Event management is an integral part of event organisation. After you plan events, you also need to promote them. That’s where event marketing comes in. The application of event technology helps to create and develop large events, such as festivals, conferences, ceremonies, weddings, official parties, concerts, or conventions, and also helps to market them effectively.
What is event marketing
Event marketing is a strategy that marketers use in order to promote their brand, products, or services with in-person or real-time engagement. These events can either be online or offline, and companies can participate as hosts, send their speakers, or be participants and sponsors. Event marketing is one of the best ways to build brand awareness for your event.
Why is event marketing important?
The importance of event marketing lies in the fact that the benefits you get from event marketing are far-reaching. They’re more likely to provide you with opportunities to grow your event company’s awareness, sales, or positioning via valuable face-to-face relationships and immersive event experiences. That’s why understanding the benefits of event marketing is essential when choosing your event goal and deciding on what types of events you would like to host.
Key elements of event marketing
Based on the types of event marketing you choose, your event goals, and the marketing strategy, you should consider these key elements of event marketing to succeed:
- Understand the purpose of your event
- Know your target audience
- Select the right venue
- Determine the suitable timing
- Plan draft and the timeline to follow
- Create content that appeals to your target audience
- Design an event page
- Decide on a lead capture mechanism and analysis tools
Without key event elements like your targets, content, and a good strategy with analysis metrics and ways to follow up, it will be hard for event planners to achieve all their goals and maximise event marketing.
Best event marketing strategies
If you try to define event marketing without a strategy, you’ll probably fail. Indeed, apart from the marketing elements, you should also consider the strategy that will gather every event element together and provide an organisation with direction. Here you will include:
- Your event’s goals and budget
- Event format, program, content creation plan, and management tactics
- Promotion and social media
- Workflow optimisation tools
- Survey and other follow-up metrics
Growth and the ability to create sustainable long-term success for event companies tend to depend on three main factors: 1) attraction, 2) long-term retention, and 3) maximising the customer lifecycle value through effective cross-selling, timely subscription renewals, and effective schedule management.
For this purpose, three excellent marketing strategies have been developed that you should focus on:
Inbound marketing: This includes several key strategies, such as SEO, social networks, content marketing, blogging, building potential customer relations, PR, etc., to improve the quality of visitors and potential event buyers by providing what they want to know, hear, and read.
Content marketing: This works especially well for SaaS event providers, as it satisfies users’ need for knowledge and awareness. With content marketing, you can use your intellectual capital—in the form of documents, blogs, e-books, case studies, instructional videos and tutorials, infographics, answers to frequently asked questions, and a huge amount of other content components that make your attendees educated at your events— to increase awareness of your offers and facilitate their assessment.
Community marketing: This is evangelical marketing that focuses on a happy, loyal community of customers or “evangelists” to bring your marketing message to potential and actual customers. This is an advanced form of word-of-mouth marketing that cultivates communities of loyal product advocates to improve event marketing.
How to measure event marketing success
There are several main ways to measure event marketing success. You’re welcome to learn more about them in detail. The key measurement factors are:
Registrations: Use registration metrics to measure event marketing performance from the registration page. Use registration metrics, the number of online registrations, onsite check-ins and registrations.
Engagement: Apart from basic social media rates, you should also measure session attendance, event app engagement, and the depth of customer engagement on the platforms you use for social media marketing.
Event ROI: You put a lot of effort and countless hours into your event. Obviously, you want some proof that your time was worth it. Here’s how to measure your event ROI, cost per attendee, etc.
Gross revenue: By now, you know that there are tools to manage social media engagement, ROI and registrations. GEVME also provides other ways to make each channel work in your favor and analyse your gross revenue.
Ways to maximise event marketing
Educating customers about your event offers can help them evaluate your event content marketing and become engaged. By promoting your brand, you will increase the strength and speed of your event initiatives. For this purpose, maximise your marketing strategies with extraordinary event marketing ideas.
Use event marketing software
This is a great idea for modern event planning. It helps reach your target audience as well as analyse and market, view competitor’s events through their use of event pages, send emails, and so much more.
Plan out your event theme
Planning is important. First, define the purpose of the event. This may seem intuitive, but the purpose is often not the goal. Figure out why you want to host the event and determine its purpose. Develop a themed concept and stick to it.
Have a social strategy
Social media channels are good for marketing. Outline your goals and measurable objectives for using social media and the target outcomes you want. Plan so that your social media event marketing plan works in parallel with other channels.
Your event promotions organise a multitude of themed events throughout the year, including swag bags, social walls, photo booths, brand walls, charitable causes or retreat activities like walking, mountain biking, and road cycling for the promotion of your future events and trends.
Track your success
Both failures and successes should be tracked. Remember, there’s no easy way to make your goals a reality. You simply meet them by taking certain actions. Here’s how to track your goals for maximum success with GEVME event marketing metrics.
Use event hashtags
To intensify the media impact and attract more clients from other event-related niches, use hashtags appropriately. To increase awareness and the visibility of your events, use hashtags. By including a hashtag in your promotions, commentary, and post-event material, you will make it easy for people to find photos and elicit attendee interactions with your event.
Turn attendees into promoters
By turning your attendees into your promoters using these techniques, you will expand your reach, build trust, and save both time and money in your event marketing campaign. You can turn your customers or loyal users into advocates of your brand and product values, thus creating real communities that will support you.
Create online communities
A wise event marketing strategy, if executed effectively, brings people together and permanently retains fans at your platform. First, you need to know what your audience wants before you can deliver appealing content.
Create quality content
To nurture your audience and keep the community loyal, marketing an event must be engaging and inbound. Do keyword research, test your titles, conduct research on speakers, and monitor social media.
Create a strong event marketing plan
Create a strong plan for marketing and include the aforementioned points in it; use event marketing software for effective implementation, processing, and analysis.
GEVME specialises in providing customer-oriented, digital event promotion marketing solutions. Contact us for more information on how our event processing system, network of partners, and other digital marketing services will help you grow your event business, organise high-quality events, and promote them effectively.
Feel free to leave your comments and favorite event marketing tips!