Event marketing definition
Event marketing comprises the promotion, planning and design of events that are intended to raise awareness of a company or brand. It is also used to increase sales and to target (potential) customers .
Event marketing deals with the strategic planning and implementation of events. The tasks of event marketing also include monitoring and measuring the results.
Event marketing examples
There are many examples of successful event marketing. The Coca Cola Christmas Trucks or the Red Bull Flugtag are certainly familiar to most people, but today we would like to introduce you to an event organized by Harley-Davidson.
H-D: European Bike Week
Harley-Davidson organizes regular biker gatherings where the community comes together. From local rides and dealer events to multi-day rallies, there is something for every biker's heart.
In 2023, Harley-Davidson celebrates its 120th birthday. The 25th anniversary of the first Harley-Davidson event at Lake Faak in Carinthia, Austria, was also celebrated in September 2023. As part of this, H-D offered some unforgettable experiences. From September 5 to 10, motorcycle enthusiasts were able to enjoy the Expo, test rides, a Harley parade and live music.
Although the Harley-Davidson brand is omnipresent, it is not completely at the center of attention. It's more about bringing together like-minded people who are passionate about motorcycling.
Factors for good event marketing
What makes good event marketing? To answer this question very casually: everything that inspires your customers! But that's easier said than done. First of all, you need a great idea and this must also reach your (potential) customers.
We have collected some important factors for good event marketing here:
- Publish important information promptly
- visually appealing content
- unique event
- Clear differentiation from other events
- geared to the needs of the target group
- Positive emotionalization
- Engagement with/from the visitors
To organize a successful event, we recommend working with an event marketing agency. That way, your event is in professional hands.
It can also help you to avoid common mistakes in event planning.
Event marketing goals - what you can achieve
Good event marketing should motivate visitors to actively participate and positively emotionalize them. Event marketing can be used to pursue a variety of objectives, which you should clearly define in advance. Because only if the objective is clear in advance can you carry out your event successfully.
Possible goals in event marketing can be:
- Increase in brand awareness
- Strengthening customer and business relationships
- Lead generation
- Image building
- Employee retention
- Increase in sales
- Promoting products
- Advancing the company's goals
- Differentiation from the competition
The aim of event marketing is to create an interactive and unforgettable experience for participants.
Target groups in event marketing
As different as the companies and brands are, as different are their events. We would like to give you an overview of different types ofevents and show you the different target groups.
Types of events
The focus of an event depends on both the objective and the respective target group. The focus can range from cultural to sporting to economic . Here you will find some examples of events:
Culture
- Concert
- Theater
- Art event
Sport
- Championship
- Olympic Games
- Tournament/Competition
- Recreational sports
Economy
- trade show
- Congress
- Exhibition
- Open day
Socio-political
- Political event
- Parade/move
- Opening
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Regardless of the type of event, the focus on the respective target group is crucial.
The target groups in event marketing
The target group can be divided into internal and external target groups . Here you will find an overview of the different target groups.
Each event should have an interactive and unique character in order to reach the respective target group and also the goal.
The most important event marketing tasks
If events are planned and implemented correctly, they are a promising method of attracting potential customers and maintaining existing relationships with customers and partners. Basically, the planning of an event can be divided into 5 important phases:
- Initiation of the event
- Strategic planning
- Operational planning
- Operational implementation
- Follow-up
Many other factors must also be taken into account. These are essential for the planning and execution of an event. You should plan your events down to the smallest detail and leave nothing to chance.
Contents of a successful event marketing concept
Let's now take a look at the content and factors that are important for a successful event marketing concept.
Target definition
If the objectives are not clearly defined, many events fail as early as the conception phase. It is therefore essential that you clearly define in advance which goals are to be achieved with an event. This is the only way to develop and implement the concept in a targeted manner.
Organization
Good organization is the be-all and end-all of any event. This requires a lot of time as well as professional expertise, and events must be very well coordinated between all those involved. To ensure that everything runs smoothly, it is necessary to coordinate everything in advance.
Communicate clearly which employee or partner is responsible for what. Also make sure to include a replacement if, for example, an employee falls ill or is otherwise unavailable.
Location and time
Finding a suitable location for an event is not that easy. For offline events, the venue must not only fulfill the right technical and infrastructural aspects, it must also fit into your overall concept .
For example, make sure that visitors can easily find the location and that there are enough parking spaces on site. If the parking situation on site does not allow this, organize a shuttle service to take visitors to the event, for example.
If it is an online event, it is also important that visitors can easily find their way to your event. For example, make sure that every guest receives an invitation link and that it works.
The right timing and duration of the event also play an important role. Define the appropriate length of the event just as carefully as the date.
Communication and advertising
Communicating and promoting your event is essential. After all, even the best event is useless if nobody knows that it is even taking place. Therefore, start marketing your event at an early stage in order to use all available channels.
Performance review
Another important factor in event marketing is monitoring the success and follow-up of an event. Analyze the available information and check whether the set goals have been achieved. Derive opportunities for improvement from this. In this way, you can ensure that your event marketing continues to improve from event to event.
Why event marketing is important
Event marketing offers a decisive advantage over other strategies. In contrast to flyers, TV advertising or online marketing, products, brands and companies can interact very closely with their target group. Depending on the event location, potential customers can also be brought directly to your premises in this way.
An event that takes place in a relaxed setting and does not focus primarily on the brand is less intrusive. This puts less pressure on visitors to buy something. Instead, in the best case scenario, the event triggers a positive emotion in visitors and they become associated with the brand.
Flyers are often thrown away, TV advertising is switched over and advertising in email accounts is often simply deleted. The online world and social media platforms are flooded with advertisements anyway. This often makes it difficult to reach potential customers. Conventional online marketing has become more anonymous, but event marketing is very personal and directly addresses the target group.
Event marketing: advantages and disadvantages
Let's now take a look at the advantages and disadvantages of event marketing.
Advantages
The advantages of event marketing include:
- Deepcustomer loyalty
Events offer the opportunity to build a deeper and more personal relationship with customers as they are involved in a real or virtual experience. - Unforgettable experiences
Well-planned events can create unforgettable moments that customers will remember for a long time and associate positively with the brand. - Brand awareness
Events often attract attention in the media and on social platforms, which increases brand awareness and leads to increased reach. - Product presentation
Companies can effectively present new products or services and offer customers the opportunity to try them out. - Direct feedback
During the event, customers can provide direct feedback, which offers valuable insights for product development and marketing. - Emotional connection
Events make it possible to share emotions and stories that create a strong bond between the brand and customers.
Disadvantages
The challenges in event marketing include, for example:
- Costs
The planning and implementation of events can be expensive, especially when it comes to larger or more elaborate events. - Time required
Event marketing requires careful planning and preparation, which takes time and resources. - Measurability
Measuring the exact success of events can be challenging, as it often cannot be expressed directly in figures. - Limited reach
Physical events have a limited reach and cannot reach all target groups, especially if they are location-based. - Competition
As many companies use events to stand out, competition for attention and resources can be high.
Despite these challenges, event marketing can be an extremely effective strategy and can bind customers to a company or brand for a long time.
Event marketing - Frequently asked questions & answers
What is event marketing?
Event marketing is a marketing strategy in which companies plan and organize targeted events to strengthen their brand and achieve marketing goals.
What goals can event marketing achieve?
Event marketing can achieve goals such as customer loyalty, brand awareness, product presentation, lead generation and increased sales.
What types of events are suitable for event marketing?
Events can be physical (e.g. trade shows, conferences) or virtual (e.g. webinars, online events) and should be selected according to the target group and objectives.
How do I plan a successful event?
Planning includes defining objectives, selecting a suitable venue, budgeting, promotion and taking into account details such as logistics and technology.
How do I measure the success of event marketing?
Success can be measured using key figures such as the number of participants, interactions, customer feedback and conversion rates.
How can I minimize the costs of event marketing?
Costs can be minimized through careful budgeting, partnerships with sponsors and the use of online platforms to host virtual events.
What role do social media play in event marketing?
Social media are crucial for promotion and interaction in event marketing. They enable the dissemination of information and the involvement of the audience.
What are the trends in event marketing?
Current trends in event marketing include virtual and hybrid events, personalized experiences, sustainability, live streaming and the increased use of technology such as virtual reality.
Why is event marketing still relevant in the digital era?
Despite digitalization, people are still looking for the personal and authentic experiences that event marketing offers. It creates real connections in an increasingly digital world.
Which companies have used successful event marketing?
Companies such as Apple, Microsoft, Coca-Cola and Salesforce have successfully used event marketing to strengthen their brands and inspire customers.
