Event Profs Weigh In: How Will Your Event Budget and Strategy Change in 2017?

While the event doors may be closing on 2016, event planners are already planning how they will take their event programs to the next level in the year ahead. As technology, marketing trends, and overall company goals change, so too do event marketing strategies. And I think we can all agree that we’re in a time of rapid change.

So, we asked four industry experts to weigh in on what they plan to do differently with their event strategy and budget in 2017. Here’s what they had to say:

nikki-nixon

“Event budgets have to count this year. The days of frivolous spending are gone and now event professionals need to think of what impact every dollar spent has on the overall attendee, sponsor and speaker experience. The expectations for experience are still high and we’ll need to be resourceful in how we execute to ensure we have a winning experience for all involved.”

— Nikki Nixon, Director of FlipMyFunnel

karie-degraffenreid

“In the past, we did a lot of different events with the goal of driving as many net-new leads and deals as possible. In 2017, we are taking a more focused approach to events by looking at our prospect lists, current deal cycles and where our customers are located to determine what events to attend, where to host events and what content to deliver. This targeted approach is much more in line with our overall marketing strategy. Instead of just looking at net-new leads and deals, we will also look at events that will help us push current deals through the sales cycle at a faster rate.”

— Karie DeGraffenreid, Senior Integrated Campaign Manager, ServiceMax

andrea-oconnor

“2017 is about quality over quantity; we’re looking at events through a really strategic lens to ensure that we are spending our budget wisely and maximizing for business returns and creating incredible experiences.”

— Andrea O’Connor, Director of Field & Event Marketing, Gainsight.

maya-shoucair

“In 2017, we’ll continue to take part in and sponsor trade shows, conferences, and virtual events, but we’ll be shifting more of our focus to Uberflip-owned and branded live events. Along with hosting our second-annual user conference, The Uberflip Experience, in Toronto this August, we’ll also be taking our show on the road to meet with customers and partners where they live and work. While we live and breathe the digital experiences we create as marketers, we also know that you can’t replicate the power of face-to-face communication which has to exist alongside any digital strategy.”

— Maya Shoucair, Events & Community Manager, Uberflip.

Want to find out more about what’s in store for 2017?
Check out our 4 BIG Predictions for the Event Industry in 2017.