Event marketing

 

Event marketing 

Event marketing describes the process of developing a themed exhibit display or presentation to promote a product service cause or organization. 

It leverages in-person engagement to connect with customers. 

Events can occur online or offline. You can participate in sponsor or host an event yourself.

Event marketing is a type of marketing that implies promoting a brand product or service by holding, participating in or attending events.

 Event marketing helps build more profound relationships with customers and educate them about your product.

marketing work

Event marketing can work in several ways. The most obvious is when a brand hosts some occasions.

 Depending on the event type it can help you build stronger relationships with customers and prospects find new partners acquire leads and more.

Another strategy is attending events as a guest.

 In this case a company representative can promote products or services or strengthen a brand reputation by showing expertise in the field. 

Finally you can sponsor events and increase your brand awareness.

Whatever strategy a brand sticks to, most marketers consider event marketing to be the most important way to achieve business goals.

Let’s discover why this opinion is prevailing.

Importance of Event Marketing

Partners and customers get a chance to interact with a brand in person and find it more trustworthy.

Event marketing importance boils down to growing your credibility. 

Large business meetings gather an audience which has an interest in your 

Such positive experiences create a strong emotional connection with a brand. 

People visit conferences or seminars not only to make contacts and absorb new knowledge but also to get away from their routines and have a good time. 

This quick once-over of the event marketing importance gives some hints about how effective this marketing channel.

Conferences

Conferences are large-scale events, which focus on educational speeches from industry leaders and experts.

 40% of businesses believe conferences are the most impactful event type for their business objectives.

They often include workshops and networking sessions to double the attendees’ benefits. 

Seminars

The main goal of this type of event is to educate visitors.

8% of companies consider seminars crucial for achieving their business goals, but this format contributes the most to increasing attendees’ expertise Hence seminars often take place in smaller venues and imply a limited number of participants.

VIP events

These events aim at sales acceleration and key customer loyalty enlargement.

7% of business representatives said VIP events have the highest impact on their company’s KPIs.

 VIP events can achieve these goals by gathering a room full of influential shareholders key customers and other honored guests.

Thought-leadership events

The supreme goal of these events is networking.

 Thought-leadership events allow organizers to boost their authority in a certain field and drive amazing business results – 14% of business leaders believe this type of event is the most beneficial for their companies’ outcomes.

A bunch of professionals with the same interests get together for in-person communication. 

Product launches

Companies use this type of event to showcase their upcoming products to potential or existing customers.

 The goal is to make prospects and buyers excited about a new product’s features and benefits.

Event marketing is a potentially powerful tool.

 It allows you to build and maintain strong relationships, acquire new customers, create robust partnerships, and nail business KPIs.

 If you want to squeeze every bit of value from this channel, take care of promoting your event.

The best way to ruin your event is by neglecting to promote it. 

You’ll get next to no in visitors and your event will be dead in the water. 

To reduce the odds of this gloomy outcome, consider adopting the strategies and ideas we’ve prepared for you.

Examples of Event Marketing

Some events help brands not only achieve their goals but also achieve the status of legendary must-attend events. 

Let’s take a glance at their organizers’ tricks and use them as a cheat sheet for making your event marketing more effective.

Google I/O

Although Google holds its conference for developers offline it also streams the event on the Internet. 

To achieve the presence effect and provide a high quality of the broadcast Google uses a 360-degree camera.

 The videos from previous years are available on YouTube which wins the hearts of both those who couldn't see the event live and those who decided to refresh their impressions.

Speaking of the content, Google provides a perfect mix of educational lectures from top experts and the company’s own product promotion.

 Each year, the brand shows new features for its software and hardware products.

Takeaways for marketers:

Provide the opportunity to watch your event both on and offline.

Combine your product promotion with quality educational content.

Let people access conference materials after the event.

Fuckup nights

This format is a proof that an original idea can be a game-changer for your event marketing. 

Fuckup nights, or Stories of Failure originate from a group of professionals tired of listening to success stories at every conference. 

They decided to go the opposite way and started to talk about their fizzles. 

Now Fuckup nights are a worldwide movement and popular event format many companies are eager to adopt.

The approach that Stories of Failure founders used was a sip of fresh air for a modern success-centered world.

 Better yet, Fuckup nights managed to pinpoint audiences' pain and fears and boost listeners' confidence.

Event Management Marketing Strategies

Create Target Audience Personas.

Plan with your Metrics in Mind.

Map and Refine the Attendee Journey.

Prioritise Inbound Techniques.

Generate Excitement with Email Marketing.

Attend Industry Events to Network.

Encourage Post-Event Feedback.

Create Exclusive Spaces for Attendees.