Event marketing is a great addition to your digital marketing channels and will bring you closer to your potential and existing customers as well as provide a networking platform for your guests. If you are considering adding events on your marketing plan but still unsure if it’s the right decision for your business, we put together a list of what we believe are the key benefits of events for businesses of all sizes:
1. Creating trust
People buy from people and they buy from people they like. And vice versa – as a business, you want to choose customers you enjoy working with. By engaging in a conversation – either in a form of a webinar or face to face – you will be able to interact with your audience on a personal level and understand them and their business issues better.
2. Getting and keeping your client’s attention
The ultimate marketing objective behind any campaign is to get and keep people’s attention. Out of all channels, events have the ability to keep people’s attention for the longest – especially if you make them worth remembering. If you are able to engage your guests emotionally and intellectually, their attention span will go beyond the event itself and they will continue to reflect on it going forward.
3. Showcasing your expertise and products
By accepting your invitation and attending your event, your audience is essentially coming to you to hear what you got to offer. It doesn’t get better than that. This means you have them in a room – virtual or real – and you can tell them about your business and expertise. Avoid hard sell and only keep it informative. Save selling for later, that’s if their experience triggers further interest.
4. Cost effectiveness
The common misconception of events is that they are way too expensive. Yes they can be. But they don’t have to be if you are prepared to handle the organisation. All you need is a great venue, compelling invitation and content. Events take time to prepare, plan and market, but it can be done.
5. Engaging all audiences
Doesn’t matter if you are looking to engage with new prospects or your existing clients, you can use them across all audiences. You just need to decide which format works for each and define key objectives. There are loads of options – it’s up to you to chose the one that work best for you.
6. Creating experiences
Experience sticks with people for much longer. It will also trigger emotions that they will associate with your business. If you do it well they will share their feedback with others – which will turn your event marketing into word of mouth marketing, which is by far one of the most effective ways to market your business.
7. Bringing people together
People love to connect with their peers, learn what’s new and share best practices. By bringing people together for your event you are not only connecting your business with them, but you are also expanding their own networks.