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Event Marketing: Finding What Interests Your Audience

on December 03, 2023

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ShareYaarNow

Smarter Event Discovery and Promotion Platform

EVENT MARKETING: Ideas, Insights and Strategies

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Are You Just Another Logo on a Banner?

Exhibiting at a trade show, conference, or festival requires a significant investment of time and budget. But many exhibitors have a passive strategy : booking a booth, setting up displays, and waiting for passing attendees to stop by. You’re just another logo on a banner. For attendees, being on the exhibition floor can quickly turn into just window shopping. If you want to build deeper engagement and stronger brand recognition , your booth should only be the start. Ever thought of hosting your own side event ? Go from Passive to Active Engagement : Instead of competing for attention in a crowded hall, create your own space where you can control the environment and have a real dialogue with attendees. Reach out to the event organizers early: Ask about, e.g., renting breakout rooms , hosting official morning coffee meetups, or anchoring a post-floor happy hour. Use the side event to host a workshop, a roundtable discussion , or a Q&A session. A side event gives intereste...

Are Event Brands Becoming an Asset Class?

This is not financial or investment advice. We’ve written before about events becoming brands themselves and becoming valuable assets. Look at the valuations and revenue generation of sports leagues and teams . (You can think of a sports team as an event brand hosting sports events). Music festivals have become brands. Also, major, annual conference events, we would argue, have also become brands. Valuable brands. This is a trend we’re noticing. These are all events (think platforms) where brands, creators and audiences come together to create value for each other. Are event brands becoming (or have they already become) an asset class for investors ? What’s your view on this? We’ve also written before about the need for event marketers to create their own event brand, as a part of their marketing strategy, to build trust and grow their audience, especially in this AI economy . Start building your event brand. Even small, local events can have a brand. Your events d...

The "Next Best Thing" is Getting Better: The Evolution of Hybrid Events

We’ve spent years viewing “hybrid events” as a compromise. A grainy livestream for those who couldn’t make the trip. But the ceiling for remote attendance just got significantly higher. The latest signal? Apple TV is bringing F1 races to IMAX theaters . This isn’t just about bigger screens; it’s about a fundamental shift in how we define “being there.” Why Theaters are the New Front Row For high-stakes live events, the gap between a laptop screen and the actual venue has always been a chasm. Moving the broadcast into cinemas solves the two biggest pain points of remote viewing: Shared Energy: You can’t replicate a crowd’s collective gasp or cheer in your living room. Theaters provide the community aspect of a stadium without the travel + accommodation costs. Sensory Scale: In the case of F1, seeing a car at 200mph on an IMAX screen—with professional-grade sound systems—is an entirely different product than a standard home stream. The Strategic Shift We are entering an era of t...

Content is No Longer King. The Room Is.

Content is Just the Ice-Breaker. We’ve all been to conferences where the speaker delivers a brilliant, data-heavy presentation, the audience applauds, and then… everyone walks out to the coffee break and stares at their phones. It’s a massive missed opportunity. People don’t pay hundreds of dollars for information they could have found online. They pay for the room. They attend business events to network, make contacts, secure leads, and convert those leads into customers. And, in the age of personal branding , people also want to build their own networks. If networking is the real product, your agenda shouldn’t crowd it out. It should fuel it. Flipping the Script on Keynotes . Too many event organizers treat speeches as the main event and networking as the “intermission.” It should now be the exact opposite. The Shift: Speeches and Q&A sessions shouldn’t just deliver content. They need to act as structured ice-breakers for the conversations that happen after the mic turns o...

Customer Experience Lives in the Frontline

Your best brand experiences for your audience may not be from hiring an outside marketing agency. An outside agency probably won’t know your audience or customers as well as your frontline staff do. Look at what the big brands are doing: Starbucks has its ‘ coffee creators ’ that turn employees into influencers who create experiences at stores building a relationship between customer and brand Apple holds workshops in its stores that create a sense of community and customers get experience of Apple products. What other brands are doing something similar? These experiences are like micro-events that engage your audience and make them participants in your brand. Employee influencers can be experience and event creators for your brand. In-house experience or event creation creates brand ambassadors of your staff. Time to rethink how you create your brand experience for your audience. How are you creating your in-store experience? Let’s swap ideas in the comments below.

Living the Experience

Event marketing , or experiential marketing , if you prefer, is continuously breaking boundaries in brand collaboration . We’ve written a lot before about how events are platforms where brands can collaborate and, also, how artists use their events to grow their brands through collaboration. Search this blog. A recently announced brand collaboration caught our attention. A new music festival-branded, residential development in Miami is coming soon that has a live DJ and dance club: the Palm Tree Music Festivals branded development: get more in the Wall Street Journal article . Event, experience brands collaborating with real estate developers. Who would have thought it! Take this idea further, and imagine residences being built in stadium complexes. Living there, you’d have access to live events around the year. Even imagine an event brand, like Coachella or Tomorrowland building an event venue with residences! Living there: would that be a great lifestyle or sensory overload? With...

Why Brands Need an Event Marketer

In ' Live Events are Where the Brand Action Is ', we wrote about why brands are seeing the benefits of live events. Event marketers bridge the gap between online brand narratives and tangible, high-impact connections. What’s driving this demand? 1. Online Fatigue The Problem: consumers can tune out ads or use ad-blockers . Digital brand touchpoints often feel transactional and anonymous. Event Marketer’s Role: They cut through the noise by building immersive, multi-sensory brand experiences (whether physical, virtual, or hybrid) that create more attention. They create moments people remember and talk about: word-of-mouth . 2. The Human Connection The Problem: Online trust is at an all-time low. People buy from brands they trust, but digital interactions alone make building trust slow and difficult. Event Marketer’s Role: They create spaces, such as dynamic trade shows, brand activations, or interactive conferences, where months of relationship-building can be compressed i...

Re: Venue

Have you ever booked a venue for an event? Were you surprised by any of the terms and conditions that the venue had? Any surprise costs that you had to pay? As live events become more important in the economy and more important to brands, event venues become more important. It’s understandable that event venues want to increase efficiency and maximize revenue. Hotels want to generate more revenue from events and not just from their rooms. But we keep seeing concerns raised online about experiences event profs have had when dealing with venues. Here are just a few of the issues that you need to think about when you negotiate and book venues – you can probably think of a lot more – but here goes: Space – will there be enough space for your event. Think about any breakout sessions you want – food and beverage stations. How many people do you expect? Think about the audience journey map for your event. What’s your event agenda? Safety and medical issues – for you, your audience and ...

Event Creators: Build Your Community Before It's Too Late

The “Rented Audience” trap: why event creators should shift from ticket buyers to community members. As an event creator, you know the cycle all too well. You finish a successful event, take a breath, and immediately feel the pressure of the next countdown. You log onto social media, launch your ads, and pray the algorithms look favorably upon your promotional posts. You spend weeks chasing ticket sales, hoping the right people see your content before the deadline. This is the “rented audience” trap. And it is exhausting. When you rely entirely on third-parties to fill your rooms, whether virtual or in-person, you are operating on a fragile foundation. An algorithm shift or an AI integration can instantly reduce your organic reach, leaving your next launch stranded. The event creators who survive and thrive over the next decade won’t be the ones with the biggest ad budgets. They will be the ones who transform transient event attendees into an owned community . Moving Beyond the...

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