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2015 marked a landmark year for climate action. The Paris Agreement signed by 196 countries and regional organizations in Paris in December brought early festive cheer to individuals and communities around the world as we collectively took the first step towards a safer climate future. It has been called a historic moment and while it is definitely a milestone in climate efforts, for WWF and me personally, it is part of a journey that we set course on several years ago and we still have a long way to go.

Poof! It’s that time of the year again – in the blink of an eye.

You hear the Christmas carols; the new year resolutions; the festive music, and it sets the right mood to get you reflecting and thinking, “What have I accomplished this year?”

“What did I do right this year?”

“What did I do wrong this year?”

“What can I do better next year?”

The best way for us to improve is to look back at history and pick out the key tips we can bring over to use in the next year. In the spirit of Christmas, here are 12 event management and event marketing tips from 2015.

Have you noticed, in the past events that you organized or attended, that visitors not only come from all backgrounds, seniority, and industries, but they have diverse reasons for being there as well? The most commonly observed reasons from many events are:

  • Catching up with old colleagues and friends in the industry (“Missed you buddy!”)
  • Checking up on competitors to plan for the next course of action (“Wow, can I get all your brochures? And I ran out of my name cards…”)
  • Got an invite from your vendor, so why not skip the office for a while and grab that VIP lunch? (“Boss, I’m there to fact-find about the latest release of …….”)
  • Grabbing as many booth freebies to make the time spent worthwhile (Enough said)

The truth is, most event visitors are genuinely interested in discovering business opportunities during an event. But, why does it feel like you couldn’t connect with your audience to unearth such opportunities, and most leave the event without any meaningful conversations at your booth or with your sales teams? If you are the organizer or an exhibitor of the event, it is your job to make their time worthwhile by first getting clarity on their objectives, and adding value through clear, real-time communications of what they need to know, and where they can best achieve their objectives before, during, and after the event.

The marketing industry has been undergoing tremendous changes over the past few years. In fact, according to a study from Adobe, marketing has changed more in the past four years than in the last 50 years. Things are so fast moving that only 48% of marketers today feel highly proficient in digital marketing.

One of the methodologies that has been taking the marketing world by storm is Inbound Marketing. According to HubSpot’s new State of Inbound 2015 report, 3 out of 4 marketers across the globe today prioritize an inbound approach to marketing.

Inbound marketing can be very effective when applied to events. Here are a few tips on what you can do to promote your event using inbound marketing techniques.