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How can event marketing research guide content creation?

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Event marketing is a powerful way to connect with your audience, showcase your brand, and generate leads. But how do you know what kind of content to create for your event, and how to measure its impact? That's where event marketing research comes in. In this article, you'll learn how event marketing research can guide your content creation process, from planning to execution to evaluation.

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Rishika Kaushik

Research & Consulting | Market Intelligence & Competitive Analysis
Amanjot Singh

Strategy & Consumer Insights, Market Research

1 What is event marketing research?

Event marketing research is a vital tool for understanding your event goals, audience, competitors, and performance. It helps you identify the needs, preferences, and behaviors of potential and existing attendees, as well as the strengths and weaknesses of your event strategy. Event marketing research will help you answer questions such as who your target audience is and what their pain points, interests, and expectations are; what the best channels, formats, and topics are to reach and engage your audience; how you compare to other events in your industry or niche; and how to measure the success of your event and the return on investment (ROI) of your content.

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Rishika Kaushik

Research & Consulting | Market Intelligence & Competitive Analysis
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Event marketing research can guide content creation by identifying audience interests and preferences, highlighting popular topics and trends, and suggesting optimal formats and channels for engagement, ensuring content is relevant, targeted, and effective.

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Ramesh Brahmadathan

Growth Consultant
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You just have to ask musicians, who can make their audiences wear their shoes from size 0 to 8 with great stagecraft. I have two words for you. #Taylor & #Swift. Same goes to the pioneers that dropped films like #TheWall. Heck even #U2 and the concert by #Satch I attended.

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Amanjot Singh

Strategy & Consumer Insights, Market Research
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Event marketing research plays a crucial role in optimizing your event strategy and maximizing its impact. By gathering valuable insights and measuring results, you can create successful events that resonate with your target audience and achieve your desired outcomes. It is a process of gathering and analyzing data to gain insights to measure the success of your events, and improve your event strategies. Pre-event, analyze competitor events, understand audience demo and interests, and gauge potential attendance. During event: Track engagement, social media mentions, foot traffic etc. Gather feedback. Post-event: Analyze post-event surveys, social media sentiment, and website traffic to measure brand awareness and assess overall success.

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2 How to plan your event marketing research?

Prior to creating content for your event, you must plan your event marketing research. This includes defining objectives, scope, methods, and budget. To begin, you should identify your event goals and KPIs so you can measure success. Then, segment your audience and create personas to attract and retain people with the event. Additionally, a competitor analysis should be conducted to determine best practices and gaps in the industry or niche. You should also choose research methods and tools such as surveys, interviews, focus groups, social media listening, web analytics, etc. Lastly, allocate resources and timeline to manage the research efficiently.

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Amanjot Singh

Strategy & Consumer Insights, Market Research
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For planning an event marketing research, it is important to : (1) Define your SMART objectives: Ensure your objectives are Specific, Measurable, Achievable, Relevant, and Time-bound. This helps you track progress and evaluate the effectiveness of your research. (2) Who are you trying to reach with your event. Consider demographics, interests, professions, and online behavior and create their personas. (3) Choose the research method: Ideally combine both secondary and primary to get a comprehensive understanding of your audience and the event landscape. (4) Develop appropriate research tools for easy and quick analysis. (5) Most imp is to pilot it before the event to gauge the effectiveness of the methods and tools before the event

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3 How to create content based on your event marketing research?

Once you have gathered and analyzed your data, you can use it to create content that aligns with your event goals and audience needs. To do this, consider your audience personas and segments to tailor content for different stages of the attendee journey. Additionally, analyze competitor analysis and industry trends to identify content gaps and opportunities. Additionally, use research methods and tools to test and optimize your content before and during the event, such as A/B testing, feedback forms, polls, quizzes, etc. Lastly, use event goals and KPIs to track and measure the effectiveness and ROI of your content. This could include registrations, attendance, engagement, leads, conversions, etc.

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Amanjot Singh

Strategy & Consumer Insights, Market Research
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Leveraging the insights from your event marketing research is crucial to crafting compelling content that resonates & drives event success-Align content with audience needs & interests, developing a content calendar. Address industry trends & gaps& unique perspective. Craft compelling content &narratives for story telling & optimize for SEO with relevant keywords & meta descriptions to improve the discoverability of content. Promote content effectively across website, social media handles, email, influencer partnerships to reach the audience.Measure and refine content strategy by tracking KPIs of content, such as website traffic, engagement, & content downloads. Analyse the data to understand what content resonates best with your audience.

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4 How to follow up with your event marketing research?

Your event marketing research doesn't end when your event is over. To gain more insights and improve future events, you should send post-event surveys and thank-you emails to attendees and ask for their feedback, testimonials, and referrals. Conduct interviews and case studies with speakers, sponsors, and partners to gather their opinions, experiences, and suggestions. Analyze the post-event data and compare it with your pre-event data and benchmarks to evaluate your event performance and content ROI. Finally, share your findings and recommendations with your team and stakeholders to plan the next steps and actions.

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5 How to follow event marketing research ethics?

Event marketing research involves collecting and handling sensitive and personal data from attendees and stakeholders, so it is necessary to follow ethical principles and practices to protect their privacy and rights. You should inform your participants about the purpose, scope, and methods of the research and obtain their consent before collecting any data. Respect your participants' preferences and choices, allowing them to opt out or withdraw from the research at any time. Additionally, protect their confidentiality and anonymity by using encryption, passwords, and secure platforms to store and transfer the data. Be sure to use the data only for the intended purposes and do not share, sell, or misuse it for any other reasons. Lastly, acknowledge your sources and give credit to your participants and contributors when using their data or content.

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Amanjot Singh

Strategy & Consumer Insights, Market Research
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Conducting ethical event marketing research builds trust and protects participants. Be upfront about the research, data usage, how privacy is protected. Get clear permission before collecting any data, & allow participants to withdraw anytime. Explain research methods and data security honestly. Avoid misleading tactics and ensure questions are unbiased.Respect participant privacy. Anonymize data whenever possible. If not, obtain explicit consent for data usage & sharing, & implement strong data security measures. Avoid sensitive or discriminatory questions, & be mindful of cultural sensitivities. Don't manipulate data or misinterpret findings. Be transparent about research limitations.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can event marketing research guide content creation?

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1 What is event marketing research?

2 How to plan your event marketing research?

3 How to create content based on your event marketing research?

4 How to follow up with your event marketing research?

5 How to follow event marketing research ethics?

6 Here’s what else to consider

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