You don’t have to be the head of marketing at Coca-Cola to come up with some amazing marketing campaigns that the local community, and the world, is going to notice. In fact, as a small business owner, you need to think of those effective and affordable ways to maximize your digital presence and engage as many people in your community as possible using smart brand-building tactics. One of these is, of course, event marketing, but it’s important to note that smart brands use this marketing method quite differently than the rest.
Organizing and conducting an online or physical event is an art and a science, and it takes careful planning and consideration. But if you do it right, it can skyrocket your brand in the eyes of your customers and even the media. So, today we’ll be taking a look at five interesting ways that smart brands leverage event marketing to grow and achieve their goals. Here’s what you should implement in your own event marketing plan.
Defining the goals of the event
First and foremost, smart brands never throw an event on a whim or without a clear set of KPIs (key performance indicators) in mind. Instead, experienced marketers and business leaders make it a priority to come up with a set of goals or an overarching goal that gives purpose to the event, provides clarity for the organizational team, and streamlines the whole process. Without a clear set of goals, you don’t have anything to shoot towards, which is a great way to waste resources.
With that in mind, it’s important to define your goals during the inception phase, and these can be:
- Building brand presence and awareness.
- Improving visibility on social media.
- Generating qualified leads.
- Converting attendees into customers.
- Building your mailing list.
- Getting more media coverage.
- Networking with other industry professionals for strategic partnerships.
You can have a single goal or several, it shouldn’t matter so long as you’re able to set them in a smart way and work your way back to create strategies and tactics to achieve them.
Speaking to the right audience
Next up, it’s important to note that experienced marketers never make a move without analyzing the audience for which the campaign is intended. You need to know your demographic and identify the people whom you are trying to connect with through your event marketing and the event itself. After all, this is the only way to optimize the look and feel of your event, and create a structure that will inspire people to sign up months in advance.
Your event marketing needs to be personalized and as specific as possible – it needs to address a specific audience and a specific set of pain points. This will give relevance to the event and attract only strong leads to your brand, because the last thing you want is for the wrong people to attend and drop out the moment they realize what you’re talking about is not relevant to their needs. Conduct thorough audience research to optimize your event for maximum impact and retention.
Production value makes all the difference
One of the most important factors that sets amazing events apart from the rest is the production value. Whether you’re organizing online or live events, you need to invest heavily in professional production to ensure the quality of the lighting, the sound, the visual, the scenery, the presenters, as well as the overall look and feel.
This is what gets the attention of the audience and the media, and it is why smart brands will often engage with rental and installation event solutions and other popular companies to deliver the level of production that the audience expects. This can include professional presenters and backstage staff, scene building and installation, and a production suite to ensure your event is streamed the right way across the globe without any interference.
Smart brands stay in constant communication with attendees
In the weeks and months leading up to a marketing event, successful brands make it a priority to keep in touch with both confirmed attendees and those still on the fence. Consistent, engaging communication helps maintain interest, build excitement, and most importantly, prevent potential dropouts. This kind of outreach is key to ensuring strong attendance and event success.
Partnering with a media agency can significantly enhance your campaign during this period. From crafting personalized email campaigns and timely reminders to generating buzz through social media and press outreach, a media agency can help streamline your messaging and ensure it reaches the right audience. Their expertise can also help you create compelling content that encourages attendees to spread the word and boost visibility through their own networks.
Wining people over with post-event marketing
Lastly, keep in mind that the most successful brands always have a post-event strategy in place. If you want to improve your brand perception over the long term, then you need to stay in touch with your attendees and have a strong follow-up approach that will keep them engaged with your company, inspire them to reach out, and to boost word of mouth.
You can send post-event emails, digital goodie bags or physical promo materials and personalized gifts, and send regular messages to check up on your attendees and guide them to your website or store.
Wrapping up
Launching a successful online or in-person event can be a powerful strategy for boosting brand awareness, engaging your audience, and driving business growth. However, the key lies in executing it with intention, strategy, and professionalism. From early planning and building anticipation to staying in constant communication with attendees and crafting a seamless experience, each step plays a critical role in shaping how your brand is perceived.
One of the smartest moves you can make is to collaborate with professionals who understand the nuances of event promotion. Their support can help you fine-tune your messaging, maximize your outreach, and keep your campaign aligned with your overall marketing goals.
In a competitive landscape, a well-organized event doesn’t just showcase your business—it positions you as a leader in your industry. So take the time to plan, promote, and execute with excellence, and your event will not only be remembered but also talked about long after the final guest leaves.
