No matter what this year brings, event marketing is an effective marketing tool for brands to have in their arsenal. Brands are finding innovative ways to reach their target audiences. Online events, hybrid events, and in-person events are the perfect way to do this.
If your brand is not in the business of holding regular events, you may be wondering why event marketing is important or necessary at all? The bottom line is that an overwhelming majority of marketers (95%) agree that holding a live event would provide value to those who attend. Especially in the increasingly digital world, live events and in-person events offer networking, grow social connections, and fuel community. Implemented as part of a broader marketing strategy, events can:
When done right, events are valuable and can be an extremely effective marketing channel.
How you implement the following strategies will depend on how you host your event (whether online, in-person or a mixture of both) and what you hope to achieve. If you have no prior experience holding events, it can be useful to consult a professional marketer or an event marketer for guidance. Be sure to start your event marketing plan well ahead of time so that you can implement all of your event promotion tactics and work through potential contingencies.
You should have a primary event goal (or two) for every event your brand hosts.
This way, your marketing plan is directed at that goal. This also helps you to find event planning tools that make sense for that goal. For example, if the goal of your next event is to get more leads, you would need to implement a lead capture strategy. Hosting your event on a social media platform like Facebook or Twitter, or a video streaming platform like Youtube might make this more difficult, especially if you use those leads for an email marketing campaign. However, if increasing leads is the goal, you can find a virtual event planning platform with lead capture tools and integrations. A platform like Accelevents comes with a ticketing/registration system so you can easily collect and organize lead names and emails. You can then export that data into a CRM like Salesforce or Hubspot or an email marketing client like MailChimp.
To have a successful event, attendees must get value from the event experience. With this added value, attendees will remember your brand, remember aspects of your event, learn from the event, and find inspiration through different sessions.
Make sure your conference or event makes sense for your industry. Bring in relevant speakers, provide added value that is competitive with other events, and implement different engagement techniques, like gamification, one on one networking, polls and Q&As, and fun technologies.
Bring on sponsors and brand partners to boost revenue but don’t forget to also include them as part of your event marketing strategy. Sponsors to trade show exhibitors and presenters should be engaged in the process of marketing your event. As an event organizer, you should make this as easy for them as possible. Provide assets like personalized event posters or web copy so they can easily include these items in their own digital marketing campaigns. It is highly likely that these individuals will have a similar audience and by involving them in the process, you can reach a greater number of people.
Event planning software is needed for your event to be successful, especially if running hybrid or virtual events. Event planning software can host pre-recorded videos, live videos, live chats, networking sessions, and gamification features to boost online engagement. Even if your event is in-person, take advantage of the benefits of event management software for lead generation, ticketing, and keeping the attendees connected long after the event is over.
Events should be more than simply putting on an event and hoping that your attendees show up and get something out of it.
Be sure to come into your event with growth acceleration in mind. By failing to use these techniques, you lose out on critical tools and mechanisms for capturing leads and harnessing their buying interest. Accelevents’ Growth Acceleration Framework is a multi-stage process that will inform your planning strategy. The five-step process involves:
Tapping into the growth acceleration mindset is simple with Accelevents Growth Acceleration Framework. Using these techniques, you can utilize event marketing as you’ve never done before.
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