The podcast centers on event marketing, exploring strategies for brands to maximize their presence and ROI at trade shows and exhibitions. Key considerations include aligning event selection with business outcomes, as highlighted by Emma Duncan from IBM, who emphasizes clarity around objectives like awareness versus demand generation. Miranda McLean from Banking Circle Group shares how their event strategy evolved from initial brand awareness to focusing on customer engagement and lead generation, noting the importance of face-to-face interactions, especially post-COVID. Adam Burak of FreeMarkets discusses the importance of creating brand awareness through interactive activities and the use of events to drive sales. The discussion also covers booth design, sustainability, and methods for capturing data effectively while adhering to GDPR guidelines.
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