If you work in the marketing world today, you’re probably familiar with event marketing. This technique promotes products or other ideas through live events. It can be as simple as a table in the vendors’ area of a trade show. Or it can be complex and creative, like the many viral events we’ve seen of late. 

With so many concepts and ideas floating around, how do you know which is best for your next project? It’s vital to marry the concept of your marketing event with the message you want to convey. A green message that creates loads of trash with excess brochures and flyers is unlikely to resonate with its target audience. But give the public the chance to test drive a high-performance car on a closed track and you’ve got marketing gold. Read on for some ideas to help you get started with your next event marketing project.

Choosing the Right Type of Event to Align with Your Marketing Goals

It’s no secret that the closer you tie your event to your message, the clearer that message will be. That’s why it’s so important to make sure you choose the right type of event for your goals. Conferences and Seminars are wonderful in some industries, but in others, they’re not going to reach your target market. A virtual event might be best for a tech startup, while a brand activation is a better fit for a new cosmetics or clothing line. We’ll walk you through the types of events so you can plan something that will wow your audience and convey your message at the same time. 

Brand Activations

Event Marketing Tips: Choosing the Right Event Type: Brand Activations: NextME Digital Waitlist App

Photo Courtesy of trendhunter.com

Brand activations are a fun and dynamic option for companies fresh on the scene. These are typically B2C (business to consumer) events, designed to introduce a new brand to the public at large. They can also be used to bring an existing brand into a new market, to launch a new product for a well-known brand, or to launch an overhaul of an older brand. A few brand activations you may have seen include:

The most important thing to remember with a brand activation is that creativity is key. The more over-the-top your activation is, the more likely people are to talk about it and to remember it. That equates to word of mouth marketing and even viral sharing on social media. 

Conferences 

Conferences are nothing new. They bring together large groups of people for presentations and workshops and often plenty of networking. We’ve seen conferences with all sorts of themes. And they can be B2B (business to business) or B2C endeavors, depending on the theme. Examples include:

When planning a conference, be sure to carefully plan for downtime and space for networking. Many conferences have failed to do this, leading to clogged hallways or missed opportunities. If you want to keep your crowds happy, give them the freedom to spend their time as they see fit.

Expos and Trade Shows 

Event Marketing Tips: Choosing the Right Event Type: Expos and Tradeshows: NextME Digital Waitlist App

Photo Courtesy of Team One Exhibits

Expos and trade shows are similar to conferences in that they gather together large groups of people around a single theme. These can also be B2B or B2C. But where conferences are all about learning and sharing ideas, trade shows are more about exploring new products and services. Examples include:

As with conferences, planning is key here. But the most important thing to be concerned with is the movement of people through the trade show. You want visitors to be able to see as many booths and displays as they like, without getting lost or having to spend a lot of time waiting around. 

Gala Events and Awards Ceremonies

You’ve likely seen some of these events on television. The entertainment industry is famous for awards shows like the Oscars or the Grammys. But most often, these sorts of events are used to raise funds or awareness for nonprofit groups. 

At Galas and Awards Ceremonies, the key is special treatment. You want to make your guests feel honored, whether they’re receiving an award or not. This may mean delicious food and drinks, an opulent setting, or black-tie formal attire. No matter how you choose to hold the event, it should be memorable and something worth talking about. 

Networking Events

Event Marketing Tips: Choosing the Right Event Type: Networking Events: NextME Digital Waitlist App

Photo Courtesy of FinTech Connect

Networking events are generally social opportunities for people to make connections and interact with others whose business interests are similar. These can be large or small but are rarely consumer-focused. Instead, they tend to focus on professionals from similar or complementary industries.

At a networking event, you want to give attendees plenty of time to talk amongst themselves in an informal setting. But icebreakers are a great way to get the ball rolling. Key to a successful event here is the ability to bring together the right people. You want a broad enough group that they won’t likely already know each other, but not so broad that they have trouble finding common business interests.

Product Launches

Similar to brand activations, product launches are B2C events used to introduce a product to consumers. They can be as simple as handing out samples or creating a pop-up shop in an exciting location. Or they can be unique and creative, the kind of event that gets plastered all over Instagram and other social networks. 

The key to a good product launch is getting your product to stick in the minds of your target consumers. To do this, you’ll want to build up anticipation before the launch, often with teasers or hints about what’s to come. Then be sure to deliver on your promises, making sure to associate your brand or product with a positive experience.  

Seminars

Seminars tend to be smaller events than their larger cousins, conferences. But like conferences, they’re typically focused on education and an exchange of ideas. Because they tend to be smaller and more intimate, seminars are an excellent way of building a community around an idea or theme. 

When running a seminar it’s important to not be overly sales-related. Remember that the focus should be education. Instead of spending the seminar singing the praises of your product or service, educate attendees about the problem your product solves. Or discuss the importance of the type of service your company offers. Attendees should walk away with broader information than your product’s features and uses. Give them something they will find valuable in their lives or businesses, whether they become a client or not.

Virtual Events

Virtual events are attended remotely, rather than held in a physical space. They can include everything from virtual conferences broadcast across the web to social media influencer campaigns. As virtual and augmented reality platforms grow and become more mainstream, expect to see these incorporated into virtual marketing events more often.

It can be tempting to default to virtual events because they typically require fewer resources. But don’t discount the importance of face-to-face interaction that is missing in these events. Often combining virtual events with live ones can give you the best of both worlds. This allows you to reach people who would never consider traveling to your live event, while still making meaningful connections with those who do.

The most important thing to consider if you’re hosting a virtual event is technology. You want to ensure that your event runs as smoothly as possible, without bandwidth issues or other technical problems. But in order to create a memorable event, you should also ensure you’re using the most up to date technology you can. A new and novel concept can draw crowds that you might not otherwise reach.

No matter what type of event you choose, you’ll want to attract a crowd to spread your message as far as possible. If you manage this, it’s vital to keep your crowds happy to make sure the experience is positive. One important aspect is making sure you don’t force visitors to stand in endless lines. Instead, check out NextME’s waitlist app. It’s the easy-to-use solution that event marketers are falling in love with!