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:
2. Online Event Marketing.
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.