What is Event Marketing or Event Advertising?
Event marketing is a strategy marketers use to promote their brand, product, or service with an in-person or real-time engagement. These events can be online or offline, and companies can participate as hosts, participants or sponsors. Marketers use both inbound and outbound event marketing strategies for promotional purposes.
Event marketing or event advertising is one of the best ways to:
- build brand awareness;
- increase customer engagement;
- generate leads;
- educate prospects and customers;
- upsell customers.
Why you should include Marketing Events in your plan
An event marketing strategy can help your company stand out in a crowded marketplace. By mixing event advertising and event marketing with your digital campaigns, you create a more meaningful and longer lasting relationship with your buyers.
Events, if done right, can be one of your most impactful marketing channels, we will see later how to get a sponsor for an event.
If you are still not sure if event marketing is for you, just look at the numbers below:
- 74.5% of B2B marketers said they use conferences or trade show booths to acquire customers and 9.1% said that was their most impactful revenue channel (tied with content marketing and SEO);
- 44% of marketers experience a 3:1 ROI from event marketing;
- 75% of content marketers thought that in-person events are the most effective marketing tactic.
Why are companies using Event Marketing?
74% of event attendees say that they have a more positive opinion about the company, brand or service being promoted after the event.
One of the biggest reasons companies participate in, or host, an event is to establish and build their brand name and identity. With the increasingly fierce competition in almost every industry, being able to differentiate yourself is crucial.
79% of marekters generate sales using event marketing.
Conferences and 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. When people attend an event, they’ve already shown an interest in the product or service you’re offering, and many times they’re ready to make a purchasing decision. To facilitate the purchasing process, you’ll need a plan in place to capture qualified leads’ information to follow up after the event. Ways to engage with prospects and collect their information include:
- speaking sessions;
- social media always updated;
- hosting a party. At Advice Global this will happen soon, stay tuned also on our social media pages:
Before an event, you should set up a lead scoring model. Your lead scoring should incorporate information collected from scanning a participant’s badge (like company size, industry, and title) as well as how many, and which, touchpoints they engaged with during the event and their previous level of engagement with your company.
Companies may choose to sponsor an event for a variety of reasons, some of which include:
- Lead Generation: to gain access to an engaged and enthusiastic audience who will be more receptive to your message.
- Branding: to build brand awareness with a target audience, as well as align their brand with the host’s brand and other companies hosting the event.
Here on the hyperlink an interesting article regarding the image I post here, it’s good to know how to raise the customer attendance and how to get a sponsor for an event: https://ungerboeck.com/event-marketing-timeline-to-maximize-attendance
How should I prepare for Marketing Events?
If you want your event to be a success, you’ll need to do some prep work.
Here another great example from popular Eventbrite.