Have you ever wondered why event marketing(event marketing) is becoming an increasingly popular tool?
A typical B2B marketing director already spends more than 25% of their budget on event marketing. Many events are held in B2B-oriented areas - in banking, IT conferences, construction exhibitions, corporate sales seminars. B2B sales is highly personalized, so event marketing is a great tool.
Such an indicator as the “cost of contact” in event marketing is quite high compared to the audience of a radio commercial. But on the other hand, the conversion is fundamentally higher and without large investments in CRM you can track the effectiveness of each marketing activity.
This works the same for the B2C industry. Event marketing is one of the few tools that increases its effectiveness among advertising channels. The fact is that human society is in constant dynamics. Taste preferences and legislation are changing. Traditional advertising channels - TV, radio and the press are gradually becoming ineffective for various reasons. Readers of traditional newspapers and TV audiences are “aging,” and the audience is shrinking. FM stations are played in the background and it is difficult to engage the audience.
Oriflame / Megaforum from Eventum Premo on Vimeo.
New marketing tools are also experiencing challenges. For example, advertising on social networks and contextual advertising is becoming more expensive and complex. However, this marketing channel is still growing significantly and is promising. However, we note that there is an almost monopolistic dictate of just a few sites. In addition, software that removes advertising is being developed, and there is a problem with advertising mark-ups. And most importantly, the audience develops immunity to advertising messages. They are genuinely not noticed.
What should a marketer do? How can corporations attract new audiences under these conditions? How can you make capricious consumers loyal to your brand? One proven tool that is increasingly working is event marketing, of course!
QIWI / Make IT Real from Eventum Premo on Vimeo.
What is the reason for the effectiveness of Event Marketing?
People who came to the event have already shown their interest in your brand. If you managed to gather an audience, you are close to success. About 72% of participants in specialized events will make a purchase within a year - they will buy an apartment (from you or from competitors), place a deposit, choose a hotel for vacation, buy a car, etc. If they come for a test drive, sooner or later they will buy a car. The question is whose, but nevertheless, this is a much more lively audience than those who leaf through a glossy magazine on a table in a hairdresser.
Another important aspect. For some audiences, such as millennials, participation in private events, art festivals or music festivals is part of their life experience, an important part of socialization. Considering that young people carefully limit access to their social media and choose non-commercial platforms (like Snapchat), integration into festivals, in fact, is almost the only tool through which brands can reach this audience. For them, events become a source for content on social media and they appreciate it.
Thus, we see how event marketing often becomes a central element of the marketing strategy for a brand, when various channels are built around a central event - a presentation, a test drive, a festival, a sponsorship show.
This is the reason why the core of Eventum Premo’s business is events. When creating events for a brand, we offer various tools for its promotion, audience involvement, and post-promotion. However, event marketing remains our core competency, as evidenced by our portfolios andawards.
ShowReel Eventum Premo '19 from Eventum Premo on Vimeo.