Strategy for a conference

Central Marketing Intelligence > Strategy for a conference

Strategy for a conference

A company that produces B2B management software has contacted us to better understand its market. In particular, the company’s goal was to promote its annual convention, succeeding in reaching a wider audience and taking better advantage of the budget invested for the event.

The first point was to understand how to reach the potential stakeholders: it was a very well defined target of people with a certain role in the company and interested in specific topics. The questions we answered were:

  • What is the target looking for on search engines when searching for these topics?
  • Which problems / topics are most felt (and therefore which ones can be used to convey a content campaign and Adwords)?
  • What are the most read articles on their industry blogs?
  • On which online channels is the target spending more time?
  • What are the most influential blogs and media that are most followed by the target?
  • What are the online communities that group the target?

The next phase of the analysis concerned the competition: which competitors, in Italy and abroad, have organized conferences of this kind? We have identified the best practices in terms of organization, marketing campaign, supporting content and initiatives to enhance content even after the conference.

The survey helped the company to get an overview of ideas and potential activities to enhance the event.


April 17, 2018


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