10 Event Marketing Examples to Nail Your Upcoming Event

Event marketing is one of the effective methods to reach out to the existing clients, new prospects, or your target audience in order to create new acquaintances and provide them the learning opportunities about the products and services of your company, through exciting experiences. It helps to create brand awareness and is an innovative means to roll out the information about the launch of latest products, tools, or services. According to a survey conducted by Allied Marketing Research, the global events industry is expected to reach $1,552.9 billion recording a CAGR 11.2% from 2021 to 2028. The demand of business globalization and advanced promotional techniques to reach the prospect clients has boosted the growth of the global event industry. You can either host, participate or sponsor an online/virtual, in-person and hybrid (an amalgamation of online and in-person campaigns). Based on the survey by Bizzabo in 2020, a majority (80.2%) of event organizers have been able to reach a wider audience with virtual events, post pandemic. In this article, we will discuss some of the successful event marketing examples both virtual and in-person that has been referred from pre and post pandemic era that will motivate you to create a stellar plan for your next event.

But before we start, there are some of the significant things about event marketing that you need to know. It is essential to recognize the imperative steps to develop a successful event marketing strategy and the reason why event marketing is becoming a popular means to outnumber traditional advertising and promotional activities.

1.1 How to Develop an Event Marketing Strategy?

Once you decide to host an event for the latest product launch of your company, or even spread the news about the additional lucrative services that you are going to add henceforth, you need to follow a tactical approach. Here are some effective measures that you can incorporate to develop a successful event marketing strategy:

• Research to predefine the Goals/Timeline/Budget for the Event- Extensive market research on the potential consumers is important to understand their demand. It directly influences the goal- setting, timeline-mapping and budget-fixing of an event. Without thorough analysis, your strategy can get misdirected and fail to meet the desired objectives.
• Create An Event Content Strategy- After the research is done, the goals are set and the timeline and budget are fixed, it is the time to prepare the marketing content for the event. An effective marketing content is required to highlight key messages, such as the benefits of attending the event, keynote speeches, etc. You can also add the testimonials or a video from a previous event to attract the consumers with a reference. Preparing a content plan is the booster to retain the momentum of the event. You must have a robust content management plan before you move ahead to create an event website, app, and start promotion.
• Develop An Effective Event Website/App- An event website/app is the platform where your target audience convert to actual customers. Hence, it should be considered as one of your most important fragments of marketing collateral. A robust and user-friendly event website with optimized content can maintain the enthusiasm for the actual event. Thus, investing time and effort for building an event website is noteworthy if you wish to get benefit from event marketing. Maintaining consistency in the GUI will attract the prospects and keep the event details the minds of website visitors.
• Implement Attribution Models and Metrics – Event Attribution Models helps you to determine the ROI against the investment for the event. Not always monetary, but the ROI’s can be the leads generated from registrations, number of social media impressions, number of website visits for the event page, revenues from sponsorships and partnerships, and more. Hence, to perfectly measure the ROI of the campaign, you should implement the right metrics. Alongside, implementing an event marketing attribution model is also important to track down the participants and initiate follow ups and crack the code to understand, how to develop an event marketing strategy.
• Set A Right Promotion and Engagement Tactics- Once your event campaign is ready get launched, promoting it is crucial so that the people get to know about it. It will help them to learn about the products or services, offers, and more. Social Media tactic, email marketing, paid advertising are a some of the widely used promoting methods of an event. According to a study by the B2B marketing company, Markletic, 60% of marketers use social media for event registration for online events.

1.2 Importance of Event Marketing

Event Marketing is getting popular with every passing day and you can rely on it for any sort of promotion of your brand. Events give you a key opportunity to build relationships and trust with a potential customer by communicating with them directly. Apart from brand building, event also help to generate leads before, during, and after the event, that helps to increase the pipeline value for new customers. Additionally, event marketing can help to promote a specific product/feature/services and increase overall customer satisfaction, retention, and engagement. A survey by Harvard Business Review Analytic Services states that 93% of the respondents say their organizations place a priority on hosting events, while 57% who give it a high priority. Nearly 85% say their organizations prioritize on sponsoring events.

2.9 Refinery 29 Experiential Marketing

Lifestyle brand Refinery29 has hosted the 29Rooms event. They called it as "an interactive funhouse of style, culture, & technology." It consists of 29 individually branded and curated rooms to offer unique experiences to the attendees. The rooms are designed and created with brand partners, who included famous artists and musicians, to consumer-oriented companies like Dunkin' Donuts, Dyson, and Cadillac, which helped to augment the target audience. The event was creative and the experience for the attendees were memorable.

Thus, Refinery 29, with their experiential marketing strategy could successfully promote their brand value and highlight the importance of event marketing for the companies.

2.10 3D printed Oreos Live Event

The 3D printed Oreo from the vending machine, which allows people to create their own Oreo cookie on real time, based on the social media trends, was a part is part of the company's goal to bring "related experiences" to consumers through its products. Named as “Trending Vending”, the simple customization of the product attracted the crowd and got an amazing brand recognition for the company.

It proved the importance of event marketing and what an advanced idea can do to enhance the brand value.

3 Important Takeaways for the Marketers

In a nutshell, here are some of the common takeaways for you amidst these successful event marketing examples that you can apply to your next event.

• Host an event based on you’re the interest of your target audience. No guesswork but do actual research and assess to get clues what event you should consider hosting for clients and prospects.
• It is important to understand that why should you host this event. Even if your event is aimed to provide a fun and memorable experience, make sure it hits the target perfectly.
• Incorporate your brand’s values into every event you host. To make your event successful, you should use your company’s vision to create truly exclusive experiences.

Now, you are ready to host an awesome event and to add-value to your brand and gain awesome benefit from event marketing. If it is too confusing you can get an event marketing planner to do it for you. Simple!

FAQs

1 What is the importance of event marketing?

Event Marketing is getting popular for the companies as they can built the brand awareness, promotion of the products and services. It also gives the opportunity to build relationships and trust with a target audience by establishing a direct communication thread.

2 What are the benefits of event marketing?

Some of the benefits of event marketing include the following:

• Helps in generating brand value
• Advertising about the products and services
• Lead generation for prospect customers
• Customer Engagement

3 What are the common types of event marketing?

Few of the common type of event marketing are:

• Conferences
• Trade shows
• Seminars/Webinars (when hosted online/virtually)
• Popup shops
• Launch parties
• Networking get-togethers
• Community events
• Workshops
• VIP Events
• Awards and Recognition

4 What are the latest trends in event marketing?

Implementing multichannel marketing, switching to an experiential effort, delivering customer satisfaction, leveraging the power of advanced technology, and prioritising sustainability and disaster management are the latest trends of event marketing.