What is the meaning of face-to-face meetings in modern event marketing? This is a topic that should be discussed because of Covid-19 pandemic all the events and meetings are rapidly moving online. However, people’s natural need to physical interact with each other has not vanished.
What is event marketing?
Event marketing is a promotional strategy for the company. It involves face-to-face contact between companies and their customers at special events like concerts, fairs and sporting events. Event marketing entertainment can also be used by brands to reach consumers through direct hand-to-hand sampling or interactive displays. These events can be shows, contests and parties. This practice works by engaging consumers while they’re in a willing, participatory position.
If you want to make a successful event marketing campaign, you must provide value to attendees beyond information about a product or service. A discount, free sample, charity alignment or fun event will make customers feel like they are receiving a benefit and not just attending a live-action commercial.
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Are events still going to be important in marketing?
Are meetings still going to be meaningful after Covid-19 pandemic? We can approach this from many different angles, but the outcome is still the same: events are going to be increasingly meaningful in marketing. Another important theme is going to be the rate of response. That is because in the future things are going to change so quickly and we will just have to adjust to that. Companies needs to be very agile in the future and be capable of changing their activities and to progress.
All the companies face the same situation and they need to further develop their products and services. Companies should create experiences out of good ideas, not with a big budget. If you want to create a memory trace you need to activate and surprise the audience. People get memory traces from social media and the favorite hormone of social media, dopamine, contributes to this.
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What is a virtual event?
A virtual event is an interactive, online event that brings together top experts to deliver content on a topic that solves a problem for your audience. Livestreams, webinars and online courses fit into this definition. However, virtual events are differentiated by few things. They often span multiple days and include a community component.
How a virtual event can benefit you?
- Generate leads
Firstly, if you’re like many event organizers, one of your primary motives for running an in-person event is to generate leads. If your event has been canceled, know that you can also achieve this through virtual events!
- Grow your audience and community
Virtual events are also great at engaging people beyond the conference. By setting up interactive elements, you can create an online community that lives on months and years after the live event.
- Generate revenue
Lastly, if your goal is to generate revenue with your event, virtual events can help you get there too. It causes big losses to cancel an event. A virtual event can recover some of those losses. No additional venue reservations, catering or transportation costs required. With relatively low margins to produce and operate, selling virtual tickets can help you turn a profit quickly.
Marketing makes discussions
One goal of marketing is to make discussions. All kind of events are a good base for that. Making a good concept is a different thing so you need to figure out your own way of telling a story. People desires good stories and storytelling is a powerful way of making people to remember. If you be successful there are no boundaries between the event itself and the discussions about it. A biggest cost of an event is the time the participants use. That is why in every event you should have some new ideas you can put into practice. These ideas should also be measurable.
A company also needs to be a topic of a conversation if it wants to get remembered. Otherwise your marketing is not very successful. That is why companies need to create events with a lot of conversation. First comes the idea, then the media. After that you should think, what is the meaning of the event to your target audience. And also think, what is the thing what you are remembered of.
It is certain that online events are here to stay and the trend is not to stop. It is as certain that people are going to miss to meet other people. Nothing wins to meeting other people face to face.
How to maximize your event marketing budget?
- Host competitions or contests
- Sponsor and/or participate in meet-ups or user groups
- Host a pre-party or after-party for an industry event
- Host a party or networking event during a competitor conference
- Volunteer as an industry speaker
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