How to take advantage of events as a marketer

Events have emerged as a powerful tool for brands looking to deepen customer engagement, enhance brand visibility, and drive business growth. From intimate seminars to large-scale conferences, events offer a unique platform for direct interaction with target audiences. The strategic use of events can significantly amplify a brand's message and foster meaningful connections that go beyond digital interactions.

The Power of Event Marketing

Event marketing is not just about organizing an occasion; it's about creating an experience that resonates with attendees long after the event has concluded. According to a study by Splash, a staggering 77% of marketers identify events as their most effective marketing channel. This statistic underscores the critical role that events play in a comprehensive marketing strategy.

Kate Hammitt, CMO of Splash, emphasizes the importance of events in building lasting customer relationships. Hammitt notes, "Event marketing is a useful tool, but few brands and marketers fully take advantage of it". This statement points to the untapped potential of events in the marketing mix.

Building Customer Data and Insights

One of the most significant advantages of event marketing is the ability to gather valuable data about attendees. This data can provide deep insights into customer preferences and behavior, which can inform future marketing strategies. However, many marketers fail to capture this data effectively. Hammitt suggests that the right tools are essential for measuring event success and capturing critical metrics.

Strategic Planning and Execution

Effective event marketing requires meticulous planning and execution. Marketers need to consider various factors, including the type of event, target audience, content, and desired outcomes. Aligning the event with the brand’s overall marketing goals is crucial to ensure consistency and maximize impact.

How to Maximize ROI from Events

To truly benefit from event marketing, marketers must focus on maximizing the return on investment (ROI). This involves several key strategies:

1. Define Clear Objectives: Before planning an event, it is essential to have clear objectives. What does the brand aim to achieve? Whether it's generating leads, launching a product, or enhancing customer loyalty, the goals should guide all aspects of the event.

2. Leverage Technology: Utilizing the right technology can make a significant difference. Tools for registration, attendee tracking, and data analytics can provide insights that help tailor the event experience to meet attendees' needs and preferences.

3. Engage and Interact: Events should be interactive to keep attendees engaged. This could be through Q&A sessions, live demonstrations, or interactive workshops. Engaging content will not only make the event memorable but also encourage attendees to share their experiences with others.

4. Follow Up Post-Event: The relationship with attendees shouldn’t end when the event does. Follow-up emails, surveys, and special offers can keep the conversation going. This helps convert attendees into loyal customers and advocates for the brand.

5. Measure Success: Post-event analysis is crucial. This involves measuring the event’s success against the predefined objectives and ROI. Feedback from attendees can provide valuable insights into what worked and what didn’t, informing future event strategies.

Events are a potent tool in the marketer's arsenal. They offer a unique opportunity to create personal connections with attendees, gather valuable data, and directly influence perceptions and behaviors. However, the success of event marketing depends on strategic planning, effective execution, and continuous improvement based on feedback and data analysis.

As Kate Hammitt aptly puts it, "Event marketing is about more than just gathering people; it's about creating an environment that fosters genuine connections and leaves a lasting impression on attendees". By leveraging these insights and strategies, marketers can use events to their significant advantage, driving not just immediate engagement but long-term brand loyalty.