Event marketing

Event marketing is a marketing method that involves face-to-face contact between a potential buyer and seller in unusual events. These events may include trade fairs, tech events, sporting events, exhibitions, and more.

The basic philosophy behind event marketing is to engage potential consumers and give them a chance to gain a direct understanding of the perception and personality of the company’s focal point and thus make them more likely to buy from them.

Event marketing goes beyond simply providing information about a product or service. However, it does give potential consumers a chance to experience the product through free samples, interactive displays, discounts, and other ways.

Unlike traditional forms of marketing, event marketing focuses on targeted-potential consumers and targets its promotional campaigns for them.

Companies first try to identify the potential prospect and then create an experience that will be memorable for them and thus motivate them to buy their product or service.

Event marketing is broadly divided into two types:

1. Physical Event Marketing.
2. Online Event Marketing.
Physical Event Marketing:
1. Trade fair or trade show: Wikipedia defines trade fairs as an exhibition so that companies in a specific industry can showcase their latest products and services. Marketing has the option of holding trade shows or they can simply attend trade shows and give potential consumers a chance to see and test their products. 2. Conference or Seminar: Conferences or seminars are events organized by a company to promote its offerings. Here some selected target consumers are invited to attend the conference and get information about special offers. They may also be given small samples of a company’s products or services. 3. Summit: Unlike conferences and seminars that are open to the general public, summits are for industry leaders and the highest level of government officials. The summit, which has very important speakers, is high in nature and small in scope and aims to discuss ideas and finalize major deals.
Online Event Marketing:
1. Live telecast of events: As the name suggests, this type of event marketing focuses on streaming live events to your potential customers. These are aimed at consumers who are interested in an event who cannot physically attend the event. 2. Webinar: Webinars are seminars given through the web. Webinars can be real-time or on-demand and include discussions, workshops, and presentations related to the products or services offered by the company conducting the webinar. 3. Virtual Events: Virtual events are the ultimate form of online event marketing. They allow a potential buyer to participate in a virtual event, with an offline event experience. An example of a virtual event might be a real event in real-time. However, some participants who are unable to attend the actual event can go to the virtual event and collect materials, ask questions and even meet with staff.
How effective is event marketing?
Event Marketing 2018 Benchmark and Trends Report says that 80% of marketers believe that event marketing is a successful marketing channel.
Another report from the Event Marketing Institute found that 58% of event marketing consumers purchased a product after the event. The same report also said that 86% of these buyers became regular buyers of that particular product or service. The success of event marketing can be gauged from the fact that 44% of marketers claim a 3.1% return on investment through event marketing.
Such has been the success of event marketing that Forrester Research says there will be 3.5 million global professional events organized annually by 2025.
Role of Event Marketing:
To understand the buyer’s point of view: One of the most important reasons why businesses choose event marketing over authentic is to get a pulse on the buyer’s perspective. Organizations get authentic insights and buyer feedback through face-to-face interactions. This helps them understand what the buyer needs and how he perceives his product or service. This information then helps them to improve their product or service.
To understand the buyer’s point of view: One of the most important reasons why businesses choose event marketing over authentic is to get a pulse on the buyer’s perspective. Organizations get authentic insights and buyer feedback through face-to-face interactions. This helps them understand what the buyer needs and how he perceives his product or service. This information then helps them to improve their product or service.
Branding and real-time experiences help increase buyer loyalty: Event marketing helps consumers connect with organizations in a personalized and focused way, so customers see it as an emotional connection and thus remain brand loyal. In fact, Experimental Marketing reports suggest that 72 percent of customers view brands that positively present quality events.
Increase your social media engagement: Event marketing is an effective way to promote a brand’s social media engagement. Businesses make strategic use of social media to increase social media engagement before or after a live event. Some steps that help them increase their social media engagement are by offering prizes, discounts, coupons or holding contests, or even posting pre-event photos. With the help of the above, they can engage their consumers and thus build their brand’s community.
Lead generation: Event marketing such as trade shows greatly helps businesses in lead generation. Since the target demographic consumers are present in the business shows that they participate in it, they have a greater chance of getting leads on potential consumers.
Event marketing is very helpful if done properly and is one of the preferred marketing methods.
Event marketing

Leave a Reply

Your email address will not be published.