What is Event Marketing?
Event marketing is a strategy marketers use to promote their brand, product, or service with an in-person or real-time engagement. These events can be online or offline, and companies can participate as hosts, participants or sponsors. Marketers use both inbound and outbound event marketing strategies for promotional purposes.
The US Bureau of Labor Statistics predicts that the event industry will grow by 44% from 2010 to 2020, exceeding most growth predictions for other industries. So why is the event industry growing so quickly and why has it become such an integral part of successful marketing strategies?
Event marketing is one of the best ways to:
- Build brand awareness
- Increase customer engagement
- Generate leads
- Educate prospects and customers
- Upsell customers
Why You Should Include Marketing Events in Your Plan
An event marketing plan can help your company stand out in a crowded marketplace. By combining event marketing with your digital campaigns, you create a more meaningful and longer lasting relationship with your buyers.
Whether it’s an exclusive appreciation dinner, an informational webinar, or you’re a sponsor at a trade show, events offer a unique chance to interact with your customers on a more personal level. Having a direct interaction is invaluable to fostering a long and prosperous relationship.
Events, if done right, can be one of your most impactful marketing channels.
Dunkin’ Donuts used Facebook Live video on Valentine’s Day to create an event that showed viewers how they create new products and ended with the creation of a gigantic donut-themed wedding cake.
The Facebook Live event had a total of 43,000 viewers, that’s 43,000 people engaged in watching donuts being made:
Still not sold on the power of event marketing, just look at the stats:
- 74.5% of B2B marketers said they use conferences or trade show booths to acquire customers and 9.1% said that was their most impactful revenue channel (tied with content marketing and SEO)
- 44% of marketers experience a 3:1 ROI from event marketing
- 75% of content marketers thought that in-person events are the most effective marketing tactic