Event marketing or the event we are accustomed to is a special type of marketing activity that includes the organization and holding of various events aimed at promoting a brand. The Role of Event Marketing attracting the attention of the target audience and strengthening the company’s image in the market.
Event marketing is considered to be one of the whatsapp number list most effective promotion tools, as it allows not only to attract attention to the brand. The Role of Event Marketing but also to create an emotional connection with consumers.
Benefits of Event Marketing
Promotion of goods and services on the market. Conducting master classes and seminars, demonstrating new technologies and products at exhibitions, organizing promotions and special offers – all this contributes to the promotion of the brand’s goods and services on the market and increasing sales volumes.
It seems that there are so many bulk lead advantages that all brands should allocate more budget for events and look for partners, clients and customers only in this way. But everything is not so simple.
Sometimes it is difficult to “drag” the right audience to an event, since after the pandemic, a trend has emerged to solve all issues online. This is exactly what online promotion is for: find an audience, convey value to them, bring them offline. And competent promotion should begin long before the event itself.
How do major market players operate?
Let’s look at the example of a major construction brand that has been holding the “Best Roofer” award for the fourth year in a row.
Main task:
- popularization of the roofing profession;
- search for new partners and contractors;
- increasing brand loyalty among contractors.
The target audience of this project is builders who work in contracting teams. To inform them about the award, the following tools are used:
- advertising in social networks;
- advertising with bloggers;
- mailings;
- company websites;
- third-party events and webinars.
“Word of mouth” is a great tool, but digitizing it can be problematic. But using digital tools to promote the award is a good idea.
It brings several bonuses at once:
- You get to know your audience better. For example, by launching targeted advertising for different audiences, over time you can understand what age, geolocation, interests your target audience has and what social networks they prefer. Having this knowledge, you can improve your marketing strategy and increase its effectiveness.
- You pay money to deliver information to those who are interested in it. You exclude those who are not your target audience and do not waste time interacting with them.
- You understand where your weak points are. For example, the award site takes a long time to load on a mobile device and there is a large number of drops in the referred traffic. Or the application process is so complicated that people close the page in the middle. By eliminating such weak points, you can improve the result many times over.
- The news hook and materials about the event can be used more than once. For example, the promotion of the “Best Roofer” includes several stages: an announcement of the start of applications, collection of applications, public voting, announcement of the award ceremony, and most importantly – a story about how the ceremony went, interviews with the winners, etc. Since the award is annual, all these stages are collected into a cycle, and the results for each can be tracked annually.
Based on all of the above, we can conclude: an event is needed to promote a brand on the market, as well as to communicate with the target audience. But it must be approached wisely so that it is truly an effective working tool, and not just entertainment.
Blitz
And now a short blitz in question-answer format for those who are too lazy to read the whole thing.
Is Event alive?
It is alive and brings results. However, it has now become impossible without online promotion and support.
How not to waste your budget and organize a useful event?
Define the goal, identify the target audience, decide on the format. And most importantly, set up interaction between teams, so that they can implement common goals together and quickly.
What formats will be launched in 2024?
The format can be different: from an event to a master class, but the trends are still traceable: intimacy, the introduction of AI, the presence of meanings. By the way, AI integrations also connect 2 worlds: online and offline.
What if no one comes?
Let’s be honest: no one is immune from failures. But with proper promotion and preparation, you will know the number of guests long before the event begins.
