Issue: With many of our customers we have seen events live a life of their own, deconnected from other marketing tactics. In marketing organizations events were originalle part of the responsibilities of Public Relations. This has caused them to live a life of their own, with their own dynamics. Often this leads to multiplication of efforts (and costs): events creating their own graphical chart, coming up with “event only” content and creating event specific microsites and communication actions.
Benefits: Integrating the event planning, content and tools with those of all other marketing tactics streamlines spending of budget and optimizes return. And, maybe more importantly, it gives more meaning to the work of those who manage the events, as they will carry clearly defined responsibility in reaching the strategic goals of the company. Also, a closer collaboration between for instance product marketing and event organizers (for the preparation of demonstrations or definition of event take-aways), fosters mutual enrichment of ideas.
We have put this into practice in a number of organizations, sometimes driven by marketing budget restrictions and always with the results as described above.