Have you considered event marketing for your business? Providing an experience for your ideal customer is a way to increase earned media, drive sales, and generate a loyal following. But is it right for your business? Here are a few things to consider before jumping in:
Is an Event in Sync with Your Business Goals?Never host an event just because event marketing is a hot trend. You need to find a way to tie the event into a business goal. Before you even consider an event, think about what you want it to accomplish. For instance, a book marketing site recently hosted a weekend conference on how to self-publish a book. This helped them educate their target market framing this knowledge in a context that’s helpful to the business.
Consider these examples:
- Your audience has a need. Solve it with education by hosting an informative user’s conference.
- People want to be inspired. Pet supply stores often try to help with facilitating animal adoptions. They make people feel good and inspire them to help out. Plus they move product. Can’t adopt a dog without a bowl and food.
- Make shopping more entertaining. A furniture store brought in a band every weekend and moved some of their products outdoors during the summer to create a fun atmosphere in which to browse.
However, you needn’t charge for the event ticket. Some companies offer a free event and then sell VIP passes or exclusives.
If you’re considering event marketing ask yourself these questions before diving in. When businesses embrace a trend without understanding if it’s a good fit for their target audience, it can be a very costly decision. Still, event marketing is becoming more and more popular. Remember the younger generation, which is coming into its buying power, appreciates experiences over things. If you host an amazing event, you can give them both.