Event experts predict that the only marketing people will trust is event-based marketing. Because people are exposed to different types of marketing every day, they have become hesitant to any marketing strategies that feel inauthentic. Events are different.
According to a report, “84% of event attendees are more positive about the company, brand, product, or service being promoted after the event.” Events are fantastic opportunities to build connections and generate awareness for your organization. When done right, your events will easily convert without feeling too sales-y.
This article will talk about everything you need to know to implement an event-based marketing strategy plus some examples for your reference.
What is Event Based Marketing
Event-based marketing can be interpreted in two ways. First, is using events as a form of marketing. Second is what others call event-initiated marketing or trigger marketing. Event-initiated marketing is when a specific event occurs in a person’s life and marketers will form a marketing campaign from the event.
This article will focus on the first definition.
Event-based marketing is a form of marketing that uses live or online events to achieve a particular marketing goal. Activities include planning, organizing, and executing an event from start to finish.
Examples of event-based marketing are hosting seminars, workshops, and conferences participating in trade shows, sponsoring community events, conducting webinars, or organizing experiential activations.
The purpose of event-based marketing is to build a network and gather interest for your organization or product. Experiences are intangible but effective in building lasting impact and connection with attendees.
Companies have reported how event-based marketing has helped them achieve their goals and delivered valuable results. Events offer a unique experience that other marketing channels can’t compete with. Attendees can experience an immersive brand experience while brands can enjoy an improved brand reputation.
Event-Based Marketing Purposes
Event-based marketing can take different forms to target different purposes. Here are some examples for you to get an idea of what will work best for your event.
Brand Awareness
Events serve as powerful platforms to amplify brand visibility. Whether through hosting signature events, participating in industry conferences, or sponsoring community gatherings, events provide unparalleled opportunities to showcase brand values, mission, and identity.
Lead Generation
Gather leads from attendees who have expressed interest in your event. Events like trade shows are great ways to connect with leads because they have already expressed interest in what you offer.
Sales Opportunities
Whether through product demonstrations, exclusive offers, or personalized interactions, events provide the perfect setting to showcase offerings, address pain points, and guide prospects through the sales funnel.
Community Building
The best way to form a community is when participants have shared a common bond. Your events can create moments where attendees can network and get to know each other. Host engaging activities and make your event program conducive to meaningful connections.
Education
Events are a fun way to impart knowledge. Events like workshops, seminars, and webinars are invaluable platforms for gathering market insights. When participants truly get value from you, it will be easy to convert them to potential customers.
Market Research
The interactive nature of events is a form of market research for whom your business serves. Events provide a controlled environment to test prototypes, new product features, or concepts.
Conducting live demonstrations or workshops allows for immediate customer feedback, validating or refining ideas before wider implementation. For example, a food and beverage company can organize a catering event to get feedback from their customers about their new menu or food offerings.
Partnership and Collaborations
Grow your brand or business through partnerships and collaborations. Look for partnerships that can have a win-win relationship with you. Events like tradeshows meet and greets, conferences, speaking engagements, joint product launches, and more.
Customer Relationship
A good relationship with your clients is worth a fortune in your business. Forming bonds and connections in events aids in relationship-building. Events are a way of forming a sense of belongingness among participants. Face-to-face interactions, whether online or in person, help establish credibility and trust among attendees.
An example is a roundtable discussion for a corporate event. Attendees can share insights and get to know each other through the event. Through helpful discussions, participants can continue their connection and support with each other even after the event.
Event-Based Marketing Examples
Trade shows and Conferences
Almost every industry has its trade show and conference. Businesses can showcase their products and services while meeting potential customers and visitors. Tradeshows can generate quality leads and sales by attracting people who are genuinely interested in your business.
Brand Activation
Brand activation is a soft way to bring awareness and introduce your brand. Pop-up events or experiential marketing campaigns are examples that offer immersive experiences to consumers.
Workshop and Seminar
A hands-on and experiential experience keeps participants engaged. Workshops are a great idea for building credibility and trust among your participants. When your company is a food brand, you can conduct cooking workshops related to your offer.
To illustrate this point, Canva can offer graphic-making seminars to aspiring designers using their software. Activities like this show how events can impart knowledge and gain loyalty simultaneously.
Webinar and Online Events
Reach a global audience with the convenience of today’s connectivity. Convenient and affordable, event planners are leveraging online platforms to create meaningful connections. Introduce your offers by creating unique online experiences like virtual roundtable discussions, online networking events, and virtual shows.
Corporate Events
Team building exercises form valuable bonds and can help promote a cause for your employees. Corporate events like retreats and workshops can boost employee morale and boost work performance. Some events do a networking night to launch a business event.
Community Activities
Brands can sponsor community events like fairs, festivals, markets, and celebrations. Sponsors can choose to give in-kind donations like products, and services in exchange for exposure. These events have a targeted audience and reach which can benefit organizations or brands who want to sponsor.
Fundraising and Charities
Organize events to raise funds for a cause. Nonprofit organizations can bring visibility to their mission by creating a fun event. Galas, charity dinners, sportsfest, and seasonal events are just some examples of event-based activities.
How to Create Your Event-Based Marketing Campaign
Understanding Objectives and Audience
Every marketing campaign needs to have a clearly defined objective and target audience. Clear goals and targets determine the strategies to take in your marketing activities to ensure your event KPIs are met.
Additionally, your target audience is also a big factor in setting up your marketing campaign. Different audiences have different preferences for events.
Selection of Event Type and Format
Since event-based marketing is heavily dependent on experience, your selection of event format is a big factor. Choose from the types of event marketing mentioned earlier in this blog post. Consider what your target audience finds appealing.
Budgeting and Resource Allocation
Your budget determines a lot of what you can do in your events. Be strategic in planning and resource allocation. Remove unnecessary costs and fees like per-ticket commissions to maximize your event profit. There is an event ticket-selling platform like Event Smart that features unlimited ticket selling at no extra cost.
In creating your event budget, prepare for the costs of venue, software used, equipment, staffing, marketing, and speaker/entertainment.
Creating an Event Program
The program is the heart of your event. Your event program contains all the details expected to happen at the event. Do your preliminary research to create an engaging program that leaves a mark on your attendees.
The essential elements included in an event program are the schedule, agenda, speaker or entertainment information, activities, sponsorship activities, venue details, and other important announcements. We have a blog post with further details on how to create an event program to further guide you.
Marketing and Promotion Strategies
Small tweaks can make a big difference in your marketing tactics. Revisit your messaging and the language or the way you say something. Highlight your unique value proposition and the effects your attendees can experience once they attend your event.
An event marketing plan is what event planners use to ensure activities and support are in place to make the dream event a reality. The plan contains information about the event’s target audience, budget, marketing and communication methods, and action plan.
Post-event Follow up and Nurture Activities
The event does not end after your program. Don’t forget to send your thank you messages and gifts as a way of expressing your thanks to your audience. Keep nurturing your attendees to create a vibrant and loyal community. When you gain their trust, you can expect them to come back at your next event.
Use Event-Based Marketing For Your Business
Event-based marketing can be a game changer for your business. Events are a tailored way to target your audience and do networking. Creating events as a form of marketing can be convenient and even profitable. If you’re planning to sell tickets for your event, it is best to choose Event Smart.
Event Smart can make all your marketing events happen with its features. Customizable registration forms, secure payment collection, SEO customization features, event confirmation emails, and more. What’s special about Event Smart compared to other platforms is its unlimited ticket selling at no commission fees per ticket sold.
Grow your business with an event-based marketing strategy now. Check out Event Smart’s 14–day free trial.
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