Media agencies need to utilise the positives that events can bring – that’s the claim from a panel of experts speaking at The Guide Live.
The experts at the event – which haymarketevents.com describes as an ‘indispensable opportunity’ for event planners or organisers to get together – believe that uniting event venues with PR and media agencies could prove beneficial to all parties.
This is because media agencies tend to have a large social media reach. This way, events can capture a new audience via Twitter, Facebook or other social media outlets.
Furthermore, media agencies attending or showcasing at an event can generate an extraordinary amount of PR, reports eventmagazine.co.uk.
Victoria Morrison, event manager at PR firm Ketchum Pleon, suggests that it can often take clients ‘months’ to generate a similar amount of PR as they can get from a single event. Furthermore, clients can also work off the back of existing events – perhaps by holding a dinner in tandem with a major event.
Paul Hicks, head of brand experience and events at Carat, commented on the use of events for media agencies: “Events used to be bolt-ons but that’s no longer the case. Around 70 per cent of clients who come to us with ideas are asking for some sort of event. It gives communications teams the opportunity to be creative when they are usually strategic.
“Any media agency that isn’t looking to use experiential or events is going to miss a trick,” he added.