The digital age has brought such immense changes in the way we do marketing today that it’s a sheer “marketing seppuku” not to include digital marketing as one of the top priorities in your marketing plan. However, some marketers get so obsessed with it, that they tend to neglect one of the evergreen strategies in marketing- event marketing. They can’t be more wrong though. Event marketing is like the little black dress in fashion: it could never become inadequate or old-fashioned, no matter the new trends. And here is why?
The Opportunity To Create An Experience
Think of a sweet, unforgettable moment in your life. I’m sure it is a kind of real-world experience: a bungee jumping, a crazy road trip with friends, lying on a sandy beach with a cocktail in your hand (ok, I’ve wandered off a little bit daydreaming…). Event marketing plays exactly the same role for your (target) customers as those precious tech-free moments are for you in your personal life–both create memories that stick in your heart and mind, not on your screen. In the first case that’s what you live for and in the second one-that’s your ultimate marketing goal as a marketer. Deliver a memorable experience to your (target) customers at your event and they will no longer associate you only with your product or service, but with the sensation you offered them. And that’s invaluable for your marketing. Let me give you a personal example. I’ve always liked Disney movies but never been a huge fan till the moment I visited Walt Disney World. No need to say how much fun I had there. From that moment on, I’ve been simply enchanted by the Disney brand. Ever since, whenever I see a new Disney movie, I instantly want to watch it because it subconsciously reminds me of the happy moments I had at the parks. That’s the imprint a great event might have for your brand on your customers. So do your best to impress when you plan your next event marketing move.
The Impact Of Face-To-Face Communication
Event marketing provides you with the opportunity to use one of the most effective weapons when it comes to the art of convincing– face-to-face communication. Face-to-face communication helps for quickly building bonds and trust and ultimately sets the foundation of lasting B2B or B2C relationships. Never hesitate to put your best salespeople at your event booth, to invite the funniest anchorman on your event stage or to hire the most charming promo girls/boys. It’s going to be worth it.
The Effect Of Live Interaction
To really perceive something new we need to use as many of our senses as possible. Through event marketing your (target) customers get to know your product the best way possible–through live interaction with it, using all their senses. That’s why when it comes to launching a new product or brand, event marketing is simply irreplaceable. Yes, you can’t reach such a great scope of your target group as you could do with other forms of marketing such as social media marketing, e-mail marketing, TV advertising, you name it. But the ones you reach will be undoubtedly more affected by that marketing move than most of your other efforts.
It Perfectly Complements All Your Other Marketing Tactics
Surely, live events could not be your only marketing tactics but they are that special ingredient that will make the perfect recipe for your marketing strategy. They could be the culmination of your ongoing online dialogue with your customers or could be the starting point of your new product launching campaign. In either way, they are that most intimate point you could reach with your customers in terms of the effect of your marketing activities.
Today it might be all about digital marketing, tomorrow it might be about virtual or augmented-reality marketing, who knows what the future of marketing holds for us. But one thing is sure: live event marketing has been and will always be a powerful strategy in marketing. I’m convinced that in future it will play more and more important role in marketing for one simple reason-the greater need of real-world interactions and offline experiences in our digitalized lives.