Kevin oversees the sales, operations, P&L, and programming for more than 25 Questex in-person and virtual events across the Telecom, Technology and Entertainment industries.
The way events are being designed and marketed is definitely changing. Promoting famous keynote speakers and leaning on content alone to attract attendees is no longer working, so Questex is now really focusing on everything else -- VIP dinners, qualified buyer experiences, specific networking opportunities, relevant
demos and meetings, buyer/seller matchings, partnerships and cool activations.
The most significant trend in marketing that Kevin sees today is personalization. Content and activities are built around audience segments and particular job functions rather than the entire
industry. Questex’s TMT team (Technology, Media, and Telecom) generally focuses on 3 key segments (specific to job functions) for each event and tailors its attendee marketing to those segments. Targeted attendees are told about the companies and
people with whom they will be able to network -- people relevant to their roles. Kevin says that people will travel for quality connections and information that will drive their businesses forward. FOMO becomes a motivator.
Another trend Kevin sees is event
planners getting away from both the gold, silver, platinum tiers model and from the 40-page menu of sponsorship opportunities. He works with sponsors to create cool activations that promote their brand identity and give them thought-leadership status. Personalizing unique, surprising, fun activities for sponsors to be associated with is key.
He also offers contact information sponsors value in order to make and prepare for appointments at the event.
