Think back to the last event you attended.
Was it a conference or trade show? An intimate seminar or startup launch party hosted online? How about a fun, socially-distanced 5K or golf outing?
All of these occurrences may appear quite distinct, yet for the businesses or groups that hosted them, their unified objective was to amuse and involve spectators – ones who could possibly become customers.
Event advertising is an immensely beneficial approach for loads of companies, such as technology, learning, non-profit, healthcare, and purchasing ones.
Events not only provide advantages for those who organize and financially support them, but they additionally bring positivity and joy to those who take part in them. Occurrences provoke, educate, puzzle, amuse, and assemble folks in a manner not comparable to many other advertising techniques.
We developed this guide to provide you with the tools necessary to utilize event marketing for your own organization. Continue reading to commence or use the links to chapters below to go ahead.
What is event marketing?
The goal of event marketing is to arrange, coordinate and facilitate an event to advance a particular brand, product or service. Gatherings can occur in person or virtually, and companies have the choice of either organizing an event, participating as a demonstrator, or contributing as a sponsor.
Event marketing refers to a variety of events. You could host a discussion group made up of seven to 10 people, collaborate with another brand to fund a 5K race, create a presence at a prominent industry event, or organize these activities online.
You might consider holding a lengthy gathering that attracts thousands of spectators, backers, and presenters … similar to INBOUND. INBOUND 2022 will bring together a combination of virtual and physical sessions and will be experienced by thousands of people across the globe.
The size or form of your gathering is of little importance, the focus should be on providing value to those attending, as well as to your customers and brand.
Types of Event Marketing
Let’s discuss the different types of event marketing your organization may opt to host, sponsor, or participate in. It should be noted that all of these occurrences can be conducted over the internet too.
Conferences
Gatherings of this sort are typically coordinated and overseen by one significant corporation and are financially supported by a range of smaller labels and firms. Conferences are valuable for both B2B and B2C brands. These gatherings normally have the most exciting programs, including presentations, classes, and chances to meet other people.
Trade Shows and Expositions
Events that center around certain industries and items, such as sales technology and medical devices, are commonly referred to as trade shows or expositions. Trade exhibitions provide firms an opportunity to display their wares and services and usually yield the largest number of potential customers. People attending trade shows are usually already considered buyers, employees, and people in sales, compared to conferences which accept everyone.
Seminars
Seminars (frequently termed webinars when held virtually) are of great worth, and are mainly intended to provide knowledge to a limited quantity of individuals. They involve discussions, lectures, and intimate networking opportunities.
Roundtables resemble seminars, except typically with a very small number of attendees of similar rankings, for example, executives, medical doctors, or educators. Both events typically last no more than one day.
Pop-Up Shops
Pop-up shops are brief retail locations that allow companies to offer their products within a restrained setting. Many e-commerce brands that do not operate a store on a permanent basis put together these types of activities. Pop-up stores enable digitally based businesses to make their mark felt in the real world by providing their customers with a physically engaging atmosphere.
Launch Parties and Celebrations
A small gathering for friends, family, and invited guests to mark the start of a new business, make an important announcement, or celebrate an accomplishment or achievement is known as a launch party or celebration. Once a year, some firms host and entertain their customers or clients at a celebration. While these kinds of gatherings should not focus on a product or brand, a brief address or demonstration could contribute to linking the occasion with a company and remind guests why they are present.
Competition/Awards
A great way to position yourself as a top authority in the industry is to devise industry-specific honors which you can host an event for. Investing both time and finances can be an expensive process, however it can generate tremendous outcomes and set you as the core rival in the business.
Thought Leadership
Events with thought leadership content are designed to establish the company or brand as authorities in the field. For example, a data analytics company might host an event that celebrates the transformation of business intelligence over the last 10 years, with the goal of demonstrating their cutting-edge nature. This would have a strong appeal to certain target audiences.
Live Streaming
Live streaming is done in conjunction with a real-world event, enabling you to reach a far-reaching, worldwide base of people who are interested in the topic or field of your event. Live streaming for bigger conventions has become significantly more prevalent.
Private Breakfast, Lunch, Or Dinner
A few happenings consist of a casual meal, mingling, and generally a brief discourse. They typically center around topics relating to a specific sector (e.g. commercial insurance luncheon, mechanical funding yearly banquet…) and are designed to attract high-level participants including those at the helm of making decisions (Managing Director, Head of x…).
Benefits of Event Marketing
Events marketing has shown to be advantageous for companies and assist in their success.
But how do they do that specifically? What are the benefits of investing in this approach for your company? Here are some distinct benefits of event marketing.
Events marketing generates business.
Firms decide to invest in event marketing as such activities naturally create chances for fresh business and income — 95% of marketers think that face-to-face events can be influential in fulfilling their organization’s main business objectives.
As the host of an event, signing up alone results in an inventory of individuals who already have an interest in what you have to offer, as well as your sector, or perhaps even fit into the intended demographic. If you are hosting or backing an occasion, you can assemble leads through an email-list, a trial offer, or setting up a challenge.
Event marketing provides one-on-one customer engagement.
Many businesses which operate digitally, such as those producing software or conducting online sales, do not come into physical contact with their clients. That’s where event marketing is beneficial.
A recent Bizzabo survey in 2020 showed that 93% of marketers think that in-person gatherings allow people to create associations in a more and more digital universe.
Interacting with existing and prospective patrons at gatherings helps to create personal connections. Creating individual, face-to-face relationships can help to strengthen customer loyalty and help customers to give a more human aspect to your business. Events provide a welcomed break from the typical mundane activities of the working day, providing an improved opportunity to connect with a customer versus just talking through a phone or meeting in an office. By having the focus on you, there is the potential to market, or even add extras to, your goods and services.
Event marketing builds brand awareness.
Organizations can build up and nurture their brand identity by arranging or taking part in events. The majority of event marketers stated that the main objective of organizing events is to promote their organization or items.
Event marketing enables you to link a tangible image and look to an online business. Events offer a totally immersive experience that allows shoppers and patrons to get a sense of your brand and how it is experienced in person.
What is the most advantageous aspect of leveraging events to increase brand recognition? People talk about events. People from all areas of life, such as consumers, customers, media, bystanders, and influencers, can discuss occurrences through a variety of channels, including in person, on social media, and in the press. Consequently, occasions are an excellent method of informing and enlightening others about one’s brand and the related products.
Event marketing encourages product and industry education.
No matter what occasion your business hosts or takes part in, there is almost certainly a learning component involved. The success of event marketing lies in its focus on more than just a brand or product.
Rather than putting their main efforts into advertising, they concentrate on teaching and amusing a particular group or market … and present items and services on the side. This makes for an excellent advertising strategy for everyone involved.
What To Prepare Before You Market An Event?
When you have settled on the form of your event promotion and the primary methods you plan to use, confirm that you have attended to the necessities. It is essential to understand who will be attending the event, what is being offered, completing all the organizing beforehand, and setting up a webpage devoted to the event.
1. Define Your Audience
Prior to beginning any promotion for the affair, it is necessary to pinpoint the target audience and recognize who they are and how to draw them in. It’s recommended to identify the intended audience for the event. Who are you expecting to show up?
This approach will both keep people casually interested in the event from signing up and draw even more potential registrants who identify with the cause. It is reassuring to realize that someone has taken the time to arrange something based on your interests and requirements.
2. Create A Strong Value Proposition
The outcome of a celebration relies heavily on the initial planning process when the topic and structure are constructed. It is essential that you provide an attractive offer and a distinct point of sale that will appeal to the people you are aiming to attract.
The subject matter should be captivating, up-to-date and extremely pertinent and the method employed should be tailored to the details, background of your crowd as well as the desired results of the occasion. Ensuring that your value proposition is attractive to your desired audience of participants is a key issue which should receive your attention.
3. Prepare And Plan For Your Event
Once your value proposition is in place, make sure to attend to all the necessary preparations and arrange the details such as the location, catering and speakers. It is important to ensure that the event is properly set up so that it reaches the expectations of those you are trying to attract.
4. Create An Event Page
A page containing all the details regarding the occurrence will be shared (this could either be a webpage or a distinct website depending on the capacity of the event). The main point of connection to your promotional efforts will be the event page; it will act as the visible face of your activity, so it has to be perfect.
Add Key Event Information
Be sure to present all pertinent info in an understandable manner, enabling readers to take in the content quickly, avoiding bafflement, tedium, and disorientation before they submit their registration. All events must include the title, date and time, the location, and a description that clearly explains the purpose of the event.
Add A Call To Action
This is extremely important! Lead your audience to the registration form. That is the main objective of the page. Pick a memorable style to show your “Register now!” communication or button, which you can have numerous times all through the page contingent upon its length and structure.
5. Set Marketing Objectives & Measure Success
When designing an event, having set targets and aims is essential. It is essential for success that you comprehend the undertaking necessary, your objectives, and what you intend to acquire from the event. Should you neglect to do so, there is an increased chance of a low number of participants and not having the ability to calibrate the consequence of your occasion with KPIs.
Is Event Marketing Worth It?
Yes…
- Events are still viewed by 80% of B2B marketers as one of the most effective marketing channels in terms of generating ROI in four key areas.
- Events remain a great channel to build your brand and gain market awareness and media exposure. Being able to choose your venue, theme, content and format allows you to build an experience that reaches your exact target audience, providing real F2F exposure for your company or brand.
- Events are the most effective way to get face to face with a group of prospects who are interested in your product or service, and face to face interaction remains one of the best ways to ways to engage with leads and close sales.
However, if you do not properly promote your event, you will never get the payoff that you could have based on the previously mentioned factors. Spend the necessary time and put money into advertising your event.
