Event marketing: how to organize successful events to promote your brand 

In a saturated market, where many companies offer similar products and services, standing out is a strategic necessity. It’s no longer enough to stand still waiting for consumers to arrive on their own; instead, it’s essential to develop actions that capture their attention, create a connection, and position your brand as the preferred option. There are different strategies for this, and among them, one of the most powerful is event marketing.

What is event marketing?

Event marketing is a strategy that uses the organization of in person or online activities to promote a product or service, or directly a brand. It’s a form of experiential marketing, as it focuses on creating memorable experiences that emotionally connect with the audience.

Through these experiences, you can inform, educate, and interact with attendees, strengthening brand recognition and driving lead generation and conversion. Unlike other forms of marketing, event marketing allows for direct contact with the target audience, reinforcing trust and credibility. All of this leads us to see its benefits:

• Increased brand awareness. Something special about these strategies is that their results are not only seen during the event, but also before and after. If the promotion is adequate, you can attract an audience that did not know your brand before and, in addition, it can generate enthusiasm among interested attendees.
• Generate leads. Events offer great possibilities for generating potential clients. The people who have registered to attend are already interested in your brand, if you also provide them with useful content and interaction, they can end up converting into clients.
• Product Demonstrations. Events are places where you can creatively demonstrate the value of your products or services, sparking the interest of attendees. Furthermore, it offers the audience the possibility to ask questions and resolve all their doubts in a close manner.
• Database. Organizing brand events is a way to obtain a valuable source of data about your audience, with information on their preferences and pain points that you can later use to develop marketing strategies.
• Competitive advantage. It’s a way to stand out from the competition. A well organized event that has success demonstrates the knowledge you have in your sector and places you in a leadership position. By offering the public useful and valuable information, you are leaving a favorable impression on potential customers and placing yourself above your competition.

Types of event marketing

One of the main advantages of this strategy is that it has enormous possibilities and great versatility, which means that there are different types of event marketing, each one ideal for a specific objective and different budgets:

• Conferences. These are large-scale events aimed at the exchange of knowledge and networking, bringing together an audience from a specific sector. These are usually chosen by very established companies; for example, Apple holds annual conferences to announce its new products.
• Seminars and workshops. These events have a more educational nature, featuring one or more speakers who give talks on a specific topic of value to the audience.
• Networking. This type of event is usually a day where people from the same sector can exchange ideas and find points in common. A key instrument for building a solid network and discovering business opportunities.
• Webinars. A trending type of event, since it is more economical and allows people from anywhere in the world to attend.
• Product launches. These are events specifically designed to introduce a new offering to the market, often including product or service demonstrations. They aim to make an impact and generate anticipation among attendees.

Finally, before we go, here are a few tips to ensure you have success at your next event:

• Create a specific hashtag for your event that allows you to stand out on social media.
• Share a press release with the media in the moments leading up to the event to expand your reach.
• Make use of early bird registrations. This is a strategy that consists of selling early bird tickets at a lower price, meaning the first to register and buy the ticket will have a lower price.
• Partner with influencers in the sector. This will further spark the interest of attendees and help you increase your brand recognition.
• Offer valuable content. Beyond selling or promoting yourself, an event should provide value, knowledge, and useful experiences for the attendees.
• Measure the results. This strategy doesn't end when the event is over; rather, once it concludes, objective results must be measured to improve future events.

Now that it's clear that event marketing is a strategic tool to differentiate your company from the competition and offer a memorable experience that can be the decisive factor for your brand to stand out, are you ready to organize an event?