event marketing agency

If you don’t know the answer, it’s about time you did.

Not only are your existing customers keeping your business alive, they are also likely to be a good source of new revenue too. There’s a well known stat from Bain & Co that it’s 6-7 times more expensive to acquire a new client than to retain a current one.

There’s a blog post on Big Girl Branding about keeping hold of customers that’s worth a quick read.

With this in mind it’s important you measure your customers’ happiness. We do this regularly through ongoing ad-hoc feedback and we also introduced over a year ago a twice yearly satisfaction survey. Our stance is that of fearless listening which so far has not been as painful as it sounds.

The results of our latest survey are now in and we’re delighted with the results, a sample of which you can see here (the higher the percentage score the better):

Klaxon delivers quality work, on time and with clear communications:

Average: 90%

Klaxon understands the market place and offers appropriate ideas and counsel:

Average: 87%

Klaxon provides creative ideas and solutions:

Average: 85%

How happy would you be recommending Klaxon?

Average 85%

How happy are your customers?

Image copyright Granit Chartered Architects and Joe Clark Photography

If you are considering using webinars as part of your marketing mix, it is well worth your time to watch this webinar from the BrightTalk Academy. It includes a useful introduction to setting up a webinar strategy based around your audience segmentation strategy, tactics for audience generation, capturing contact data, best practice ideas around your content strategy and more.

Please share your experiences running webinars for lead generation in the comments. We’d be happy to try and answer any questions you have too.

It can be an intimidating task to summarise your presentation into that short concise yet compelling paragraph needed for a conference programme. Follow our top tips on how to create a digestible and easy-to-read synopsis that will attract an audience.

First and foremost, make sure it reflects exactly what you want to say. Keep in mind that the conference delegates – to whom you will actually deliver your presentation – are your primary audience!

A conference session synopsis consists of a short, snappy powerful title that succinctly describes your session. Followed by further detail about your talk, to enable potential attendees to evaluate the content of your session. Remember the title and content of the synopsis must match up!

A conference session synopsis can be either a narrative (usually between 40/60 words) or bullet points (writing your main points in bullet form will help you limit what you are saying).

So how do you write a synopsis that is clear, concise and interesting enough to entice people to come to your presentation?

If available take a look at the draft conference programme by obtaining it from the conference organisers. Take note of any key speakers, underlying theme(s) of the conference, and other additional features that may be relevant or perhaps potentially overlap with your session.

When conceiving your presentation, use the following checklist:

• Am I saying anything new?
• Is there a challenging and provocative question my work brings up?

There are a few guidelines that you should observe too, such as:

• Be objective – if you sound like a walking advert for a supplier organisation, delegates will not turn up to hear you and you will create a bad impression.
• Use examples or case studies (or both) if possible. Delegates like to picture how your advice might apply to them.
• Use the right language – are there any buzzwords and jargon relevant to the conference topic you can include?
• Draw on any key points of research, particularly if significance to the intended field
• If appropriate, provide potential delegates with legal cases

Finally, I know it sounds obvious, but read through the synopsis again before the day of the event and ensure that this is actually what you talk about - it should not only attract people to hear what you have to say in the first place but keep them listening once they are there!

If you have any top tips for how you have created the perfect synopsis, please share them in the comments below.

We were recently invited to contribute a chapter to B2B Marketing‘s ‘Guide to Online Events’, specifically a section on how to choose the right online event platform to reach your target audience.

The chapter intro reads:

“The growing use of online events in B2B marketing is hardly surprising when you consider some of the key benefits on offer: The cost is lower than physical events, there are more measurable outcomes, the creation of fresh marketing assets, the likelihood of message amplification post- event – the list goes on and on.”

“There’s no doubt that online events offer significant advantages to marketers. But is an online event the right option for reaching your target audience? You will have read all about the objectives for using online events earlier in this guide, but here we’ll be looking at how to align your content and platform choice to the right audiences. For example, should you consider a webinar or an online exhibition if you want to reach a CIO, or would your budget be more wisely spent setting up an offline meeting?”

The other chapters cover topics including the different types of online event formats, setting your objectives, and integrating online events to your overall marketing strategy.

It’s an excellent read for any marketer looking to use online events in their mix. We encourage you to take a look at the full guide available here.

You could also join the discusion in B2B Marketing’s Linkedin Group.

Look out for more articles from Klaxon to come on B2B Marketing.

If there are two tactics in your marketing kit bag that are better designed to be integrated than events and social media then I want to know about it. For me these two go together like roast beef and Yorkshire pudding, absolutely perfectly.

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I was reading my friend Julius’ event manager blog again recently to pick up some inspiration. It’s always full of great ideas for event promotion and management. Anyway, he had this slide deck embedded from SideShare with some innovative ideas for how to promote an event offline. I hope Julius you don’t mind if I share it here too, but also try to build on your 15 with a few The Next 3 Event Promotion Meme …

Here are my Next 3 ideas:

1. Contact journalists writing about topics related to your event and ask if they would like a press pass

2. Create a thought leadership background piece and pitch it as a guest post for related blogs

3. Call your top five customers and ask them if they know of anyone else who might like to attend

I would also like to throw down the Gauntlet to some other bloggers to see if we can grow this list to something really useful…

Raxraxrax – I know Rax can put together a good event, having worked on Smirnoff’s sponsorship of the London Bloggers Meetup with him. But I wonder if he could share some pearls of wisdom?

Peter Marshall – Peter holds regular exhibitions of his photographic work and will no doubt have a wealth of experience in attracting an audience. Peter, any thoughts?

Mecca – responsible for all sorts of social media events and shenanigans, I wonder if we can tempt Mecca into joining our meme with a few ideas for inspiration..?