What is Event Marketing?
Event marketing is a kind of marketing that involves holding, participating in, or attending events to promote a brand, product, or service. In a word, event marketing entails promoting your event through numerous marketing channels utilizing various strategies. It is all about informing your target audience that you are having an event and converting them into attendees.
Event marketing allows you to develop deeper ties with your consumers while also educating them about your product. Event marketing may be done in a variety of ways. The most apparent example is when a brand sponsors certain events. Depending on the sort of event, it can assist you in strengthening relationships with clients and prospects, finding new partners, acquiring leads, and more. Digital events, such as webinars or live-streamed seminars can also be included in event marketing.
Whatever approach a brand employ, event marketing is seen by 95 percent of marketers as the most significant way to achieve business objectives. Let’s look at why this is the case.
Importance of Event Marketing
If you want to interact with customers and promote brand engagement, and let’s be honest, what business doesn’t want that? There are several methods to connect with others and achieve your goals, especially in this day and age of social media and smartphones. However, while the internet has become an essential tool in the marketer’s toolbox, it will never completely replace those all-important face-to-face interactions with contacts and clients. That is why we believe in events as a valuable marketing tool; they are an efficient method to network, raise brand recognition, and, ultimately, expand your business.
1. Brand Awareness
Brand recognition is critical since it is the first stage in the marketing funnel and lays the groundwork for eventually acquiring consumers. People’s capacity to recall and recognize your company is referred to as brand awareness. There are numerous reasons why building and increasing brand awareness is crucial. According to one research, 93 percent of customers believe live events have a more significant effect on them than television advertisements.
Companies may impress potential consumers with their products and services during events. You have a captive audience; ensure that they understand who you are, what you’re selling, and why you’re selling it. You want people to be smitten by your brand and your products/services. People might get familiar and comfortable with your brand if they are aware of it. When confronted with the choice of buying from you versus your rival, people are more inclined to choose you. Brand awareness also aids in the achievement of a variety of corporate objectives and goals.
2. Customer Loyalty
Today’s client frequently expects rational explanations and complete knowledge of why they should choose one brand over another. The unconscious portion of their decision-making, though, still craves emotion. While online and automated transactions bring efficiency benefits, they fall short in terms of lead generation, direct consumer feedback, and idea exchange. And without such elements, no firm can foster customer loyalty.
Companies may develop brand loyalty through event marketing by offering customers something to touch, taste, or see in person. When we purchase a product or service, we frequently unknowingly purchase the feelings we associate with it. Customers will be drawn in by a brand experience that screams fun and social enthusiasm because we desire good emotions, especially when we witness them in others. Event marketing makes it simple for your business to win from every perspective.
Face-to-face networking is more than just a marketing term. Quality events usually give possibilities for networking. The event organizer undoubtedly wants a more extensive customer list, but a clever planner goes above and beyond. Good marketing builds networks that involve a wide range of other event attendees. If marketers are unable to assist potential consumers, they may recommend them to others in their network. More importantly, managers may offer value to their clients by incorporating networking opportunities within the event, such as lunches and receptions.
Meeting new people and developing your network may help you obtain access to new clients and suppliers, allowing you to expand and grow your business. Building and running a successful business requires a significant amount of time and effort. Maintaining your desire and attention will be easier if you have a strong network of individuals around you. If you surround yourself with individuals who share your passion and ambition in life, you will be considerably more likely to succeed.
4. Get feedbacks
Real-time feedback methods that encourage involvement can help generate valuable data. Free user testing alternatives at an event encourage attendees to complete feedback questionnaires or film a product interview. Depending on the product or service, the attendee may find this special access desirable, and they may agree to participate in future beta testing. When it comes to enhancing user experience in the future, knowing how your customers feel about your brand or event is critical, and the more constructive feedback you can get, the better.
Excellent and negative feedback, both positive and negative, is quite beneficial. Feedback is vital information that will be utilized to make critical decisions. Top-performing organizations are top-performing because they are constantly looking for ways to improve on what they are already doing. Continuous improvement is more than simply a flashy slogan for top-performing organizations. It is a genuine emphasis based on feedback from all levels of the company – consumers, clients, workers, suppliers, vendors, and stakeholders.
5. Leadership skills
By organizing an event, you demonstrate that you not only know what you’re doing but that you are ready to introduce your company to others as well. When you provide a class or other professional development opportunities, you demonstrate that you have something to give to people. Instead of an executive from your firm, many events will feature a speaker you have hired. In this situation, you’re still demonstrating thinking leadership.
The speaker is an influencer; they are at the forefront of industry news and trends. Aligning yourself demonstrates that you are also a leader – you understand what is going on in your business and want to share that value with customers and prospects. Working with an influencer is a good thing for you and your company. After all, your company was wise enough to hire that speaker!
The advantages of event marketing are numerous. They allow you to increase your company’s exposure, sales, and positioning by establishing important face-to-face contacts. You may also increase your digital visibility through social media and press attention. Understanding the benefits of event marketing is critical for determining your objective and the sort of event you want to hold.
– By TrueBlue Exhibits ©