Discover the power of event marketing to connect with customers on a meaningful level. Learn about the importance and explore examples of successful event marketing, from conferences to experiential activations.

Nowadays, people make purchasing decisions with careful consideration. That is why marketers need to earn the trust of prospective customers at every possible opportunity. There are many marketing methods available out there, but only some things can make customers connect with brands on a meaningful level. Event marketing is one of the marketing methods that can achieve it.

What is Event Marketing?

Event marketing is a process where events are used as a marketing strategy to promote a brand, product, or service. The events can include conferences, themed exhibits, trade shows, displays, product launches, presentations, or a series of events. In event marketing, companies can participate in, sponsor, or host an event. These events are made to engage with existing clients/customers, new prospects, or potential target audiences. 

Events can also be held online or offline, however, in-person engagement is more memorable as it will give customers a unique, firsthand interaction with your brand. This way, customers can sense your brand’s perspective and personality and feel more connected to your brand. Event marketing is also known as experiential marketing because it is all about using experience as a marketing strategy. 

The Importance of Event Marketing

Event marketing is essential nowadays because it could be a fresh change in an increasingly digital world. A survey from Strova says that 95% of marketers agree that live events provide a valuable opportunity to form in-person connections with attendees. Also, 65% of attendees said that live events increased their understanding of a product or service. 

Event marketing is also critical because it gives businesses a chance to stand out by showcasing products or services in a unique and memorable way, giving personalized experiences to attendees, and creating a sense of community and belonging. 

To make this possible, the event planning process must be data-driven. Collect existing and potential customers' data before the event. Then use the data to personalize the event execution so that attendees can be treated as individuals and not just part of the crowd. Use the data to tailor the event experience to each attendee's interests and needs. Then, measure the event's success using the data collected. Finally, use feedback and analysis to improve future events.

Event Marketing Example

There are countless examples and cases of successful event marketing execution. Most of the events are focused on creating memorable experiences to increase awareness, generate leads, and increase sales. Among them, there are some of the most common events that businesses use to achieve marketing goals.

Conferences

Conferences are one of the most common marketing events on a large scale. Companies usually hold conferences for training or educational purposes by inviting attendees to keynote presentations by important people within the business or external professionals. Adobe also mentions that conferences can be user summits for a specific company or industry and open networking opportunities. 

Networking Events

Networking events are events that bring a group of people together to assist opportunities to form connections. Networking events can be industry-specific, but it’s not a must. Companies can also host an event for people with shared interests to get an authentic experience. The event can also be formal or informal, as long as it reflects the host’s brand, company, products, or services.

Community Events

Community events are an event marketing strategy that will be highly impactful for companies or brands that operate in specific geographical areas or have a strong local presence. As mentioned by Engineerica, community events must address the needs and interests of the community. Even though it’s still a promotional effort, the event should emphasize aligning with local values and having a positive impact on the community. By doing this kind of event, companies can enhance their brand reputation, build strong connections with the local community, and foster a sense of belonging. 

Trade Shows

Trade shows are an event marketing opportunity for brands whether they are hosting, sponsoring, or only participating. Trade shows usually consist of booths and event spaces to showcase products and services under a single industry theme. By participating in this kind of event, brands can strengthen their presence in the market, learn about competitors within the industry, and open networking opportunities. 

Product Launch

Product launch events are essential for brands to build anticipation and excitement for new products. It can be applied to well-established brands that are about to introduce upgraded versions of their products or to newly established brands that are about to launch products or services for the first time. Product launch events should be able to drive initial sales and lay the foundation for customer engagement. 

Experiential Activation

Experiential activations are one of the most popular types of event marketing these days. Experiential activations usually include ongoing installations, activities, or experiences that allow people to participate in, engage, or observe. These installations, activities, and experiences have to be memorable and represent the brand’s values and offerings. Successful experiential activations should be able to foster emotional connections with the brand that will, hopefully, influence purchase decisions and brand loyalty.

Also Read: Collaborative Event Planning: A 6-Step Guide to Event Co-Creation