Event Marketing
Whyevent marketingbecoming an increasingly popular tool?
Human society is in constant dynamics. Traditional advertising channels - TV, radio and the press are becoming ineffective. Each of them has their own problems. Readers of traditional newspapers and TV audiences are “aging,” and the audience is shrinking. FM stations are listened to in the background. Besides, taxi drivers listen the most. Traditional BTL (not to be confused with Event Marketing!), like handing out leaflets, is considered bad manners. Cold calling is just annoying.
New tools also experience difficulties. Advertising on social networks and contextual advertising is becoming more and more expensive. Banner is fiercely hated.
In general, everything does not work or works with reservations. 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 of the proven tools that is increasingly working isEvent Marketing, of course!
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, 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.
KIA / Test-drive KIA Stinger from Eventum Premo on Vimeo.
If you look at B2B, the average marketing director will spend more than 25% of their budget on Event Marketing. That is why it holds so many events in the banking sector, IT conferences, construction exhibitions, and corporate sales seminars.
Yes, there are disadvantages - the cost of contacting participants is very high, compared to the audience of a radio commercial. But at least you can track how it works! People paid with their own time to participate in the event, which means they price it.
Expansion of event projects through digital
Plus, there are tools to expand your audience! Thanks to special digital projects on social networks such as Facebook, Instagram, Snapchat, Vkontakte, services like Youtube, Vimeo or even messengers like Telegram, a large audience reach is created. If the idea is original and attracts the interest of the audience, users will watch videos, participate in competitions and share on their social network accounts, thus increasing the overall audience of the project.
In this sense, organizing special events in combination with Digital Agency projects creates an occasion or high-quality engaging content that is convenient to distribute through social media. The effect of the event is multiplied, significantly exceeding the reach of a regular event. And a digital project gets unique and real, non-virtual content, which is always valuable.
In this case, it is convenient and correct for a Digital agency to use streams - a live broadcast in real time to which the audience can connect to follow what is happening at the event.
So nowEvent Marketing- the most effective tool in a marketer’s arsenal. Holding an original event provides a high-quality audience, and the use of digital tools ensures reaching a large audience.
