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How to Use Event Marketing to Build Your Business? 25 January, 2021   

In order to grow your business, you need to learn how to properly employ some of the most rewarding marketing techniques out there. One of such methods is event marketing. On paper, this is a relatively expensive means of promoting your business, seeing as how it requires a higher level of organization and its execution requires a bit more delicate touch. However, it is a perfect way to display your efficiency and achieve all your short- and long-term goals. Here’s how to use event marketing to build your business.

In-person vs. online events

While in-person events were the core of the industry for so long, the recent pandemic has changed everything. Even without it, there were numerous advantages to live-streaming your events. First of all, it’s a lot safer and healthier. With these safety measures and health regulations, it’s really the only way for these events to take place, to begin with. Second, it’s a lot simpler and more frugal. You don’t have to pay for a huge venue or spend a fortune to set it up. You also don’t have to worry about the availability of space, invitations, and similar other logistical issues. At the moment, online is the way to go.

Setting adequate goals

More sales are a primary goal of any marketing campaign. Hosting a corporate event is, therefore, a method for you to reach this goal and expand in this area. Also, you need to keep in mind that building brand awareness becomes a lot easier this way. For brand recognition, all it takes is for your logo to be recognized and your brand to be associated with your product. Lastly, you get to establish direct contact with your audience which only goes to further strengthen customer loyalty. Following up on each of these goals can make a world of difference.

Set basic parameters

As far as the organization goes, there’s the matter of online vs. offline to determine. This will make a difference in whether you have to hire a venue, organize catering, and more. Then, you need to set the time and date of the event. Keep in mind that the time should be reasonable and that you should look to schedule this when there are no other similar events in the industry. This way, you stand to reach out for maximum potential outreach and attendance. If you decide to organize an in-person event, make sure to come up with a plan that will allow you to honor all the recommended measures to prevent the spread of the virus.

Professional organization

Another thing worth mentioning is the importance of organizing a proper event structure. For this, you might want to consult seasoned event marketing professionals. Successfully organizing events involves budgeting, planning, and execution. On paper, you should be able to handle all of this but there are a lot of details to focus on, too many for the first-time organizer. Apart from this, you have so much work to do regarding the actual networking and business promotion, that bothering with the logistics may seem like a waste of your time. Outsourcing this task and focusing on what really matters is far more important.

Spreading the word

Next, you have the task of spreading the word regarding the event itself. Namely, you need to raise awareness of the event and there are several things you can do. First, there’s a portion of your staff that is in direct contact with your customers. These are mostly sales representatives and people behind your customer support. Other than this, you should promote the event via social media and your own website. You can even build up the hype by placing a massive timer on your website. This way, you have enough time to tease and make promises of great benefits for your audience.

Perks of attending

In life, people are always more interested in what you can do for them than what they can do for you. So, while spreading the word and promoting your business, you need to point out what your audience is getting from all of this. Inform them that there will be a plethora of events where they can get interesting rewards. Tell them that they will learn something there. Promise them that they will make new connections that are relevant for their business and allow them to reach out to you for more information.

  1. Events within the event

People are all about content. The richer your event is with content, the better. So, you should consider organizing events within events. Exhibiting your product or service is one of the things you can do in order to generate some attention and provide this content to your audience. You could also host giveaways, which will provide your audience with a direct material value. Pre-conferences are not just a filler, it gives a great introduction and FAQ experience that will help the attendees get immersed into the topic at hand. 

Use the photos and videos

Photos and videos on this event are a rare and valuable resource. If an event is a success, this footage can be used in further marketing efforts. You can invest in an extensive marketing campaign that shows you, your colleagues and your clients having a great time together. This is particularly useful if you plan to host subsequent events. Using footage from previous events is the most effective way of attracting attention and sending the right message for the next one. It is virtually social proof that you can create an effective event.

In conclusion

A corporate event is a major effort of an enterprise to establish itself in a respective niche. It raises brand awareness, increases brand authority, and helps with networking. Also, a single event is never an end goal, which is why the organization process should also be seen as a learning process and a learning experience. Also, keep in mind that learning from other people’s mistakes is a lot cheaper than learning from mistakes of your own. With that in mind, remember that listening to experts and doing research may be crucial in making it in this industry.

business event marketing marketing promotion

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