professionally about the event industry
23 january ‘15
EFEA: session “How to create a successful business event? Secrets of effective promotion”
The final day of the Europe+Asia Event Forum featured a session "How to create successful business action? Secrets of effective advance". The event aroused a keen interest among the guests and highlighted the issues of synthesis and harmonisation of cooperation between event organisers with advertising and PR agencies, as well as Mass Media. The session was moderated by Alexander Potekhin, Director of TASS News Agency.
The session hosted representatives of the largest publishing houses of Russia, organisers of large-scale foreign events, heads of advertising and news agencies. The founder of the Nordic Business Forum Hans-Peter Siefen shared his company’s success stories of large-scale congress organisation. For four years now, his company has been running the Nordic Business Forum in Helsinki. In 2010 this global event hosted not more than 500 delegates. In October 2014 the same event in Helsinki welcomed 5300 guests from around the world. Throughout its history it was visited by such renowned guests as Sir Alex Fergusson and Arnold Schwarzenegger. According to Hans-Peter Siefen, 70% of success of any event is in personal and direct selling. Advertisement and online promotion account for only 30 % of success. "It’s really exciting that 99.7% of our visitors recommend our Forum to their colleagues and friends,” – stressed Hans-Peter. “As a result our sales period reduces annually. For instance, last year the Forum was sold out in 6 days."
At the session Olga Oreshnikova, Conference Department Head at Vedomosti shared her experience in business event organisation, and Nikolay Romanov, the founder of the Infographics Magazine, demonstrated the real efficiency of infographics. The session encompassed a lot of case studies and was held in a lively manner.