Rob Prevett

As marketers, we spend a significant amount of effort and resources on activities aimed at generating leads. But here’s a question worth pondering: How much of this marketing effort is directed towards people who have little or no chance of ever becoming our customers? Would our efforts be more fruitful if we spent more time focusing on those that have already engaged with our brand – our Know, Engaged, Marketable Audience (KEMA).

Opportunity knocks Advances in technology and data capture – through functionality like QR code scanning, Q&A, and polling – mean we now have the ability to not only improve on what we have done before but to create new opportunities and new money. It’s worth taking a look at your events and asking the question: What can I do today that I couldn’t do yesterday? We have the technology, we have the data and with a little imagination, the opportunities are now endless.

Environmental and Social Governance (ESG) rules, the set of standards for a company’s behaviour used by socially conscious investors to screen potential investments, could be about to have a big impact on the sector, says Rob Prevett, growth director at event tech firm Totem. Because when BlackRock and the World Economic Forum speak, the events industry must listen... Subscribe Now! Get the latest news and events.