What is Event Marketing? – Marketo

What is event marketing? Today’s consumer faces countless pitches and advertisements a day, so when it comes to making purchasing decisions, you really need to catch the buyer’s eye. One particularly effective method of connecting with customers is through event marketing. Event marketing describes the process of developing a themed […]

What is event marketing?

Today’s consumer faces countless pitches and advertisements a day, so when it comes to making purchasing decisions, you really need to catch the buyer’s eye. One particularly effective method of connecting with customers is through event marketing. Event marketing describes the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging in-person engagement. Events can occur online or offline, and can be participated in, hosted, or sponsored as a form of engagement. Using events as a marketing channel gives potential customers a unique, firsthand interaction with the company and a true sense of the company’s focus, perspective, and personality. The self-directed buyer of today goes about making purchasing decisions at their own rate after careful consideration, so marketers must be ready to seize every opportunity to start a relationship, generate goodwill, and earn the trust of prospective buyers. While there are less time-consuming and costly methods of marketing, incorporating event marketing into your overall marketing strategy can pay dividends in connecting with buyers on a meaningful level.

Event marketing can benefit your business in a variety of ways. Aside from helping to build brand presence before, during, and after the event, you can generate leads, pipeline value, and new opportunities. In addition to leads, event marketing can help promote a specific product or feature and increase overall customer satisfaction, retention, and engagement. Planning events can also give your partners and sponsors a tactical and visible engagement point to enforce their own return on investment (ROI). 

Now more than ever, it’s important for businesses to stand out from the crowd, and event marketing is a great place to start. Not only does event marketing give you new channels and methods to use to connect with future and returning customers, the customer data you collect from other sources can allow you to get to know them prior to the event, so they can be treated as individuals rather than a crowd being sold to. And it works—73% of event planners believe that personalization and data-driver marketing is a priority for their events. Whether you are hosting a small webinar, a large-scale international trade show, or an executive-level private function, event marketing should be an integral part of your demand generation mix. 

“Not all events are created equal. Companies must consider live events an extension of their brand and content marketing and build events that really engage. For me, that means thinking about the customer experience you REALLY want to portray. A 6×6 static stand is unlikely to meet that need!” 

 – Craig Hanna, EVP North America, Econsultancy

 

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