With the fast-paced digital world we live now, every marketing move we make are mostly integrated to different digital channels. May it be about building brand awareness, boosting sales, or increasing website visits – we all take advantage of digital marketing to improve the performance of our business. Same goes with creating and planning for an event. Event marketing, as defined by Eventbrite, [Event Marketing] is defined by the tools, techniques, and channels you use to promote an event to an audience, usually with the hope of getting them to buy tickets or attend. Event marketing begins with launching an event idea, through to persuading attendees to invite their friends or colleagues and attracting a steady pipeline of leads through channels such as email marketing, blogging, and advertising.
In building an event marketing strategy, your main focus of communication depends on the funnel you are in. And similar to most marketing strategies, your event marketing funnel should start from Brand Awareness to Conversion where your main goal is to move your audience towards the purchase and/or advocacy – which depends on your event objectives. Similarly, any conversion phase of a campaign depends on the success of its awareness phase. The more effective your results are at the beginning of the campaign; the more chances your audience will move down the pipeline. That’s why planning your audience, timeline, budget, and roadmap are very crucial at the onset of the campaign. And to further stretch these ideas we have mentioned, continue reading to learn more!
Tips on How to Create an Effective Event Marketing
Event marketing can cater to either an online or offline event. Online events can be as simple as brand launches or webinars, while offline events can be as literal as concerts or any actual event in your place. And just like what we have discussed, planning forward for any type of campaign is crucial in building effectivity and strong resonance with your audience. Therefore, here are some key elements when planning for effective event marketing:
1. Determine your goals and objectives
This is the most basic and fundamental asset in every marketing plan. The marketing objective determines the direction of every consumer funnel; therefore, the structure of your plan. Without it, a marketing strategy cannot exist. Your event marketing objective can depend on what type of event you are introducing. Again, event marketing can be for virtual or physical event and your objectives can vary depending on which type of event you are promoting. For example, you are inviting people to attend a webinar therefore, your objective can be: to gather x number of sign-ups. Or if you’re selling concert tickets, your objective can be: sell x number of tickets. Setting a timeline in reaching your objectives is also important as you’re promoting a time-bounded event. For example: Gather x number of sign ups in x months.
2. Gather ideas on up-to-date best practices (Email, Social media posts, Blogs)
In event marketing you can have several approaches in content strategy. It’s all about being omnipresent in all channels, really. Your marketing strategy can be integrated into email marketing, social media posts, blogging, PR efforts, and even influencer marketing. There’s an infinite number of ideas from which you can pick your strategy. But you have to remember that it’s the execution that truly showcases its effectivity. Hence, you should delve into powerful research of up-to-date best practices. The digital world is a fast-evolving environment and what’s effective in the past year may not be as effective in the current year.
3. Plan a roadmap to follow
In planning for a roadmap, we are simply just talking about when and where are we going to publish the content we have planned in the previous step. Now that you have gathered creative ideas in conveying your message, you must know how to strategize your content. Content marketing is the go-to tactic in keeping the momentum of the event therefore planning carefully the roadmap from awareness to consideration will really help in driving action. And similar to what Blog Bizzabo has said because an event is a singular moment that attendees are looking forward to, building anticipation within event marketing campaigns will help to drive action.
4. Maximize your existing database
For almost any type of campaign, there will always be an advantage in keeping database management. This way, customer segmentation is going to be very easy. It will allow you to perform direct marketing activities dedicated to a group of potential customers depending on the type of message and audience you want to attract. And if you are able to attract and speak to the right audience – more chances you will be reaching your goal!
So in summary, if you have an existing database, that’s good! If none, we strongly suggest you to have one. If you want to know why, keep reading!
Why is Database Management Important in Event Marketing?
1. Market Segmentation
Market segmentation can either be filtered through geographic locations, interests, hobbies, industries, age group and et cetera. and if you are able to segment your market properly, you can build a tighter content strategy and communication to your audience. Therefore, stronger content relevance to the recipient is more possible and highly achievable. If achieved, this will lead to better ad performances and might actually expedite the realization of the event marketing objectives.
For example, market segmentation in database marketing can be applied when creating a nurture email campaign for your event. A nurture email campaign is basically lead nurturing success which highly depends on a personal-level relationship of the brand to the consumer. The idea of a nurture email campaign is to send follow-ups or to nudge the recipient towards your desired action through a series of emails. It can focus on your call to action and in order to execute that, you must have a well-thought-of segmentation of your audience database. This is also an effective way to keep the audience engaged.
2. Produces Relevant Communication
Since you have already grouped your audiences according to their demographics or psychographic segments, you can speak to your market in a more personalized manner. To put it simply, according to Stirista, a good database marketing strategy ensures that every communication is sent to the right person or audience. Meaning to say, that again, this helps ensure the communication you deliver is relevant and your marketing efforts won’t be put into waste.
3. Targeted Campaign
The beauty of target marketing is that aiming your marketing efforts at specific groups of consumers makes the promotion, pricing, and distribution of your products and/or services easier and more cost-effective and provides a focus to all of your marketing activities. (Small Business)
Breaking down your market from your existing database will closely serve your marketing event materials to those customers who are highly likely to be interested in your event.
Here are two tips on how you can still filter or expand your database to further reach out to the right audience for your event.
a. Remarketing Strategy – One of the most used tactics in remarketing is to reach those audiences that have visited your website or those who did not complete the sign up. The recommended approach is to use the different remarketing tools which can help you reach website visitors, sign ups, and other audience sources.
b. Lookalike Audience – If you want to expand your database or customers list, you can use Facebook’s Lookalike Audience Tool. As defined by Facebook, a Lookalike Audience is a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.
4. Builds Stronger Brand Affinity
With all the efforts you have poured from segmenting your database based on your market’s demographics/psychographics to identifying and streamlining your communication strategy up to personalizing ad placements – the more your company will be seen as a secured and reliable brand. This creates your event as a top-of-mind activity which also promotes brand affinity.
Additionally, if your marketing strategy is able to show that your company cares about the same thing as your customers do, it would be a lot easier for them to care about your company as well. Thus, people will remember it. Especially if you are in an industry with lots of competitors, the events you create can provide a human element that consumers may find relatable.
If you take the suggestion listed above as a guide to help shape your event marketing strategy and functional database marketing, you will be in a much stronger position to build momentum and ultimately achieve more conversion or ticket sales. So remember, an existing database is crucial in creating an event. It could help your campaign become more cost-efficient and data-driven. Especially for niche events, market segmentation is important.