What is Event Marketing?
Event marketing is the practice of putting on, or taking part in, any type of event that hosts social interaction and engagement. This can involve setting up conferences, giving presentations, participating in exhibitions, or engaging in workshops. The goal of all of these events is a common one: promotion! For any business, the number one goal of investing time and money into an event should be the overall promotion of that business’s product or service, as well as creating a space where customers and business owners can interact with one another.
How Can Event Marketing Help You?
Event Marketing has become extremely popular, and expos have become extravagant shows of the latest and greatest in industry affairs. It gives any business the chance to show off its product or service, whether it is a global company or a “mom-and-pop” shop down the street. There are many benefits of taking your place among other businesses at events, but the most paramount would be meeting your clients and customers and allowing them to put a face to the name. Attending and participating in events allows you to personally interact with existing and potential customers, building relationships as you go. Here you can build brand awareness, work on network expansion and show off what makes you and your business unique to those around you.
Event Marketing To-Do’s
When planning for events, it is important to remember that you only get one shot at taking full advantage of the opportunity. Whether it’s a few hours or a full weekend, you want to make sure that you, your business and your staff are expecting the best and preparing for the worst when it comes to your event. There are a few simple tricks of the trade that are helpful when it comes to making sure your business gets the most out of its event marketing investment.
Planning ahead is an important facet in event marketing. If the event is indoors, you want to make sure that you have reserved and paid for your booth space, designed a booth, have the appropriate number of staff, and make the goal of the event clear to them. If the event is outdoors, be sure to plan for the weather, and bring whatever materials you or your staff might need that may not be as easily accessible during an outdoor event. In any scenario, you want to make sure that the time or space designated to your business is engaging, impactful and memorable.
How to Stand Out at Your Event
It’s always important to stand out from your competitors. During events, your business should strive for excellence and leave an impression. At any event, there will be an overwhelming number of promotional materials. The key, however, is to create something that attendees will actually want, as well as keep, after the conference. This provides contact information for your business that will remain handy to them in the future.
Another significant component of standing out at an event is creating meaningful relationships. If someone comes up to you or your space, shake hands, introduce yourself and have a meaningful conversation with the customer. Make it purposeful and engaging, as you never know where a connection might lead your business. And lastly, visit other businesses and business owners. This is where you can explore the event for ideas, inspiration, potential business partners or networking benefits. It is important to create lasting relationships and make yourself known in your industry, and events are the best way to do that.
Connecting with Your Customers Through Event Marketing
Even though all marketing is beneficial, event marketing has some benefits that digital marketing does not, one being physical interaction and face-to-face engagement with your customer base. This is where you can take your customer and business owner relationships to the next level by exchanging contact information, setting up deals or future meetings, exchanging knowledge, ideas and feedback, as well as making yourself seem connected and committed to the community. It is also important to do your research before the event, as to best understand and prepare for the attendee demographic. This will allow you and your business to properly engage with your customers and potential clients. A final benefit of attending and participating in events is the opportunity to speak at seminars and workshops, as well as participate in panels. This shows attendees and business owners alike that you are confident, knowledgeable and experienced in your field.
How to Make Event Marketing Benefit Your Business Long Term
To implement event marketing as a long-term investment, you and your business should be consistent in attending and participating in annual events in your community. Being present in the community is how businesses create reputations for themselves. Therefore, the best thing you can do to create a brand and a face for your business is to be constantly present and interact with the customers you work with and the businesses you compete with. Not only does this show an effort to be involved, it can yield the greatest return on investment. Basically, you get out of events what you put into them. You have invested a lot of money and effort into this strategy, so it is important to get the most out of it. It is essential that you show your commitment to the community, as well as your commitment to accomplishing the marketing goals set by your business.