Even with the rise of event marketing softwares that allow marketers to better track their event’s ROI, events can eat up a significant portion of a company’s marketing budget. Not wanting to blow a substantial amount of money on one event, some marketers hesitate at the idea of including events in their marketing strategy.
But in today’s digital-centric world, hosting events is a more powerful marketing tool than ever before. Consumers are inundated with online marketing tactics. An in-person event allows a brand to make a greater impression on its target audience, giving those who host events an advantage over their competition. Keep reading to discover our top four reasons events are more essential to your marketing strategy now than ever before, and how they can make the rest of your marketing strategy smarter.
1. Events help consumers connect to your brand. With so many similar companies popping up in nearly every segment of the market, having a brand that resonates with consumers is almost a competitive advantage in itself. When you’re able to directly interact with consumers in person, you have the opportunity to build an emotional connection with them that helps drive brand loyalty (and ultimately sales). By connecting with consumers in person and creating an experience for them, you set yourself apart from the competition and give yourself the opportunity to develop long-lasting relationships with those consumers.
2. Attendees get to experience your product first-hand, and you get to hear their real-time feedback. If your brand, like so many in today’s online-dominated world, does not have any (or has only a few) brick-and-mortar locations where consumers can experience your product, events are a great way to let them do so. Rather than simply reading about your product online or hearing what others have to say about it via social media, events can take the guess work out of purchasing decisions for consumers, and being able to experience the product first-hand may convince them of your product’s value. Beyond closing sales, however, seeing your target audience interact with your product can also help you better understand what consumers are looking for. Their real-time feedback will give you valuable insight into how you can adapt your product to cater more directly to what they want, setting yourself up for an even better product in the future.
3. Events can generate significant buzz around your brand, product, or cause, and social media makes generating that conversation and extending its reach easier than ever. Posting about your event on social media is an easy way to reach a targeted audience of potential attendees (your followers), and helps create a sense of anticipation around your event. Perhaps even more useful for event marketers, however, is social media’s ability to extend the conversation and buzz surrounding an event to those who do not even attend. By sharing information about your event to all of your followers, posting live updates, and encouraging attendees to post about your event on their own social accounts, the reach of your event can extend far beyond the guests who show up to the venue. Events, in other words, can be a springboard to help you generate a significant amount of online conversation and buzz about your brand.
4. Event marketing will make your overall marketing strategy smarter. With the rise of event marketing software, marketers are able to track more event data now than ever before. Not only is it easy to track who RSVPed or attended your event, some in-event technology also allows marketers to track attendees’ “digital footprints,” giving them insight into what aspects of an event resonated most with different consumers. This information can benefit marketers long after an event has ended: understanding what your consumers do and do not gravitate toward gives you the information you need to better segment and target with future marketing communications.
Event pros, how have events impacted your company's overall marketing strategy? Respond in the comments below, or tweet us @eventfarm, as always!