In a nutshell, event marketing is when a brand hosts, sponsors, or takes part in some form of offline or online event, exhibition, or presentation. Here at Peazie we love event marketing, this year alone we have sponsored many events such as Mumbrella360, and the Rakuten Marketing Symposium just last week. These events have been a great opportunity to meet a lot of interesting people, amazing brands, and create relationships for years to come.
Event marketing is so powerful because they offer brands the ability to meet often huge numbers of high-quality potential cliental with the hope of making a lasting impression, and building a strong foundation. Traditional advertising takes a more “spray and pray” approach, often sending a general message to millions of consumers via wider reaching methods such as billboards, magazines, and television commercials.
The benefits of event marketing, cover every aspect of the marketing process, from brand awareness through to sales, and even retention. So, no matter what your goals are with your marketing strategy, chances are event marketing can significantly increase your chances of hitting your targets. Here are some of the biggest benefits of event marketing.
1. Brand awareness
Hosting, sponsoring, or even simply taking part in an event places your brand in front of a primed, high-quality, often purchase-ready audience of consumers. Sponsors and hosts can obviously benefit from a hands-off approach as their brand identities are often plastered over the event paraphernalia, and sales representatives can also benefit from the increased exposure by taking the opportunity to network in a more natural, “in-person” environment.
2. High quality lead generation
All marketing roads lead to sales, even those with noble intentions. Of course, we all want to “provide value”, and “build trust in our communities”, and at the end of the day, the overall goal of marketing is to generate more high-quality leads, with significant potential to turn into sales. Without leads, there are no sales, and without sales, there is no business. The vast increase in brand awareness offers an equally vast increase in the number of potential leads. Unlike traditional advertising methods, the leads generated by events are, more often than not, significantly higher quality, consisting of like-minded people, or consumers who have actively sought out your brand.
3. Build long lasting relationships
By far the biggest benefit of event marketing is that it has the potential to introduce your brand to a vast audience of eager clientele. The audience in event situations has already chosen to engage with your brand, so rather than talking at them, like you would with traditional ads, events offer the opportunity to have valuable, in-person conversations.
Trust is the most important asset any brand can build with their potential, and existing customers. Above all else, if a client trusts your brand over another, there is a significant probability they will choose you. Event marketing offers the opportunity to build trust in your brand, and can result in significant, long-lasting relationships.