By John McGovern, CEO Grimes McGovern Associates
Media companies and events go together like peas in a pod. Advertisers can be exhibitors and sponsors; readers can be visitors. Unfortunately, sometimes media and events end up in competition, especially as divisions within a business. Owners can fix this problem – by making organisational changes to bring their events and media properties into alignment.
For decades, media properties were king of the hill. They were profitable. They led the industries they represented. Many publishers started bringing their communities together in-person at events, and found those margins to be very good. Through this growth, different divisions sprouted, as skill sets for publishing were different than the skills needed to successfully launch events.
Clients often have one budget for events and advertising
However, there are unintended consequences when media properties and events/expos are siloed. Salespeople, writers, editors and event content directors compete for the same eyeballs and budgets. Conversely, it confuses clients who have one marketing budget for both advertising and events/exhibitions and have been assigned multiple account managers.
On the content side, conference managers and writers are recruiting the same thought leaders and sources for stories and events. It leads to a lack of diversity in both media and education. Same old faces, different day. It’s boring for the collective audience with no new characters or ideas.
Why you should assign salespeople by account
The right approach would be for businesses to focus on servicing the industries without the internal competition. This could be done by assigning salespeople by account and letting them sell everything – bundles with advertising, webinars, exhibit space, sponsorships and more.
The media team can help program onsite and digital education. They are well-positioned to identify trends and suggest speakers, session ideas and even moderate the sessions.
Aligning your media and events teams creates a seamless experience for clients, reduces internal friction and delivers stronger results. With a single point of contact handling the sale, they gain a deeper understanding of the client’s needs, goals and budget – leading to more tailored effective solutions, new revenue streams and deeper engagement.
Bringing your publishing and events divisions together is a win-win-win. For your teams, your organisation and the communities you serve.
Source: www.exhibitionworld.co.uk
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