The event business is a key pillar of member acquisition and retention for associations – and a good source of income. However, every event carries a high risk – costs are incurred regardless of the number of participants. During the coronavirus pandemic, many have become accustomed to digital events, which are often offered free of charge. To attract enough paying participants for hybrid or purely on-site events under these circumstances, it is necessary to accurately anticipate their information and exchange needs.
The Neutrum Topic Navigator analyzes the information behavior of target groups and the response to events in relevant subject areas. This identifies which topics and aspects most engage purchasing and supply chain managers and where they obtain information. In a further step, the Neutrum Market Check precisely determines what the target group searches on Google about these topics and which searches ultimately lead them to visit the websites of event organizers and events. For the corresponding search terms, the Market Check automatically collects search frequencies over several years and analyzes them using AI. This makes trends, seasonality, and development visible, and the Market Check forecasts show which topics will gain in importance and which have passed their peak. The analysis with the Neutrum AI Targeter adds the advertising behavior of competitors to this picture: which topics do they advertise their events on, and on which channels, with what budgets – and with what success? In this way, the association learns not only from demand but also from the competition and can incorporate the intensity of competition into its strategy. The analyses with the HASE & IGEL solutions not only provide strategic insights, but also a blueprint for implementation in marketing: from the optimal content orientation of the events ( market check, topic navigator ) to the appropriate formulations (topic navigator) and best Google keywords ( market check ) to media mix and budget ( topic navigator, AI targeter ).
The association can offer its members tailor-made events on topics and aspects that are of genuine interest, and in formats that truly engage them. The right wording in promoting these events is critical to success – wording that, based on analyses of the target audience’s vocabulary, corresponds to their choice of words. Advertising efficiency has been further increased by optimizing the media mix and keyword strategy based on the data.
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