Imagine you are at the movie theatre watching the most talked about “Avengers Endgame” and bam, Tony Stark makes an appearance in person, right next to your seat. You got to love him 3000, isn’t it? Are you getting Goosebumps already?
That’s the power of in-person events. You get to experience the real deal, which is twice as effective as what is on your screen.
According to a survey,
93% of consumers claimed that live events had a greater influence on them as compared to Televisions commercials and the likes.
Even though social media and other technologically advanced marketing platforms continue to influence the advertising industry, keep in mind that there’s no substitute for person-to-person exchange in marketing.
It is said that in-person events not only drive all crucial marketing metrics, but they also embody the fundamental of advanced marketing conventions in and out. There’s more to it than what you have known so far.
Let’s take a closer look.
1. In-person events boost Return on Investment
In-person events have essential ROI implications which are relevant to several companies belonging to different domains. If we are to talk about real-life examples, a targeted event marketing effort by Xeikon, a digital printing firm, had led to 300% Return On Investment generating 140 qualified leads.
This Chicago-based firm invested significantly in an upcoming trade show across various marketing channels. They understood that the trade event would provide them with a platform to showcase their products right before the target audience in person.
This, as a result, helped them achieve a whopping 300% ROI on their trade event participation, thus elevating the brand significantly.
2. Improves Brand Equity significantly
A Columbia Business School survey suggests event marketing influences brand equity to a significant extent. The primary advantage of event marketing is to create immediate engagement among the target customers.
There’s something about instant engagement, isn’t it? After all, “First impression is the last impression”. Direct communication with the target consumers allows companies to gather more authentic and positive opinion about the brand, its products, and services.
3. Establishes and fosters communicative relationships with clients
Rightly said by Seth Godin, author, entrepreneur, marketer … “People do not buy goods and services, they buy relations, stories and magic.”
Remember, marketing events are the platforms that will allow you to make your magical presence felt among your visitors as you get to voice your brand’s story with no hindrances in between.
It is said that an interpersonal connection is the first stepping stone of success in terms of client renewals and new acquisitions. Relationship building is considered helpful, especially for B2B marketers.
4. Events are the gateways to fostering thought leadership
Inspiring hundreds of invitees to know about the primary objective of your brand is beneficial from the aspect of business and client acquisition.
For example, hosting an educational event will allow you to promote the brand via career talks, future opportunities for the students and more. This means you are expressing you have something to discuss and teach beyond direct business talks and pushy sales line.
Event marketing doesn’t have to look like a marketing technique; rather it’s a brilliant idea to draw more customers closer. One can host events by roping in professional speakers to conduct the session instead of asking an in-house executive to take charge of the occasion.
This will help you make the entire campaign look more rational, effortless and unbiased from different aspects.
5. Lead generation is a serious business; in-person event approves of it
Event marketing provides you benefits in the form of satisfactory lead generation.
Reportedly, the three most commonly used B2B lead generation strategies are email marketing (78%), event marketing (73%) and content marketing (67%).
It is apparently easier for your customers to remember the brand if it provides them with something unique to experience. And what can be unique than bringing the brand in person to interact with and collect feedback from clients?
6. Newer connections lead to better business opportunities
Successful in-person events not only foster lead generation, but it also creates the perfect opportunity for businesses to build newer connections. Trade fairs and likewise events are open to all.
This means you are taking your brand to an internationally recognized platform that gives immense possibilities to interact with visitors and turn them into prospective buyers in the future.
You never know, an engaging event might just help you find future sponsors and big-shots of the industry to back you up.
7. You can determine and differentiate between serious audience and plain viewers
Prof. Henry Hemsworth of the digital brand essayassignmenthelp.ae is of the opinion … “Determining who is really interested in your business is crucial. Our team of in-house experts are planning to conduct an interactive academic counselling session with students. This will help us find out how many of them are interested in seeking assignment help. This way, it will be easier for us to convert someone who is already banking on us.”
Online marketing techniques seldom provide you with the opportunity to close sales with someone who is actually aware of the brand and interested in availing its services. A face-to-face, unambiguous interaction can save you from wasting time converting someone who isn’t really rooting for the offerings you have in store.
Invest in Events Today
It only takes a vision, proper planning and confidence to host a business event that can drive in maximum clients. Here’s your takeaway — a list of helpful tips to assist you in managing trade fairs and global meets like a pro.
- Establish the trade show objectives.
- Pick a convenient location.
- Organize your audio/video needs, list of food beverages served and setup materials.
- Book your venue in advance based on the budget you have.
- Performing a post-show follow up is absolutely necessary
She enjoys the ever-evolving world of digital marketing and loves to share her opinion on every possible update with her audience. When not creating magic with her words, you can find her sky-diving or trekking in the most bizarre locations.