Making the Case for Events as Marketing

Unlike other forms of advertising, sponsoring an event can be more personal and meaningful. Sponsorship allows you to create a deeper connection with your target audience by aligning with something they care about. While events are an effective way to gain exposure, it’s important not to forget that it’s also an opportunity for you to find new leads.

If you plan (or sponsor) events that appeal to those who aren’t already part of your company’s database or email list, sponsorships can help you reach beyond those who have already purchased from you.

It’s no secret that companies use events to promote their products or services. So much so that the term “event marketing” refers to using events as marketing and not the marketing of events. Your product or service may solve a problem for your customers, and that’s great in the short term. But an event gives them a positive experience they’ll associate with your brand into the future. Invite your most promising prospects and communicate your message to them in a controlled atmosphere, immersing them in your brand message and the value of your offerings.

A thought leader is a person or company that is an expert in their field, and sharing their expertise with others. Clients prefer working with them because they have a proven track record of success and forward-thinking.

Events can elevate your experts to the status of thought leader. You may not be the expert, but you can be the person that brings together all the bright minds of the industry. Leading industry events facilitate interactions that reflect positively on your brand and generate buzz long after it’s over.

With all the hype surrounding the benefits of events as a form of marketing, you’d think everyone would have jumped on the opportunity by now.

How many of your direct competitors have organized, or are planning, any kind of corporate events? Attending an event drives a reported 65% to recommend a brand and 59% to consider that brand for themselves (vimeo/livestream). Stay ahead of your competition with this new form of customer conversion.

Hosting an event is all about driving post-event sales. Events deepen connections and can nurture leads to become customers.

An event will enable multiple methods of conversion at once. Combine face-to-face meetings with interactive games and activities to increase engagement. A positive brand experience is designed to encourage attendees to make a purchase.

Finally, an event can be an excellent opportunity to show some gratitude for your success, your clients, your partners, and, most importantly, your own team. You can organize a celebration of your company’s achievements. Award key performers on your team or some of your favorite clients.