Events are one of the best ways for businesses to build brand awareness, foster loyalty and expand their customer base. But with a lot of different event marketing options out there, deciding which type of event to host might feel daunting.
The art of successful event marketing is in making sure it organically grows from your business, in line with your company’s product, goals, and target demographics. You probably don't want to invest time and money into an event without considering how it benefits your brand and customers.
What is event marketing?
Event marketing aims to promote a brand, product, or service to customers through real-time events, which are hosted either online, offline, or both. The ultimate goal is to engage your audience and connect them to your business via a unique, enjoyable, and rewarding experience.
Explore these 10 fun and profitable business event marketing strategies that engage audiences while staying true to your brand’s values and vision.
1. Interactive events
Interactive events let people directly engage with your products and some of your employees. For an interactive marketing event, you might consider setting up hands-on stations where attendees can see how things work or see your services in action. A video editing company for instance might offer customers the opportunity to edit clips on site, giving them a chance to exercise their creativity whilst seeing how the process works and why the solution it’s worth buying.
2. Travel events
Were you excited to go on a field trip in primary school? That same enthusiasm can apply to adults in the business world too. Arranging to take your customers on a trip – even if it's a nearby destination – gets them out of their daily routine and gives them the chance to explore your products and services in a unique setting. Whether it’s a one-day outing or a weekend trip, consider organising your travel marketing event around product demonstrations, customer interactions and other fun activities. A small brewery, for instance, might offer a day trip out to a local hop farm to teach customers how hops are grown, how they’re used, and how different varieties can influence the final product.
The art of successful event marketing is in making sure it organically grows from your business
3. Learning events
People love to learn new things, and who better to teach them than you, the professionals? Think about what your business represents and how to use the skills and knowledge that you have in-house to create powerful and memorable educational events. For instance, software companies might consider hosting training sessions to teach customers how to use their products. Restaurants might host food-and-wine pairing dinners and explain how they find complementary flavours.
4. Lecture events
Building on learning events, you could reserve a seminar room or conference centre and bring in a speaker to talk about issues related to your business or service. Planning a reception afterwards to network with customers and prospects provides an opportunity to connect about topics generated at the event.
5. Just-for-fun events
Not all events need to relate directly to your business. Sometimes event marketing is just about having some fun and giving back to customers to reward and encourage loyalty.
You might consider organising a family fun day in your parking lot, complete with an inflatable bounce house, games, and a cotton candy machine. While these events work well for family and children-oriented businesses, they can also be tweaked to match different audiences. A small outdoor equipment shop might hire a professional axe throwing company, a few food trucks, and a local band, for instance.
Regardless of your business or audience, just-for-fun marketing events encourage people to relax and enjoy themselves, creating a positive and memorable vibe around your brand. This can be especially helpful if you've recently launched in a new location.
6. Fundraising events
Raising money for a charity related to your business not only helps a good cause; it also creates positive feelings about your brand. People are often happy to contribute – such as through direct donations, silent auctions, or ticket purchases – when they know it's for a worthy cause. It shows that your business has solid values and strives to achieve a wider purpose.
7. Adventure events
Consider reserving a local rock-climbing gym, organising a 5km run, or arranging a hike in a local city park. All these events, under the sponsorship of your business, give people a chance to get to know you and your employees in an environment that has nothing to do with business. It also gets the competitive juices flowing, which is great for relationship building and team morale.
8. Networking events
Networking events benefits both your business and customers. A simple cocktail hour at your company’s location or at a local wine bar or microbrewery, for instance, can be an easy way to bring people together and get them excited about your business. If alcohol is off the menu, consider a coffee and breakfast event or an evening workshop that leaves ample time to connect and have creative discussions. Fun networking events give customers the chance to meet others with similar interests whilst helping your brand stand out.
9. Virtual events
Not every marketing event needs to be an in-person activity. Virtual settings provide opportunities for wider connections, enabling businesses to harness the powers of social media and other interactive platforms to reach out to customers and clients. There are many virtual options to fit your customer’s needs, including webinars, call-in sessions, live-streaming on social media, or any other use of organised online space. For example, hosting a virtual ask-me-anything (AMA) sessions give people an open floor to ask questions about your business, potentially building trust and sparking interest.
10. Tandem events
Joint events in tandem with others in your field or partner businesses provide interesting opportunities for mutual growth. For instance, if you own a hair salon, consider finding a day spa, nail salon, or beauty supply store that would join forces for a “day of beauty” event. Partnering with another business increases the number of potential new customers you'll attract and strengthens your network.
The takeaway
Event marketing can be challenging to pull off, but when done well, the extra effort pays off. Sometimes there’s an immediate return on your investment, and sometimes you play the long game. Either way, it's likely your customers and prospects will remember your marketing event far longer than they would a brochure or email.