Event marketing

Contents

• What is event marketing
• Who needs event marketing
• Main tasks and tools of event marketing
• How to organize an event and assess its effectiveness
• How to promote an event

What is event marketing

Event marketing is a strategy for promoting a brand and its products through the organization of public events. Such events attract the attention of the target audience, help increase customer loyalty, and boost sales. It is important to note that events can vary from large conferences to small seminars, and their effectiveness largely depends on the quality of preparation and execution.

Who needs event marketing

Event marketing can be beneficial for various companies, but it is especially suitable for those that meet the following criteria:

• Stable profit: Investment in events requires financial stability. Reckless spending can exacerbate financial issues.
• Recognizable brand: Well-known companies find it easier to attract participants to their events, while newcomers often need larger budgets to achieve success.
• Marketing budget: Events require significant investments and do not always provide immediate returns. This is important to consider during planning.
• Willingness to engage: Successful events require company leadership to have communication skills, the willingness to listen to customers, and to take their opinions into account.

Thus, event marketing represents an excellent strategy for long-term brand development, especially for new players in the market. According to the Event Marketing 2018 Benchmarks and Trends report, 80% of marketers emphasize that events play a key role in business success.

Main tasks and tools of event marketing

Events help businesses address several key tasks:

• Communication with the audience: Events allow sharing relevant information about the company, new products, and the advantages of offerings, strengthening the connection with customers.
• Lead generation and sales increase: An event gathers many potential clients, providing an opportunity to consult them and offer products and services.
• Enhancing recognition and loyalty: Personal interaction with company representatives at events helps build trust and fosters a positive brand image.
• Developing corporate culture: Events for employees help create team spirit, improve the atmosphere, and boost motivation.

Tools of event marketing

There are many formats of events:

• Conferences: Large business events where current industry topics are discussed.
• Seminars and workshops: Educational events with a limited number of participants.
• VIP events: Events for key clients and partners.
• Forums: Discussions on global issues featuring industry leaders.
• Presentations: Showcasing new products to potential clients and partners.
• Exhibitions: Demonstrating products and services from multiple companies.
• Entertainment events: Festivals and concerts that create emotional connections with the audience.
• Online events: Virtual events that are becoming increasingly popular.

How to organize an event and assess its effectiveness

Organizing any event requires thorough preparation. Let’s consider the action algorithm:

1. Define goals: Clearly articulate what you want to achieve with the event.
2. Choose a format: Base it on the tasks and characteristics of your niche.
3. Prepare a budget: Account for all possible expenses.
4. Plan tasks: Break the project into stages and assign responsibilities.
5. Announce in advance: Use various channels to attract attention to the event.
6. Conduct the event: Don’t forget to document the process.
7. Gather feedback: Analyze participant opinions to improve future events.

After the event, it is important to evaluate its effectiveness, which will help determine whether the goals were achieved and which aspects need improvement. Key metrics for evaluation include attendance, cost-to-profit ratio, number of online mentions, and the number of new leads.

How to promote an event

For a successful event, it is necessary to take care of its promotion in advance:

• Creating a website: Use a landing page for information and registration.
• Social media: Utilize various tools to reach a wide audience.
• Media: Place announcements in print and online publications.
• Email newsletters: Create a series of emails to engage the audience.

Promoting an event is a complex process that requires a creative approach and active engagement with the target audience, ultimately leading to a successful event.