The Top 3 Takeaways From our Discussion With Beth Richardson

Beth is the owner and event producer of Pretzel Productions. Prior to opening Pretzel Productions in 2002, Beth worked as the Event and Sponsorship Specialist for an international software company, planning and managing their worldwide event and trade show programs. The position gave Beth an opportunity to create and manage corporate events and tradeshow appearances for the company from Australia to Amsterdam, and all stops in between.

Beth spoke to our cohort about event marketing; here are three takeaways from Beth’s discussion:

1. People do business with people they like.

Ultimately people will choose to do business with people they like and feel a connection with. Intangible products (such as software) can be very hard to sell unless you can get in front of people and demonstrate value - so face-to-face interaction is very important. Event marketing builds brand awareness, generates qualified leads and builds existing customer loyalty. It allows you to personally connect with your audience and gives you the opportunity to build many relationships, especially with key decision makers, in a short period of time.

2. Be creative and find ways to adapt; the future is hybrid. 

COVID-19 has changed the event marketing game. Now, more so than ever, it is critical to adapt and find ways to creatively reach your consumers. Virtual and hybrid models of event marketing are here to stay for the foreseeable future, making it critical for companies to find ways to connect in engaging and meaningful ways your audience, even if it is virtually. Check out 2020's best virtual event platforms.

3. Meaningful content and unique experiences are needed for your audience to come and stay.

Event marketing is a very powerful tool that can yield great results. Brands can use content to improve reach and engagement. Make it useful and meaningful and customers will look to you as a thought leader. Look at building unique experiences you can align with your brand and your customers will want to be part of.