Event Marketing

Bizzabo The Smart Event Marketing Playbook takes the reader trough every step from what is event marketing to how to exploit it in different forms. This article really covers all the basics but still goes in depth with especially how to create a connection with the customer. There is many subjects that caught my eye like content marketing and creating an event blog. One of the themes was also S.E.O search engine optimization. It’s is one of the topics we have talked about in class and what i am interested also personally.

The power of senses

Interesting point made was when talked about subliminal branding and more specifically creating a multi-touch branded experience. The text mentions that Nissan created a booth in a recent trade show to spray specially formulated perfume so that the attendees would have more memorable experience with their brand. This was interesting to me because it is true that connecting with the customer with more than few ways can have big impact and long lasting memory of the event. Smell and sound for example are powerful senses. I think they can make the event more pleasant and stand out from other similar themed events. For me even my hairdresser place has a very nice scent when walking in and that is something that i remember. It gives even more positive outlook on the place besides the actual service.

Facebook or Instagram?

Bizzabo lists social media as one of the most effective marketing ways. It is a good way to engage the existing audience but also to reach new wider audience at the same time. Social media makes it very easy to share your content so often times the event attendees can also become the event marketers. But is it a good thing to have a lot of social media platforms? Well a big remark on this article was that the social media channels should be limited to a few. It is easier to manage few channels with a better quality content than multiple channels with low quality results. Social media platforms should be chosen based on what current and possible attendees use.

I personally definitely think that a good quality social media content makes a big difference. I feel it’s easily approachable way to get info and overall feeling about the event. People want to see and get a glimpse of what kind of event they might want to attend.

Creating a community

Creating a community is mentioned to be one the most important things to keep a strong long lasting relationship with the attendees and also it is a great aspect of long term marketing process. This was a good point made because it is a small thing but people often remember the little things that makes them feel special.

While organizing an event it is important to maintain an event community before, during and after the event. By having contact with those who already registered for the event gives a good chance for them to share that event to potential attendees. Having an event networking community is a good way to help the event attendees to make new connections. And lastly keeping in touch with the attendees after the event is important. That way the event will be more memorable and you can get feedback. Email newsletters, surveys and contests was listed as some useful ways to keep that connection. I like to get few emails every now and then from a company that i have purchased a service. Too many of them in the other hand is more annoying so moderation is definitely the key.

Conclusion

This was overall a great guide to event marketing. For someone who doesn’t know much about this subject everything was easily explained and there was many useful point of views. I learned more about search engine optimization and what role it plays with digital marketing and also about the importance of creating a community. I did learn more about overall events and what kind of marketing to use with them. Maybe i will look into more about event organizing in the future.

Sources

Bizzabo The smart event marketing playbook