What is an Event Marketing Plan?
An Event Marketing Plan is your event’s goals and what your event marketing plan is founded on. Effective and efficient event marketing, when done properly can take the product or service directly to groups of prospects while keeping the company focused on its goals.
Having an Event Marketing Plan is an Effective Tactic
It may be the 21st century, but do not let the ease of social media technology hide the tried and true rule of marketing success. The best way for marketers to connect with prospective buyers and customers includes digital marketing, but still relies on face to face persuasion.
Numbers don’t lie. The Content Marketing Institute reported that in 2016, three out of four marketers surveyed responded that marketers rated “in person events” as their number one tactic, above social media or blogging alone.
A robust social media presence can build buzz around an event where customers can enjoy a personal experience bonding them to the product or service.
What is an Event Checklist?
5 Reasons Why You Need An Event Marketing Plan
1. Rolling Out New Products at Lower Cost
Introducing a new product or service gives any marketer a huge challenge to overcome. That challenge grows much more difficult in purely social media marketing where the potential customer can get distracted by almost literally anything else in the world. Also, traditional marketing through television or print advertising is not cost effective. Conversely, an event forms a memory that eight out of ten people will pass on to someone else.
Even better, at an event, customers can try the product in real time, give feedback, and then they themselves become the social media marketing team by sharing their experiences. Happy and informed customers will buy more, give great feedback, and spread the word. The event organisers and participants must also go back to social media afterwards to continue promoting to the market audience.
2. When Interaction Becomes Information Through Immediate Feedback
Those pitching a product at an event cannot simply stand in front of a crowd like a professor lecturing on economics. Real time feedback techniques that spur participation can help produce valuable information. Some experts suggest using props. These could include everything from mood cupcakes to emoji stickers. When done properly, the props produce poll results that can help a marketer evaluate the product, the presentation, or both.
3. Building a Brand, But Also Trust
Event marketing is not a slam dunk technique. One cannot simply show up and expect the product or service to sell itself. Building trust, both in the event participants and the brand, is key. Making the experience itself a value to attendees, as opposed to merely selling a product, will help build brand trust. That can come from providing an experience that is educational, entertaining, or useful in some other way.
Focusing on value requires innovation. Even loyal customers do not want to return to an event with the same plan over and over. The presentation must continue to change to avoid growing tedious.
4. Events Should Help Build Networks
Quality events always provide networking opportunities. The event manager certainly wants a bigger list of customers, but a savvy planner does not stop there. Good marketing creates networks that include a variety of other event participants. Marketers might refer potential customers to others in their network if they themselves cannot help.
Even more important, managers can add value to their customers by building into the event networking opportunities, such as lunches and receptions.
5. Consult the Best In Event Marketing
So now it is time to implement an event marketing plan into your campaign. Our Event Management Handbook is here to help you take your first steps into building your event marketing plan.
To find out how your business can get the best out of Swift Digital’s platform, contact our team today on 02 9929 7001.
How to Create an Event Marketing Plan
Whilst you will find what works best for you and your company through experience with Event Marketing Plans, there are a few key items that should be in any Event Marketing Plan. We’ve outlined these below in steps
Step 1 – Set the goals for the event.
Step 2 – Identify your audience.
Step 3 – Plan content creation.
Step 4 – Identify the right communication channels.
Step 5 – Draft up a communication journey to outline all touchpoints.
Step 6 – Track the analytics.
Powerful Event Management Software
The benefits of running corporate events, whether you hold physical or virtual events are endless. 52% of respondents asked about the importance of events in their marketing strategy said that events drove more results than other marketing channels.
You can continue to reap the ROI of holding events without breaking social restrictions. Consider managing your corporate events virtually.
Use our Virtual Event Planning Guide to help you and also Download our handy virtual event planning checklist.
Ask the experts at Swift Digital about how we can help automate the process of organising and marketing your corporate events (virtual or face-to-face). Call us on 03 9929 7001.