It’s no secret that the recent downturn in the American economy is affecting the events industry. Budgets are being slashed; event attendees are less willing or able to travel; and those attendees who do show up are also feeling the effects of the poor financial state of the country. As a result, exhibitors are being forced to scrutinize every detail to prove the value of their events.

The upside, however, is that with good strategic planning, a little creativity and a few tweaks to traditional marketing methods already in place, b-to-b marketers will be able to continue holding successful events. Here are some strategies and trends to keep CMOs allocating dollars toward events:

BOOST PRE-EVENT MARKETING
When convincing attendees of an event’s worth, marketers should also be providing potential attendees with the tools to enable them to persuade them on that score.

“The quandary that marketers are in right now is that companies are being asked to reduce costs. It’s very important to continue to show the value in getting people together,” said Alison Jenks, VP-marketing at event marketing agency TBA Global.

“Showing the long-term, intangible benefits of an event is very important. Most likely attendees will need to make an argument about attending. Helping them talk about it with the people who approve their attendance and making that individual very aware of what the benefits will be is a good idea,” she said.

One method is to have the thought leaders and speakers who will be giving presentations at the event help spread the word in advance. Have them connect to attendees through social networking or via the Web to give a preview of the types of useful information they will be providing those who attend.

Perks are also good: Cisco Systems recently introduced its NetVet program, which gives special VIP privileges to attendees who have been to three Cisco events in a row. In addition, many companies have been offering discounts for early registration.

GO DIGITAL OR GO HOME
Aside from the fact that digital events provide a significantly greater opportunity for measurement and attendee tracking, they also tackle the travel problem, since Web-based events make it easier for attendees to choose your event over other, non-Web-based ones.

And if they are keeping close track of audience and early registration numbers, marketers can determine the need and scope of Web-based activities.

“If you’re starting to have worries about attendance level, develop an online channel early,” said Phil Collyer, senior VP-creative services for Cramer, a digital marketing and events company. “You need to have time to market the online experience to attendees. Interestingly enough, these virtual event products are at a point now where you can populate content into a virtual event very quickly.”

Keep in mind, however, that attendees expect different outcomes from an online event. “They are expecting interactivity, choices and brevity. They have a lot of other things they can do online,” said Rob Everton, creative director at Cramer.

CORPORATE RESPONSIBILITY
Spending money on large, lavish events can have a negative impact on brand image during a period when attendees themselves are being negatively affected by the recession. Instead, many b-to-b event marketers are using the events themselves to invest in their local communities.

LexisNexis, a company that provides Web and information services, has developed an event program called LexisNexis Cares. For its employee and partner meetings, the company participates in local charity events. Some of these—which have involved employees and business partners—include helping to rebuild a New Orleans playground, constructing 100 bicycles for a boys and girls club in Orlando, Fla., and volunteering at an orphanage in Malaysia.

“When you’re going to hold a meeting, spend money in your local community,” said Robert Rigby Hall, senior VP-global human resources at LexisNexis. “Spend money in a responsible way where you’re combining business with something that’s good for society. You can play golf or go “Jet Skiing’ at a corporate event; but corporations should be doing things that help the communities they’re in and cost less money.”

Additionally, says TBA Global’s Jenks, it’s important to remember that employees need attention during these troubled times as well. Organizing team-building community activities can bring people together and have them interact in new ways, she said. Ultimately, business partners and customers will be happier and more willing to do business with a company that spends their money in a responsible way.

SOCIAL NETWORKING
Find people where they gather on a daily basis. In many cases this means using social networking sites.
John McIndoe, VP-corporate marketing at Information Resources, a provider of solutions for tracking packaged goods in the retail and health care industries, said his company added blogging, Facebook and LinkedIn to the list of marketing strategies for its upcoming summit, assisted by Jack Morton Worldwide, in Las Vegas.

“We took a very hard look at understanding what was going on in the worlds of our attendees,” McIndoe said. “We understand that our prospects and clients are networking in different ways today than a year ago. This is a far more targeted event that says: “We understand your challenges, and here’s how we’re going to address that.’ ”

THINK OUTSIDE THE BOX
The overall message from b-to-b marketers in regards to changing strategies to adjust to the economy is simply to have an open mind and be willing to make changes. Marketers that create true value in their event, target exhibits directly to attendees based on their emotional and personal as well as professional needs. And they use metrics to prove ROI should weather the financial storm and come out the other side with a new set of tools for successful marketing. Visit gge.com to learn how to make your next trade show or event a success.

M