What Is Event Marketing: an Ultimate Guide & effective Strategies in 2022

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What is event marketing?

What Is Event Marketing
Caption: What Is Event Marketing

Event marketing is a form of marketing online, which is carried out through the events held in the real world. Event marketing is a very popular form of marketing and it is done in different methods. Event marketing is a very good and effective way of marketing that not only attracts the attention of the people to the particular products and services but also builds lasting relationships with the customers.

With Digital Marketing expanding, Event Marketing takes place both through offline and online mediums. Event Marketing is something beyond the traditional promotional mix. Called experiential marketing due to the event providing unforgettable experiences with brands and companies that consumers communicate with.

Experience is a practical and behavioural memory, which provides a high tendency for humans to remember by doing something. All marketing communication tools are designed to target human capability–seeing and hearing. For the promotional package known as Event Marketing, contributors provide practical experience to the audience while addressing all visual and audio modes of communication.

Objectives & Benefits of event marketing:

Event Marketing
Caption: Event Marketing

Event marketing is an effective way to keep in touch with your customers, build relationships, create loyalty, and generate sales. It’s a great way to remind customers about your products or services, and can also be used to announce new products or special offers.

Event marketing campaigns can have one or many objectives, depending on the goal of the campaign. So what is the objective? The objective of all event marketing is to increase brand awareness and reach new audiences. Every event has a specific marketing objective, and they provide a guideline to measure campaign success. These objectives can be:

  • – Build brand
  • – Develop product identity
  • – Increase sales
  • – Increase awareness
  • – Create new leads
  • – Develop customer relationships
  • – Increase customer loyalty 
  • – Highlight the qualities of a product or service

Types of event marketing:

Types of event marketing
Caption: Types of event marketing

To create a compelling event marketing strategy, you must be sure to include both offline and online events in the mix. Let’s start by going over a list of different kinds of events that your company could host, sponsor, or just outright attend.

  • Online events – Webinars, virtual events, and live streaming events are popular forms of online events where presenters and participants interact with each other through a web-based interface. These are much less costly than in-person events and can easily reach a geographically dispersed audience.
  • Conference – A conference is an event that’s large and typically hosted and organized by one major company and sponsored by a long list of smaller brands and businesses. Conferences can be valuable for both B2B and B2C brands, with the most exciting agenda items including already-hands-on workshops, presentations, networking options–and much more.
  • Trade shows or Exhibitions – Trade shows or Exhibitions are large events that bring together consumers, suppliers, and retailers around a specific industry or type of product. These events give companies a chance to show off their products and services with qualified buyers, company representatives, and salespeople. If your business wants to increase its presence in a market with trade secrets, participation in exhibitions helps pad the bottom line.
  • Seminars – Seminars offer ways for the audience to learn from speakers about a variety of topics over the course of one day. The events often cover discussions, lectures and intimate networking opportunities. Seminars are events that usually come with far fewer attendees of comparable “levels”, for example, CEO’s, surgeons, or teachers. They often last no more than one day.
  • Workshops – A new type of event, similar to seminars and conferences, called a “workshop” is centred around the education of attendees. Workshops typically teach about tendencies happening in an industry or specific topic but they’re open to the public. They can also be offered virtually through digital platforms. This gives customers the best of both worlds—online accessibility for free or at a lower cost, as well as being face-to-talk with store representatives and experts in the industry.
  • Breakfasts, lunches, and dinners – These are often smaller, more targeted events that are hosted by companies to demonstrate their product or service. These types of events, while often promotional for the host company, are often not publicized. Often limited to eight people or less, events are smaller, more intimate networking opportunities. While some suggest the focus of these events is more on the host company than on the audience, it is important that the event include thought leadership presentations that align with that of your brand.

Event marketing strategies and plan:

Event Marketing strategy
Caption: Event Marketing strategy

Creating event marketing strategies requires marketers to identify the product or brand personality and the target customer group. When planning events, marketers must evaluate whether they are well-established enough to reach their objectives. However, brands should always remember that creativity and innovations can greatly contribute to this process because companies need to understand that the sky is the limit.

Event marketing involves different strategies for different needs. An event is a time-limited opportunity to share your message with potential customers, so sponsoring an event can help you build brand identity. If the event fails, however, it could also affect your company name for the worse! As such, before sponsoring any managed or third-party events, ensure the event will meet the needs of your business.

Event marketing strategies and plans include deciding your goals, engaging the audience by designing an event, launching promotions and generating sales. Here are some steps to create an effective event marketing plans:

  • Set achievable, realistic goals: When it comes to event marketing, planners not only have to measure ROI afterwards but plan for ROI from the outset of the process. Remember that your success depends on not just measuring registration or attendance metrics—the best metrics are those that get into pipeline and revenue impact.
  • Create prior hype: Proper segmentation is vital to your event marketing plan because it ensures the right type of people is receiving. Explore data quality for reuse because planning, during, and after size is crucial BEFORE the event. Don’t forget that social media platforms are important prior, during, and after an event. Connect with others through Twitter, Facebook, LinkedIn by asking questions prior to events.
  • Figure out your event’s theme: Before you start promoting your event, it is important to think about what information and content to get out. Do not forget the basics of picking a name, theme, brand, and purpose. Once that is figured out, you can settle on a location and time for your event. These two pieces of information have the most power to pull in attendees, but it is up to you whether or not to outline specific bits beforehand. Provide accurate calendars of events such as keynote speakers, workshop sessions, entertainment portions and anything else that attendees would need to know about. Finally, research and plan what information people would be likely to ask you during your marketing efforts.
  • What’s your budget?: If you want to plan an event, then take some time to define your intended budget. This will likely be the decisive factor on such things as a venue, entertainment and website. Poll your guests with a price range to identify your budget constraints.
  • How will you reach them? – Define your target audience to reach them. Understand what audiences will benefit most from attending your event, who would enjoy workshops, the speakers, and the sponsors. Utilize social media and your event’s website to reach potential attendees. If you are local, consider print advertisements on local magazines or media outlets. Add the event to listings websites, like Facebook event, Google event, Bookmyshow, Eventful and more so more people can be reached.
  • How will you measure the success ratio? – How will you measure your event success? The key to giving your event marketing an edge is analyzing KPIs. When setting up KPIs, make sure to set them against what happened; not just the projected sales numbers. Common KPIs for event marketing are the number of prospects generated, how many people responded to an offer, and how many people unsubscribed from uninteresting marketing material. Here are some important KPIs for event marketing.
  1. Cost per lead acquisition 
  2. Registrations
  3. Cost burning and acquisition ratio
  4. Attendee feedback
  5. Social media engagements
  • Relate the products and services with events: One way this is accomplished is by using events. The event gathers an audience to one place, and marketers try to relate the brand name, product, product features, or any marketing message to the experience within the event. By tying these attributes together, people are more likely to remember the item associated with that experience. When they come across that item in the future, they are more likely to think of that memorable experience too. Moreover, if there are other events highlighting this brand significantly later on, it. Event marketing should focus not only on the product but should also consider the product’s personality (i.e., how it should be marketed to your audience). For instance, event marketing an energy drink might be done through a sports event due to their matching personalities.

Conclusion:

Successful event marketing requires strategic planning and implementing your event, as well as a bit of attention to detail. Whether you are aiming to entertain investors, raise money for your non-profit, or eager to build your contact list through hosting an event, event marketing may be the solution for the you-and most fun for attendees!

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FAQs:

  • What is an Event?

    An event is a set of activities organized in a certain time period to gather prospects to celebrate, educate, entertain or to accomplish a particular objective. And there are several types of events.

    Sports events
    Cultural events
    Scientific, medical and technical events
    TV shows
    Entertainment events
    Social welfare events
    Religious events

  • What is event marketing?

    Event marketing is a form of marketing online, which is carried out through the events held in the real world. Event marketing is a very popular form of marketing and it is done in different methods. Event marketing is a very good and effective way of marketing that not only attracts the attention of the people to the particular products and services but also builds lasting relationships with the customers.

  • What are the Benefits of event marketing?

    – Build brand
    – Develop product identity
    – Increase sales
    – Increase awareness
    – Create new leads
    – Develop customer relationships
    – Increase customer loyalty 
    – Highlight the qualities of a product or service

  • What are the types of event marketing?

    Online events –
    Conference –
    Trade shows or Exhibitions –
    Seminars –
    Workshops –
    Breakfasts, lunches, and dinners –

  • How to create event marketing strategies and plans?

    Set achievable, realistic goals:
    Create prior hype:
    Figure out your event’s theme:
    What’s your budget?:
    How will you reach them?
    How will you measure the success ratio?
    Relate the products and services with events:

  • How to measure event marketing?

    Cost per lead acquisition 
    Registrations
    Cost burning and acquisition ratio
    Attendee feedback
    Social media engagements

  • How you can relate the products and services with events?

    Event marketing should focus not only on the product but should also consider the product’s personality (i.e., how it should be marketed to your audience). For instance, event marketing an energy drink might be done through a sports event due to their matching personalities.

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