The digital economy has introduced a multitude of opportunities and strategies for event marketers to boost their event promotion and enhance their event brand.
I recently saw a marketing program where a Colgate
marketing executive was talking about the possible uses of technology for
marketing. One possibility that was mentioned was when someone buys some
sweets, they get a message to remember to brush their teeth. I thought about
how event marketers can use this example.
You can upsell your events when someone buys related
products or services from another company. This sort of collaboration can help
your event brand grow.
The Power of Collaboration
Collaboration in the context of event marketing refers to
partnering with other companies or brands to promote events synergistically.
This collaborative approach allows event marketers to tap into a broader
audience and generate additional value for their attendees. Much like the example
above where a simple purchase of sweets triggers a message about brushing your
teeth, event marketers can harness the power of collaboration to make event
promotion more effective.
Here are some key strategies for event marketers looking to
leverage collaboration:
Identify Complementary Partners:
When considering collaboration, seek out companies or brands
whose products or services align with the theme or purpose of your event. For
instance, if you're organizing a fitness expo, partnering with a sportswear
brand or a fitness equipment manufacturer would be a great fit.
Cross-Promotion:
Collaborate with your partner to cross-promote each other's
offerings. This can include featuring their products or services on your event
website or materials and vice versa. The goal is to introduce your event to the
partner's customer base and vice versa.
Co-Branding:
Consider creating co-branded marketing materials, such as
exclusive merchandise or promotional content that reflects both your event
brand and your partner's brand. This not only enhances your event's value but
also builds a stronger connection with your partner.
Technology Integration:
Utilize technology to streamline collaboration efforts.
Share customer data, employ targeted marketing, and implement automation to
deliver a personalized experience. For example, sending tailored event
invitations when a customer makes a relevant purchase from your partner's
online store.
Upselling Through Collaboration
Upselling, the art of convincing customers to purchase more
than they initially intended, can be an incredibly effective technique for
event marketers when implemented in collaboration. By working together with
other brands, you can offer attendees added value and persuade them to upgrade
their event experience.
Here's how event marketers can use upselling to their
advantage:
Create Value-Added Packages:
Develop bundled packages that include the event ticket and
additional perks or experiences from your collaborating partner. For instance,
a music festival could offer VIP tickets that include access to an exclusive
afterparty hosted by a local restaurant.
Discounted Upgrades:
Offer discounted upgrades for event attendees who have made
a purchase from your partner. This approach not only boosts event sales but
also encourages customers to explore products or services from both brands.
Personalized Recommendations:
Leverage technology to analyze customer behavior and
preferences. Based on their purchase history, suggest relevant event upgrades
or packages. If a customer buys sports equipment, present them with VIP sports
event packages.
Event Brand Growth Through Collaboration
Collaborative upselling not only increases revenue but also
plays a crucial role in growing your event brand. The benefits include:
Extended Reach:
Collaboration allows you to tap into your partner's
audience, increasing your event's visibility and attracting potential attendees
who may not have heard about your event otherwise.
Enhanced Event Experience:
By offering additional value through collaboration, you
create a more memorable and enjoyable experience for your attendees, leading to
positive word-of-mouth and repeat attendees.
Building Brand Loyalty:
When customers associate your event with quality
collaborations and memorable experiences, they are more likely to become loyal
supporters of your brand.
Event marketers must continuously adapt their marketing
strategies to meet the changing landscape of event promotion. The concept of
collaboration and upselling, inspired by the Colgate marketing executive's
example, offers a valuable approach to enhancing event marketing efforts. By
identifying complementary partners, leveraging technology, and implementing
upselling strategies, event marketers can elevate their event brand and foster
long-term growth. In today's competitive market, collaboration and upselling
may be the game-changer that sets your event apart from the rest.
Stay tuned for more insights and tips on event marketing success.
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