Event Marketing: What it is, and why your business needs it

Do you use marketing to get the word out on your events -- or do use events as a marketing strategy?

There’s a big difference. One is a pure tactic and views the event as only a one-time promotional opportunity. The other is a strategic vision of how you can do something to grow your company in a big way.

Not long ago I wrote that using content marketing is a powerful way to push eyeballs to your website if you start with a “why.” The same goes for an event.

By itself, any event you give or participate in is certainly a way to raise awareness and introduce new prospects to your business, yet it’s only one piece of a successful marketing program.

Just like content marketing, your marketing strategy will determine the type of event and what it achieves -- you can educate, persuade, entertain, inspire, motivate, and convert.

When events operate under a strategic marketing umbrella great things happen. You’ll create awareness, generate high-quality leads, and nurture relationships. You’ll encourage evaluation and move prospects to purchase. And, you’re current customers will appreciate the experience you offered them and stick around to buy more of your products and services.

Events come in all shapes and sizes. Event marketing brings what you offer directly to your target audience. Your message is focused for people who are your ideal prospects at locations they gather at or you choose to invite them to. Events can be big and small, online and offline, and held at countless types of venues. They can range from an open house at your facility, news conference and product launches, and seminars to a booth at a trade show or theme parties on a dinner cruise, and almost any live event streamed to viewers. But, they all have something very important elements in common -- a solid plan of action for achieving the results you want.

Drive event success with a plan and a checklist. Start with why and the outcome you hope to realize. Then turn hope into certainty with a plan that maps out what you need, when it needs to happen, and who has the responsibility to make it happen. Break your checklist up by segments of time -- such as eight weeks before, three weeks before, one day before, and the day of the event. Don’t forget the after event follow-up action plan. Leave no stone untouched. Include every activity detail and anything that can go wrong. For instance, what’s the theme, who will speak and for how long, what’s the call to action, will there be entertainment and refreshments, where will it be held, how will you promote it, what dates will the news release go out, will there be a VIP invitation list, will invitations be printed, when will needed promotional materials and handouts be ready, how will RSVPs be handled, who will bring the backup projector, what’s the budget, and on and on.

Event marketing and content marketing go hand-in-hand. A theme and date is set. Instead of just churning out boring news releases, blog posts, and media alerts spice up your efforts. Create a series of educational content pieces that are relevant to the audience you’ll invite and ties into your theme. This will help make the event newsworthy and build both awareness and excitement. Plus, if you can offer different, but related, content in each news release, blog post, or paid ad you can turn that into a call-to-action to increase attendance. The key is to tell a consistent story that advances the narrative with each news release, blog, and Twitter blast. Also, use video as another type of content to support your event.

Make events fun, relevant, and effective. Who said education can’t be fun, even entertaining. It’s your show and tell. You can make quality individual impressions without going into hard sales mode. Sample your product or service. Have interactive displays. Hold a VIP reception before the main event. Hire an experienced journalist to attend as your “roving reporter” with a camera in hand -- video and comments can be posted later on your website or during the event using a hashtag you’ve created. Personalize the event as much you can with handwritten invitations, pre-printed nametags, and a welcome packet at the registration table labeled for each attendee. Keep you event upbeat and low pressure.

The central take away here is that events need to be part of an effective marketing strategy and program. The starting point is always to define the purpose at an event -- and what your company wants to get from it. Then play to the ideal audience you are targeting to attend.

The above only scratches the surface of event marketing. Use a checklist for success tailored to your business, your audience, and the type of event. Walk through every step multiple times with everyone involved -- team members, vendors, and partners.

And, please follow-up! Before your event to make sure attendance is as high as possible and afterwards to attain the objectives you set.

Ron Stein is President of FastPath Marketing (www.marketing-strategies-guide.com) and the author of the Rapid Impact Marketing & Selling Playbook. As a speaker, coach, and consultant he works with small business owners helping them to accelerate the path between their vision and the actions needed to reach, win, and keep customers. Ron is the creator of the FastPath to More Customers Now! 7-step marketing system based on more than twenty years as a successful business owner, corporate CEO, business development executive, and salesman. He is also a mentor at two nationally recognized business accelerators. Ron offers one-on-one and small group mentoring, conducts seminars, and consults. He can be reached at 727-398-1855 or Ron@FastPathMarketing.com.