What is Event Marketing?

Event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events. 

Unlike many marketing strategies, event marketing works equally well for both Business to Business (B2B) and Business to Consumer (B2C) companies.

In the B2C arena, you can partner with an established event (a baseball game or a concert, etc.). Alliance Marketing For The Small Business – The practice works well because it engages consumers while they’re in a willing, participatory mode.  In the B2B arena, there is a more effective way to reach out to your target market.  Hosting your own event.

I want to spend a little time addressing how hosting events can grow your business if you’re a B2B company.  B2Bs tend to have a more difficult time reaching their target audience through traditional marketing vehicles because cutting through the noise is becoming more and more of a challenge.  In order to stand out, you need to speak to your target audience directly and get their attention. A great way to do that is to host your own event.

There are some rules that must be followed if you want to host a successful event. Rule #1 is – Remember you are there to solve a problem not to extol the virtues of your company. People are hungry for viable, workable solutions to their problems.  Offer them genuine solutions and they will look to you for other things.  What do you do well?  What does your company specialize in?  Host an informational seminar and invite businesses for whom this information would be beneficial. Start small. Test the market. Figure out what works and doesn’t and perfect it from there. Rule #2 – Don’t half-ass it.  Spend the money and the time. If you’re doing something do it right.  The fallout from a poorly organized event could be irreparable.  It will reflect negatively on your brand and ultimately hurt your business.

All businesses ultimately have the same goal – to make money.  The means by which that is achieved tends to speak more to the creativity of the firm than to the quality of their product or service.  You have many options when hosting an event and there are pros and cons to go along with them.

Pros:

  • Builds Brand recognition
  • Allows you to make face to face connections
  • Allows you to showcase your location
  • Put you in front of your target market as an expert in your field
  • Builds trust

Cons:

  • It is very time consuming and can be costly
  • If done improperly, it can damage your brand. If you are seriously considering event marketing for your business, reach out to a professional planner for advice on how to create a successful event.  If done well, it will be a great benefit for both you and your attendees.

We Can Help

3D Studios helps businesses grow their influence and their brands. As a boutique brand management agency, we begin with a thorough analysis of your needs and partner with you to develop and execute a marketing plan that will help you take your business to the next level. To learn more about how 3D Studios can help you, visit us at www.3Dstudios.net or call 914-304-4229.