Common problems that event marketing can solve, ROI of a successful event marketing program, Plan, implement, and optimize your event marketing program, 75% of marketers consider in-person events effective, Build brand presence before, during or after an event, Increase customer engagement, satisfaction, and retention. To facilitate the event marketing purchasing process, youll need a plan in place to capture qualified leads information to follow up after the event. Another way to generate buzz for your event is to offer early bird registrations. To come up with a fresh yet successful idea try to spot your audiences pains and challenges. 4. When it comes to event marketing, return on investment (ROI) is not just something you consider after the fact. Use demos or webinars as a soft-sell for new product offerings. Your goals could include: Once you have your goals in place, its time to start creating content. To learn more about them, consider reading our comprehensive guide on how to increase landing page conversions. If you want to squeeze every bit of value from this channel, take care of promoting your event. [+] more examples see also current events b : a planned occasion or activity (such as a social gathering) Petr indler, Event marketing. opportunity to network with other businesses, collecting potential sponsors information, build all of your professional event landing pages, Hosting a sponsored party at, or nearby, the event. Event marketing is the promotion of a product, brand, or service through in-person interactions. Beyond giving you the ability to engage with buyers in real time, event marketing offers a host of other unique benefits that can solve several common problems. A virtual event is an online conference or trade show that allows participants worldwide to attend without leaving their homes or offices. It can also be a fun way to offer viewers a behind-the-scenes look at your event, creating more transparency and giving your company a human face. [4] In this condition, it is more likely that the brand will stay in the receiver's mind and create a long-lasting image.[5]. Gartner Terms of Use [12], Moreover, 74% of consumers say that connecting with branded event marketing experiences is making them more likely to buy the products which are being promoted, according to research done by The Event Marketing Institute and Mosaic.[13]. Event marketing can build a high level of brand awareness and can help facilitate sales. Through events, you can create the perfect venue to share your ideas, thoughts, and name in the exact manner you want to present them. Trade shows are an example of event marketing. Privacy Policy. Privacy Policy. Event marketing refers to a variety of events. To increase your outreach, try cross-promotion with an events co-hosts or speakers they can provide you with a fresh and engaged audience. Though the strategies may change a bit for example, focusing more on digital engagement tactics the core principles of creating an engaging, interactive experience that connects consumers with your brand remain the same. Event marketing is a type of marketing that implies promoting a brand, product, or service by holding, participating in, or attending events. instead of their physical weight: Conferences and industry events are a powerful way to engage with your target audience, gain a more in-depth understanding of their pain points, and facilitate their decision-making process. The cost of exhibiting at a trade show can vary depending on the size and type of event, but its typically expensive. Some examples include the movement of planets in the sky, the falling of rain, and the change in temperature between night and day. jsbacContactjsbacContact All rights reserved. This type of promotion is a great way to generate leads and attract new attendees. As a result, participating businesses frequently spend money on appealing booth layouts and product displays, implementing cutting-edge techniques such as custom advertising inflatables and digital displays. Think about offering a free ebook, or a free demo, as an incentive for people to convert. Online events offer many benefits over traditional live events, including: A webinar (web-based seminar) is a presentation, lecture, or workshop transmitted over the Internet. Companies use event marketing to promote themselves to a highly relevant audience. The host gives a link to the previous years recap to fuel the reader's desire to participate, adds a customer review to increase credibility, and offers to sign up for updates to stay in touch. Next, send your press release to the appropriate contacts at each outlet. 12:00 p.m. BRT, July 24 Polling also gives you valuable data that you can then share with your marketing, product, and sales teams. Thats where youll want to focus your resources. Arranging for Event Venues and Speakers, 5. Let's look at some other helpful ways to use this event marketing and promotion template. Live webinars help facilitate engagement with prospects and customers. While measuring the ROI of a successful event marketing program is more complicated than other channels, the data you can collect is invaluable. You can prepare by reading the event synopsis, session descriptions, and blog posts to help craft a persuasive message. Make sure you spend time on data quality to ensure that the lists can be reused in the future. Better yet, event organizers also engage the audience with micro-contests, preparation checklists, and special treats for early birds. ERIKSSON Jessica, HJLMSSON Anna. Try before you buy is still a major consumer purchasing behavior. Events can be online or offline, and companies can participate as hosts, co-hosts, participants or sponsors. Promoting your event: Will it be more effective to promote your event via social media, email, ads, or all three? Livestreaming events are live broadcasts of concerts, speeches, or other special occasions streamed over the Internet to viewers worldwide. 75% of business owners say that the chance to make useful contacts is their primary reason for participating in events. This is a great way to reach more people and drive them to your website or landing page. Because there are many businesses present at trade shows, its important to think about how to make your brand stand out. You can use this template to: Easily schedule your event marketing timeline with simple drag and drop functionality. Conferences allow participants to learn about the latest advances in their field, network with others in their industry, and find new opportunities. Experiencing something makes it more memorable. As a marketer, you must be ready to seize every opportunity to start a relationship, generate goodwill, and earn the trust of prospective customers. Event marketing is a strategy that includes live and/or virtual promotional events where audiences i, nteract with a product or brand face-to-face; or they e, Critical Capabilities: Analyze Products & Services, Digital IQ: Power of My Brand Positioning, Magic Quadrant: Market Analysis of Competitive Players, Product Decisions: Power Your Product Strategy, Cost Optimization: Drive Growth and Efficiency, Strategic Planning: Turn Strategy into Action, Connect with Peers on Your Mission-Critical Priorities, Peer Community: Connections, Conversations & Advice, Peer Insights: Guide Decisions with Peer-Driven Insights, Marketing Organization and Operations Leader, 2022 Marketing Technology Survey Insights. You reach the CTA Apply to be a sponsor after youve scrolled down and seen their promo video, the list of speakers, and what other brands are sponsoring the event. In order to measure the success of event marketing, the brand impact has to be verified. They are usually more in-depth than a lecture, and the speaker will often take questions from the audience. Still, not all events are equally beneficial for your brand. By continuing to use our website you agree to allow our use of cookies. By clicking the "Continue" button, you are agreeing to the Event marketing is the process of planning, organizing, and managing a special event to create awareness and promote a product, service, or brand. [3] This mode of marketing places the target audience in a live environment that will encourage the desired outcome. As a general definition, event marketing is the use of experiences and events as a marketing channel to promote a brand, service, or product. This page was last edited on 6 April 2023, at 11:09. Once you have your content created, its time to promote it. An understanding of what actions the client will want to take as a result of the research. B2B marketers often use conferences. Takeaways for marketers: There are plenty of ways to do event marketing and benefit from it. Youll also need to create a marketing campaign to promote the offer. Try the world's most advanced landing page platform today. Event Marketing: Everything You Need to Know. Weve unpacked a few techniques that will help you get more registrations and visitors to your event. B2B Event Marketing Strategies That Ensure Success. Your event marketing strategy should also include a budget and timeline. Social media gives plenty of tools to market your event, from creating special pages on Facebook to buying sponsored ads on blogs. Email a recording of the webinar for registrants who arent able to join the live webinar. Event marketing refers to a communication strategy or marketing type based on creating incredible events or experiences that everyone can remember to associate with a product, a brand, or a company. Event Marketing Definition: Event marketing is influential strategy marketers employ to promote their brand, product, or service through engaging in in-person or real-time experiences. For instance, you may duplicate email reminders with web push notifications or send SMS reminders 15 minutes before the webinar. Details, Rate this article about "Event marketing", Useful articles and interesting marketing ideas, Video training for email marketing and chatbots, Basic internet marketing terms and definitions, guide on how to increase landing page conversions, guide on creating event invitation emails, compilation of email types necessary for your email marketing strategy. This involves creating an event website, designing marketing collateral, and drafting press releases. Event marketing is a strategy marketers use to promote their brand, product, or service with an in-person or real-time engagement. Showing your appreciation to your best customers by throwing an event can increase customer satisfaction, retention, referrals, testimonials and even sales. This makes FOMO, or the fear of missing out, a significant driving force for your event marketing. Partners and customers get a chance to interact with a brand in person and find it more trustworthy. Finally, orchestrating the execution of the event. In addition to posting regular content, you should also run ads on social media. Then, you can run a contest or giveaway or ask people to sign up on your website or landing page. SendPulse uses cookies to enhance your browsing experience. Events are an excellent opportunity to boost customer loyalty. Holding or attending events is a powerful part of a healthy lead acquisition strategy. This article has discussed how live events connect you to your community, help raise brand awareness, and draw the experience-seekers in to see what you have to offer. No matter what sort of promotion you are using, segmentation is vital to getting the right attendees registered for your event. The event marketing process can be summarized into five steps: The first step is to identify your target market. The goals and key performance indicators that will define the success of the program. 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. A comprehensive understanding of what the event marketing research intends to measure. Please enter your username or email address to reset your password. When deciding on hosting an event think about: Companies may choose to sponsor an event for a variety of reasons, some of which include: Many times sponsorship opportunities are flexible, so work with the event organizer to create a sponsorship that meets your objectives and budget. [9], HubSpot has listed 11 experiential marketing campaigns from worldwide renowned brands like Facebook, Google, Zappos, and Guinness, who have hosted or created events as an innovative way of advertising a product.

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