The Comeback of
Over the past few years, we’ve all gotten very accustomed to sweatpants and Zoom meetings. Though they’ve both gotten us through these tumultuous times, there really is nothing like throwing and attending events to network and market your brand to consumers. According to Business Insider, 66% of firms struggle to achieve the same success from virtual events they would receive from physical events. Because of this, event marketing is finally rising again, bringing entrepreneurs, brands and people alike endless opportunities.
The Opportunity Behind Event Marketing:
If you ask many marketers, events are the most personal form of marketing. That’s because they create a one-on-one experience with your customers that other forms of marketing simply cannot do. Customers can touch and feel your products in person, get to know your brand more intimately and receive an experience that is more memorable than any kind of online or TV ad ever could be. Launch parties, networking luncheons, grand openings all provide your consumers with a behind-the-scenes look at the dynamic you have as a brand, and this can be crucial to building your brand image and a personal connection to your consumers. Ensure your event has an aesthetic. Whether it’s luxe and professional or laid back and casual, make sure it’s a reflection of your brand and personality. Planning and throwing an event is also the perfect opportunity to showcase your brand and to intrigue, teach, and inspire your attendees and consumers in order to generate leads in real time. Take advantage of this opportunity by recording your attendee’s contact information through RSVP invites or a guestbook at your event. This way you can aggregate organic data for your marketing campaigns like emails for your email list and new followers on social media.
Gauging Your Event’s Success
Many entrepreneurs and business owners gauge the success of their events through the amount of ROI (return on investment) they receive. Using this metric not only takes away from other successful metrics, like attendance and website traffic, but it also can discourage you from hosting other events in the future. Instead, set goals for the outcome of your event, like the number of attendees, the number of pickups in your media coverage, and the amount of new followers you want to have on your social media. This way, you can see the effects of your event in real time and can have a different perspective on whether or not your event was successful.
The impression an event has on your consumers isn’t always easily measured. The receipt after your event doesn’t always sum up the brand awareness or the marketing leads you can gain from an event. Don’t make the numbers the reason you don’t organize an event for your brand’s accomplishments. Events can be as small or as large as you want, but the role they have on the marketing of your business is vital to providing your consumers with a better image of your brand.