An event marketing campaign is a popular and effective way to connect with your customers. Through a sequence of live events, you can interact with attendees directly. They get the opportunity to experience your product or service in person and learn more about your brand.
Unlike one-way advertising, experiential events engage your customers and give them a chance to participate in your brand’s story. It’s a great way to make a lasting impression on your audience. No other advertising channel offers the same level of face-to-face engagement with your customers.
The U.S. Bureau of Statistics has predicted that the event industry will increase by 44 percent from 2010 to 2020. This exceeds the growth predictions for most other industries.
How to Build a Winning Event Marketing Campaign
A well-executed event marketing campaign can bring awareness to your products, enhance your brand’s profile, and communicate your message. However, the key phrase to remember is well-executed. Making certain mistakes will almost certainly cause your campaign to fail.
To build a successful event marketing campaign, there is a lot that needs to be considered first. Let’s look at seven helpful tips to help you get started.
1. Begin with the end in mind
To create a successful campaign, you have to know what you are hoping to achieve. Before you start doing anything, have a clear idea of what your ideal outcome looks like.
What are you trying to accomplish? Know what your expected outcome is, start with that, and then works backward to accomplish your goal. This goal should be specific, measurable, and attainable.
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2. Focus on your targeted audience
Now that you know what you are trying to achieve, you need to consider your audience. Your audience is one of the most important aspects of your campaign, so you need to be able to reach your customers where they are. This may sound obvious, but it is an easy detail to overlook.
Many brands have spent time, money, and energy creating live events that were not suitable for the audience they were trying to reach. In the early stages of planning, you need to make sure you have a good understanding of what your target market’s preferences are.
In order to build a winning event marketing campaign, it must leave a lasting, positive impression on your customers. It must be the kind of experience that will make them want to continue interacting with your brand and promoting it to other people. But you can only do this by providing an experience that is relevant to your targeted audience.
3. Select the right venue
Selecting the right venue is almost as important as knowing who your target audience is. If you choose the wrong location, then you are missing an opportunity to maximize your interaction with new potential customers.
Fortunately, once you know who your target audience is, selecting a venue should be fairly easy. Before choosing a venue, ask yourself where your target audiences lives, works and plays.
4. Make sure your message aligns with your values
You have to be completely clear on your message in order to communicate it to your customers. If everyone doesn’t understand your message, then you need to go back and refine it.
It is important that your message aligns with your brand’s values. Know your brand and what you stand for. If there is a disconnect between the campaign and what your brand stands for, your brand experience won’t be as effective.
5. Have goals for how you will measure your success
Experiential events don’t have to be difficult to measure. There are many ways you can measure your campaign’s success. And with the time it takes to plan and execute an effective campaign, gathering data and proving ROI is a must.
The metrics that are most important can vary depending on each campaign, so define them ahead of time. Social media check-ins, increased website traffic, offer redemptions, and online sign-ups are just a few examples of ways you can measure the success of your campaign.
Keep in my that you may not see an overnight return on investment. Sometimes it can take several weeks to months before you see the results from your campaign. Also make sure you are incorporating ongoing engagement with prospects so you can continue to nurture those who did not take an immediate action.
6. Create a partnership with others brands
Experiential marketing often gives you an excellent opportunity to partner with other non-competitive brands. This allows both brands to reach new and previously untapped markets. This partnership should be mutually beneficial for both companies.
As you are putting together your experiential marketing campaign, think about potential brand partners. Don’t be afraid to think outside of the box and do something a little unconventional.
7. Listen to feedback
One of the best things about event marketing campaigns is that you get instant feedback to help you refine your message. Once your campaign has started, you will see fairly quickly what is working and what isn’t. Pay attention to feedback from your guests and make tweaks accordingly.
This also gives you a great opportunity to gain feedback about your product or service. A live event may be one of the only opportunities you will have to observe your customers interacting with your product. The benefit to this is twofold: customer feedback will not only help you create a better product, but your customers also appreciate that you asked for their feedback.
With the growing popularity of experiential marketing, it is easy to get swept up in the excitement and miss a piece of the necessary groundwork. In order to build a winning event marketing campaign, do your research first. Be very clear on what you hope to accomplish, how you will do it, and who your audience is.
It is also important to keep in mind that this is a campaign, not a one-time event. Decide ahead of time how many events you are willing to commit to. Make sure you are incorporating other elements, such as social media. Continue to follow up with and engage attendees well after the event has concluded. And have the patience to see each piece through for optimal results.
EventPro Strategies has been helping brands and agencies execute winning event marketing campaigns by providing the right event staff for every role within each campaign. Contact us to learn more about our professional and winning event teams across the U.S., Canada, and internationally.