WHAT IS EVENT MARKETING AND IS IT IMPORTANT?

Annually the events industry in the UK is estimated to be worth approximately £70 billion and supports 700,000 jobs. Of this, conferences and meetings have the highest percentage value, earning £18.3 billion through direct spend with music events sitting in a close second at £17.6 billion. Not only does this highlight the financial significance of successful event planning and execution, but it draws attention to the use of event marketing strategy to successfully promote products and companies.

Before the pandemic, we published an article on The Importance of Event Marketing which explored in detail key elements of event marketing strategies. Since then, the events marketing landscape has evolved and continued to thrive despite local and national restrictions.

WHAT IS EVENT MARKETING?

IN-PERSON, HYBRID, AND VIRTUAL EVENT MARKETING:

Despite the difference in needs of in-person audiences vs virtual audiences, there is also very little variation in the effectiveness of virtual and hybrid events in comparison to live events when included in a successful marketing strategy. Throughout the pandemic there had been a higher demand for virtual event marketing rather than its in-person counterpart.

However, as restrictions have begun to ease and the world is cautiously returning to normality, there has been an increase in hybrid event opportunities where attendees can be present at host locations or digitally.

EXPERIENTIAL MARKETING

Experiential marketing enables consumers to not just buy products or services from a brand but to actually experience the brand. Emotional connections between the brand and consumer are created through memorable and unique experiences.

For example, at a conference, hosting multiple speakers across different stages and a constantly open space for networking can provide attendees with the ability to choose what they want to do. This freedom of choice can create a bespoke event experience based on what the individual sees as fitting for their own aims.

DO I NEED TO INCORPORATE EVENT MARKETING INTO MY STRATEGY?

BENEFITS OF EVENT MARKETING

  1. Encourage Lead Generation
  2. Develop Audience Engagement
  3. Enhance Brand or Product Reach
  4. Extend Email and Social Media Marketing Potential
  5. Inform Content Strategy — what are your audience actually interested in?
  6. Present Opportunities for Collaboration or Partnership with Complementary Companies.

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Conference, incentive and corporate event insights and inspiration from a leading UK event agency