Looking to build brand awareness, engage your existing customers, and attract new ones? Event marketing could be a great option for your business. But deciding what type of event to host might feel like a daunting task.
The trick to successful event marketing is in making sure it organically grows from your business – so that it's in line with your company’s product, goals, and target demographics. You probably don't want to invest time and money to host an event without considering how it can benefit your brand and customers.
What is Event Marketing?
Event marketing aims to promote a brand, product, or service to customers through real-time events which are hosted either online, offline, or both. In any case, the ultimate goal is to engage your audience and connect them to your business via a unique, enjoyable, and rewarding experience.
Explore these 10 fun and profitable business event marketing strategies that can help you engage your audience while staying true to your company.
1. Interactive Events
Interactive events can let people directly engage with your products and some of your employees. For an interactive marketing event, you might consider setting up hands-on stations where attendees can see how things work or see your services in action. A video editing company for instance might offer customers the opportunity to edit clips on site, giving them a chance not only to exercise their creativity but also to see how the process works and why the solution may be worth buying.
2. Travel Events
Were you excited to go on a field trip in elementary school? That same enthusiasm can apply to adults in the business world too. Arranging to take your customers on a trip – even if it's a nearby destination – can get them out of their daily routine and give them the chance to explore your products and services in a unique setting. Whether it’s a one-day outing or a weekend trip, consider organizing your travel marketing event around product demonstrations, customer interactions and other fun activities. A small brewery, for instance, might offer a day trip out to a local hop farm to teach customers how hops are grown, how they’re used, and how different varieties can influence the final product.
"The trick to successful event marketing can be making sure it organically grows out of your business."
3. Learning Events
People love to learn new things, and who better to teach them than you, the professionals? You can think about what your business represents and the skills that you, your employees, and your contacts have. Any of these can help create powerful and memorable events. For instance, software companies can host training sessions to teach customers how to use their products. Restaurants can host food-and-wine pairing dinners and explain how they find complementary flavors. Consider what knowledge, skills, and understanding might benefit your client base.
4. Lecture Events
You could reserve a seminar room or conference center and bring in a speaker to talk about issues related to your business or service. Planning a reception afterwards to network with customers and prospects can provide an opportunity to connect about topics generated at the event.
5. Just-For-Fun Events
All work and no play can be a recipe for no fun. Not all events need to relate directly to your business. Sometimes event marketing is about just having some fun – and fun can potentially increase customer loyalty. You might try organizing a family fun day in your parking lot, complete with an inflatable bounce house, games, and a cotton candy machine. While these kind of events can work particularly well for family- and children-oriented businesses, they can make sense for any type of business that pairs the right theme with the right audience. A small outdoor equipment shop might hire a professional axe throwing company, a few food trucks, and a local band, for instance.
Regardless of your business or audience, just-for-fun marketing events can encourage people to relax and enjoy themselves, and creates a positive and memorable vibe around your brand. This can be especially helpful if you've recently launched in a new locale.
6. Fundraising Events
Raising money for a charity related to your business can not only help people, but also create positive feelings about your brand. People are often happy to contribute – either through direct donations, silent auctions, or ticket purchases, to name a few ways – when they know it's for a worthy cause. It can show them that your business isn’t just about business.
7. Adventure Events
Consider reserving a local rock climbing gym, organizing a 5K, or arranging a hike in a local city park. All these events, under the sponsorship of your business, may give people a chance to get to know you and your employees in an environment that has nothing to do with business. They can also get the competitive juices flowing, which may help connect your teams better.
8. Networking Events
There can be a lot of value in networking, and these kinds of events can benefit both you and your customers. A simple cocktail hour at your company’s location or at a local wine bar or microbrewery, for instance, can be an easy way to bring people together and get them excited about your business. If alcohol’s off the menu, consider a coffee and breakfast event or an evening workshop that leaves ample time for creative play and conversation. Fun networking events can give customers the chance to meet others with similar interests, while helping your brand stand out from the crowd.
9. Virtual Events
Even if you’re tired of online video meetings and calls, there can be value in the virtual. Not every marketing event needs to be an in-person activity. You can harness the powers of social media and other interactive platforms to reach out to customers and clients. Consider trying a webinar, call-in sessions, live-streaming on social media, or any other use of organized online space to bring people together. For example, hosting a virtual ask-me-anything (AMA) session can be a low-cost way to give people an open floor to ask questions about your business – potentially building trust and sparking interest in the process.
10. Tandem Events
You can brainstorm with others in your field or with complementary businesses to see what type of events you can potentially host together. For instance, if you own a hair salon, what about finding a day spa, nail salon, or beauty supply store that would join forces for a “day of beauty” event? Partnering with another business can increase the number of potential new customers you'll attract. This can spark future business partnerships as well.
The Takeaway
Event marketing can be challenging to pull off, but when done well, the extra effort can pay off. Sometimes there’s an immediate return on your investment, and sometimes you play the long game. Either way, it's likely your customers and prospects will remember your marketing event far longer than they would a brochure or email.
A version of this article was originally published on October 29, 2013.
Photo: Getty Images
