To some extent, every single organization on the planet is going to approach event marketing a little bit differently. Various target demographics have distinct needs, and marketing experts will use these as a way to connect with their potential customers. Sophisticated analytics software has made it significantly easier to figure out what clients are looking for.
In turn, that’s made it possible to create custom materials that speak directly to prospects. Some of the most common messages at marketing events focus on the fact that people may deal with some particular problem and the sponsor’s products or services can solve them. Once event planners know what kind of materials their audience responds to, they can custom-tailor everything they use. Investing in a custom advertising flag and some special banners goes a long way toward letting prospects know they’ve come to the right place.
Making An Event Into An Experience
At its most basic, event marketing consists of using specialized tactics to promote the events themselves. Those who really want to take advantage of the opportunity to instead promote their brands will want to turn every conference they hold into a complete experience. One study found that almost one quarter of all experiential marketing budgets at top organizations go toward holding events.
Executives at large companies know that holding a good event can make an impression on people that could potentially last for years. They also know that even a relatively simple one could run up a huge bill. That’s why they spend so much time planning. Representatives of small-to-medium sized businesses will often take a page out of their book and start by evaluating their own organization’s marketing and sales goals.
If they’re trying to generate more leads, then an in-person event is a great chance to boost their sales pipeline. Those who want to improve their brand image and boost morale may want to focus on employee and stakeholder relationships. Others may wish to promote a new product or launch a service they never previously invested in. Writing all of these goals down will help ensure that companies stay focused and don’t go over their original budget.
Avoiding Common Event Marketing Mistakes
Regardless of what goals an organization might have, they need to be actionable and measurable so they don’t lose sight of them. Groups that keep their focus on their target audience usually do the best in this respect. For instance, if someone were reaching out to socially conscious buyers they’d want to only use biodegradable materials at their marketing events. Those who want to reach a tech-savvy crowd may instead want to employ a multi-channel promotion plan that reaches potential visitors on platforms they already frequent.
Too many promoters will try and get their prospects to sign up for some new website or app. While it’s often a good idea to have a custom app that helps people find their way around a convention space, nobody should have to feel like they need to create yet another digital account. Solid marketing plans aim to saturate existing social platforms with as much information as possible. Overlooking traditional marketing opportunities, such as search engine optimization, is another common mistake that it’s vital to avoid.
Tracking expenses is just as important. Some marketing professionals will build a 10-15% contingency fund into their budget. If this money isn’t needed, then it can always be saved for next time. Experienced event marketing specialists never forget to chart the amount of money spent after each event so they can better prepare for the next one.
Engaging attendees and making everyone feel like they’re involved is even more important than drawing up a solid budget. Event planners who forget to do so may end up alienating their audience. Building an inclusive event that has activities to reach every potential stakeholder is a good way to foster a feeling of belonging. It’s also a great idea to follow up with convention goers after the fact.
Following Up With The Crowd
Business writers have claimed that skipping a follow-up is like ghosting a potential customer. They recommend that event planners send out an email after maybe 24-48 hours. When they do, they can send out invites for newsletters or give them a chance to book a meeting. This is an opportunity to send out a survey as well, which may be a good idea because ignoring audience research could be as bad as not following up with customers in the first place. Considering how many scams litter today’s increasingly crowded web, it’s best to make any such communications look as official as possible. A sketchy-looking survey or response form is unlikely to ever get much attention.
Organizations that plan to hold another related event in the future may also want to ask previous attendees to come. If they were able to reach them the first time, then there’s a good possibility that their marketing experts will convert them the next time they get together.
