Compared to traditional advertising campaigns, an event provides your market with a brand offering that is tangible, interactive and hopefully, emotive. In other words, an event can be far more powerful than any other marketing medium. If you want to make the most of your event and turn it into your most powerful marketing tool, you’ll need to adopt a strategic, data-driven approach.
First things first; devise a marketing strategy and campaign that uses your event as a launch pad, instead of the other way around.
Many events are held with the sole aim of launching a new advertising or marketing campaign. While this can be effective, many of these campaigns soon lose traction. They often start out with a proverbial bang, only to fizzle out into a campaign that’s impact is diluted at best, as print, TV and radio ads are passive ways of relaying a message.
When brands hire agencies to provide them with marketing ideas, they’re often seduced by big-budget, above the line concepts that look and sound great in theory, but aren’t always effective. Using an event on which to centre your entire product launch and subsequent campaign, is one of the marketing ideas that is fast becoming popular – due to the fact that events are multidimensional experiences. Ultimately, if done properly, an event has a substantially higher chance of garnering ROI compared to even the most (seemingly) innovative marketing ideas.
Events that successfully convey a brand’s message and then convert people into customers, are strategically designed to appeal to a very specific audience.
Instead of casting a wide net in order to catch the attention of your entire target market, identify which niche groups have the potential to become influential brand ambassadors. By honing your focus on a core group, and on their unique demographics and interests, you’ll be able to concentrate on providing them with brand touch points that are genuinely relevant and engaging.
Concentrating your efforts and focusing on a small portion of your target market means that the chances of your event – and entire marketing strategy – being successful are that much higher than if you were to dilute your marketing campaign in order to appeal to the masses.
Once you’ve successfully created an event that resonates with a specific section of your target market, you’ll be able to roll out a marketing campaign that maximises on its impact.
By virtue of the fact that events are tangible experiences, they’re that much more powerful in conveying a message in a memorable way. Compare your impression of a brand or product after driving past a billboard, versus your impression of a brand after spending several hours at an event that engaged all five senses.
Just as crucial as an event that successfully engages your target market, is ensuring that your event isn’t a one-hit-wonder.
Once you’ve held your event, use all of the information you’ve gathered about your guests in order to ensure that the rest of your campaign is just as relevant and engaging.
By making use of the right event software, you’ll be able to capture invaluable information about them – and then turn that information into future marketing campaigns that are based on hard data.
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