You might have heard that event marketing is becoming increasinglyessential for any business activity, but what is it exactly?
Event marketing groups activities such as planning, organization, management, and realization of any event meant to promote a brand, a product, or a service. No matter the size of the event or if it takes place online or in presence, what counts is the generated value and how it is conveyed to potential clients. In other words, event marketing represents a key strategy through which a company presents itself and shows how it takes risks and how it makes itself known to people by coming into contact with them, displaying its face or the different faces it possesses.
We could add that event marketing is based on emotions and mental processes that help to keep the brand in mind and evoke positive images, building a bond with your customers.
Even if many underestimate them in the planning process, analyzing and selecting your expected goals is the first and most important thing to do and might determine the event's success. These decisions affect all other choices.
Keep in mind that event marketing allows you to achieve several main goals:
These objectives are limitless and combinable with one another; what matters is identifying them and finding the best solutions to achieve them and reach the people who are most interested in what you offer.
For example, if you are planning to launch a new management software for hotels, is it better to reach hotel managers or entrepreneurs at large?
We have already underlined some ways a company can benefit from event marketing, but let's delve into it from a closer perspective.
One way or another, participants, organizers, and the company become part of the final event experience. The more memorable the experience during and after the event, the greater the generated awareness.
We know too well how, when promoting a brand through the organization of different kinds of events, participants' experience plays a role in determining their success. Engaging attendees should be at the base of any organizational choice; therefore, when facing any decision, you should ask yourself how your audience will benefit from it, why you are doing it, what will remain in people's minds, and what will resonate.
Not only does experiential marketing help you place the client at the center, but it also encourages you to offer them something valuable and useful, strengthening their relationship with you and your company.
Event categories are numerous, but we decided to draw your attention to the key ones to help you better understand them and get some tips to look at them in terms of experiential marketing.
Independently from the company event you want to organize, they all fit into an integrated marketing strategy that pursues a bigger objective: offering effective communication.
These activities require analysis, planning, and professionals to manage them. Can you imagine how detrimental would be to host an event poorly managed, lacking in content and values?
We know how risky it can be and are here for you. We thoroughly plan the events we manage and follow our clients in all phases.
Who knows? Our next project might be yours!