When it comes to event marketing, planning and execution often take center stage. There’s no shortage of resources, courses, and programs dedicated to teaching these skills. However, it’s important to remember that approach and strategy are just as important, if not more so. We explain how to integrate the two in this step-by-step guide to event marketing.
The Stigma Around Event Marketing
Events, especially in corporate settings, are often stigmatized as “organized chaos.” The prevailing mindset seems to be “just do the right thing,” which can work for smaller, more personal events like weddings. But when it comes to corporate event marketing, which can account for up to 20% of a company’s marketing budget, that mindset is inadequate.
Trade fairs and events as strategies
Trade shows and events should be considered as integral parts of a sales and marketing strategy, rather than just a cost of doing business. That’s why approach and strategy Planning and execution should trump planning and execution. Sure, both are important. However, planning and execution are inevitable: they will happen no matter what. So why not make sure all that effort is worth it and adds value to your company’s investment?
The importance of the approach
The approach is to make sure that you are to good showsin front of the right customers, and activating in a way that matches your potential return on objectives (ROO).
The role of strategy
Strategy, on the other hand, involves making wise decisions and tailor your efforts to your audience and customers.
For example, if your decision makers are executives who will not be at the show during the day, there is no need to allocate space and resources to executive meeting rooms at your booth.
A Step-by-Step Guide to Approaching Event Marketing
Step 1: Start by selecting the right shows that appeal to your target audience.
2nd step: Next, activate your presence in a way that resonates with your potential ROO.
Step 3: Understand your customers and tailor your efforts to them.
Step 4: Spend your marketing budget as if you were investing it, with clear performance and profitability goals in mind.
Only then can you start planning and executing. And when you do, give it your all. That way, you can ensure that your event marketing strategy is not only organized, but also effective, efficient, and ultimately successful.
Here are two great methods you can use to perform at your best.
1. The “more versus less” approach
One of the most salient concepts is the idea of “the most we can do versus the least we can do.” This mindset is deeply rooted in building relationships and trust. It’s about going above and beyond what customers expect, rather than doing the bare minimum.
In the buzz of a conference, standing out is key. But it’s not about being flashy or gimmicky. Authentic creativity and meaningful visibility should be your guiding principles for engaging customers. Remember: you need to understand how customers want to be engaged, rather than imposing your preferred methods of interaction on them.
2. Think big where others don’t
The second key is to identify areas where competitors are not investing and invest heavily in them. Many companies, especially smaller ones, make the mistake of spending too much money on large exhibit spaces to compete with larger competitors. Not only is this approach costly, it also causes them to miss out on opportunities to stand out in less-trafficked spaces.
Make sure your team knows how to identify these overlooked areas, then invest in them creatively and ask, “What more can we do?” This approach allows you to differentiate yourself and engage customers more effectively, building strong relationships with your customers.
The Power of Empathy in Marketing
At the heart of these strategies is empathy with your customers. Get to know their likes and dislikes and treat them like VIPs, because in truth, they are the VIPs of your business; without customers, your business does not exist.
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