The FIPP Insight Publications

KEY INSIGHTS

HIGH-END EVENTS

The niche content site, The Information, organises high-end events with VIP prices starting at US$1,500. Subscribers get on-stage acknowledgments, guest passes, and VIP lunches with influential people. FIPP

RUNNING EVENTS FOR CLIENTS

Bonnier and Hearst Live run events for other brands. “As events have now become an integrated part of marketing plans, we have diversified to also offer the creation of events on behalf of other brands,” said Victoria Archbold, Managing Director of events and sponsorship at Hearst Live. FIPP

IT’S NOT ABOUT PRICE ANYMORE

“The four Ps [price, product, promotion, place] are not as important as they once were to consumers,” said Archbold. “When it comes to experience, we are seeing them shift to the five Ws — Where am I? Who am I with? What am I doing? Which channel shall I share it via? Why am I or they (the organiser) doing it? These are all questions to bear in mind as you start planning.” FIPP

A NEW WAY OF THINKING ABOUT EVENT SPONSORS

“The sponsorships vary greatly. We are now beginning to think about, for example, could we have an official auto of (the event) ‘Journal House'? Everywhere we are, that automotive partner is there providing shuttle services. Now that it's become more of a franchise, I think we can think bigger about sponsorship,” said Josh Stinchcomb, the Global Chief Revenue Officer at WSJ, talking to The Drum.

MEDIA COMPANIES CHECK ALL THE EVENT BOXES

The number one thing to keep in mind is that most media companies already possess the right tools to move into events — and turn a profit while they're at it. A well-defined target audience? Check. Existing channels for promotion? Check. A loyal following? Check. Bags of relevant content and expertise? Double check! FIPP

CREATING DEEP PERSONAL CONNECTIONS

National Geographic's live events team, National Geographic Live, aims to create deeply personal connections with attendees. “Customers who experience Nat Geo Live events are some of the most loyal customers to our brand, and most likely to recommend our brand to others,” Natali Freeling, Director of Marketing, told FIPP. “The majority of our respondents report that attending our events increases their interest in watching our channels, subscribing to our magazines, purchasing one of our books, booking travel with us, or shopping on our website.”

PROMOTE WAY IN ADVANCE

Having a user-friendly website and promotions up and running 12 months before the event will help maximise returns and shine a spotlight on your event rather than competitors', Thomas Howie, Chief Operations Officer and one of the founding members of Evessio.com, specialists in event management software, told FIPP.

Monetisation Events

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2020-03-10T07:00:00.0000000Z

2020-03-10T07:00:00.0000000Z

https://fippinsight.pressreader.com/article/282754883788853

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