The smart event marketing playbook by Bizzabo is a detailed guide to a successful marketing strategy and therefore a successful event. The article discusses the main factors of event marketing, such as the importance of customer knowledge, branding, and sales and marketing on various digital platforms. Most of the guide includes an introduction to various digital channels, including SEO, social media, content marketing, blog posts, advocacy marketing, and paid advertising. The presentations are like a peek into the digital world and give a good overview of existing platforms.
Organizing events has interested me for a long time. During the last two years, I have been the organizer and marketer of second-hand events for children’s clothing and equipment. In such a niche event, identifying the attendees is really important, and according to the book, it is the key to a successful event. I totally agree with this point. I can say that this guide would have been a great help in the first few events, so that I wouldn’t have had to learn everything myself the hard way. Now, after reading the guide, it was nice to notice that the things in the guide were partly familiar.
This guide will help me in the future to market our second hand -event even better and more planned and thereby increase its popularity. My goal is to focus more on marketing and sales during my studies. The guide is a good introduction to the current course of study. The article supports the course on identifying this digital operating environment and making marketing and sales based on consumer behavior. In this first task, the guide is a very good basis for getting to know the topic and digital marketing channels. As the course progresses, it is easier to deepen the topic when there is a contact surface for it.
Interesting topics
The most interesting topics for me were found at the beginning of the book, which deals with customer knowledge and branding. I am interested in understanding people’s habits, why they act the way they do. The guide has a good list what help create a persona of who a potential participant could be. This helps to identify the target group. The work also dealt with Subliminal marketing, where the purpose is to refine a memorable experience of the brand with the help of carefully considered details. SEO, search engine optimization, also piqued my interest because I’ve heard a lot about it, but I haven’t understood what it means in practice. I learned that when creating website content, it is important to identify the keywords that the target audience uses when looking for information on a search engine. This is one way to increase the visibility of homepages in search engines. As you can see, customer knowledge is emphasized again. It’s very interesting to note how the entire guide is based on that!
Conclusion
The playbook is a broad, but concise enough guide for a busy event organizer. Thanks to a good table of contents, it is easy to take the guide and return to the content when you need, for example, digital tools. The importance of understanding your customers cannot be overemphasized. Once the event’s target audience has been identified, you can choose the most suitable digital platform for your event. There is not an unlimited amount of time when organizing an event, so it is good that there is such a practical guide. The biggest learning for me was just finding and picking this guide. Concretely, I plan to use more marketing tools that social media makes possible.
Sources
The Smart Event Playbook. Bizzabo. Accessed on 16.9.2024