Event marketing Strategy for Trade Show: Real-Life Examples

When planning your marketing events, you know in advance what results you want to achieve. You may want to gain credibility in your niche, expand the audience of the brand, impress the key clients, just to name a few. To do this, it is necessary to build an event marketing strategy that includes both events within trade shows and beyond them. Of course, “building an event strategy” is a are very vague wording and often marketers do not understand how to achieve this. Therefore, we have gathered real examples of business events organized by companies from around the world.

How to: Influence the key clients at a trade show.

What to do: Organize a Thematic Event.

Real Life Example: IMG Culinary company from San Francisco hosted Tastemaker Collective, an event that was described as “the first nightclub for food lovers”. Inviting key clients and partners, as well as bloggers and journalists, for a long dinner, the company provided a grand media coverage. Also, it allowed company to position itself as a bold and open-minded brand. They could achieve it by offering gusts handmade cocktails, innovative snacks, famous chefs, and master classes – exactly what the audience needed.

Event Marketing Strategy

The result: the impact on both important customers and a broad target audience.

How To: Make Visitors Happy

What to Do: organize a Welcoming service.

Real Life Example: Illy, a coffee company, built a temporary coffee shop for guests of a trade show they participated in. Branded stand and requisites with the logo ensured brand recognition among the guests of the event.

The result: successful brand recognition and minimum costs for marketing – the money went only to construction a temporary cafe and coffee supplies.

How To: Stand out Among Competitors

What to Do: Create an Impactful Appearance

Real Life Example: At one of the trade shows a manufacturer of the micro-inverter Enphase Energy exhibited with an impressive larger than life booth. They booked an exhibition area of 130 feet  x 165 feet, so that the visitors could see the displat literally from all sides.

The result: a two-storey island exhibits with zones for presentation and catering was constantly packed with visitors.

How To: Involve Visitors of a Trade Show

What to Do: encourage visitor’s participation in the activities of a brand.

Real Life Example: American company Rally Health, a developer of programs for a healthy lifestyle, organized a HealthFest festival dedicated to fitness. The company organized it several times in different cities to instill love for sports among the public and form a positive impression about the brand. The key idea is “Fitness is fun.” At the festival, group trainings alternate with healthy snacks, sales, and entertainment, the most prominent of which is the performance of actor and comedian Kevin Hart at every festival.

The result: festivals collect a huge amount of loyal audience, and a strong association of a brand with fun and a popular actor gives tremendous results. The customers of the brand are happy and satisfied. And most importantly is that they participate in the life of the company.

All these ideas are easy to adapt to your goals. Build a marketing strategy around the results that you want to achieve. Want to expand your audience? Make sure that your event is fun and interesting. Want the attention of key customers? Arrange a smart presentation. Want to stand out at a trade show? Make your display big and tall.

tablethrow for marketing events

Tablecloths and Types of Events They are Used at

Tablecloths with company logos have recently become an integral part of marketing events. Marketers realized that with a small investment, they can significantly improve appearance of their display. Therefore, table covers have become frequent guests at various exhibition and other venues. However, the range of their application is much wider than these events. Let’s find out at what events you can find custom printed tablethrows.

Marketing Events

Strictly speaking, you can find tablecloths with the company logo at any event where participants want to promote their brand. Trade shows, fairs, presentations, tastings – this is far from a complete list of such venues. As a rule, there is a large number of competing companies at such events, so it is important to set your business apart from competitors.

If an event is large enough, as, for example, an international trade show, for these purposes, companies erect magnificent eye-catching display. But even in this case, businesses often use tables complemented with a tablecloth. In this regard, a tablethrow gives a presentation a complete look and provides additional space for branding.

At more chamber events, or at smaller exhibition areas, the main element of the exposition can be a regular table with samples of products and literature placed on it. In this case, a table cover is simply necessary, because it will help to hide the disadvantages of a table, create a neat appearance and, what is especially important at such events, will advertise your business. Therefore, at compact venues, a tablecloth becomes a number one promotional tool.

Job Fairs

Often tablecloths can be seen at job fairs. When employers are interested in finding professional employees, they can not compromise the appearance of their company with a scratched table and a mess on its top. But it’s worth adding a tablecloth and voila, all the disadvantages of a table are hidden and stocks of brochures and printouts can go under a table and out of sight. You shouldn’t neglect branding possibilities at job fairs as well, especially when it can be done easily and with grace with a custom printed table cover.

Outdoor Events

Outdoor TableclothsDo not think that the tablecloth can only be used indoors. They are frequent guests and many outdoors marketing activities. For example, at fairs, festivals, street tastings and presentations. What distinguishes such outdoor tablethrows from their indoor counterparts is the resistance to elements, the resistance to ultraviolet light and more snuggle design. Flowy and draped table covers look beautiful, but they are no-go if they can be carried away by the wind. Therefore, tablecloths for outdoor events have a fitted look, which, by the way, is the latest trend of exhibition fashion. Indeed, even among indoor tablethrows you can find a lot of fitted and even ultrafit models. You can check the latest options for both indoor and outdoor use here www.exhibeportable.com/table-covers.html

Custom Printed Tablecloths for Weddings

While weddings are a patrimony of rather classic satin and lacy tablecloths, custom printed tablethrows have also made its a way to these venues. Customized wedding table runners will add a nice touch to this special event. These items with bride’s and groom’s names will help to dress up a banquet room. Unlike promotional table covers that rather use vivid graphics to draw attention, wedding table cloths and runners use more subtle color scheme. You can add a custom printed message and a color to match the main wedding theme.

 

As you can see, these small tablecloths have great possibilities. Therefore, they are so loved by exhibitors and marketers around the world. And even if your activity is not related to business, you can find the use of custom print table covers for other occasions.

sponsors for trade shows

How to Find Sponsors for Trade Shows

To find a sponsor for a trade show event is not that easy. The potential of this additional income channel for organizers is huge, but how to use it so that you can earn money? Due to growing competition it becomes more difficult to find sponsors for trade shows and conferences. The Tethfloorevents will share some secrets on how to make the potential sponsors an offer they will not refuse.

When attracting sponsors, trade show organizer usually tell how remarkable their event is, what target audience it draws in, what expo center they offer,etc. But everyone says more or less the same thing. It is important to make an exclusive proposal, targeted at a particular sponsoring company. Of course, the development of an individual commercial offer is a great job, but it will pay off more likely than a standard mailing.

What goals trade show organizers pursuit:

  • Make a profit
  • Trouble free experience when attracting a sponsor for their trade show.
  • Work according to their standards.
  • Independently resolve matters related to the content of the exhibition – business program, speakers – without the pressure of sponsors.

What trade show sponsors are after:

  • Exclusive conditions for attending an event.
  • The ability to influence the content of the exhibition – speeches, themes and speakers.
  • Priority treatment throughout an event.
  • Visible effect of sponsorship.

trade show sponsorship

What you need to consider when attracting sponsors for trade shows

Potential sponsors immediately reject proposals if they see that they were made a standard proposal and organizers did not think about their needs for branding and positioning. So, as an organizer you need to understand that there is no single template according to which you can work with sponsors because every potential sponsor has goals that require specific solutions.

Sponsorship of events and trade shows, as a rule, need an explanation and persuasion. In most companies they are able to evaluate the commercial offer in terms of location and exhibition area. But to assess the effectiveness of trade show sponsorship is much more difficult, and organizers have to try to show what a sponsor will receive by investing money.

At a trade show or conference, almost everything can be sold to sponsors – hostess uniform, badges, handouts, banners, business program rooms, cafeterias, even mobile phone charging stations or Wi-Fi racks – everything is easily branded.

How to attract potential sponsors for trade shows

  1. Learn as much as possible about the potential sponsors

What does the company do on the market right now? What does it offer, what shares does it hold? The answers to these questions give a link to the commercial proposal for the sponsorship. The site of the company and social media are excellent sources of information. By using them you will find relevant information about a company and identify the right contact persons with whom it is worth negotiating about the sponsorship. Check if the company supports other activities. Think about how to use it. Learn about the positioning of the potential sponsor’s brand. Develop a commercial proposal that will combine the goals of a trade show and the goals of a sponsor.

  1. Create budget-friendly propositions for the sponsors for trade shows

Small companies may not be able to become the main sponsor, but placing a logo in an exhibition catalog or on website will not require much expenses from exhibitors but it will bring money. Some businessmen like to talk. So why not give them this opportunity? Sponsorship of the section in the business program is an attractive option for the organizers and at the same time accessible to many companies.

  1. Follow-ups

Exhibitors can calculate the effectiveness of exhibiting through the leads and conversion. But it is difficult for them to assess the investments in sponsorship. Show the result as clearly as possible in order to justify the money spent. Send a company a letter of thanks after an event along with other documents and statistics. And do not forget about pictures -give a photographer the task to take as many pictures as possible from different angles of those brands that have become sponsors of the exhibition. Let the client see how cool the logo looked and how many trade show visitors saw it.

sponsored flags

Sponsored Events – Why They are so Popular

The effect of conducting sponsored events can not be underestimated. Such events, first of all, are an informational occasion that attracts the attention of journalists. The media provides strong PR support. Talking about an event is beginning at the stage of preparation and promotion that ends with post releases, analytical data and press conferences with the participants. Such events are able to collection of a large number of target audience as well as potential partners of the company.

What are sponsored events

With the help of additional money that sponsors of events allocate, the organizers manage to significantly increase the level of the event, thereby achieving the goals they set at maximum. As a consequence, all the participants of sponsored events, including sponsors and partners, benefit from its success.

Events as tools of promotion

Sponsorship is definitely one of the types of support for various spheres of public life, one of the forms of social investment. But at the same time, this cannot be called neither altruism, patronage, nor charity, although there is much in common. The main difference between them is that sponsor is necessarily provided with a counter service. The funds are invested in exchange for the expected benefits.

Forms of sponsorship

Today, sponsorship can take different forms:
• Information sponsors are very important sponsors, as the media take a direct part in drawing attention to the event.
• Barter partners – companies that support in the form of their goods or services.
• Sponsors – the provision of financial support is the main criterion.

Sponsorship events include concerts, festivals, holidays and sporting events. It is necessary to choose the format of an event correctly. It should match the ideology of the brand as a whole. So, for example, Volkswagen company acted as an official sponsor of a sailing regatta, as it shares the ideology of a healthy and sporty lifestyle, and brand cars correspond to this ideology in the best way.

sponsored events

A well-known English PR expert Sam Black considered that “it is more correct to define sponsorship as one of the types of entrepreneurial activity”. And as a rule, this activity is based on a clear agreement between the organizers of the event on the one hand and the commercial company on the other.

Why companies invest in sponsored events

Sponsorship brings a company to save its own resources for advertising and organizing events of this level. Organizers, at the same time, give help and support to the target audience.

Sponsored events are an effective marketing tool. Nowadays the advertising market is oversaturated so that even large companies can not stand out against the background of the general mass. That’s why they are turning to sponsorship as a more modern form of advertising. Moreover, recent research has shown that the sponsorship of major sporting events significantly improves the image of the advertiser and enhances brand recognition, thereby contributing to an increase in the likelihood of acquiring the company’s products. Consumers perceive such brands more positively than “ordinary” ones. Of course, an event itself is always at the center of attention. However, with a competent approach and the sponsor will not remain in the shadows, and its image will be firmly associated with the event.

organize an event

7 Mistakes You Make When Organize An Event

Creating an event from scratch is a creative process with many nuances an organizer needs to consider. It often happens that because of the small details that you didn’t take into consideration an event is fail … and all the money spent just go down the drain. In order to avoid this, let’s consider the typical mistakes that event managers make when organizing events.

1. Lack of clearly defined goals and objectives

One of the main mistakes is the lack of clearly defined goals and objectives for the team. This causes a misunderstanding of what we have to do and why we need it. Therefore, the goals and objectives should be clearly defined.

2. You do not take into account the interests of target audience.

The organizer can be very determinated about an event and can try to communicate the information about the value that their company have, but at the same time forgetting or not taking into account what target audience wants.

As a result, an event can become boring, and instead of attracting attention and raise of interested from the attendees they will only have a desire to leave as quickly as possible or skip to the final part, for example, a buffet table.

promotional event for your business

3. Wrong place

The place to hold an event should be chosen in advance. It is desirable that you personally such a place. Otherwise, you can run into trouble if pictures of a venue looked ok but in fact the place leaves much be to desired.

At some events the organizers deliberately pick smaller places and fill them denser, thus visually creating an agiotage. In other cases, the venue should be selected for the optimal number of people and not be too large or too small.

4. No landmarks

Attendees should feel comfortable visiting your event. To do this, your visitors, first of all, need to get to the venue. If an event takes place in an open area, the search will be easier than in the case of a small space. Therefore, guidelines for pedestrians and drivers should be organized.

On the spot, participants should also easily navigate. They need to easily find where the restrooms are, where they can buy drinks or the products you promote.

5. Few branded attributes of the organizer

If the event is held for brand promotion, then it simply must have your attributes on giveaways and other stuff, and it should be a lot of such items. You can put logos or branded text everywhere – on balloons,  t-shirts, caps, scarves, etc.

6. Staff

Company’s representatives should stand out from the crowd. This can be achieved through a bright uniform, special stands, and signs in the places where the representative of the company are located.

The number and quality of employees plays an important role. If during an event you are engaged in sales of your product, the absence or lack of employees will be a fatal mistake that will lead to the draining up to 90% of all sales.

mistakes you make when organizing an event

7.  Absence of post production

When the event is over, there must be a final stage, post production. It will determinate whether you pull off at pleasing potential customers or not.

If by the end of an event you did not collect the customer database, didn’t prepare photo and video reports from journalists, did not post the report on the site and social medias, did not write a post-release in the media then all of your efforts went down the drain even if event seemed to be successful.

It is known that it is 7 times cheaper to make repeated sales to loyal customers than to look for new ones. Even those who were at the event and did not buy anything, already know your company and are more loyal to you than a person from the street. You should try to establish relationship with these clients by reminding about your brand via contacts they left.

By avoiding these typical mistakes, you can significantly improve the effectiveness and quality of the event, receive a large base of loyal customers, and create a powerful promotion campaign for your business.

events for holidays

Create Events To Benefit Your Business

An event is valuable for business in two cases. First, when it involves a lot of people, which your company considers to be your prospective clients. And secondly, if an event repeats over a period of time. Such occasions as New Year, Christmas, the beginning of the school year, the beginning of summer, etc. are suitable for this purpose. Most companies that produce products and services use them to attract the public. During the holiday periods buyers are emotionally ready for noisy performances, sales, numerous special propositions and other things businesses can come up with. But there is also a downside: every business exploits holidays, including competitors. Therefore, mass events may not have the element of surprise. What can your company do to wow clients? We have the answer – to create events.

Use Your Creativity to Make Profit

It is not that hard to come up with a holiday that no one has ever celebrated. The same applies to unusual services and various events that attract attention. You may use cultural aspects, religion, fantasy, exoticism, everything that the audience can show interest to. Just find a way to utilize such an occasion to benefit your business. A vivid example of this approach is the Chinese New Year in French supermarkets Carrefour.

Create eventsOwners of this trade network successfully exploit the exoticism of the East. The brightest event that take place in shopping centers of this brand is the Chinese New Year. Since 1996, the first ten days of February are dedicated to the East, especially to its products, food, and souvenirs. The benefit of this event is a tangible increase in demand for goods produced in China, Korea and Japan. As the result, emigrants from these countries come to the supermarkets of this chain more. Thus, these buyers start preferring large trading centers to small shops that they have visited before.

For the Chinese New Year, prices in Carrefour are lower, and people are happy to buy a lot of products for a family holiday. Inspired by the success of the Eastern New Year, the owners of these supermarkets also suggested events to engage the attention of Europeans. They decided to create events that introduces the international idea more widely. The supermarkets hold the Festival of the Mediterranean at the end of spring. At this festival fresh products from Greece, Italy, and other Mediterranean are widely offered to the public. The bran’s owners selected the end of spring on purpose. Many French go on vacation to Mediterranean countries in May and summer. They like to try in advance some specific food of these countries. As a result, customers spend their money more willingly.

How Companies Can Create Events

The same principle uses McDonald’s when they create events for attracting more visitors to their restaurants. For example, during Halloween holiday McDonald’s, along with the hamburgers, offers “pumpkin heads”, masks, depicting all evil spirits, and recommendations for organizing a coven. Days of saints, birthdays of famous personalities, celebrations of sports events – everything goes into action for the sake of attracting more customers.

Creative Event

The trading group Kraft-Jacob-Suchard invented Grandmother’s Day, and for a long time celebrated it successfully with the visitors of its stores. Then the company created a network of cafes with the same name. The French Association of Fresh Vegetables and Fruit Suppliers, united with the producers of sweets, came up with the “Week of Fine Taste”. The company that produces corn flakes Kellog’s, invented the International Day of healthy breakfast.

In other words, the situation when a company can create events for own benefits has become widespread. Over time, consumers can get used to an abundance of holidays. As a result, their respond to the offered events gets weaker. But businesses come up with more and more events, demonstrations, trade shows. If the idea that formed the basis of the holiday is unique and creative, visitors will respond to it even better than expected. As an example, one Japanese perfumery company put a small play in the sales hall of its shop, using perfume bottles as decorations. After that, the demand for perfume in an unusual container increased instantly: the buyers wanted to decorate their rooms with such attractive bottles. At the same time, the smell of perfume did not matter – the idea of decorating was contagious enough.

trade show badge

How Trade Show Marketing Has Changed In The Digital Age

Trade show marketing refers to a convention where businesses showcase their products or services to customers. For many years, trade shows have been a useful convention for businesses which want to generate leads or sales. It has remained the same way for most businesses. However, traditional trade shows have gained a bad reputation where most people associate them with cheap promotions, desperate sales people, and endless booths. Today, trade show marketing has evolved from the boring conventions into amazing experiences which excite clients. Innovative marketing has seen businesses invest heavily in trade show marketing, o that they can come up with exciting productions that amaze their clients.

trade show booth

Most businesses still deploy traditional forms of marketing for promotion of their brand and services, such as outdoor marketing. Trade show belong to traditional ways of promotions too, but in digital are business alter their marketing efforts to fit into modern realities. Gone are the days when buyers relied on trade shows to learn everything about a product from your sales representative. In today’s digital era, buyers are more informed about what is happening in the industry and are willing to engage with other trade show attendees. Most brands understand that conventions are not the only place buyers are going. Buyers visit companies website to look out for product information and reviews by other customers. Therefore, they will know how your business or products are perceived in the market before attending trade shows. To avoid missing out on potential customers, businesses need to establish a strong presence online. Simply put, businesses need to include useful information on their website or social media pages, for customers who are looking for them. This will help them attract the right customers during trade shows since they already know your brand.

A recent study showed that 75 percent of brochures that businesses give to people during trade shows, end up in the trash. Instead of wasting resources printing product pamphlets and brochures, business is investing in electronic literature. This allows interested trade show attendees to receive brand information right to their email inbox. But that is not the only way brands are using technology to their advantage. With the help of Virtual Reality or VR, businesses are able to make a virtual product presentation so that they can engage with their audience. 3D experiences have helped businesses interact with customers by immersing them into their brand. With the use of a smartphone, customers can see the product graphics as it appears on the trade show floor.

trade show marketing in digital era

Remember interactive displays must be well thought out. The process literally starts from the ground up. You have the design face of how to create the display structure itself and implement the interactive elements and coordinate them with how you want the traffic to flow within you booth area. These types of displays tend to be a little more expensive but if done correctly they will provide you with edge drawing in traffic and collecting their data over the other exhibitors. I would recommend talking with a professional exhibit house before going this wrote. One company that I know that has years of experience in creating exciting booth designs that attract attention would be Exhibe Corporation you can visit there exhibit design page here https://www.exhibe.com/exhibit-booth-design

Businesses are also appreciating the benefit of using social media to engage with their customers. In fact, research has shown that 81 percent of people that businesses engage with on social media are likely to buy from them. Tech savvy marketers understand this and are taking to social media so that they can maximize on ROI. To ensure that their brand stands out from competitors, businesses are putting an emphasis on building a personal relationship with their clients. Social media channels like Facebook have proven to be an effective trade show marketing platform. Businesses which want to build an audience during trade shows can use social media to advertise their products or services before the show starts. There is no doubt that businesses which use pre show strategies to market themselves, will enjoy success when the trade show eventually begins.

outdoor advertisement

Top Five Outdoor Marketing Techniques

Business marketing is one of the best and most effective strategies that you can use to skyrocket your sales. Well, there are different types of business marketing out there, but the outdoor marketing or rather out-of-home advertising is what every business needs. Outdoor marketing defines any form of advertisement that reaches the consumer outside their homes. Let’s look at the top five best strategies that you can use to promote your company outdoors.

Outdoor Marketing Techniques and Strategies

Advertising your business outdoors is not a thorny process; all you need is to know the various outdoor marketing strategies and the rules attached to them. In this section, I am going to explain the five best outdoor marketing techniques.

Billboard advertising

Billboard

Being one of the oldest forms of outdoor promotions and brand awareness, billboards are still very effective. The message conveyed on billboards is usually simple and available all along. Huge billboards can be expensive to implement, but chances are; they are going to add some digits to your sales figure.

Transit advertising

This involves business adverts embedded on taxis, subways, buses, trains and other means of transport. They can be stickers or electronic gadgets advertising your brand.

Corporate events

Living in a world of business and innovation, we have all attended one or two corporate events, and you will definitely agree with me when I say that; corporate events are one of the best ways of carrying out business promotions and brand awareness. Corporate events buy a business the chance to show and explain to the consumers the product they are selling and the advantages of having the product. They include events like seminars and conferences, trade shows, product or business launch.

Street furniture

I am pretty sure you have seen a business advert on some of the street furniture like bus shelters, telephone booths, and kiosks. Look at this way; you are walking on the streets and hunger strikes you. Moving your eyes from one place to another looking for something to bite, you see that poster on a telephone booth advertising a restaurant. Then you remember you had seen a billboard advertising the same restaurant, you will have no defense but dash into the restaurant. That’s how it works; street furniture is an effective method of outdoor business marketing.

mobile advertisement

Point of sale displays

If your brand is new in the market and many people have not yet realized it, a point of sale display is one of the things you need. Strategically placed in a shopping store, it will attract the attention of many consumers.

Benefits of Outdoor Marketing

· There are so many benefits that come with outdoor marketing. Here are some of the benefits.

· Keeps the brand top of mind

· Outdoor marketing is a mass-marketing medium just like the radio and TV.

· Cost effective

· Effective team player in the marketing mix

When you are walking or driving along the busy roads, you will see hundreds of advertisements or even more if it is a big city like New York. This is because many companies have realized the power of outdoor marketing.

Final Verdict

We have just discussed the most important outdoor marketing strategies that you can use to promote your company. Don’t be left behind, try any of the strategies and make you company’s product or service be preferred across various streets of a country.

corporate events

Corporate Events

Initially, corporate events were invented to improve the overall atmosphere in the team, form stronger relationship between employees. Many psychologists say that if a company’s employees are not just qualified specialists and a team of like-minded people, they cope with all tasks much better. In addition, the corporate is an opportunity to remind employees of an important event for their career in the company (for example, you are celebrating the signing an important contract).

All corporate events can be divided into several types: Trainings; Festive events; Team-building.

Trainings

Training

Trainings can be conducted in a form of conferences, classes, master-classes and seminars. The goal of such activities is to increase the level of knowledge among the staff and motivate them to learn new things. Training activities can be divided into two large groups – mandatory and motivating.

Mandatory trainings are conducted when a company starts working with a new product or technologies. In these cases, it is important to conduct everything clearly, quickly and economically. If the training event has a motivating nature, then it should be conducted in a businesslike but luxurious environment, showing how highly the company values its employees.

Festive corporate events

This group can include different types of events depending on whether they are focused on internal PR or external. In the first case, the event is held for the staff only (including their families). The purpose of such an activity is to establish interaction between employees, allowing them to communicate informally and to let them know each other outside the working environment. Such an event can be organized in a form of business dinner in a god restaurant, or outside the city for bbq or fishing.

Corporations focused on external PR are conducted differently. They should be prepared very thorough, since their main goal is to form the company’s image in the eyes of customers and partners. They can be conducted in the forms of receptions with CEOs, meetings, presentations, and exchange of experience. Employees of the company on such events do not rest – they work together with the organizers. The goal is to increase the professional knowledge and skills of employees, analyze and summarize their work, attract potential customers, advertise new brands, etc.

Team building

Team Building

The goal of team-building events is to create reliable team among employees. They facilitate in improving the team spirit and teamwork skills, guarantee communication in an informal atmosphere, active recreation. Team building activities have many formats – business games, training for rallying, competitions, hikes, tug of war. The success of such an event requires the use of special techniques and careful preparation, taking into account the characteristics of the company and its staff. This work should be trusted a training company with a good experience in organizing team building.

A corporate event is a serious tool that can bring many benefits for your company. If it is organized and conducted good it will increase the knowledge and motivation of your employees, facilitate in creating friendly atmosphere, ad create a positive image of your company for your clients and partners.

art event

What is Event Marketing?

Nowadays it is much harder to surprise customers and grab their attention to your products and brands. The regular advertisement is no longer effective in creating a positive image of a company. That’s why specialists in marketing invented a new way of promotions through the creation and organization of special events that create emotional links between the consumer and the brand. Marketing activities of this type got a name of event marketing.

Event marketing is systematic organization of events as a platform for the presentation of goods (services) in order to activate the attention of the target group using help of emotional influence.  A special event is not just a way to attract the attention of consumers company’s brand. It allows to position and promote a brand in a much easier, more clearly and “memorable” way than with the usual means of advertising.

a big event

Еvent marketing includes several key points:

Informing the audience about the event;
Holding an event;
Follow – up elucidation

All events that event marketing includes can be divided into the following types:

1) Trade Events – events for partners, customers, dealers and distributors. This is a business event that does not exclude an entertaining component. Trade events include conferences, presentations, receptions, seminars, forums, congresses, summits, pr-actions, special events at trade fairs, creative promotion, etc.

The purpose of such events is to present products, clearly demonstrating their benefits. Also marketing activities of this category are often organized to present new services, share experience, finde new strategic partners, etc.

The same group includes all types of BTL promotions that are held with the aim to make the consumers interested in a product “here and now”, enabling him/her to evaluate all the advantages.

2) Corporate events. They provide a unique opportunity to deliver the company’s ideas directly to your employees, but they can also serve as an effective tool for external marketing, because you can always invite key clients and partners to your corporate events. By this you will ensure the loyalty of the invitees and let them feel their importance.

This group includes such events as company anniversaries, employee birthdays, parties, holidays, picnics. A well-thought-out corporate culture of any company implies organization of collective leisure for employees. This sector of event marketing is used by many companies for which caring for their employees is the prestige of the organization itself. Any professionally conducted corporate event is aimed at increasing the authority of the management and the formation of corporate pride. After all, everyone knows that a friendly, close-knit team is the key to a successful of business.

Recently many companies provide family days and teambuilding events.

Familyday, a family holiday organized by a company for its employees. It helps to unite the employees and brings them closer at the emotional level. This tool also helps to reduce the outflow of employees from the company, create one large family within a company.

event marketing

Teambuilding activities contribute to improving the efficiency of employees and establishing strong internal corporate relations between them. Teambuilding is a collective training in which, under the pretext of a professional psychologist, business situations are modeled, and employees are called upon to solve them. It can also be organized in a form of tests that help build confidence, improve understanding and a lot of other necessary details in the team work. Within the framework of such events employees practice in making complex decisions through the organization of role games, trainings and recreation. It is especially important that teambuilding is a business training in a form of retreat.

3) Special events (festivals, awards, events for the press, etc.). In the third group of events we can include all kinds of festivals, concerts, shows, mass events, road-shows (advertising tours). In general, this is a complex of events that have a beneficial effect on the image of the company or its brands. After the professional holding of a series of pr-activities, there follows a broad positive reaction of the target audience, expressed in the increased loyalty to the company and the growing interest from potential customers.