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Engage Your Event Audience Using Your Brand's Theme: A Guide for Event Marketers

on July 03, 2023

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Smarter Event Discovery and Promotion Platform

EVENT MARKETING: Ideas, Insights and Strategies

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Becoming an Event Creator

Collaboration is great for brand building. But a lot brands waste money renting other people’s audiences. You pay a massive sponsorship fee, slap your logo on a banner, hand out some free samples, and hope someone remembers you. Smart brands, like Red Bull , realized this better than most. Sponsoring but also creating their own events. They’ve become a global media empire. As well as paying to be a part of someone else’s show, they also built their own event brand assets: ⚽ Football Clubs . 🏎️ Formula 1 . 🎮 Esports . 🚵‍♂️ Extreme Sports . By shifting from sponsor to event creator, they unlocked more value. Here is why this model works: 1. Control over the Ecosystem When you own the event, you control the format, the tone, the visuals, and the values. You aren’t at the mercy of another organizer’s values and interests. 2. Content Engine Smart brands don’t need to hunt for content ideas. Their events generate massive hype, UGC (user-generated content), and media assets before, d...

Event Marketers: Change Can Be Your Ally

In the dynamic world of event marketing, one constant truth remains: change is inevitable. As an event marketer, you are no stranger to the ever-evolving landscape of event promotion and marketing strategy. To thrive in this field, you must not only acknowledge change but also learn to harness its power. Change can be your greatest ally if you're willing to adapt and find innovative ways to provide more value to your audience. Read our earlier articles: ‘ The Events Industry: In A State of Flux ’ and ‘ Event Marketers: Change Overdrive in Digital Marketing ’. Evolving Event Marketing Events have long been a cornerstone of marketing strategies. From product launches to conferences, trade shows, and cultural festivals, events serve as powerful platforms to connect with your audience, build brand recognition, and foster meaningful relationships. However, the methods and tools available for event marketers are continuously evolving. In recent years, the landscape of event mark...

Event Marketing: Elevate Your Attendee Experience

In event marketing, where every moment is an opportunity to create lasting impressions, the quest for success goes beyond the pre-event buzz and post-event accolades. Picture this: A well planned event where attendees not only witness a spectacle but also leave with an enriched experience. This is the story you want to tell, a narrative that speaks to the hearts of your audience, your ideal customers, who are on a relentless pursuit to enhance the value of their time and money. In a world flooded with events, it's time to shift the spotlight from just event promotion to the inherent value your attendees gain. The Importance of Improving Event Value: Event attendees are more likely to become repeat customers after attending an event, they feel is valuable to them. Fostering brand loyalty is a game-changer, and it depends on the value attendees receive during the event. Event marketers invest substantial time and resources in promoting their event...

The Events Business

Event marketers are constantly on the lookout for new opportunities to promote their events and reach new audiences. One valuable resource that event marketers should consider leveraging is event industry organizations that promote and help the events industry. These organizations can provide a wealth of resources, connections, and knowledge that can help event marketers create more successful events. In this blog post, we'll explore how event marketers can make the most of event industry organizations to enhance their event promotion efforts. What we mean by event industry organizations are typically professional associations or trade groups that represent various segments of the events industry. These organizations often provide education, networking opportunities, industry research, and advocacy on behalf of the industry. Now, let's look at some specific ways that event marketers can benefit from these organizations: · ...

Event Marketing: Finding What Interests Your Audience

In event marketing, the savvy event marketer recognizes the power of a targeted approach. Finding the interests of your target audience may help get their attention in your content marketing. For example, while cricket, Bollywood in India and soccer in the UK are undeniably broad passions, your success as an event marketer may be in narrowing the audience base. Zooming in on more nuanced interests within these broader categories allows you to tap directly into the heartbeat of your target audience. In India, the love for cricket and Bollywood is ubiquitous. However, to truly captivate your audience, consider delving into sub-interests. If you're targeting a tech-savvy demographic, an event blending the thrill of cricket with cutting-edge virtual reality experiences might be the perfect match. For the soccer enthusiasts in the UK, finding your niche within this broad interest can help. Perhaps your event caters specifically to fans of a particular team, or it integra...

AI and the Event Marketer

In the dynamic world of event promotion, staying ahead of the curve is crucial to ensuring the success of your events. In a previous article titled, " Event Marketers: In the Age of Generative AI, You Still Need an Event Marketing Strategy ", we emphasized the continuing significance of a well-crafted event marketing strategy. As the landscape evolves with the integration of Generative AI, it's important to delve deeper into the topic and highlight the reasons why a comprehensive strategy remains indispensable for event marketers. The Power of Generative AI in Event Marketing Generative AI has revolutionized the way content is created and consumed. Event marketers have witnessed its capabilities in generating compelling content, be it blog posts, social media updates, or even event descriptions. The technology's ability to streamline content production and maintain consistency is unmatched, saving valuable time and resources. However, it's important to note th...

Getting Creative

I have found that creativity doesn’t come to you necessarily when you simply try to think of a creative idea. For me, ideas come through work. Making content for social media, the more content I put out there, the more ideas came to me. Writing newsletters, I found that they evolved over time with new ideas coming each week. The more content I put out on social media, eventually people contacted with me on social media which led to collaboration. I found that it was through consistent, daily work that ideas, partnerships and collaboration grew. When I put out the next newsletter, I put out a new blog post at the same time. The theme of each new newsletter was the same as each new blog post. Then, I followed that up with a podcast. So, the newsletters, blog and podcast grew together. And still growing each month. Giving my audience different ways to consume my content – whichever suited them. Slowly, I built up a body of content that people can find online and see if there is anything t...

Brands and Parallel Metaverses

With many tech companies creating their own proprietary Metaverses, as an event brand how do you deal with many Metaverses? The number of Metaverses is growing every day. That's great for the tech companies that are creating them, but it can be a little overwhelming for event brands trying to figure out how to deal with them. Do you create separate content for each Metaverse? How will your customers interact with your brand? We think it's important to have a strategy around how you're going to interact with the different Metaverses. It could be as simple as creating separate content for each Metaverse and letting your customers choose which one they want to engage with. First off, you should try to find out which platforms are most popular among your audience. If there are any new ones coming out, it's worth keeping an eye on them too because they could take off quickly. It will probably be brands that will push for interoperability of Metaverses. But we also think that...

Interaction Tech

We talk of event tech and also technology for the workplace and for working remotely. Technology such as video conferencing which allows us to interact with each other even when we are in different locations. It seems that the workplace and events are going along a similar technological path. The technology can be used for both events and remote working. You can work remotely and attend events remotely also. Some employers now asking employees to return to the workplace, at least some of the time, a hybrid model of work seems to be developing. This is also the case for events. Hybrid events are gaining momentum as event venues slowly open up. Employers are having to deal with teams at the office and maybe also working remotely. The skills and technology required for this are similar to an event organizer dealing with an audience at a venue and a remote, online audience. Maybe we should not be talking of event tech but of interaction tech. Just a thought. Hope these event marketin...

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