Organizing events is an important part of member acquisition for associations – and a great source of revenue. But there are high risks associated with every event; and there are costs to every event, no matter how large they are. During the Covid pandemic, many had become used to digital events, which were often offered free of charge. To attract enough paying participants for hybrid or purely on-site events under those circumstances, it was necessary to correctly anticipate the participants’ needs.
Neutrum Topic Navigator analyzes the behavior of various target groups and their response to events in relevant subject areas. It looks at topics and aspects that most engage purchasing and supply chain managers. It considers where they obtain data. Neutrum Market Check then precisely determines what the target group searches on Google about these topics and which searches ultimately lead them to visit the websites of event organizers and events. For the corresponding search terms, the Market Check automatically collects search frequencies over several years and analyzes their history with AI. This makes trends and seasonality visible. Neutrum Market Check forecasts show which topics will gain the most traction and which have passed their peak. The analysis with Neutrum AI Targeter also looks at the advertising behavior of competitors: which topics do they advertise their events on, and on which channels, with what budgets – and with what success? In this way, the association learns not only from market demand but also from the competition. So, it can incorporate the intensity of competition into its strategy. The analyses with Neutrum not only provide strategic insights, but also a blueprint for implementation in marketing: from the optimal content orientation of the events (Market Check, Topic Navigator) to the appropriate formulations (Topic Navigator) and best Google keywords (Market Check) to media mix and budget (Topic Navigator, AI targeter).
The association can offer its members tailor-made events on topics that are of genuine interest, and in formats that are truly engaging. The right wording in promoting these events is critical to success – wording that corresponds to their choice of words, based on analyses of the target audience’s vocabulary. Advertising has become more cost-effective by optimizing the media mix and keyword strategy.
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