Event marketing is one of the most common strategies when it comes to promoting a new product or increasing brand awareness. A good customer experience as a value proposition, has great results in terms of customer loyalty and for this purpose the so-called "event marketing strategies" are carried out.
In the following, we will explain what these strategies are so recurrent nowadays, we will talk about the types of strategies that exist and how to implement them when promoting your product or your own company.
Event marketing is a strategy that allows us to promote a certain product or service and increase brand recognition. This type of strategy is used in order to connect in a much more personal and emotional way with the consumer so that they can identify with it.
Nowadays the competition is so great that the fact of communicating correctly means a great competitive advantage and a big difference with respect to the competition. It is very important to be able to captivate customers as this will allow us to establish connections with them. Big event promoters such as We Are One World (organizer of Tomorrowland festival) or Black Rock City (organizer of Burning Man) knew how to adapt to this trend through a communicational use based on emotion and fun, two aspects that leave no one indifferent.
This strategy should be marked according to our target audience and the type of event we are developing, since each event has its own characteristics and resources that make it different from the rest. To develop an event according to a marketing strategy we must take into account the following actions in the different phases of an event, which are before, during and after.
There are different types of events in which a marketing strategy for events can be developed, among which the following stand out: conferences, trade fairs, round tables or virtual events, among other.
Once we have decided and selected the type of event that bests suits our brand or sour activity, it is time to shape it and start building it little by little without losing detail. For what we have to take into consideration the actions we are going to develop and how are we going to adapt them to our needs.
When it comes to communicating an event, it is as important before, during and also after the event, the fact of investing less time, work or money in any of the stages will mean the success or failure of the event. A good communication before the event will be a great attraction for customers while a good memory of it will allow is to remain in the consumer’s mind much longer.
We will focus all the work on giving visibility to the event and the brand as well as the guests and sponsors. To do so, we must communicate in the most original way possible through an original value proposition and attention-grabbing marketing. Precisely for this reason, we must take into account and not neglect aspects such as the following:
In this phase we are really at the turning point of the event, it should be carried out in the best possible way, providing value to the attendees so that people remember it and achieve the previously established objectives. During the course of the event, a series of communication actions should also be carried out:
This is a very important phase for the brand, and if it is done wll, this will be remembered by the public and therefore also a great organic positioning in the top of mind of both event attendees and potential consumers in the organization of new events. Although the event has already passed, there are still many thing to do and data to collect that will help us to measure the success of our event.