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Event Marketing: Why Events Should Be Part of Your Marketing Strategy


Promotional events are a great way for folks to have fun and to promote your brand. In fact, event marketing is widely used across industries, as promo events are an essential segment of every solid marketing campaign.

Whether big or small, events should become an integral part of your marketing promotional strategy.

Most popular types of events

Broadly speaking, there are two types of events: offline and online events. The former include seminars, conferences, trade shows, workshops, product launches, etc. Online events usually consist of networking meetings, webinars, and live streams.

Just a few years back, offline happenings were the bread and butter of the event industry. However, as the coronavirus hit, virtual events rapidly grew in popularity and this trend is expected to continue even after the pandemic is over.

Generating leads

When it comes to digital marketing, generating leads is the topmost goal, as leads convert into sales later on. A cool-looking website is not the only way to generate leads, as organizing promos is also a neat way to get people interested in your brand.

Namely, organizing events allows you to target several groups of people through a single event. For instance, a promo food/drinks stand in front of a supermarket will experience a lot of foot traffic. Once the locals taste your produce, your customer base will grow slightly.

An opportunity to build your brand 

Speaking of brand awareness, events are a great way to inconspicuously build your brand. Apart from the brand in general, event marketing is a great way to promote particular products, especially before or immediately after their launch.

Unlike an ad banner on a website or a TV commercial, a live event allows customers to interact with a brand and its products. Online events are even more engaging, as customers get to play games, leave comments, and try out products in a virtual setting.

Building customer loyalty

The reason why consumers love promotional events so much is because they are fun. If you are able to organize events that all of the attendees will enjoy, you will contribute to customer locality and retention.

Even when it comes to more serious events, such as product launches or expert conferences, the enjoyment factor has to be there. This way, customers will associate your brand with a pleasurable feeling.

From hiring a music band to play, across delicious catering, all the way to an AR photo booth like the one on the Dallas Cowboys’ stadium, there are plenty of ways to entertain people.

Product launches are eventful

Another way to build on brand loyalty is to constantly keep folks amused with novel products. For every new gizmo or service you come up with, a grand product launch should be staged. Product launches, like the ones at trade fairs, should include a demo of the product.

This way, customers will get quick facts in a single go, making the launch effective and to the point. You can build on the success of a product launch by organizing follow-up events that will disseminate the info and enlarge the customer base.

Event marketing and social media

Apart from the high-tech solutions mentioned above, your marketing promotion strategy should incorporate social media. Nowadays, people spend hours daily on social media platforms, so why not take full advantage of this.

We will speak about organizing even in the next subheading but you should first learn to use social media for event promotion. Company social media accounts and mailing lists are a great way to promote upcoming events.

As soon as you know the time and location of the event, create an event on Facebook and a hashtag on Twitter. From then on, the online community will organically disseminate the event, so you’ll get free and targeted advertising.

Can major events be held online?

When coming up with a marketing strategy, the question of holding major events online often arises. Namely, marketers doubt whether online platforms such as Zoom and Skype can facilitate major conferences, with tens and even hundreds of participants from all over the world.

The answer to this question comes down to the tools at your disposal. For example, professional live stream conferences are fairly easy to organize, as experts in the industry do most of the work for you. In short, once you hire professionals to help out a bit, all-size events can successfully be held online.

The measure of success

For goal-oriented marketers, events are a real headache, as they struggle to measure the success rate. Measuring the full impact of a promotional event is extremely hard, bordering impossible. However, once you break the whole event into individual objectives, the event becomes scalable.

For instance, you might never know where flyers handed out at a promo stand end up but you can set a goal of giving out 500 of them. This way, promoters will have measurable targets and you as the marketer will have something to report to the business owner.

Boosting employee engagement

We already wrote on how you can engage customers through event marketing but employee engagement is an extra perk of offline and online events. Namely, all corporate events should be communicated internally, so workers attend them in huge numbers.

The simplest way is to send an e-mail or by posting the event on the task management app your company uses. However, adding a personal touch will get you more affirmative RSVPs, as you should hand out event tickets to workers and their families and/or friends.

The theme of the event is?

Perhaps the worst way to approach event organization is to organize a conference or a meeting without a clear theme. Since the event reflects your brand image, attendees will think that your brand is weak and undefined after they attend a bleak and unconcise event.

Therefore, a theme is necessary even for the most general type of events, such as an annual conference of shareholders, for example. A clear visual theme should be present during all aspects of the event, from the banner over the entrance to downloadable desktop backgrounds on the event’s website.

For millennials, FOMO is real

The phrase FOMO might sound like the name of a cartoon character but the Fear Of Missing Out is real, at least for millennials. Once you set up an event that creates a decent amount of buzz, folks will want to attend it.

By playing FOMO in your favor, you will create events that will be visited by people from all walks of life. This does wonders for brand promotion, as otherwise marketing events attain a cultural dimension to them. The end goal of a well-planned event is to create an air of “cannot miss” opportunities for shoppers.

Younger generations are in love with the event industry

Contrary to popular belief, younger generations (Millennials and Gen Z) adore all sorts of live events. Various market researches have shown that young folks are more likely to buy a product at a promotion or a trade fair.

Companies who think they are too cool to organize events are actually missing out on a lot. A time-limited deal on the web store is one thing but a discount offered during a live event is a different cup of the. The sense of urgency and the buzz generated by an event do wonders for sales!

We hope that the 12 reasons listed above were compelling enough to get you into event organization. Every ambitious marketing strategy should incorporate offline and online vents, as they come with the promise of a high ROI. 

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