• Diana Roberto

Start with an Event. The secret to step up your Marketing Game in 2019

business event

We’re living in a time where every small and large business owner alike receives 46 emails a day from a “#1 Digital Agency” about mysterious “digital marketing services” (often defined in acronyms of 3-4 letters) that can “sky-rocket” their business.

In a world where the playgrounds social media are being flooded by advertising dollars approved by CMO's that are being force-brain-fed the advantages of marketing online by hillbilly "digital marketing consultants", what if I told you that one of the most effective marketing channels of our time isn’t event online?

Did I just drop the mic there? Take that *enter your digital agency’s name here*

Let’s open the curtains on the real deal. Experiential marketing.

What is Experiential Marketing?

Experiential marketing refers to marketing that takes place in the realm of reality. Think product demos at an expo or a product launch event. Experiential marketing not only showcases the features, functionality and costs associated with your product or service in the best way possible, but also gives users an opportunity to test out the product or service and interact with the team first-hand.

The long and short- it allows audiences to experience a product, service or the team behind it.

Events: The best channels for Experiential Marketing

Having driven home the idea of experiential marketing, let’s look at one of the best ways of implementing it- via an event.

Here are a few event ideas:

  • A product launch event, focusing on demonstrating a new product or service

  • Exhibiting at an Expo or Trade Show

  • A Roundtable for your existing customers to understand their feedback and talk about product updates

  • A conference that brings experts in your industry together

  • A Meetup that allows customers and interested buyers to interact with your core team

Anything that provides audiences and opportunity to interact with your product, service or the team behind it, is a relevant example of Experiential Event Marketing.

The benefits of Experiential (Event) Marketing:

1. A warmer approach

One of the most prominent challenges with conventional marketing channels such as media advertisements, online advertisements, etc. is that it neither provides open opportunity for dialogue, nor allows audiences to interact with the team behind the product or service which is being advertised to them.

Ample studies have pointed out that regardless of how effective eCommerce channels are for raising product awareness, most prominent eCommerce stores notice anywhere between 50-80% rates of cart abandonments (ie, visitors browsing products, adding them to their online carts, but not proceeding to make the purchase online).

Most users are skeptical to make purchasing decisions in the absence of a human touch, or dialogue with the company they are buying from. And rightfully so.

The ability to be able to conversate and have a dialogue with audiences at events is a significant and unique proposition of experiential event marketing channels.

2. No blind guesses:

Buying a product or service without having the ability to test it is no better than making a blind guess. A very likely loosing gamble. It’s 2019 (soon) and consumers know better.

Having a physical product or the team providing a service in front of them allows consumers to build rapport and know when they’re placing their trust in.

3. Microtarget:

Targeting audiences is often vague and confusing via online channels and nearly non-existent in traditional marketing channels. Events however, allow you to attract very niche-specific audiences based on your theme, choice of venue, and agenda of activities.

4. Deals close faster:

Email newsletters nagging at your or a smart salesman? Who would you like to hear from. As great as digital channels like email are, some things are best carried out via spoken word. Nothing is more productive to your business than a smart salesperson who engages with an interested prospect in real time.

Having such conversations at events help deals close faster.

5. Attract influential attention:

Government representatives, famous business personalities, entertainment stars, social media influencers. You are a lot more likely to run into and successfully attract the attention of an influential individual at an event, than via online channels.

6. Complement your social media efforts:

Consumers love to share pictures of themselves doing fun and engaging things on social media. When you invite them to a memorable experience, they’re highly likely to capture their favorite moments on film and share them with people they know. That gives your brand free grassroots advertising that’s hard to come by any other way.

It is always a good idea to ensure that your event venue is rich with your branding, so as to ensure that any photos or videos covering the event will also include your branding making it noticeable to those that view it.

7. An enthralling experience:

If your company has never organized an event, it’s one of those things that you just oh have to try!

Let’s park the sweet marketing and ROI benefits to the side for this point. Organizing an event will bring people from across your company together. It will give them an opportunity to brainstorm, debate, ideate and reinstate the values of teamwork. Events are a great internal exercise as well.

By putting your brand on the spot, it really makes you dig deeper to find the true values that you endorse as a company and showcase them to the audience.

The best way to get started:

Here’s the deal. If there’s one thing that will help step up your marketing game in 2018, it is events. Grab a free consulting session with us, by signing up below and we shall help you do the following:

  1. Define your marketing objectives

  2. Identify your target audience

  3. Ideate relevant event ideas

  4. Plan and propose budgets based on your requirements

If you like what we propose and decide to organize and event with us, we will ensure that the right audience turns up to your event and they all have a great show.

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