Event marketing: three successful examples for your strategy

3 Examples of successful event marketing

1. Public or industry-exclusive seminars

Seminars, workshops, webinars and educational events in general are rarely thought of as “marketing” and yet they can be extremely powerful promotional tools. Training sessions on specific topics are usually popular and sought-after within industry-specific contexts. Skill-training and education are valuable and most professionals will be on the lookout for opportunities to access them for free or at a discount, which begs the question: why should you be the one offering them? Because they are instrumental in building your brand image and gaining you a reputation within your specific branch or industry. Use them as part of a B2B marketing strategy, to create useful connections and establish yourself as an authority in your field.

The mistake you should avoid

Skimping on competent educators: if you are offering a seminar, webinar or workshop as part of your marketing campaign, make sure you provide outstanding value, otherwise your brand will not be associated with positive values such as competence and reliability.

2. Experiential activations

Experiential activations are generally ongoing or recurring events with a prominent call-to-action, in which attendees, viewers or the general public at a particular location are called on to participate in, to take action or, generally speaking, to “experience” the brand directly. This kind of event is likely to involve unusual or otherwise memorable imagery, sensory stimuli, humour or a combination of these elements. We created one such activation for the Valencia Tourism agency, to promote Valencia as a destination among Itaian travellers. Our installations were placed in shopping malls, where passers-by were invited to experience Valencia through sensory stimuli, specifically through the smell of oranges (which are typical to that region), as well as showcasing traditional painting techniques and offering recliners to simulate the atmosphere of a Spanish beach.

The mistake you should avoid

Going for shock value regardless of brand identity. That would be the event equivalent of clickbaiting. If you entice your audience with promises you can’t keep, they will leave disappointed and most likely form a negative impression fo your brand.

Would you like to plan an event like this? Call us today!

3. Trade shows

Exhibitors use trade shows to showcase their products and services. They are typically curated around a specific industry or even a specific theme. They are particularly effective in generating leads and getting new business, and are usually considered from the point of view of the exhibitors and attendees. But what about the organisers? Organising a trade show is way more complex and expensive than hosting any other kind of business event, but it generally establishes the organisers as authorities in their field. Besides being good earners when successful, trade shows are also used to maintain and nurture current relationships with clients and strengthen your brand within your chosen marketplace. The marketing value lies in offering networking opportunities to other stakeholders in your industry. If you can do that successfully, your own networking opportunities will grow exponentially.

The mistake you should avoid

Focusing exclusively on panels and exhibition space and forgetting about networking sessions. Most attendees are interested primarily in networking opportunities: make it easy for them to connect to each other.

Are you planning a marketing event? We can help!