What is a Marketing Event?
The marketing event is a term that is used to denote that promotional strategy which is used by the companies to promote to their brand to their customer in a one on one interaction. Marketing events are organized so that there can be a face to face interaction between the customers and the companies directly.
This way, the companies can convey their message more clearly. The events that are organized can be either fairs, concerts, or any other supporting event. Some of the brands even use the entertainment practices like shows, contest, or even parties to reach out to their consumers.
They do this by either direct hand to hand sampling or by the interactive display. Now, these events can be organized both in offline mode and in online mode.
Both the modes of organizing the vent come with their own set of advantages. In both the methods, the main objective of the companies is to communicate to their brands either in person or by the real-time engagement.
In both the events, the companies are the hosts while the customers are the participants. Different type of marketing strategies can be used for the marketing event like the inbound strategy or the outbound strategy so that the promotion could be done.
With the help of the marketing event, the companies can leave a long-lasting impression of themselves on their targeted customers.
This way, the event conducted is usually focusing on the brand and are easily able to grab the attention of the consumers and keep them in touch with the brand.
It is necessary to have a successful marketing event so that the companies can resonate with the minds of their target customers and eventually turn them into potential ones.
What are the signs of an effective marketing event?
Now to pull off an effective marketing event, the first and the essential step is to identify who their targeted audience is. The next step is to plan a proper strategy to create a long-lasting positive impression that would remain in the customer’s memory for a long time.
Marketing events are, therefore, a great opportunity to form a strong bonding with the customers and to convert them into potential ones.
The marketing events help the companies in approaching the right kind section of demographics which may include both the current customers and also the prospective buyers.
One of the most prominent qualities of an effective marketing event is that it not only positively advertises its brand to the visitors of the event but also crest a buzz about it which would last for a long time in the minds of the customers.
Who can employ the marketing event?
Any business is it big or small can take the help of a marketing event to maximize their customer base and popularize their brand value. If the business is successfully able to track their target customers, they can always use the event marketing to appeal to them directly.
To understand this, let us take an example. If there is a company that only sells sports-related products or is in some involved in the business of sports and fitness, then they may organize sporting events.
This way, they will be able to interact with those customers who are into sports and may become a potential buyer in the future.
If there is a company which sells electronics items, they organize different conventional events and offer demonstrations of their products of the innovation and the latest technologies that they have come up with.
Similarly, any company which sells any kind of products organizes the marketing events that are related to those particular products.
Also, during these events, if the company, they can distribute samples of it if it is legal to do so, depending upon the terms and conditions of that company.
And in cases in which it is illegal for the company to gives sample products to their customers, can still engage them in an interactive event in which they can illustrate their products with the demonstration of how it worked.
To understand this, let us consider an example. Now suppose that there is a company that sells medication products for high blood pressure. Now since here giving a sample may be illegal, the company could still give a live demonstration of that.
They could set up a machine which would take the readings of the blood pressure and immediately next to it will a booth supplying of their drug also if there is a company that has a widely popular mascot.
They can even bring that mascot up on stage during the event marketing and let the attendees take photos with it. This way, the companies could emotionally connect with their customers.
How is the event marketing planned and employed?
Now planning a marketing event is a challenge in itself. This is because the companies have to make sure that every event is different, forming one another, yet the main focus of each event is to advertise their brand.
Every single marketing event should be planned by keeping in mind the overall marketing plan and the main theme of the company that they have to focus on.
A brand needs to tailor its best effort to make an impression on their customers. For this, they should have properly planned activities that they will be conducting in these marketing events.
Some of the tips are mentioned below that can help a lot in organizing a successful marketing event-
- To make the event engaging and full of fun, make sure that different types of fun competitions or contests are being hosted.
- Try to sponsor in the meetups or the user groups and also make sure that you participate in those groups.
- Also, after the event is over, make sure to host a post-party for the industrial event. Sometimes a pre-party can also be hosted.
- Also, during the competitor conference, host a party there as well.
- Try to be a volunteer as an industry speaker.
Now three different aspects must be considered by the teams who are developing the marketing event.
- The first aspect is that the company should consider their main objective that wants to be conveyed to the customers.
- The second aspect is that they must keep their targets audience in mind while planning the different activities that will be happening during the event.
- And the third aspect is that the companies need to decide what kind of lasting impression they want to put on their customers. And then work in that direction.
Now many other companies use the QR codes on their branding materials as well as on their posters that together help in creating a physical and virtual branding.
With these QR codes, the users can be lead to the official websites where the discounts and several other offers will be available to them.
What are the various advantages of an effective marketing event?
It is assumed that with the growing popularity of the marketing event, it will soon be entering into the guerrilla era, where the marketing professionals will be provided with new options so that they can create a buzz among their targeted base about their products and services that they are selling.
Also, if the marketing event becomes successful, it may ensure the monopoly of that particular business in the competitive market, thus helping it grow due to the increased sales and profit margin.
One another benefit of a successful marketing event is that along with relevant information about the brand and the product that is being sold; it also adds a lot to the value of that particular company. This has organized the whole event.
If the event offers things like a discount, provide with free samples, organize different charity events, or organize some fun-filled events, then the customers automatically start feeling that they are receiving some kinds of benefits in advance and are simply not attending some kind of commercial event.
Also, event marketing is considered to be better than the traditional advertising method. This is because, in the traditional method, millions of customers are targeted at the same time in the same manner.
While in the marketing events, each customer is treated individually or in small grouped that can be managed individually. This way, the marketing events are able to make quality individual impressions.
Therefore the marketing event is quite essential for the companies because it helps them in forming a strong bond with their customers because it involves one to one interaction and the companies can communicate with their customers individually in person.