How to win big at event marketing

Marketers across Southeast Asia, South Asia and ANZ are gearing up for the region’s most recognised awards platform for events marketing. Now in its fifth consecutive year, the Marketing Events Awards celebrates standout achievements in events strategy, marketing, planning and execution.Competition will be tight and the senior judges from brands including adidas, OCBC, McDonald’s and Heineken have their work cut out for them. Marketing Magazine spoke with a few members of the jury to find out their expectations.Lee Kin SengDirector of marketing communicationsParkroyal on PickeringMarketing: What will you be expecting from the entries this year?Can I say, a lot!? There are so many great campaigns out there, everyone is trying to come up with something new and different so they stand out from the crowd and stick in people's minds (in a positive way).For me, it is about true integration. We hear "go digital" all the time but digital or social media shouldn't be a standalone pillar within a campaign. Marketers need to understand how to leverage different platforms available to maximise exposure and drive their traffic target to the right places for the right information.I sometimes see campaigns that have so much potential but the link between all the initiatives within them is minimal and fragmented, and it feels like they are just ticking boxes.Marketing: How important are awards programmes such as this for event marketers in the region?I would say very important. Awards programmes provide a fair and honest 'report card', if I may, for brands and marketing agencies out there. While a bit of friendly competition never hurts anyone, I think the true value of awards evenings is that they bring the best in the business together to network, collaborate and keep raising the bar.Grace ChanHead, group brand and marketing communications (Worldwide)Malaysia AirlinesMarketing: What will you be expecting from the entries this year?I expect entries to have a robust digital and content component that solidifies campaigns. This must be further strengthened by a result-based performance marketing matrix that marries awareness, conversion and revenue. Essentially it must be guided by an attribution model.Marketing: How important are awards programmes such as this for event marketers in the region?The awards programmes conducted at a regional and global level are important to encourage recognition of successful campaigns. It also plays a critical part in driving significant awareness that brand building is a strategic component of a business that should be taken very seriously by all businesses who want to compete globally.Arbie ArtinianHead of marketing, Asia PacificElectronic ArtsMarketing: What will you be expecting from the entries this year?Our industry is in an incredibly inspiring period with the bar continuously being raised and new levels of excellence being realised. Marketers have more in their arsenal than ever before and I look forward to celebrating some of the best work in the industry that delights consumers, whilst delivering effective results against commercial briefs.Marketing: How important are awards programmes such as this for event marketers in the region?With the continued growth in the region, the quality of campaigns are increasing and initiatives like the Marketing Events Awards are essential in showcasing the high calibre of output from our peers.The winners of the 2016 Marketing Events Awards will be announced at a gala ceremony on 7 October at Capella Singapore.Check out all the details on the awards including the full jury and the process of entering at the main website here.To enquire about entering the awards contact Nirah Aziz on niraha@marketing-interactive.com or call +65 6423 0329, +65 8157 3449.For sponsorship opportunities contact Johnathan Tiang at johnathant@marketing-interactive.com or call +65 6423 0329.