Marketing and events have a reciprocal relationship in the sense that one can promote the other and vice versa. Event planning professionals fully understand that while marketing paves a clear path to success, events can also be a huge help when it comes to marketing products.
In fact, some experts in the industry strongly believe that affairs can increase the impact of a marketing plan tenfold. This is because the world we live in is already disconnected. And what better way to link a fragmented society than with social gatherings?
Types of Event Marketing Strategies
Event marketing covers all kinds of affairs that are organized to promote a brand. This includes themed exhibits, presentations, and displays.
While it is not a new type of marketing strategy, events have evolved into a technologically-advanced one as it may occur in the physical or virtual world, depending on the marketing campaign being followed. Some of the events that make use of the worldwide web are webinars, virtual gatherings, and live streaming. You may also choose to market your brands through traditional events like conferences, seminars, tradeshows, and luncheon.
Why You Should Use Event Marketing
Whether you choose to expose your brand, service, campaign, or product in the real world or opt for an online event, experts believe that you will be able to accomplish the following.
- Increase Brand Awareness
One of the best ways to introduce a new brand or solidify an older one’s reputation is event marketing. Because it provides potential customers with a firsthand experience with the product or service you are promoting, you can increase brand awareness. Thus, achieving the key goal of marketing and promotion.
- Provide Personalized Brand Experience
Unlike other means of promotion, events allow customers to have a more personal encounter with the brand you are introducing. After learning about your brand’s innovations, consumers will want to test whether the promises you made are true in the form of sampling or demonstrations. And there’s no better avenue to do so than sponsored events.
- Lead Generation
The word “lead” has various definitions, depending on how it is used. In marketing, leads are entities that are potentially interested to be clients for a certain brand or company. By following this definition, lead generation is explained as a tactic used to gather contact information of potential customers such as an email address or a phone number.
- Upsell and Customer Engagement
Like lead generation, there is no better way to engage with your potential customers than events. It becomes even more valuable in the marketing campaign if you choose affairs that allow you to upsell your product or service. This is because most consumers consider such as affairs as a welcome break from their tiring daily tasks at work. In fact, such gatherings can also open windows of opportunity for you to showcase how your product can help solve their problems.
- Drive Revenue and Sales Growth
Revenue and sales growth are arguably two of the things investors would want to gain. The good news is, it is possible to achieve both through event marketing. This is because events can help shed a new light on your brand and potentially convert cynical people into loyal customers by providing an alternate experience with the product.
- Create Value
Aside from money, event marketing can also create a certain value for your brand that no other promotional strategy can provide. You can achieve this through educating clients about the science behind your product or even the vision your company has. This will allow customers to internalize their belief in your brand and how well they can help in your cause.