After a long day at work and a gruelling gym workout, I poured myself a glass of sauvignon blanc, ordered Seamless and settled in for an evening of Netflix. Unsure what to watch, I found myself choosing to watch The Aviator, which tells the story of Howard Hughes entrepreneur, aerospace engineer, filmmaker, inventor, investor, aviator, philanthropist and innovator. Possibly the main reason I chose to start watching is fact that it stars Leonardo DiCaprio, who is not terrible to look at!

About an hour in, I start thinking about how much of an innovator Howard Hughes was, not only as an engineer but also in the entertainment business. When I first started in the New York office, my primary goal was to put in place the necessary systems and processes to streamline the marketing. Now the marketing department has a solid base from which to innovate, to test and to push the business to the next level. I want to be the Howard Hughes of event marketing and enable my team my business to soar! 

Thinking of innovation remains me of a presentation I heard last week at #CNX15 which in part discussed that “Not all digital marketers are created equal.”

What does it mean to be an innovator? This is one of the hardest questions to answer. To me, the term innovator describes someone who is hungry to learn. Someone who takes the lessons they learn and applies them in a smart, realistic and creative way. They also test, measure and analyse. Innovators constantly seek the new and the creative.

So how am I going to become the Howard Hughes of Event Marketing? I need to set myself and my team clear objectives and targets that echo the objectives of our business:

  • To increase sales
  • To build brand awareness and product recognition
  • Establish ourselves as market leaders

After a year in the New York business, I have now collected enough data to get much more visibility about our customers’ needs, understand what methods of promotion they engage with and what sets us from our competition.

Now is the time to take these lessons and apply them. For example, website personalisation. Guide the customer through the website by creating subject specific or need specific pages. This gets the information they need straight to them, helping to move the customer through the decision-making process to purchase.

That is not all. I need to be committed to learning. By attending events like #CNX15 I can learn from and network with marketing innovators.

So here’s to becoming the Howard Hughes of event marketing.

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