Why You Need an Event Marketing Strategy

Hamilton Hamilton

A well-planned event is nothing if no one shows up! From a regional sales meeting to a global trade show, event marketing is critical for success. Event marketing involves event announcement, invitation, and promotion. Conveying excitement and creating a buzz entices people to attend and drives customer engagement. 

What is an event marketing strategy?

An event marketing strategy is a strategy to reach the target audience, garner attention, and build excitement. It activates the pre, during, and post show attendee experience in a memorable and impactful way. An event marketing strategy includes elements such as creative concept design and theme development, event planning and promotion, budget and logistics management, pre/during/post-event marketing, multichannel engagement, and more.

The Importance of Event Marketing Strategies

Having an event marketing strategy in place is a crucial component of a successful event. Event marketing strategies directly impact event attendance, shape your brand presence, and deliver valuable leads. The world has evolved drastically over the last few years, and it’s important that your brand’s event strategies adapt to these changes.

Event Marketing Strategies You Should Know

Now that you understand the importance of event marketing strategies, it is time to consider the best ways to promote your event. There are a few reliable event marketing strategies that you should know. 

Go Mobile-First

Event marketing strategies need to meet consumers where they are, and everyone is on their mobile devices. Mobile-first event marketing strategies can include multichannel approaches such as social media campaigns and mobile-based web applications. A QR-code activated, touchless engagement solution, like the HUB LIVE™ can connect attendees to a mobile web application. Through HUB LIVE™, consumers can have access to promotions, products, digital experiences, brand communication channels, event information, and more. 

Turbo-Charge Your Social Media Presence

For many people, social media platforms are significant tools for research, community, and conversations. Social media use varies depending on audience demographics, so it is important to first define the target audience for your event. If your brand has an established social media presence, you can cultivate a buzz within your existing network using catchy hashtags, teaser posts, and engaging live streams. It can also be fun to jump on the latest social media trend or create one just for your event. If your brand does not have a strong social media presence, or if you are looking to expand your audience, connecting with an influencer or industry thought leader can generate powerful word-of-mouth marketing that fosters excitement and drives event attendance. 

Issue a Press Release

A press release is a classic method for communicating with media partners who can further your event marketing goals. A press release is a formal way to invite industry professionals, local media, influencers, brand ambassadors, and emerging supporters. When published on a website or newsite with an established base of loyal readers, a press release has the added benefit of increasing web traffic and boosting SEO for your brand.  

Send Emails

Email marketing campaigns remain steadfast in their effectiveness. Utilizing your email list helps you stay connected with previous event attendees and existing customers. Through email marketing, it is possible to deliver uniquely personalized value propositions to your audience. This attention to detail and individuality can drive awareness and inspire action. 

Optimize Your Website

For event marketing, your website is an asset. Pop-up forms and dedicated event landing pages can feature upcoming events. These tools are effective because they can be designed to reach every site visitor. Relevant and memorable information can be a welcome interruption to a browsing journey, so make sure that you optimize your website with content that a visitor is happy to encounter.

Create a Memorable Experience

Last but certainly not least, the cornerstone of every successful event marketing strategy is to plan a memorable experience that makes a lasting impression. Visitors will remember when you promise and deliver an impactful experience. With a compelling experience, an event marketing strategy can spark the Fear of Missing Out (FOMO). FOMO initiates a strong gravitational attraction that can be irresistible, and exceeding expectations with an exceptional event experience will generate leads and brand loyalists.

Talk to the Event Experts

Creating and executing a successful event marketing strategy is a big, important venture. When you have a business to operate, it is a good idea to partner with the event expert. 

Hamilton is a full-service event marketing agency with a 75-year legacy creating immersive brand experiences for companies throughout North America and around the world. We design, produce, and execute integrated experiences that drive meaningful connections between your brand and your audience. Our full range of solutions include exhibits, proprietary events and conferences, corporate environments, mobile tours, outdoor events, and digital experiences. Take the first step by reading our free ebook, How to Modernize Your Event Marketing in 2022. When you are ready to learn more by talking to the event experts, contact Hamilton today!