A very effective marketing strategy is field marketing, which includes event marketing. This promotional strategy uses face-to-face contact between businesses and their prospective customers. Most event marketing is conducted at sporting events, fairs, concerts and conventions.
According to a 2012 study by the Event Marketing Institute:
- 58% of event marketing participants purchased the marketed product after the event
- 86% of these consumers became regular customers
Companies engage their audiences with their brands with contests, raffles and drawings. Big brands know it is effective to get people to participate in the process with product sampling. The practice works because it engages consumers while they’re in a willing, participatory position.
Unlike traditional advertising,that targets the masses with the same general television, radio or billboard message, event marketing targets groups at gathering spots or specific individuals, trying to make quality individual impressions with each of them.
An important component of event marketing campaign is to identify the target audience and create an experience that people remember. The best event marketing generates a buzz long after the event is over.
As marketers we must do some things very well if our events are to become successful. We must help our clients, the attendees achieve their goals, which will help us achieve our goals of hosting successful events.
What can we facilitate for our attendees at marketing events we host?
Who is attending? Who would we like to attend?