your brand as an experience: events marketing

While content marketing, PR and social media strategies allow brands to maintain improved communication with their audiences, events marketing further establishes transparency and interaction with consumers and provides brands with the opportunity to collaborate with like-minded, reputable organisations. Furthermore, when successfully employed in conjunction with social media strategies, PR and content marketing, events marketing facilitates business and consumer-based brand equity, and elevates positive perceptions of your brand.

so what exactly is events marketing?

Events marketing is essentially a promotional strategy involving physical contact between a brand and their consumer base. Events themselves are dependent on the brand’s industry, and can involve sponsored sports events, music festivals, launch parties, interactive cultural experiences and more. Events can also expand into the digital realm via VR or live feeds, such as online masterclasses or conferences. Each event should cater to different niches within the brand’s target market, culture and content, yet remain relevant to the brand’s overall personality and purpose.

how to approach events marketing?

Events marketing consolidates consumer and business- to- business relationships, and therefore any events marketing strategy revolves around your audience. What value can your audience and stakeholders derive from your event? How does your event improve consumer experience and journeys? These questions are the foundation for your event, and should be answered across your promotional materials; if your target market doesn’t understand the event’s offering, they won’t attend!

Secondly, it’s worth deep-diving into your strategy; identify consumer touch-points, journey maps and personas, create an elevator pitch for concise communication, personalise your event’s offering to aforementioned personas, and observe trends and effective frequency stats to ensure the word about your event is out. Slacking off means sacrificing precious awareness, and in-turn, attendance.

want to know more?

This is just the tip of the iceberg! Events marketing can be an incredibly valuable strategy for consumers and brands alike, meaning they’re incredibly intricate. Only Everything started up many moons ago specialising in events that establish long-term consumer and B2B relationships, so it’s safe to say we know a thing or two about events marketing strategies that perform. Interested? Enquire and get a quick quote below.