Introduction
Lyyti has created a playbook titled The Event Marketing Playbook – How to Make Your Event a Success. Lyyti is a platform specializing in participant data collection and management. The playbook is specifically aimed at Lyyti’s customers. The purpose of the playbook is to inform the reader on how to make their event successful, what is required, and how to implement different aspects effectively. The guide promises to help build stronger relationships with customers. It is described as a practical guide for making your event a success. The playbook is divided into four parts. The first section introduces the reader to event marketing, the second discusses the power of conceptualization, the third focuses on marketing and communication, and the final section covers the tricks of the trade. (Lyyti, 2022.)
Findings
The playbook includes several interesting points. One of its key messages is the importance of proper concepting. With the right concepting, the event can be tailored to suit the participants. Several factors must be considered in the concepting process, including setting the event’s objectives, the value the event brings to customers, how to reach the target audience, and whether the event aligns with the company’s brand. Additionally, aspects such as the event’s location and timing should be taken into account. The essence of this idea is summarized by a principle emphasized in the playbook: thinking through the eyes of the customer. (Lyyti, 2022.)
Another important point highlighted in the playbook is event marketing and communication. It outlines strategies for pre-event marketing, event communication, and post-event marketing. As emphasized in the playbook, effective communication is key to a successful event, and its significance cannot be overstated. As mentioned in the text, without participants, there is no event, and without a successful event, there are no satisfied customers. Pre-event marketing focuses on getting people to register. Event communication emphasizes encouraging participation and engagement. In post-event marketing, the focus shifts to encouraging participants to make purchases. (Lyyti, 2022.)
One of the key points in the playbook is the tricks of the trade. The text emphasizes the critical role various tools play in event marketing. The authors introduce a range of tools that can be utilized during events. A comprehensive presentation of these tools provides companies with a solid foundation for executing successful events. Some of the tools highlighted include online reports & sharing tools, system integrations, and more. Another significant point made in the playbook is its focus on event technology, which can enhance the participant experience. These technologies include AI, hybrid events, and chatbots. The authors stress that although event-related technology may seem complex and expensive, it is essential for companies to find trends that suit them and are appreciated by their target groups. (Lyyti, 2022.)
Conclusion
Overall, the playbook is a valuable and practical guide for companies and other organizations. It offers assistance in creating a better customer experience and helps refine event concepts. Furthermore, the guide provides insights into scaling events. Equally important are the tips on marketing and communication, which contribute to creating successful events. (Lyyti, 2022.)
As companies have less and less facetime with their customers, events are one of the best opportunities for truly standing out from the crowd and improving the customer experience and buyer’s journey. (Lyyti, 2022.)
The most important takeaway is the realization of how crucial events are to a company’s operations and how they can be used to create and strengthen relationships. The playbook emphasizes the important role events play, for instance, in building a company’s brand. Additionally, events can act as conversation starters, accelerate sales, and engage customers. (Lyyti, 2022.)
The playbook is a concrete aid for event producers. The questions and tasks it contains encourage thinking about the company’s events from a new perspective. Why is something done, and how should it be done? The guide and its lessons are easiest to absorb when applied to a real event. In my view, the questions posed in the guide should be considered for each event individually. By using the playbook, companies can develop their own framework for organizing events, making it easier to create a successful event. (Lyyti, 2022.)
References:
Lyyti. (2022). The Event Marketing Playbook – How to Make Your Event a Success. The Event Marketing Playbook