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EEAA targets marketing community at Mumbrella360

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The Exhibition and Event Association of Australasia (EEAA) will be pitching the strengths of live events in achieving marketing results at Australia’s biggest media and marketing conference in June, Mumbrella360.

The EEAA is targeting the marketing community and in particular, those who influence marketing spend, in a special Masterclass which will “unpack” the power of business events and how new technology applications can help to track the customer journey and results.

It is the second initiative in the Association’s partnership with Mumbrella, which was formalised last month with the announcement of the new Best Use of Face-to-Face/Interaction Marketing Through Events award included in the Mumbrella Awards program.

Mumbrella Founder and content director, Tim Burrowes, welcomed the EEAA and Mumbrella partnership.

“It makes sense that we would support the work of the Exhibition and Event Association of Australasia. Our own success is built off the back of events. Mumbrella wouldn’t be what it is today if we hadn’t brought our growing online community face-to-face to connect, share and learn from each other,” Mr Burrowes said.

“While it is essential today to have an active and effective digital presence, marketers shouldn’t forget the power of bringing people together in real life.

“We look forward to working with the Exhibition and Event Association of Australasia to help raise the profile of events and exhibitions and their value to our community.” He said.

EEAA Chief Executive, Joyce DiMascio, said the session would target marketers who had the ability to either make or influence decisions about marketing spend. She said the session, titled How to build profitable customer relationships with events, will focus on the essential role exhibitions, events and the latest event technologies play in deepening customer engagement, understanding key audiences and measuring results.

“EEAA Members Julia Erben, Event Director at Reed Exhibitions and Phil Silverstone, General Manager, Australia and New Zealand at Eventbrite, will join me on stage to deliver this session,” Ms DiMascio said.

“Julia Erben’s team at Hair Expo recently won ‘Best Show’ at the coveted EEAA Awards for Excellence. Her story will provide a compelling case for the Power of Exhibitions as an effective marketing channel and the importance of the face-to-face experience for business success.”

Phil Silverstone will explain how the latest technology is enriching the live experience for both visitors and organisers.

“It will be an important pitch to the marketing community and a great opportunity to directly reach the decision makers and influencers of the industry. This is a major focus for the Association. We are focussing more of our work on reaching out to the marketing community to show how effective our channel is and the key role our industry plays in achieving marketing outcomes.” Ms DiMascio said.

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