What is event marketing, should you do it, and why

If possible, you should give your business a chance to shine in full glory in the "real world", not just online. Event marketing is ideal because it helps you connect with people and present your products or services in an interesting way. These people are your audience, and they are there to see and hear what interests them. They have experienced it all firsthand.

Why is event marketing important? 
 
Because in a world where we are bombarded daily with advertisements, announcements, messages and emails - real, authentic experiences stand out. 
 
People may not remember every ad they see online and won't read every newsletter or email you send, but - "they will never forget how you made them feel." 
 
Through event marketing, your brand becomes something more than just a name or a logo.

It becomes an experience that people value and remember. And that is the power of event marketing. 
 

Target audience - who comes to event marketing events? 

When you plan something, the first and most important question you should ask is: "Who will come to my event?" 
 
Understanding who these people are is the basis for the success of any event marketing. 
 
Event marketing could be most simply compared to a party. You want to ensure everyone likes the atmosphere, decorations, food, music, activities, etc. 
 
In event marketing, if you don't know who your audience is, what you want for your audience, or how to please them, it can affect the success of the event itself. 
 
If you know your audience, you will be able to adjust the content, promotion and all the details to suit exactly the people you want to attract, your target audience. 
 
The key is in the details. If you know your audience well, you can create an event that will attract, inspire, educate and entertain them. 

 

Event planning - from idea to realization 

Event planning requires a plan, resources and location - and all of these must be perfectly aligned so that the end product is what you envision it to be. 
 
From the first idea to the final realization, every step in event planning is essential and requires careful preparation. 
 
The first step, of course, is to have a clear vision. What do you want to achieve with this event? Who do you want to attract? 
 
Then comes the detailed planning - choosing the location and time of the event, determining the target audience, and how best to attract them. 
 
Then comes the logistics. How will people get to your event? Where will they park? What is the technology support like?

These details can make your event successful or not, so you should pay attention to them. 

Event promotion - how to attract attention? 

Event marketing is similar to organizing a party - "this is MY party" attitude is the best. 
 
You want to throw a party, and you want everyone to know about it. 
 
It's not enough to send one email or publish one post - you have to clearly and loudly inform those around you that something big is coming! 
 
That means harnessing the power of social media and all the digital channels available to spread your message far and wide, and here's how you can do it: 

• Create eye-catching visuals - people like beautiful things, so design eye-catching graphics and videos that will make people stop scrolling and pay attention. 
• Use the power of hashtags - create a unique hashtag for your event and use it in all posts. A hashtag helps spread the word about your event and allows you to track what people are saying about the event. 
• Run a giveaway - people like free stuff, too. Host a sweepstakes where attendees can win free tickets or other prizes for sharing your event on their profiles. 
• Use influencers - find popular social media figures whose audience matches your target audience and ask them to share information about your event. 
• Email marketing - don't overlook the power of good old email. Send personalized invitations with so-called early bird discounts to your mailing list. 

Interaction with the audience - creating engagement and connection 

Interaction with the audience in event marketing is essential. 
 
Engaging the audience and connecting with them is desirable to turn an ordinary event into an unforgettable experience. 
 
Atmosphere and communication make all the difference. But how do we achieve a good atmosphere and encourage communication? 

1. Q&A (live version) - nothing connects people to your brand like being able to ask questions directly and get answers right away. 
2. Interactive workshops - allow participants to roll up their sleeves and participate in your presentation themselves. That way, they will also learn best. If the audience has the opportunity to see your products live, handle them and try them - this increases their desire to buy. 
3. Polls - let the audience decide on some elements of the event. It can be something as simple as whether there will be music playing in the background and what kind of music it will be. 
4. Photo booth - rent a photo booth or set aside a section where people can take photos with fun props and share them on social media, spreading the word about your event. 
5. Games - introduce, for example, quizzes with prizes to give participants an additional reason to engage. 
    

How do you know if your event marketing was successful? 

How do you know if your event was a hit? Well, with the results. With measurable results. 
 
To evaluate the success of your event marketing, focus on return on investment (ROI) and use tools and techniques to help you get a clear picture. Here's how: 

• Attendance tracking - if more people are coming than you expected, that's already a good sign. But, go deeper. Who are these people? Are they your target audience? 
• Engagement on social networks - check how your event is shared on social networks. More posts and interactions mean more reach. 
• Feedback - immediately after the event, while the impressions are still fresh, send a survey to the participants. Their impressions are an invaluable resource for improving future events. 
• Sales analysis - did your sales increase after the event? This is a clear indicator of success. 
   

Why you should consider event marketing for your brand 

Event marketing doesn't exist only to attract people and for them to learn something or have fun. 
 
It's a strategy that can influence how people see your brand. 
 
Through such live events, you create a strong emotional connection with the audience, which neither ads nor social media posts can achieve. 
 
Conferences are the best and most common example of event marketing and opportunities for positioning in the industry, sharing knowledge and creating a network of contacts. 
 
Also, don't forget that charitable events are an extremely valuable resource. You will show social responsibility, which people today highly value. 

People will forget what you said, they will forget what you did, but they will never forget how you made them feel. 

Quote: Maya Angelou

And although this quote may not be related to the topic, it still best demonstrates the power of event marketing. 
 

Integrate event marketing into your overall marketing strategy 

If you include event marketing in your marketing strategy, you give your brand additional value through direct interaction with the target audience. You also create memorable experiences that people love to share. 
 
In a world where digital has become our everyday life, real, tangible experiences stand out more than ever. 
 
It's not just about promoting products or services; it's about building a community around your brand, creating deep connections and telling a story that resonates with your audience. 
 
Consider event marketing if you're ready to add an extra dimension to your marketing strategy. 
 
Not only will you be richer for the experience, but you'll also see long-term benefits for your brand. 
 
It's not a question of whether you should include event marketing in your plans but how to do it in a way that best suits your vision and goals. 
 
Think about it – your next event could be the pivotal moment that takes your brand to a whole new level. 
 

We are here for you if you need help with your event's marketing strategy or advertising.