5 Key Elements of Business Event Marketing
Marketingevents of any kind are directly relatedThey maintain a bilateral relationship, that is, they are essential to each otherThis is because events are necessary for a marketing strategy to be successful.
It is believed that they are the most effective strategy because the experiences lived have the greatest impact, are easier to remember and, therefore, to share with more peopleIn the same way, events will require marketing to promote themensure their successin this case eventige marketing agency helpful for you.
The Event Quorum as the Starting Point
Like any marketing strategy, before starting the planning of the event you must establish precisely who you are targetingwhyThis will serve as a guide to know what you want to achieve before, duringafter the event and, above all, how to achieve it.
Perhaps the goal is to attract new leads or strengthen relationships with existing customers through a valuable connectionKnowing your participating public will help you choose a concept, the venue or venuethe type of event to organize.
Therefore, considering attendees to meet your goals will allow you to create something that will make them fall in lovethat attracts those who need to be convinced.In general, it is advisable to look at events from two perspectives: as a hostas an audience.
By being the host you have the opportunity to promote the identity of your company with products or through servicesAchieving this coherence is a difficult task, which can pay off if it is well executed.
On the other hand, looking at the event from the eyes of the public can help you create experiences that allow them to live the values and philosophy of the company or experience the benefits of a new product.
In this video of Formula 1 in conjunction with the music of composer Bryan Tyler, you will be able to notice this coherenceconnection between what the event representspromises in their careers around the worldThe video conveys the euphoria that is experienced.
The Importance of Promoting the Event
You may be thinking that to start promoting an event you should have everything readyAlthough this is not entirely true, it is recommended to have a very good prior organization.
Promoting an event correctly will help you achieve higher salestherefore better participationRemember that an event without people is a failureHere are several steps to consider:
Calendar:Having a calendar that establishes periods of time for different tasks with established deadlines will help you to have a guide to know how long in advance you should carry out advertising campaigns, how often to disseminate new content, through which means to contact your participantsperhaps scheduling influencers or public figures who usually meet months in advance to attract more peoplecreate better expectations.
Monetize: You must consider the return on investment of the marketing strategy that will be used for this event from the previously established objectivesSuccess can be measured through metrics such as: visibility by the number of attendees, sale of a minimum amount of tickets, growth of a community, lead generation or even conversions through a page.
Digitization:The participants have become much more demanding, so you must be within reach of their expectationsYou should anticipate that they can participate even when they are not physically there.
When planning the marketing strategy for the advertising of your event, you should consider those who are far away making use of technology with virtual invitations, using QR codes, sending emails, perhaps creating an exclusive app for the event or use of a page with its own domainThis will help you create more engagement.
Social networks:Networks are a very useful tool to be in constant communication with your entire audienceBefore the event, you must have a good response capacity, especially for those people you want to attractthose who are not yet convinced.
You can use a hashtag, reply buttons,chat bots, among othersIf your business has the budget, you might even consider a Community Manager.
Hybrid events:That’s rightThis event format is here to staythe advantage is that they can be an extension of the experienceExpand your reach for those who want to know more but are not available to travelWithin this format you can take advantage to generate digital experiences.
Video Marketing or Promotional Video for an Event
It is true that a good quality promotional video can cut your budget a bitHowever, it is an advertising investment to consider.
The videos, being much more attractivetransmitting information in a faster way than any other channel, help to engage attendees before the event beginsThis helps increase visibility, reach greater reach,even helps generate captivating emotional bonds.
The video not only leaves you skinnyinvites you to want to take suitcases to travel to Japan, but also shows the case of a television station that announces long in advance that it will broadcast the olympic games.
Here are some ideas to make a promotional video for a business event:
- Generate content with exhibitors from previous experiences that were in other venuesThis will help to generate expectationsconvey information about the concept of the event.
- Make streaming videosThey are an opportunity to extend the event even when it has already passedIt also allows you to create more content without having to go backinvest in it.
- Use videos to send a specific message such as the date of the event or a simple message that attracts attentioncontributes to the narrative
- Record the before, duringafter the event, depending on the objective
- Use music, photos, illustrationstext to capture all the information you want to convey
Remember that people, including your clients, are exposed to advertising all the time, so you should use differentoriginal formats to capture their attention.
Selling Tickets to an EventHow to Raise Money for an Event
Proper planningsufficient time in advance will help you sell tickets to the event in a much more organized, consciousefficient way.
How to sell tickets for an event? It should be done gradually, through different meansthinking about the activation of different promotionsdiscounts over timeas the event approaches.
Selling tickets in the most efficient way possibly directly impacts monetizationROIThe optimization of the sale will define that the tickets become a profit, profit, surplus or a total loss.
