized Communication: We used email newsletters or SMS marketing to communicate personalized offers, updates, and event invitations based on customers' preferences. 6. Community Partnerships: We then collaborated with local businesses, artists, or organizations to co-host events or cross-promote each other, expanding our reach and enriching the community. 7. Feedback Channels: We created channels for customers to provide feedback, whether through surveys, suggestion boxes, or online reviews, and demonstrated responsiveness to their input. 8. Staff Engagement: We ensured our staff were trained and orientated periodically to provide excellent customer service and embody the values of community and hospitality. 9. Branded Merchandise: We initiated and Offered branded merchandise like t-shirts, hats, or mugs that customers can purchase to feel a sense of belonging and identity with the brand. 10. Support Local Causes: We also got involved in community initiatives and sponsor local events to show our commitment to the community beyond just your business interests. The client was pleased and looked forward to us working together in the near future (All metrics and KPIs are confidential but available for reference) In conclusion, this case study exemplifies the power of strategic social media marketing in driving tangible results for our clients. I'm incredibly proud of our team's hard work and dedication in achieving these remarkable outcomes. Let's continue to innovate and elevate brands to new heights together! 💼 #CaseStudy #SuccessStory #SocialMediaMarketing