Event Marketing can be used by all businesses, from high-tech firms to medical organizations. Face-to-face communication is a great method to build trust, awareness, loyalty, and brand trust.

This guide will show you how to create an event marketing strategy that works for your business.

What’s event marketing?

Event marketing refers to a form of marketing that uses virtual or in-person events to market a brand or business. 

B2B or B2C companies can use event marketing for the promotion of their events. Depending on the product or service you offer, you can host webinars, trade shows, tradeshows, and other events.

A study done by Bizzabo revealed that 85% of business leaders believe that in-person events are crucial to their businesses growth. You can increase your chances of selling products if you provide memorable, informative, and entertaining live events that resonate well with buyers.

Event marketing has many benefits

Let’s take a look at three reasons why event marketing could work for your company.

Increase brand awareness

Multifaceted marketing is essential to increase brand awareness.

New leads generated

Host events to appeal to your target audience to find new customers. Event marketing can be a great way to get new leads and clients. Companies can promote their company at events that are targeted to a different audience.

Face-to-face conversations possible

Communication is the key to marketing. Marketing is all about communication.

There are many types of event marketing

These are the most important types of events that you should be considering when marketing your strategy.

1. Conferences

Large conferences bring together professionals from the industry to share ideas and make progress in the future. Social and networking activities are common at large conferences.

2. Galas

Galas are formal events that often involve black ties. Galas are formal events, often black ties.

3. Shows for trade

Trade Shows allow businesses to display their products and services at major events. These trade shows provide great networking opportunities for both brands and individuals.

4. Product launches

A product launch is a way for businesses to promote their product. 

5. Webinars and seminars

Seminars tend to be smaller than other events, and are attended by fewer people. Seminars can also be held online via webinars. 

Event planning 101

You must have a thorough understanding of your event’s purpose before you plan or create marketing materials.      

These steps will help you get your project off the ground.

1. Establish event goals
2. Create an attendance persona
3. Make a budget

1. Establish event goals

Consider the reason you are hosting your event and what you hope to achieve. Make quantifiable goals such as:

“We aim to have at least 150 product demo sign-ups by the end of this event. “

Or

“We expect this event will generate at least a 10% return. “

The list will help you plan and keep your team on track. This will help you make informed decisions and determine the success of your event.

Other goals can be used to set the tone for an event, such as increasing brand awareness and gaining positive media coverage. 

2. Make an attendee persona

After you have defined your goals, you can start to identify your target audience. These are the people who will be most interested and why.

Consider their age, occupation, and position in the marketing funnel. You should also consider the value your event can bring them. You will be able to target the right people when you plan the event.

3. Budget solidification

Budget planning should reflect your event’s goals and key performance indicators. Spend less than you are likely to make.

Create a list with all expenses to budget for your event.

• Attendance
• The address and size of the venue
• Promote your event with marketing tools
• Security
• Foods and beverages
• Product giveaways
• Personal
• Speakers

You will need to budget differently for virtual events. There will be different expenses for virtual events.

Event marketing strategies

When creating an event marketing strategy, it is important to have access to a variety of digital marketing tools. This will allow you to increase the quality and quantity of your interactions with potential attendees.

Remember that the event does not necessarily mark the end of your customer journey. The event is just another touchpoint.

It is also important to consider your timeline. Larger events, such as trade shows or conferences, should be advertised at least one month before the event. You will need to contact potential attendees and have enough time to convert them.

Let’s talk about the key marketing assets you can use to create a successful customer journey.

Create a website to promote an event

Professionally designed websites are essential for any event.

Your website can be the central point for organizing your event. It will include high-quality images as well as an event platform.

Your website should be your primary marketing tool for any event that you plan. It should reflect the event theme and use the same colors and fonts as your branding.

• A summary of the event
• Date and Place
• A list of all speakers, with photos and brief bios
• The Event Schedule 
• Sponsors
• Exclusive offers and perks
• Clear CTA to register or purchase tickets
• Photos and videos from previous events

Email marketing

Email marketing is an Inbound Marketing Strategy you should not overlook. An email marketing strategy that is directly appealing to potential attendees is one way.

Bizzabo believes that the biggest obstacle to hosting events is getting people to come. Don’t send emails to people who don’t fit your attendee profile or have no plans to attend the event.

Other tips to increase open rates and CTR in email marketing campaigns include

• Create eye-catching and personalized subject lines that are both engaging and personal

• Don’t stuff your email with too much text

• Use beautiful images

• Be sure to tailor your content to your audience.

• Include a primary CTA. This could be to register, purchase tickets, or visit your website.

• Use an easily visible opt-out feature to show your subscribers you aren’t spamming.

Social media

Social media is a great way to promote your event. Make sure you communicate with your followers on social media during, after, and before the event. 

What should I write?

A channel announcement is your first post. Include information such as the date, venue, and how to register or purchase tickets. Also, include a link to your website.

A teaser campaign can be created. You can also create a teaser marketing campaign. This will make your audience curious about special speakers and guests. Ask your followers to guess the surprise guest by commenting.

Promote the event using these other ideas during the weeks and months preceding it:

• Get reminders to register for or purchase tickets
• Advertise your keynote speaker or special guest
• Give to your friends and you’ll receive free swag or giveaways
• Announcement of the Event Calendar
• A countdown to Instagram Stories
• Upload photos, videos, and other information from past events
• Tell your followers if you’re holding contests at events.

You should create a unique hashtag for every post across all platforms. This will encourage attendees and others to promote the event via Instagram stories and Twitter.

Paid Promotion

Free promotion and word-of-mouth marketing are great ways to reach people. However, your business may want to invest in the paid promotion if they have the funds.

If you’re buying paid ads, it is important to have benchmarks. These benchmarks will help you determine the success or failure of your strategy. For example, how many sign-ups for events you had and how many impressions they generated.

There are many opportunities for paid promotion.

• Retargeted ads
• Banner ads
• Social media ads
• Collaboration with influential people
• Blog posts sponsored

Sponsorships

You have two options: either contact potential sponsors directly or use a platform like SponsorMyEvent. This will allow you to match potential sponsors with your event.

Here are some key reasons sponsors can be helpful:

• Lower costs. Less expensive because sponsors provide funding.

• The promotion is completely free. Sponsors may advertise sponsorship through their channels. This could result in greater reach.

• Added Value. If the company isn’t legitimate or the event doesn’t run smoothly, they won’t sponsor it. 

How do you measure your event marketing success?

It’s crucial to determine the success of your event. You should spend lots of time analyzing the results. 

It’s easier to measure success when you set goals and establish KPIs for event marketing. 

• The difference in the number of registered attendees and those who were there

• Customers are converted during the event

• Number and conversion rates

• Engagement on social media

• Surveys for measuring satisfaction at events.

• How much revenue did you generate if paid tickets were required for your event?

• A positive overall ROI – This could include new leads

• Avoidable mishaps