Marcoms Roundtable: Integrating Marcoms With Events

Janeesa Hollingshead, Contributing Editor, Wealth Solutions Report

Executives From StreetCred, Impact And Rudin Group Explain How To Effectively Integrate Marketing And Communications With Event Management

With the evergreen need of advisors and professionals in the wealth management ecosystem to renovate and hone messaging strategies for multiple audiences within and beyond the industry, we bring you our latest column – the Marcoms Roundtable – designed to bring you analysis and insights from marketing and communications veterans and recognized leaders.

As the fall conference season ramps up with the ECHELON Deals & Dealmakers Summit and Future Proof, among many others, our inaugural installment of the Marcoms Roundtable explores methods and advice on effectively integrating event management with marketing and communications activities.

We spoke with Jason Lahita, Founding Partner of StreetCred PR; Marie Swift, Founder and CEO of Impact Communications; and Rob Farmer, Managing Director, Head of Communications of The Rudin Group.

We asked each of them: How can a firm effectively integrate marketing and communications with event management?

Their responses are below.

Rob Farmer, Managing Director, Head Of Communications, The Rudin Group

Rob Farmer, Managing Director, Head of Communications, The Rudin Group

The integration of a consulting firm’s marketing and communications capabilities with its event management responsibilities is essential to success of the event, and of the firm itself. These are typically high-stakes and high-visibility occasions for consulting firms to demonstrate the value of their brand.

To be successful, the consulting firm must be deeply intertwined with the event management team to align on strategy, objectives, messaging and execution. Every piece of event-related communication should underscore the event’s purpose and enhance the experience for attendees and stakeholders.

There are numerous opportunities throughout an event – pre, during and post – for a consulting firm to demonstrate expertise, provide value and burnish reputation. Multi-channel comms, including emails, social media, press releases and media relations are important to event success but are also a chance to showcase the consulting firm’s capabilities.

Events also typically deliver unique real-time opportunities to enhance visibility and awareness, including networking, attendee interviews, content creation, social sharing and in-person interaction with leaders and decision-makers.

Well-crafted, targeted and consistent multi-channel messaging coupled with a seamless onsite strategy not only drives engagement and creates energy around an event, it exhibits the capabilities of the marketing firm by extension. Consulting firms can integrate their abilities and expertise into every touchpoint without hijacking the event or diluting the core sponsor’s brand presence.

A subtle, seamless integration of marcoms capabilities with event management empowers a marketing and communications firm to elevate an event’s impact and lift its own brand in the process.

Marie Swift, Founder And CEO, Impact Communications

Marie Swift, Founder & CEO, Impact Communications

The integration of marketing communications with event management is important for financial services firms focused on establishing and/or maintaining a competitive edge. Done right, this strategic fusion can engage clients, foster brand loyalty and drive business growth.

Here are five keys to consider:

Synchronized Campaigns. Align marketing efforts with upcoming events. Strategically plan and promote events across various platforms to create anticipation and broaden reach.

Unified Messaging. Ensure consistent communication before, during and after events. Maintain a unified message across all channels to provide attendees with a seamless experience and reinforce key ideas.

Real-Time Engagement. Utilize integrated communication systems to foster real-time interactions between attendees, media, experts and your brand. This fosters deeper connections and demonstrates your firm’s commitment to making a more impactful difference.

Data-Driven Insights. Leverage event data to refine marketing strategies and event planning. Analyze attendee preferences, engagement levels and feedback to tailor future campaigns and create more personalized experiences.

Long-Term Impact. Embracing a thoughtful, holistic approach is a proven way to cultivate lasting client relationships and strengthen brand resonance.

For a great example of strategic fusion, consider the Future Proof Festival. Future Proof is “the world’s largest wealth festival” – gathering the financial services ecosystem (financial advisors, institutional allocators, asset managers, financial technology companies, other financial services providers, financial influencers and media). The vision is to get business done in an inspiring outdoor festival setting. I’ll be at Future Proof in September, looking for new ways to reinvigorate some of our legacy clients’ events and marketing communications.

Jason Lahita, Founding Partner, StreetCred PR

Jason Lahita, Founding Partner, StreetCred PR

With StreetCred PR set to again represent the one-of-a-kind Future Proof Festival, this question is especially well timed. Managing an event is hard, and when you add reporters into the mix – observing, interviewing attendees, live-tweeting and covering every word from the stage – it becomes more challenging.

Whether event organizers hire outside professionals or assign an internal team to oversee marketing and public relations, it must be a core focus.

Approximately six months prior, it is “go time.” The marketing materials and thematic elements of the event should be set – ideally, so should the agenda – or at least a solid framework. This provides adequate time to secure speakers and offers them a chance to get into the promotion game.

Some industry events make a show of barring reporters. This practice ultimately does little to stop leaks to enterprising journalists. However, most events want robust media coverage. The key? Ensure your content aligns with trending topics in the industry. Then, reach out to reporters early, giving them sufficient time to secure travel permission and budget.

Once onsite, make the journalists’ lives easier – offer them a basecamp, power supplies, coffee and access to speakers and event organizers. You will still find that corralling them is harder than herding cats – but assign a dedicated team.

Remember, regardless of any event’s media stance, things get out. Accept this fact and tailor your event not just to those in the room, but also to the thousands of people that will likely be reading about it.

Janeesa Hollingshead, Contributing Editor at Wealth Solutions Report, can be reached at editor@wealthsolutionsreport.com.

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