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on May 11, 2021

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EVENT MARKETING: Ideas and Strategies

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What is Your ‘Brand’?

I just want to take a moment to think about what ‘brand’ really means. You need to think about the ‘brand’ you are creating. But when you are starting out and conducting your events and growing your business, you don’t really have a ‘brand’ yet. Maybe, you might think of ‘brand’ being associated with large companies that you are familiar with. You hear a lot of talk about ‘controlling the narrative’ for your brand. Is that something you can do in the early stages of your business? Maybe not. Perhaps this is something you should think about later? Large businesses can use resources to ‘control the narrative’ around their brands. Sometimes, it may be better to concentrate on growing your audience and the customer base of your business and giving your customers good service and value so that they keep coming back and spread the word about you. For your brand to grow, you need to give your audience value rather than trying to use scarce resources to control your brand narrative at the ear

Your Event Marketing Journey

Traveling is a very popular topic on social media, and it can be a good way to engage and grow your event audience. Travel content on social media is huge. If you are an individual hosting your own events, here is another marketing opportunity for your content and event marketing. Connecting with travel content creators to widen the market for your content and events is an opportunity. Travel content creators have a huge following, which can mean more exposure for you and your brand. There are many travel influencers who want to connect with brands that align with their values and interests. They want to know that they are working with companies that care about sustainability or are creating products that help people travel better. Travel influencers may be a good way to expand the reach of your content and events. Travel Content Marketing has become popular. It can be used to promote your events through sharing experiences and information about destinations, hotels, restaurants and ot

The Events Industry: In A State of Flux

The events industry is constantly in a state of change. Even before the pandemic, technology was creating new ways for event marketers to conduct events. Holding events online was growing. And, when the pandemic hit, this technology enabled people to continue to hold events and meetings. New technology will keep the events industry on its toes. As an event marketer, you will have to keep up with new trends and technologies as event audiences find new ways to consume events. They will want new experiences. As they say: ‘change is the only constant’. If you are an freelancer, business owner or startup founder conducting events to promote your products or services, you are in an environment where so many are doing online events. It’s a very, very tough and competitive market to be in. The learning curve can be very steep. It is fascinating to see how the events industry has changed and watching new developments as they arise. The technology used in the events industry is also the same

Event Marketers: Your Event Development Cycle

Introduction: In the dynamic world of event marketing, staying ahead of the curve requires a strategic approach that extends beyond the boundaries of traditional promotion. In our earlier blog, we explored the concept of viewing events as products in a continuous development cycle: ‘ Event Cycle ’. This perspective encourages event marketers to dissect their event development cycle, identify areas for enhancement, and consequently elevate their event marketing efforts to new heights. In this blog, we delve deeper into this concept and provide event marketers with actionable insights to optimize their event development process and achieve more success. Understanding the Event Development Cycle: The event development cycle mirrors the product development process, involving stages such as conceptualization, planning, execution, and post-event analysis. By recognizing events as products, event marketers can focus on enhancing each stage to create a holistic, impactful, and unforgettable

Other People’s Marketing

Posting content such as podcasts and videos on your own social media accounts can be good for you. But, if you can also get your content onto other people’s platforms, it may also help you reach their audience as well. Those platforms will also be doing their own marketing which can benefit you. For example, as a DJ you can post your podcasts on your own accounts on the streaming platforms and you can do your own marketing. But, if you were to, say, connect with an online radio station to get your content out there, the radio station would also be doing their own marketing. For example, e-learning platforms, online radio stations, co-working spaces, business groups, organizations that hold events regularly where you can be invited as a speaker, etc., are platforms where you can build your brand name. You obviously have to see which platforms are a good fit for you and you need to check their terms and conditions to see if they suitable for you. Building up your distribution networks fo

Remote Motivation

Are you back in the office or working remotely? Many people have had the experience of working in an office where they are not physically around their colleagues, who are working remotely. While this can be challenging, it is also a great opportunity to build relationships with people who work in other places. There are so many benefits to having remote teams and one of the best is that it gives you the opportunity to create something unique for each person on your team. Giving clear instructions to each team member for their work and having deadlines agreed is important. Also, keeping the lines of communication open so any issues can be dealt with. And, scheduling regular one-on-one calls with each member of your team. But beyond this, how do you keep a remote team motivated? One way is through online events. Online events are great because they allow everyone on your team to participate at a time that works for them and from wherever they may be located. You need to create stronger c

Immersive Learning

Event marketing is a journey that doesn't just involve acquiring knowledge but immersing yourself in your industry or sector. I mentioned this briefly in my earlier article: ‘ Learning the Lingo ’ and want to take it further. In this digital economy where events are the canvas for brand narratives, being an event marketer means more than just knowing the basics. It means living and breathing the essence of your industry/sector, understanding its nuances, and how it is evolving. Event marketing is not merely a series of activities but a vibrant ecosystem that demands a profound connection with your industry. Immersive learning takes center stage in this scenario, offering event marketers a transformative approach. By immersing yourself in the industry you want to learn about and market to through your events, you can tap into invaluable insights, enhancing their ability to curate unforgettable experiences. Immersive learning goes beyond textbooks and webinars; it's about

Event Marketers: Learning from B2B Brands

Event marketers are no strangers to the ever-evolving landscape of brand promotion. In a world where consumer preferences and behaviors are constantly changing, staying ahead of the curve is crucial for success. But what if I told you that there's a valuable lesson to be learned from B2B brands that have managed to garner significant brand awareness among consumers who may not be direct users of their services? India’s Tata Consultancy Services (TCS), a prominent B2B brand, serves as a prime example in this context. Why is there brand awareness of such brands, even among individuals who may not directly engage with them? Is it due to their frequent presence in business news, or perhaps their good reputation among employees? As event marketers who are trying to build their own event brand, there are noteworthy insights to be gained from this phenomenon, particularly for B2C brands. Understanding B2B Brand Awareness First, let's dissect the concept of brand awareness i

Spoilt for Choice

How do you get your potential audience to choose to attend your event out of the huge number of events happening? This is the million dollar question. To get people to choose your event, you need to give them a reason. Read our earlier blog post: ' How Do People Choose Events to Attend? '. An event is a gathering of people with a purpose. Traditionally, an event would be something like a concert or festival. However, these days an event can be anything from an awards ceremony to a conference or seminar. The key thing about events is that they're not just about the entertainment: they're also about giving people the opportunity to learn something new. So how do you get your potential audience to choose your event out of the huge number of events happening at any one time? Here are some tips for making sure your event stands out from the crowd: 1) Make it relevant to your audience 2) Focus on value for money 3) Get creative with marketing and promotion (especially social

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