Most organizations use two factors to measure the success of their events: how much money they raise and how many people attend. These two factors are dependent on each other, so you can improve their effectiveness by selecting the best event marketing strategy. This article will discuss event marketing, its importance, and the factors that impact it. We also provide 18 event marketing strategies to help you promote your next program.
What is event marketing?
Event marketing is a strategy to promote offline and online events via various channels. This involves interactions between brands or companies and customers or clients. Every event is different in target audience, content, and culture. This makes each event unique. Event marketing can be used for business-to-business (B2B) and business-to-consumer (B2C) programs. Both event marketing strategies may look similar, but they have different target audiences.
What is the importance of event marketing?
Event marketing is crucial because it is the main strategy and campaign to bring attention to your program and attract attendees. This helps you reach the right audience and make an impression on potential and existing clients and customers. Event marketing can also build trust and credibility for brands and organizations for future events and create bonds of customer loyalty.
What are the factors that influence event marketing?
Several factors can influence the choice of an event marketing strategy.
Your budget may play a role in how, when, and where you market your event. No matter how small or large your budget, you can still plan a successful event marketing strategy. If you have a smaller budget, it is worth researching other factors and developing a detailed marketing plan to maximize the results.
It can help you decide on a marketing strategy for your event. This can help you decide where to advertise and what incentives to offer.
Your event marketing strategy may be affected by the availability and use of promotional resources. You may have access to creative materials, virtual channels, or potential clients and customers that can help you determine which strategies are most effective for your marketing plan.
Your event marketing plan can be made easier by understanding your target audience, interests, and hobbies. It can help you choose a strategy by understanding why people attend events and what they want to experience.
18 types of event marketing strategies
These 18 event marketing strategies can be used in your next marketing plan to promote your programs.
Time is your friend.
It doesn’t matter if you wait until the event is complete before promoting it. To announce the existence of a program, you might consider creating a pre-event webpage on your website. The page can be updated with additional information as it becomes available. This creates a mystery that encourages people to visit your site often to see updates. It may also lead to people talking about your event or planning to attend.
Promotion through traditional media
A press release can be shared with traditional media outlets like newspapers, magazines, radio and television stations. This is an effective event marketing strategy that may work depending on the target audience. This will allow you to reach people wherever they receive their entertainment and news information. It can also help you associate your company with a trusted source.
If you have the budget, consider creating flyers, banners and flyers with promotional text or buying billboard space. Your materials can be hung in restaurants, shops, community gathering spaces, or wherever your target audience frequents. This could lead to the Baader Meinhof phenomenon, a frequency illusion that increases your awareness and encourages you to explore more.
Promotion on social media
Social media can help you reach potential clients or customers outside your local area by promoting your event. Social media can allow you to reach younger audiences, who may not be as familiar with traditional media. You may be able to reach influencers or brand ambassadors through social media. This could help you expand your reach and invite peer recommendations. Many social media platforms offer analytics that businesses can use to track the success of their marketing strategy, both before and after the event.
Invite influential people
If your target audience doesn’t already love your brand, inviting influential people to your event and advertising their attendance may be a great marketing strategy. Social media influencers, traditional media personalities, political leaders, and celebrities can help promote your event to attract new customers.
Live-streaming on social media or other virtual platforms can be a great way to promote an event to a larger audience. You can live-stream behind the scenes content to help prepare for an event or answer questions about it. This allows you to interact with potential attendees. To reach large audiences worldwide, you may live-stream parts or all of the event. This may be a great way to encourage people who don’t live nearby to travel to attend annual events.
Promotion at other events
Promote your event at festivals, fairs, or other community-organized programs. Rent a booth, rent a table, and distribute flyers, brochures and images. You may have the chance to meet potential customers in person, show your brand’s personality, and make a connection. You might also offer the possibility for customers to register on-site at events to encourage them to attend.
How to create an event website
For larger events, you might consider creating a separate event website linked to your company’s site. All information, such as date, time, cost, description and special guests, should be included. Include the registration forms and steps for events that require registration. This strategy will keep your users focused on the event and not be distracted by any other products or services you offer on your main site.
Online landing pages and pop-ups
Pop-up forms can be used on your website for smaller events to direct attendees to sign up or to a landing page that provides information about the event. Pop-ups can be limited in text and images, but landing pages can provide all the details about the event to encourage attendance.
Using email marketing
Targeted email marketing is a great way to inform people who are already on your mailing lists about your event. Email marketing is one of the best ways to connect with consumers via virtual business. Email marketing’s long-form capabilities allow you to include as much information or as little as you need, images, media, and links. Email marketing can be personalized based on specific recipients or target groups. You might consider creating a long-term campaign to remind subscribers about the event at specific intervals.
Blog before the event
You may want to blog about your event depending on your audience. When combined with other strategies, the long-form blogging style may allow you more detail about why you are having an event, who is involved, and how it came to be. To build interest, you might consider sharing a blog post every other week leading up to the event.
Promoting Fear of Missing out (FOMO).
Fear of missing out (or FOMO) is a term that social media have popularized. It refers to the feeling of being excluded from a group, project, or event. Companies can use this feeling to engage in event marketing. Companies can use videos, images and music to create an event persona that is impossible to miss.
Think about your event’s impact on consumers’ social status and online presence. This may encourage them to attend. You should pay attention to any notable attendees, performers, caterers, photo opportunities or special merchandise that makes your event unique.
Offer incentives or discounts
Consider offering discounts to registered attendees or those who make purchases within a certain timeframe for paid events. Email subscribers and new customers may be interested in coupon codes. Offering attendees perks such as free merchandise and other perks can encourage them to commit faster. This can encourage FOMO and word-of-mouth.
You can partner with other organizations, such as restaurants, food providers, entertainment venues, or prominent businesses in the area. This will allow you to reach more people through their contacts and increase the importance or status of your event.
Create new branding
An event can be its commodity, regardless of whether it is paid for or not. Create a logo and tagline for your event with original artwork and phrasing. You should use words, colours, and symbols relevant to your target audience. The event’s branding can help customers distinguish it from other products or services they offer. They will also recognize it immediately if they see it on other channels.
Remarketing on the internet
Remarketing is a method of targeting potential customers with ads on the internet. You can create a tag on your website to influence visitors’ ads on other websites by working with an agency or search engine company. This could help you promote Baader-Meinhof.
Purchase of promotional space
Paid promotions are available on most social media platforms and search engines. These allow you to charge a fee for your content to reach a wider audience. You can pick the length and time of your promotion so that you can fit your budget. Paid promotions can help you maximize the reach and impact of your online content.
Encourage user-generated content
Encouraging users to promote your event is a common marketing strategy that can be used with other forms of social media promotion. You can encourage your audience to participate in planning, execution, and attendance by creating event hashtags, running photo or video contests, or any other way you can involve them in event promotion. You can also incentivize programs by sharing user-generated content. This will reduce the number of promotional materials you have to create and share.