Engaging customers and potential customers at events initiates personal interactions. They’re immersive, entertaining, and memorable. Word-of-mouth is the most effective means of generating new customers. By demonstrating that your company understands your customers’ needs and taking the time to address how your product or service can fix specific pain points, whether in-person or via a live webinar, it creates more trust. If you’re participating, you’ll want to promote the fact that you’ll be there and in what capacity (booth, speaking, attending), any giveaways you might have, and any social tags you plan on using during the event. There are strict regulations regarding the spending of any government funds. Quiz: Are You Charging the Right Price for Your Event? A thoughtful plan includes analysis of the audience, cost, and perceived benefit. Live events give you face-to-face access to your audience in a way unlike any other type of marketing. Think about offering a free ebook, or a free demo, as an incentive for people to convert. Most companies use social media to engage people while their event is happening. They also allow businesses to reach a global audience more effortlessly and to create events that address timely topics that physical events, which require more lead time, can’t do. Finally, you can send out the recording of your live stream to your email subscriber list, or make it available on your social channels. If it’s an intimate customer appreciation dinner, think about sending a formal invitation. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. Since event marketing helps consumers get connected to the organization in personal and focused ways, customers perceive it to be an emotional connect and thus remain loyal to the brand. Semiprofessional carnivals, casinos with fun-money gambling, or fun family nights with rented, inflatable amusement equipment are often used in local event marketing. Branding and real-time experiences help increase buyer’s loyalty, 10 Basic Skills Every Employee Should Learn, What is Job Orientation? Types of events created by marketers are as broad and as many as the entities that create them. Roundtables are similar to seminars, but usually have even fewer attendees of comparable “levels”, such as CEOs, surgeons, or teachers. This increases customer engagement and makes viewers feel like they received real value for taking the time to watch your webinar. If you’re a host, the goal of your post-click landing page is to sign up sponsors, exhibitors, and attendees. They involve discussions, lectures, and intimate networking opportunities. (with Purpose & Preparation), What is an Assessment Center? If, however, you have revenue goals tied to leads generated at the event, it will take more time and require more extensive follow-up. Like with pop-up shops, events provide a truly immersive experience at which consumers and customers can get a real feel for your brand and what it looks like in person. Try hosting an online webinar or class. There’s plenty to do in the week leading up to your event, from last-minute details to unexpected changes. Your event page should be one of the first things you create — as you want a website to direct your email and social media marketing to. As a small business owner, chances are you’re an expert in your field. Teams small and large depend on their technology stack, but the amount of technology you use is less important than how well they work together. For example, you could use email marketing to send a recording of a product tutorial to your customer and prospect base. Email, social media, and your event website are given channels in today’s digitally-saturated market. Use this example timeline to stay on track and make sure nothing slips through the cracks. If you want to increase customer engagement, some things you can measure are the number of demos given, on-site conversations, and the number of touchpoints a customer interacted with around the event. Don’t forget — plenty of event attendees convert while at an event. One of the main reasons people attend business conferences, seminars, and trade shows is to learn about new strategies, technologies, and use cases for a product or service. Event marketing is a strategy marketers use to promote their brand, product, or service with an in-person or real-time engagement. Lots of today’s software and e-commerce businesses never get to meet their customers or clients in person. Having a direct interaction is invaluable to fostering a long and prosperous relationship. Event marketing is planning, organizing, and executing an event for the purpose of promoting a brand, product, or service. The following list outlines some of the more common KPIs used by event marketers. These events can be online or offline, and companies can participate as hosts, participants or sponsors. Here’s a direct quote from another expert who provided some marketing advice in a recent piece of ours, Mike Piddock of Glisser spoke at INBOUND18: “Events need to be assessed with hard metrics, rather than just 'gut-feel' opinions and feedback forms to rate the coffee. Event marketing encourages product and industry education. Events, if done right, can be one of your most impactful marketing channels. Simply getting the word out there could make a massive difference in your registrations. This expands the life of your live broadcast, increasing the ROI of your event even more. Planning an event includes multiple steps. Most of us would recall being given samples for a fruit drink or snack at our local supermarket. Event organizers have already spent the time and money marketing to your target audience and bringing them all to one place. B2B event marketing is an offline marketing channel where human interaction is key. We’ll talk more about how to build an event marketing strategy below. If you’re offering a prize, give extra entries to your contest for social sharing. They’re multi-sensory experiences that engage on a level simply not possible through other types of marketing. and compare it to your lead generation, customer engagement, or brand awareness goals. Keeping track of your attendance rate can help you identify and address waning interest. Both companies created direct mail invitations that were creative and because they stood out, they increased the registration numbers. Find out what measurements work best for your team and goals. Good events often become annual local attractions. Hosting an event is a great way to increase brand awareness and reach your target audience. Measuring how many leads your event brings in. Event marketing is a highly valuable strategy for all kinds of businesses, from technology and education to non-profit, medicine, and retail. Stay up to date with the latest marketing, sales, and service tips and news. The timing of your outreach will depend on the type of event. Discover the benefits of event marketing and how to build an event marketing strategy that engages attendees and converts valuable leads. Event marketing can be a daunting task. How you’ll follow up with leads: What will you do to collect leads’ information and what processes will you put in place for lead nurturing post-event?

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