The Ultimate Guide to Event Marketing

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Think back to the last event you attended.

Was it a conference or trade show? A romantic seminar or startup start party hosted online? How about a fun, socially-distanced 5K or even golf outing?

These activities are all very different, but towards the brands or organizations who have hosted them, they all a new common purpose: to entertain and engage attendees — a. k. a. potential prospects.

Event marketing is a extremely valuable strategy for all kinds of companies, from technology and education and learning to non-profit, medicine, plus retail.

Not only do events benefit their hosts and sponsors, but they also enrich the lives of their attendees. Occasions inspire, teach, intrigue, entertain, and bring people with each other in a way unlike most other marketing and advertising efforts.

That’s why we all created this guide — to equip you to leverage event marketing for your own business. Keep reading to get started or use the chapter links below to leap ahead.

INBOUND 2020 hosted sessions entirely online and attracted thousands of guests around the world.

It doesn’t very matter the size of or platform for your event as long as you are bringing value to your clients, potential customers, and brand. We’ll talk read more about how to build an event marketing strategy below.

most of these events can take place virtually, too.


Conferences are usually large events typically arranged and hosted by one major company and subsidized by a long list of smaller sized brands and businesses. Conferences are valuable for both B2B and B2C manufacturers. These events typically offer the most dynamic agendas, filled with speakers, workshops, and networking opportunities.

Trade Shows and Expositions

Trade shows or expositions (expos) are large events structured around a specific industry or type of product, such as product sales technology or medical gadgets. Trade shows give companies an opportunity to show off their products and providers and typically bring in the greatest number of qualified leads. Whereas conferences are open to the general public, trade show attendees are typically pre-qualified buyers, company representatives, and salespeople.


Seminars (often called webinars whenever hosted online) are valuable, education-centric events attended by a small number of people. They involve discussions, lectures, and intimate networking opportunities.

Roundtables resemble seminars, but usually have actually fewer attendees of equivalent “levels”, such as CEOs, cosmetic surgeons, or teachers. Both activities typically last no more than 1 day.

Pop-Up Shops

Pop-up shops are temporary retail areas that give companies the opportunity to market their products in a controlled atmosphere. They’re typically organized by e-commerce brands that don’t have a full-time brick-and-mortar storefront. Pop-up shops also permit otherwise digital brands to bring their brand to life via a physical, immersive setting for their customers.

Launch Parties plus Celebrations

Launch parties or celebrations are small, individual events held at the launch of a new business, upon a huge announcement, or to simply celebrate a success or milestone. A few companies put on a yearly party to host and entertain customers or clients. Whilst these types of events shouldn’t be centered on a product or brand name, a simple speech or demonstration can help align the event having a company and remind guests why they’re there.

Training courses

Workshops are similar to seminars plus roundtables in that they’re centered on sharing knowledge and training attendees. But unlike workshops and roundtables, they’re usually open to the public. Workshops can be offered both virtually plus in-person, and while they aren’t traditionally promotional, they’re generally centered around a topic relevant to the business … which makes an organization seem more credible within their field.

Other types of event marketing include job fairs, customer-only conferences, networking sessions, VIP experiences, sponsorships, awards events, and competitions (such 5Ks or golf outings).

There are so many possible ways to market your business plus products through events mainly because events function .

In a recent article on the ultimate marketing tips, multiple experts mentioned that events were the best way to connect with your audience and grow your brand. Here’s a direct estimate from Kenny Nguyen of ThreeSixtyEight (who spoke from INBOUND):

… businesses will utilize occasion strategies more than ever before as human experiences will be how companies choose to differentiate themselves , especially those that can’t do so by means of technologies. The key to any excellent event strategy is very simple — identify the memory space you want attendees to walk away with and work backward . ”

Events work since they’re different than every other kind of marketing. They’re immersive, enjoyable, and memorable. They’re also useful for businesses in any business

95% associated with marketers believe that in-person activities can have a major impact on achieving their company’s primary company goals.

As an event sponsor, the registration process alone generates a list of people who are already interested in your product, industry, or at least fall in your focus on demographic. If you’re participating in or sponsoring an event, you can gather leads through an email checklist, demo offering, or simply by running a competition.

Event advertising provides one-on-one customer wedding.

Lots of today’s software and e-commerce businesses never be able to meet their customers or clients in person. That’s where event marketing is beneficial.

The 2020 Bizzabo study discovered that 93% of internet marketers believe in-person events supply attendees with a valuable chance to form connections in an significantly digital world.

Engaging customers and potential customers at occasions initiates personal interactions. These types of personal, one-on-one interactions create brand loyalty and help customers humanize your brand. Events also provide a liberation from the distractions of every day work — meaning you can capture a client’s attention better than over a phone call or even in-office pitch. With that attention, you have a chance to sell — or upsell — your own products and services.

Event marketing creates brand awareness.

Hosting or even participating in events is a crucial way for companies to establish and grow their brand. 64% of event marketers reported that the primary reason for web hosting events is brand consciousness for their company or products.

Event marketing allows you to relate a physical identity plus aesthetic with an otherwise electronic brand. Like with pop-up shops, events provide a truly immersive experience at which consumers and customers can get a real feel for your brand and what this looks like in person.

The best part regarding using events to build brand name awareness? People talk about activities. Consumers, customers, media, bystanders, and influencers talk about activities in person, on social media, in the press … you mention the product and, making events a fantastic way to educate and alert individuals of your brand and products.

Event marketing encourages product and industry education.

No matter what type of event your company serves or participates in, there are most likely an education element. That’s what makes event advertising so successful — they don’t focus solely on the brand or product.

Instead, they focus on educating plus entertaining a demographic or industry … and advertise products and services on the side. (In fact, this makes for great advertising across the board. )

your event site are given channels in today’s digitally-saturated market. If your event is local, consider printing advertisements. Consider adding your event to an event list website like Eventful, Hey Event, and 10times to achieve more people.

Event marketing and advertising with email

Email is another popular and effective way to promote events. 39% associated with marketers found that e-mail marketing tools were the greatest contributor to event success.

E-mail information is easy to collect with registration, and attendees check out email, so they’ll simply notice updates and confirmations.

Often times, companies will create separate email addresses and newsletters for their events as a way to maintain communication and promotion separate from it others marketing initiatives.

This also benefits your participants — they probably no longer want their inboxes flooded.

What’s your content creation plus management plan?

Promoting your own event involves a lot of information — what, when, where, why, who, and how, for starters. To properly manage all this information, you have to establish a viable plan to create and control it.

Your own event details likely won’t be ready all at once, you’ll be tasked with releasing, upgrading, and changing information for months leading up to the event. Will you do this via newsletter? Who will take charge of making sure the site is up-to-date? Will you purchase an event app so guests have this information in their wallet at all times?

What’s your occasion marketing timeline?

To engage your own audience, it’s best to market your event throughout the weeks plus months leading up to it. It will help to outline a promotion timeline so you know when and what to release. A timeline such as this also helps pique your attendees’ curiosity as you release new names or information from different times.

It’s furthermore wise to organize a multi-touch promotion. Include a variety (i. e. email, social media, immediate mail, phone calls, print ads, and paid ads) to reach the maximum amount of people.

Simply having the word out there could make a massive difference in your registrations.

How will you promote and market during the event?

Marketing your event shouldn’t stop when your event begins. Dedicate some resources in order to promoting your event because it’s happening. Attendees might learn something new about what is offered, and those who didn’t register will be curious about exactly what they’re missing.

Most companies use social media to engage people while their event is happening. 73% of businesses use social networking to promote specific events plus features during the event, 55% use it to post photos, and 35% use it to amplify product announcements.

Consider consuming Facebook or Instagram Reside Video or Live Tweeting during your event.

survey to ask your own attendees about their encounter, takeaways, and to calculate the Net Promoter Score (NPS) for your event.

Here’s an immediate quote from another professional who provided some marketing and advertising advice in a recent part of ours, Mike Piddock associated with Glisser spoke at INBOUND:

“Events need to be evaluated with hard metrics , rather than just ‘gut-feel’ views and feedback forms in order to rate the coffee. Measure attendee engagement , rather than simply counting whom registered and who came along, as this is a great proxy for the effectiveness of the event . ”

Social media mentions/engagement

Just how often was your occasion discussed on social media? The thing that was the general consensus around the event? Did your attendees discuss content that engaged non-attendees? (It’s highly likely — a 2016 study found that 98% of consumers produce digital content at activities, and this number has most likely risen today. ) Within today’s digital world, social networking is a great measure of event achievement and reach. Take a look at your own event mentions on Facebook, Twitter, Instagram, and more. Consider using a hashtag so you can very easily track posts.

Lead purchase and customer conversion

Obtaining leads and converting clients is one of the main benefits of occasion marketing, so it’d seem sensible to measure these because KPIs of your event. Make note of how many competent leads you gain from your event, and then track how many of these leads are converted into paying customers. This can help reveal the particular direct ROI of your event and see which tactics worked for lead collection and conversion.

Get Started with Event Marketing

Organizing and implementing a celebration is a daunting task. Yet approach it with a “snackable” strategy, and you’ll end up being planning your first event in no time.

Whether you’re aiming to entertain new clients, build your contact list, or raise money for your non-profit, event marketing may be the option for you — and most fun for your customers.

Editor’s note: This post was initially published in April 2015 and has been updated pertaining to comprehensiveness.

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