- By Dwaipayan, 04 August 2020 | 4 MIN READ
Event marketing is offering new options for marketing professionals who create buzz over a service or product. Have you ever been enticed by a credit card company over free coupons, company t-shirts, and with no yearly surcharges? Have you been lucky enough to find yourself an attractive counter in a crowded mall offering free pizzas? Each of these exclusive experiences offers a peek at what twenty-first-century event marketing can be.
Companies use event marketing as a tool to leverage to reach out to consumers through direct hand-to-hand sampling or interactive displays. Event marketing may be a promotional strategy and involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events. The idea is to engage consumers and it works.
A winning event marketing campaign offers value to attendees beyond information about a product or service. A discount, free sample, charity alignment, or fun event will make customers desire they're receiving a benefit and not just attending a live-action commercial.
In most instances, event marketing targets specific individuals or groups at gathering spots, in hopes of making quality individual impressions.
An event marketing campaign remains in participants’ memories for a longer time. The key to pulling off an efficient event marketing campaign is to spot the audience correctly and make an experience.
A brand can build a long-lasting relationship and favourable impressions. The company/brand must only do the hard work of finding an opportunity to interact with the right demographic of people – both current customers and prospective buyers – the rewards are incredible.
A company that sells sporting, can market at a sporting event. If they sell technology products, they will offer demonstrations of the newest and greatest technologies at a convention event. Even companies whose products are not able to be handed out as samples (like pharmaceutical companies or doctors’ offices) can provide interactive experiences to entice the consumers.
How should a company host an event marketing campaign?
A marketing manager with a thorough understanding of the brand is a good choice to run an event marketing campaign. Usually, the practice is that a marketing manager oversees all activities within a company’s marketing, advertising, and promotional department – not just an event marketing idea.
For example, a tour manager oversees an event marketing campaign while it is on the road. S/he will be able to handle all odds in case things fall apart while shipping requests, staffing arrangements, and inclement weather threaten to derail them. A proactive tour manager can keep event marketing plans on track and responsible for the success of branding at the event.
A brand like Coca-Cola, who has traditionally tried to place its product as an insignia of global peace, happiness, and simple pleasure, made an excellent choice by installing vending machines that dispensed “happiness” along with soft drinks.
Event marketing must be approached differently – It is important to ground each event marketing approach upon the brand’s overall marketing plan and how it fits into the persona of the event. By approaching each event as a separate chance to make an impression, a brand can tailor their efforts to best impact each consumer.
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