Contents
- What is an event?
- What are events for?
- Types of events
- How to organize an event?
- Effectiveness evaluation
What is an event?
An event, or public gathering, is an organized process aimed at promoting a brand, its products, and services. One vivid example is the VK Fest music festival, which was conceived and organized by the social network "VKontakte." This event attracts hundreds of thousands of participants annually, highlighting the importance of events in the marketing field.
What are events for?
Events are a powerful tool of event marketing that helps solve a wide range of business tasks. The main objectives of organizing events include:
- Attracting attention to the brand and its products.
- Building loyalty and strengthening relationships with customers.
- Increasing brand recognition and improving the company's image.
- Presenting new products and providing the opportunity for personal acquaintance with them.
- Encouraging the audience to make purchases and increasing sales.
- Establishing business contacts and creating newsworthy events for the media.
- Developing corporate culture.
According to the EventTrack study, 85% of event participants are willing to purchase the brand's products after the event ends, which confirms the effectiveness of events as a tool for achieving commercial goals.
Types of events
Events are classified by various criteria, including target audience, event format, and type of interaction with participants. Let's consider the main categories:
By goals and audience
- Trade events — aimed at clients and partners to inform them about new products and achievements. Examples: conferences and presentations.
- Corporate events — held for company employees to foster team cohesion and increase work efficiency.
- Special events — large-scale events for a broad audience, often of an entertainment nature, such as concerts and festivals.
By format
- Opening — a ceremonial event, for example, the opening of a new store.
- Exhibition — a demonstration of the company's products and services.
- Fair — sales of goods by various producers.
- Presentation — showcasing a new product or service.
- Festival — an entertainment event featuring artists.
How to organize an event?
Organizing an event requires careful preparation and clear planning. Here are the main steps:
- Set goals — define the objectives of the event.
- Establish a budget — determine how much you are willing to spend.
- Choose a format — based on the objectives and budget.
- Create a plan and budget — think through the concept and program of the event.
- Assign tasks — define the responsibilities of the team.
- Announce the event — use various channels for notification.
- Conduct a final check — ensure that all elements are ready.
- Launch the event — monitor the process during the event.
- Gather feedback — find out participants' opinions about the event.
- Create a second wave of information — share about the held event on social media and in the media.
Effectiveness evaluation
To evaluate the success of an event, the following parameters can be used:
- Registrations and attendance — compare the number of registered participants with those who actually attended.
- Cost-to-profit ratio — analyze how profitable the event was.
- Guest satisfaction — obtain feedback from participants about the event.
- Online mentions — track the quantity and nature of mentions in social media and the media.
- Lead generation — count how many potential clients you were able to attract.
These aspects will help you understand how successful the event was and what can be improved in the future.