The Benefits of Event Marketing

Promote your brand, service or product effectively.

Event marketing is a strategy or plan used by marketers to promote products, services, and brands. It is a fast-growing mechanism that never ceases to expand.

Event marketing consists in offline and online events organized to leverage brand awareness.

Through event marketing you can:

• Generate more leads

• Boost customer engagement

• Provide information to your prospects and customers

• Upsell customers

• Connect with customers

• Target in-person engagement

An online or offline event is an informational session that is offered in the form of a display, presentation, or exhibit to leverage in-person and real-time prospect and customer engagement.

Event marketing is not as innocent as it might seem— informational and educational content for my dear customers.

Event marketing follows the strategy of give and take. The marketer offers helpful information to prospects and customers, and in return they receive a fee for attendance, if the event is not free, and benefit from a pitch at the end of the event to prompt their prospects to make a purchase.

Through a marketing event, you can establish yourself as an authority on the topic for which you provide reliable and trusted information. Remember that you need to win your listener’s attention and trigger their curiosity to know more about what you are presenting.

Making the event interactive is important. That’s why asking questions is an effective way of engaging attendees in the process. You may not want to be solely storytelling.

Types of marketing events

Webinars

Hosting a live webinar is a rising trend nowadays. On many channels, such as Linkedin, we see ads and receive invitations to upcoming webinars. Live webinars are usually around 60 minutes long. Hosting such kind of events requires thorough topic planning and preparation. It also needs to have a clear strategy. In order to present your information and promote your product or service, are you going to use a demo, presentation, or discussion?

Effective live webinars are those that leverage customer engagement. The attendees should feel that they are receiving useful information and real value. The format and topic of the live webinar play an important role in the hooking of viewers.

Through webinar marketing you can prompt your attendees to make a puchase as a pitch at the end of your presentation or discussion. Free webinars where you offer great value to your participants can increase the purchase rate of your product or service that you offer at the end.

Your content needs to stand out so you can make your virtual event successful. Promoting your virtual event is equally important. It can help you target the right audience. An engaging content and an effective promotional strategy can boost the success of your live webinar.

Conferences

Conferences are organized by companies and organizations for informational and educational purposes about a product or a service. Conferences are usually led by sponsors, organizers, speakers, and attendees. They can be made up of multiple sessions and include coffee breaks where people can meet and chat.

Sponsoring a conference can help build brand awareness, as your logo will be displayed on the marketing materials, such as posters. Your booth is the designated spot on the show floor where you can promote your product or service through your marketing materials. It is the spot where you need to capture your audience’s attention through your targeted message in your marketing material. A conference is an event where you can show off your company.

Local meetups

This kind of event is very important for local businesses. In that, by sponsoring a local meetup, you have the chance to build brand awareness, generate new customers, as well as gain in-person prospect engagement.

In a local meetup, you can offer promotions and special discounts to attract new customers. It is an intimate context where you can get to connect with locals — an opportunity to network and build new relationships.

Trade shows

Atrade show is an event that brings together companies and businesses of a particular industry for the sake of expanding brand awareness and developing leads and prospects.

If you choose to sponsor a trade show, you will need to strategize your booth location, layout, and theme. You need to stand out from your competitors present at the trade show.

These are some of the main event marketing strategies that you might want to try in order to promote your business. However, setting up the marketing event should be consolidated with a strong promotional strategy so you can publicize your presence.

In order to increase the registration and attendance numbers, you’ll need a multi-channel promotional strategy. The use of emails (1st, 2nd, 3rd) and a landing page is essential in the promotion phase.

Event marketing is a powerful marketing modality that can help you grow your business, show off your company, and sell more.

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