Welcome to another edition of Aventri's Connect Weekly column, where we share the top five news stories from the week that today's meeting and events planners should know. We aim to cover everything from the worlds of events, technology, business, marketing, social media, travel, hospitality and beyond. Check out the top stories from the week of September 2, 2019.
How This Golf Tournament Reinvented the Game for Fans
Unlike other sporting events, golf tournaments typically aren’t known for drawing casual observers looking for a good time. But the organizers of the Northern Trust are trying to change that. This year’s tournament, the first event of the P.G.A. Tour’s FedExCup Playoffs, took place at Liberty National Golf Club in Jersey City August 5 to 11. It is one of the few times that the general public is able to experience the private, members-only golf course that boasts views of the New York City skyline and the Statue of Liberty. In addition to attracting serious golf fans, one of the goals of tournament organizers was to create a more buzzy social event. “If you want fun with a ‘side’ of golf, we have that, too,” said Julie Tyson, executive director for the Northern Trust. “To attract casual fans, we partnered with global brands fans already know, love, and trust like Grey Goose and Nordstrom. We also partnered with local cult favorites like Pizza Vita and Torico ice cream to bring local flair to our international attendees.” Read more.
Oprah Winfrey Launching Wellness Arena Tour in Early 2020
Oprah Winfrey is taking her motivational spirit on the road early next year with an arena tour to promote a healthier lifestyle. The former talk-show host and OWN television network chief announced Wednesday that the “Oprah’s 2020 Vision: Your Life in Focus” tour will begin Jan. 4 in Fort Lauderdale, Florida. She is working in conjunction with WW (Weight Watchers Reimagined) to offer a full-day of wellness conversations during the nine-city tour. She made the announcement on Facebook on Wednesday. The tour will conclude in Denver on March 7. She will also make stops in Los Angeles; San Francisco; Atlanta; Dallas; Charlotte, North Carolina; Brooklyn, New York; and St. Paul, Minnesota. Read more.
Meeting Planners Weigh In on Trump’s Idea to Hold the G7 Summit at His Miami Resort
Throughout his run in office, Donald Trump has become notorious for making choices that are unprecedented in the recent history of the United States presidency, such as his ongoing refusal to release his tax returns, or his unwillingness to cooperate with federal subpoenas. Now, Trump is suggesting his own golf resort in Miami, The Trump National Doral, as the site for the next Group of Seven (G7) Summit in 2020. This proposal is raising concerns about the legality and ethics of this choice, as critics question whether it technically counts as him profiting off the presidency by promoting his declining property to a global audience. Additionally, meeting planners have brought the venue itself under scrutiny, with mixed feelings over whether or not the resort is suitable for an event of this caliber. Read more.
NFL Secures TikTok Partnership to Attract Millennials
The National Football League (NFL) has become the latest sporting organization to join forces with TikTok to bolster its digital media strategy and attract millennials. As part of the agreement, the NFL will launch its official TikTok account to deliver content which will feature packaged highlights, sideline moments, and behind-the-scenes footage, to its fans globally. Both will further roll out a series of NFL-themed hashtag challenges and have already started a #WeReady campaign which asks fans to share their own TikTok videos on their favorite teams. The campaign ends tomorrow (5th September). The NFL and TikTok will also be partnering together on other various marketing opportunities for brands to activate around NFL content on TikTok. Read more.
Want to Make a Bigger Impact With Email? Send Less Often
Naturally, you might be inclined to send a whole bunch of messages to your members, but if your goal is engagement, all those messages might actually be counterproductive to your primary goal. So says the email marketing firm GetResponse, which reports in its latest benchmarking survey a sharp decline in open rate and click-through rate when a marketer increases the number of emails it sends per week from one to two. Marketers that send one newsletter have an average open rate of 33.4 percent, whereas the rate falls to 26.9 percent when a second email is added. Further declines are seen when message numbers increase, falling to below 20 percent after the fifth email. Read more.