Peter Brand
Peter Brand is the founder of NewsDriver, a mobile-first storytelling platform focused on helping bring new content solutions to corporate communicators.
Four Tips to Win the Content Game at Events and Conferences
July 26, 2017
Having spent a couple of decades building and refining public relations content and targeting platforms for the event space, I’ve identified what successful exhibitors consistently do well.
While there are many reasons to participate at events, two bubble to the top: build relationships and share content. When the right content and communications plan converge for your event, you build stronger relationships from events and deliver superior ROC (Return on Content).
Here are four tips to help your organization win the content game:
1. Create content specifically for the environment where it is being consumed: Know how and where your audience is going to consume your content. If you were presenting on stage would you turn off all the lights and talk to the audience in the dark? Unlikely. During conference and trade shows, audiences are listening to panels, at exhibitor halls or at social mixers – and typically consuming content on mobile. Present your content in the right format to foster an engaging mobile experience. Don’t assume all digital formats offer the same experience. Here’s a cool example.
2. Sharing is caring: To win new relationships and keep old ones, it’s important to share valuable content. That doesn’t always mean content about you or about your products. It means content and information that is going to help the target audience. Be a thought leader; share insights and tips that will help them become more successful (get comfortable with the idea it might not directly help you right away).
3. Data targeting and segmentation: Audiences now expect to see only relevant content in their social feeds and inboxes. When your targeting is misaligned, you run the risk of alienating the people you most seek to build relationships. Segment your target audiences and design content that speaks to each segment’s interests, concerns and practice. Leverage data from the event organizer, social media, Google and PR service providers to send the right message to the right targets.
4. Year-round effort: Communicating only a few days before the show and a few days after the show isn’t enough. A consistent year-round content development and communications program will drive strong results throughout the year and during your events – ABC (Always Be Communicating).
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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