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Table of contents
Events play a fundamental role in the company's success
Event marketing is a sub-area of professional marketing within a company. It comprises the targeted and systematic planning of events that are intended to raise the company's profile. These include trade fairs, meetings and conferences, as well as sporting and cultural events.
All preparations, planning, organization, implementation and follow-up are carried out in the corporate events department. The target audience here are existing and potential customers, business partners and investors as well as other stakeholders.
Event marketing definition
Event marketing refers to the promotion and design of events to increase brand awareness, boost sales and appeal to the target group. It includes strategic planning, implementation and measurement in order to effectively achieve and influence the desired results. Event marketing therefore affects various stages of the customer journey.
By utilizing various channels such as social media, email marketing and partnerships with influencers, event marketing can effectively reach the target audience. It is an effective way to reach a target audience and generate leads, and it offers companies the opportunity to gather valuable customer feedback and insights.
The aim of event marketing is to create an unforgettable and interactive experience for participants.
What are the most important components of a successful event marketing campaign?
A successful event marketing campaign usually involves clear objectives, identification of the target group, a creative event concept, effective advertising and post-event analysis. A good marketing strategy and the event trends form the basis for this.
The aim is always to move the company forward. The company's own brand profile should be strengthened and the brand positioned sustainably. Building a positive external image is just as important as clearly differentiating the company from the competition. Intensifying customer relationships promotes positive further development.
Branding and image building
In today's world, where consumers are constantly inundated with information, event branding and positive image building have a special role to play. The better a brand is positively anchored in people's minds, the faster corporate success can be generated. Image building runs across several channels, which must be combined synergistically.
Sales increase
The aim of every marketing activity is to increase sales and achieve favorable company results. The success of numerous marketing activities in the event sector can only be assessed over a longer period of time. A great deal of responsibility lies in the follow-up.
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Event marketing examples
Participation in trade fairs, seminars and congresses is recommended on a commercial basis. An open day with a specific motto or a press conference are popular event marketing tools.
On a cultural level, concerts, plays and media events are perfect for leaving a lasting impression. In the sporting arena, tournaments, competitions and championships ensure a positive echo.
3 great examples:
- Coca Cola: chose one of the most emotionally charged themes: Christmas. Not only is the Christmas truck known worldwide through advertising, but Melanie Thornton's song "Wonderful Dream" is also inextricably linked to Coca Cola. The truck from the commercial also travels to various cities in real life during the Christmas season to bring joy to the people there. In the best case scenario, positive feelings are associated with the brand.
- Refinery29: For years, lifestyle brand Refinery29 has been hosting the 29Rooms event, "an interactive funhouse of style, culture and technology". As the name suggests, it consists of 29 individually designed rooms. In each room, participants experience something different.
The spaces are designed and created with brand partners and enriched by personalities ranging from artists and musicians to consumer-oriented companies such as Dunkin' Donuts and Dyson.
- Volkswagen: In 2009, Volkswagen transformed a subway staircase in Stockholm into a giant piano overnight. The next day, each step made the sound of a different piano key as people climbed up and down the stairs. The campaign was part of "The Fun Theory": people are more likely to do something if they enjoy it.
As the automotive industry began to make great leaps towards environmentally friendly products, Volkswagen wanted to help make people's personal habits healthier through fun.
According to the video, 66% more people walked up the stairs and no longer used the escalator.
No matter what kind of event it is, it is always the personal and direct contact that counts. Addressing the target group individually ensures maximum success.
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Reading tip: Measuring event success: How to do it right
The analysis of participant data and the follow-up are very important for event marketing.
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What are the most important marketing channels for promoting events?
Carefully selected marketing channels ensure maximum event success.
- Newsletters provide regular information about offers and the latest developments.
- A well-designed website invites you to linger
- Excitingly designed blogs convey valuable knowledge content.
- The creation of your own landing pages and the effective use of social media marketing have a lasting impact on your company's success.
- Intelligent PR uses varied competitions, posts about sponsors, exciting topics and competent speakers.
- Paid or relevant channels and marketing in magazines have been proven to help strengthen a brand
- Personal cover letters and invitation management have a high exclusive value
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What should a good event marketing concept include?
1. target group orientation
First of all, the target group must be clearly defined. Internally, the company addresses its own employees. External stakeholders include business partners, customers, partners, the media and representatives from society and politics.
2. purpose orientation
Commercial events aim to sell services and goods. Non-commercial events are aimed more at providing information and knowledge and motivating interested parties to take action.
3. concept orientation
Awaken positive feelings in existing and new customers. Creating special moments results in lasting customer loyalty and added value for the company.
4. use of budget
A spectacular trade fair appearance with a large exhibition area and a colorful supporting program still costs money. The investment needs to be well thought out.
If the budget is not available, a variety of inexpensive marketing activities must be used. Seminars, an open day or mailing campaigns can be the perfect solution here.
5th range
Should a regional, national or international audience be addressed?
6. supply orientation
Is the focus on leisure or business products?
7. staging character
Various priorities can be set here. Should the event have a more informative character or score points with motivating and emotionalizing elements?
8. time horizon
An event stands and falls with choosing the right time. Breakfast events are becoming increasingly popular, the mind is still fresh and the participants are highly motivated.
9th rotation
The rotation also plays a decisive role. The launch of a new product is likely to be a one-off event. Workshops, seminars and meetings, on the other hand, can lead to positive results at regular intervals.
What are the advantages of event marketing?
Targeted control of direct and automated communication models can set positive processes in motion.
The optimally selected event platform enables all communication to run smoothly before, during and after the event
- Hybrid events: personalized push messages
- Individual invitation templates for the different participants simplify the entire workflow.
- Interaction tools and gamification ensure more interaction
Innovative virtual event platforms rely on individualized content.
By creating a personalized experience (for employees or business partners), deep processes can be set in motion. A perfect speaker selection helps to achieve maximum results.
The key to success lies in the intelligent linking of companies, goods and services.
Conclusion
As we have seen from the numerous event marketing examples, sustainable success lies in the skillful and clever combination of individual channels, as well as good storytelling. Several corporate divisions work hand in hand to generate sustainable corporate success.
These blog articles may also interest you:
The 5 most important digital event formats at a glance
Event website: You should pay attention to this
The future of events: Hybrid Events
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