Event marketing is a broad term that could cover any social occasion you attend representing your business. Despite its broad nature, each event holds the same purpose: to demonstrate your brand’s personality and raise awareness. Whether it’s a fundraiser, a networking event or an art exhibition, event marketing is a great opportunity to display your businesses’ brand.
Event marketing when you host or participate in an occasion or exhibit in order to promote your business. It’s also sometimes called event creation. If you’ve ever been coaxed into grabbing a free t-shirt or drink from a business on the street, you’ll have been one of the lucky participants in an event marketing scheme.
Often business owners don’t think event marketing is necessary, but once you see how people are willing to engage with a brand, you’ll be eager to begin. People giving out free products? That’s something you’ll remember when it comes to making your next purchase (consciously or not).
As a new small business, there are plenty of ways to raise awareness online. However, no matter how much work you put into online marketing, you’ll still need to focus on word of mouth marketing to keep the local community interested.
Verbal recommendations remain to be the strongest referrals for small businesses, compared to online recommendations. These close connections serve small businesses well and are one of the advantages start ups have over larger brands.
Event marketing is the best way to build community and brand awareness. No matter what type of business you’re have, customers will have preconceptions based on gossip and rumours (good or bad). Attending an event marketing event will give you the chance to put your face out there and clarify what the business is really about.
Business to Business
Networking is a buzzword that’s tossed around a lot. With it comes a certain stigma that you’ll be sat in an awkward situation where you’re expected to make conversation with other ‘business people’ and see what they can do for you. You’ll then weigh up whether it’s worth taking their business card or if it’ll get thrown straight in the bin.
Event marketing covers a wide range of occasions so that this isn’t the case. And if you do find yourself in a networking situation, approach it with a different attitude for a better outlook. For instance, rather than assuming what others can do for you, see them as a person. It doesn’t have to be all coffee and taxes!
Take the time to know the people you meet and take them on face value – rather than for the size of their company or the number of online followers they have. This way you’ll make more meaningful connections and meet people who you’re really interested in. If they have useful skills then that’s just a bonus!
Business to Customer
Not only will you gain a great network of connections but you can spread the word about your business to potential customers. Consumers are more open to listening about your business when there at your event, or if you’re offering discounted or free products.
By hosting your own event in a communal area you’ll be able to attract the attention of a broad audience – expanding your potential customer base and spreading the word to interested individuals.
You’ll also get to know your customers on a personal level, which they appreciate more than you realise. Putting a face on a brand makes your business more relatable and trustworthy. You aren’t just there to sell them products after all, you’re there to build customer relationships. If you (as the company director) go yourself, customers will appreciate that you haven’t sent staff members, but have made an effort to represent your own brand.
Are you interested in participating in event marketing? Or have you tried it already? Leave a comment in the section below and let us know!
Want to learn more?
Subscribe to our newsletter to get accounting tips like this right to your inbox
About The Author
We work very closely with our expert accountants to bring you the latest factually correct tax and accounting news. We also enjoy writing about small business news that we hope you find useful!