Instead! how about we talk about why this topic is booming in Latin America and how to boost the significant effort companies make in events by helping them generate greater returns and impacts on their investment?
A recently published article by Forbes! Argentina ! which I also recommend because it shows how events are being transformed with the incorporation of advanced technologies ! highlights that the events sector in Latin America “ is part of a global market that is expected to continue growing significantly! reaching an estimated market size of around US$ 1!752 billion by 2032! according to data from Custom Market Insights . ”
Although it does not give specific figures for the specific database by industry region (it is difficult to consolidate them! although it is known that Mexico! Colombia! Argentina and Chile are the countries that contribute most to the boom! putting Brazil out of the competition)! the publication establishes that the reality experienced in the region “suggests a solid and growing contribution of the events sector to the economy in Latin America ! in line with global trends…”
We agree on the reasons that explain this boom in events in Latin America! right? Here I share some of them.
Events ( organizing your own events or participating in industry events) have become established as one of the most important strategies for positioning brands in the market.
These offer numerous advantages such as:
Impact key audiences in a specific way.
Share key messages and differentials of the the impact on seo value offer.
Position spokespersons as experts and referents on topics.
Putting topics of interest on the public agenda.
Generate strategic contacts for commercial areas.
Strengthen relationships with clients and business partners.
It is for these kinds of reasons that companies invest 20! 30! 50 or hundreds of thousands of dollars paying for sponsorship at an industry event or organizing their own event . Most of the time they get positive results and achieve good returns on investment that allow them to repeat the exercise year after year.
What several companies in Latin America have already been able to demonstrate – and I hope those who have not will be encouraged to discover – is that there are creative and! above all! cost-effective ways to double or multiply the returns on investment and the reach of events by redistributing or increasing the budgets allocated to events in a very small proportion.
As general director and strategy leader at Impacto TIC ! a Colombian news company that has positioned itself as the ‘Media Partner of Major ICT Events in Colombia’! I can explain it to you.
Having the help of a Media Partner?
allows you to take the event beyond the four walls of an fax lead auditorium . This is done through streaming broadcasts that are usually viewed not by hundreds but by thousands of people on YouTube channels and other digital platforms.
Why settle for! say! impacting 500 or 600 leaders present at the event! when with just an additional 5 or 10% of the total investment you can impact 1!000! 2!000 or more key people who connect to the broadcast? Does n’t this generate a greater return on investment?
How likely is it that someone who has confirmed their attendance at the last minute will cancel? Once in three or four times? With a pre-scheduled or pre-arranged interview as an additional hook to attend an event! the chances of the person ultimately deciding not to go to the event are reduced by at least half .
The Allied Media can broadcast the key moments of the event (perhaps a keynote speech by the organizing CEO or VP or a presentation of a key product or trend) and combine them with high-quality journalistic interviews with the event’s protagonists .
The latter has been attracting so much attention that on several occasions partner companies of the organizing company are making participation in an event! sponsoring it or having a stand there conditional on ensuring coverage and visibility through an Allied Media (they even sometimes demand it as one of the benefits of sponsorship).
With the coverage and participation of a Media Partner! they can create landing pages with exclusive interviews! white papers .