Challenges
The first event was still during the height of COVID restrictions, which meant it was harder to reach people directly. However, this presented an opportunity to include people from outside Gloucestershire and across the UK’s cyber sector. For the second event, hybrid conferences were still a new concept and so different tactics were used to attract people to virtual and physical registrations.
Strategy
Simon and Elena met with CyNam’s Clare and Eleanor to gain updates on content for the event. Content calendars were created to help spread announcements across a six to eight-week period, including the list of sessions, the launch of the broadcast portal and countdowns to the showcases. Having previously worked in the events sector, Simon used his previous experience to create a sense of urgency and FOMO to help drive engagement.
Guerilla Tactics Used:
Event marketing
PR
Email marketing
Content marketing
Analytics
