Why should I put on an event?
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Brands, products, and services should truly be experienced, activating all our senses. The customer should feel like he belongs to something when he buys or uses your product or service. The goal is to create a long-term clientele that will keep coming back. Ideally, your customer recommends you and your company to others, which of course is the best way of marketing. But we all know that, right?
We’ll start off with a short explanation of the word “event.” The word “event” not only means conferences, exhibitions, congresses, parties, or concerts. Rather, it can also mean “appointment” or “experience.” Considering the wave of social media and ever increasing Internet and non-Internet technologies today, the expectations of event attendees have increased tremendously. Nowadays, an event must include the experience factor.
Marketing events can be divided into two parts:
- Events that primarily advertise products and services
- Events that serve the basis of realizing a company’s communication goals
Companies who put on marketing events have one of two goals in mind: to present themselves internally to the company or externally to customers.
Consumers today are simply flooded with advertisements and various company communications. That means it’s getting harder and harder for companies to break through with their message, product, and service. With an event, companies have the opportunity using innovative communication instruments to bring target customers closer to their products or services.
Increasing media costs and the fact that classic marketing is becoming, in some areas, somewhat inefficient, makes it easier to decide whether to put an event on.
Marketing events are essential moreso today than ever before to be able to make good customer contacts, build trust, and effectively manage those relationships - and this goes not only for large enterprises but for small-to-medium sized businesses as well!
danielle @ November 12, 2008
