What is Event Marketing? Guide methods and concepts!

Event marketing is a kind of marketing that involves holding, participating in, or attending events to promote a brand, product, or service.

Event marketing allows you to develop deeper ties with your consumers while also educating them about your product.

What Is Event Marketing?


The promotion of a product, brand, or service through in-person encounters is known as event marketing. 

There are several types of event marketing, and each tailored to meet a marketer’s unique objectives.

Hosting an event to strengthen relationships with prospects and customers is an example of event marketing. 

Attending an event as an exhibitor to educate potential consumers on your company’s product offering might also be an option.

Digital events, such as webinars or live-streamed seminars, can also be included in event marketing.

So, each of the preceding instances uses the potential of live events to achieve commercial objectives.

How does event marketing work?


Event marketing done in a variety of ways. 

So, the most apparent example is when a brand sponsors certain events. 

Depending on the sort of event, it can assist you in strengthening relationships with clients and prospects, finding new partners, acquiring leads, and more.

Attending events as a guest is another option.

By demonstrating knowledge in the subject, a corporate representative can sell products or services or enhance a brand’s image.

 Finally, you may boost brand recognition by sponsoring events.

Whatever approach a brand employs, event marketing seen by 95 percent of marketers as the most significant way to achieve business objectives. 

Let’s look at why this is the case.

Importance of Event Marketing


The value of event marketing boils down to increasing your credibility. 

Partners and customers have the opportunity to connect with a brand in person, making it more trustworthy. 

As a result, gatherings provide an excellent chance for networking. 

The opportunity to create beneficial contacts is the major motivation for participation in events, according to 75% of business owners.

Organizing or attending events is an important component of a successful lead acquisition strategy. 

Large business gatherings bring together a diverse group of people who are interested in your industry, product, or new prospects in general.

Attendees are likely to become warm leads and devoted consumers in the future.

Events are a fantastic way to increase client loyalty. People attend conferences or seminars not just to establish new contacts and learn new things, but also to get away from their daily routines and have fun. 

Positive encounters like this foster a deep emotional connection with a business. 

As a result, organizing events may be an effective method for relationship marketing.

Surprisingly, event marketing may also enhance your brand’s internet visibility. 48% of youngsters attend events to share their experiences on social media.

This implies increased brand recognition and exposure for businesses.

This brief overview of the importance of event marketing provides some insight into how effective this marketing channel is.

It’s time to get into the nitty-gritty.

What Is Different About Event Marketing?


Marketing is, at its heart, a kind of communication. It is the capacity to communicate a message and at the appropriate moment.

Live events allow one to engage directly with stakeholders and clearly express their message.

It’s no surprise that event marketing is becoming one of the most significant marketing tactics for today’s large corporations.

According to Forrester Research, events account for 24% of B2B marketing budgets. 

By 2020, there will be 3.2 million global professional events held each year. 

Companies are recognizing the value of live events, and this trend is expected to continue in the coming years.

A detailed and comprehensive guide on event marketing best practices provided here. 

Whether you’re organizing a three-day conference or attending an international trade fair, this book will help you understand event tactics and how to optimize their effect.

Types of Events


The combination of improved technology and the rising demand for events has resulted in a diverse range of event formats.

Having a solid grasp of each sort of event can assist event marketers in determining which ones best match their unique aims.

The following is a comprehensive, but by no means exhaustive, list of event kinds.


  • Conferences



These large-scale events account for a sizable percentage of the events business. 

Conferences might be B2B or B2C, with a program packed with entertaining speakers, instructive seminars, and important networking opportunities. The most successful conferences are those that combine a professional setting with an active, social atmosphere.

Apple’s World Wide Developer Conference 2019 is an example of a large-scale conference. 

The presentation, content, and product updates tailored to developers’ and product users’ needs. 

A highly anticipated speaker will be on hand, as will workshops teaching consumers how to get the most out of their goods.


  • Trade Shows



Trade fairs and expos design to promote new products and services from a variety of connected businesses in a professional setting. 

Typically, these events have a theme that connects the booths.

IMEX America, for example, is the largest trade exhibition for event planners. 

IMEX America, held in Las Vegas, gathers approximately 12,000 guests and 3,000+ exhibitors in one location.

The event brings together industry leaders to meet, socialize, and explore new business connections and ideas.


  • Seminars



Seminars are often held in a smaller, more intimate environment and mainly focused on teaching attendees. 

The smaller group size enables more in-depth conversations and information exchange. 

Seminars typically span one day and are generally only a few hours long.

For example, the ABM Leadership Alliance presented its inaugural session, ABM by the Numbers, in Boston. 

The event brought together B2B marketers that focused on driving their event strategy with important KPIs, and it provided a platform for experts to exchange and debate key learning as well as present case studies.


  • Internal Company Meetings and Periodic Business Gatherings



Internal corporate meetings and periodic business gatherings are gatherings that use to discuss a specific group of subjects to review progress, assist project kickoffs, or address a specific problem. 

They are most popular in firms with more than 25 employees, although smaller businesses can still profit from this sort of event.


  • Thought Leadership and Networking Events



Thought leadership or networking event’s objective is to demonstrate a brand’s authority in a certain subject and to create opportunities for people with similar business interests to connect and interact with one another. 

This event style may feature VIPs or may be more focused on public admission.

Forbes under 30 Summit is one example, which brings together young professionals, A-list speakers, speed-pitching, and the notorious bar crawl. 

The immersive event provides a forum for enthusiastic young industry innovators to express their voices and network with colleagues.


  • Ceremonies and Galas



Ceremonies and galas serve several functions, but one thing they always have in common is that they give an exquisite method of showcasing a company and its product or service. 

Whether it’s a black-tie fundraising event at a leased art gallery or the kick-off for an annual meeting at a conference, ceremonies and galas are a classy way to honour a significant occasion.

An award ceremony is one method to commemorate a formal event with consumers.

Oracle, for example, sponsors the Markie Awards to recognise leaders in digital marketing and customer experience. 

This is a fantastic event that pays tribute to Oracle customers in a fun and meaningful way.


  • Product Launches



Product launches use to introduce new goods or solutions to current and prospective consumers. 

A product launch’s objective is to make present and potential consumers enthusiastic about new features and functionalities coming to their product.

Every year, Adobe presents MAX, a creative conference for Creative Cloud users. 

Attendees receive a front-row seat to Adobe’s latest product upgrades and innovations.


  • VIP Events



VIP events (also known as sales acceleration events) design to provide the most powerful shareholders, clients, and other honoured visitors a unique (and spectacular) experience.

The ultimate objective of any VIP event is to boost revenue by retaining the allegiance of these crucial people.

Atlassian, for example, had an invite-only CIO Lunch in both New York and Silicon Valley.

The VIP event brought together industry experts to discuss pertinent problems and breakthroughs in their sector.


  • Job Fairs and Recruiting Events



Most job fairs and recruitment events aim to identify and secure the talent for their company’s various divisions. 

This event type is popular among start-ups or firms searching for fresh ideas to help develop their business. 

It typically conducted at schools and institutions.

Developer-Week, for example, draws developers from San Francisco, New York, Austin, and Chicago. During the week-long event, there will be many developer conferences, a hackathon, and a recruiting mixer for prospective job seekers.


  • Team Building



Team building activities are internal gatherings designed to provide staff with entertaining and innovative opportunities to bond.

Typically, the objective is to encourage relationship development so that workers may become better leaders and collaborators.

It’s also a good method to introduce colleagues from different departments who would not otherwise meet.


  • Field Marketing and Activations



Most outdoor marketing or brand activation events aim to strengthen emotional ties between a firm and its target audience. 

Because the major objective of this event type is relationship-building, it is very crucial to identify the specific audiences you are targeting to arrange the activities properly.

The media and lifestyle brand Refinery29’s 29 Rooms is a wonderful example of focused marketing activation. 

The yearly event intended to be an interactive “playground for grownups,” featuring a selected variety of encounters with bands, businesses, and material.


  • Virtual Events



Virtual events are great for businesses who lack the means to stage a full-scale live event and cannot afford to go to an overseas conference. 

So, It allows individuals from all over the globe to participate, resulting in a more globalized and diversified collection of participants. 

As virtual and augmented reality technology continues to advance at a rapid pace, virtual events may soon become a popular kind of live event.

Gain-sight’s Pulse-Check, for example, is a virtual event that is recorded and broadcast to virtual participants. This enables participants to access information on their schedules. 

Gain-sight provides free recording sessions to new Gainsight members to expand their audience.

3 Tips for Finding the Right Event Venue


Finding the proper event location will be critical in determining event success once your goals have established and your KPIs have determined.

There are several factors to consider while selecting a location, and the three suggestions below will help you get started perfectly.

Review the Data


Make a point of digging into the data from prior events you’ve arranged to see which elements performed well and which needed to be improved. 

So, If you asked participants to complete post-event surveys, utilize their replies as a reference.

Choose an event site that meets those requirements based on the comments. 

For example, if you’re putting up a road-show series, you might want to look at which locations (Boston, Toronto, and Los Angeles) draw the most prospects and consumers.

2. Draft an Interior Design Plan


Creating an environment that encourages creativity and cooperation is just as essential as the event’s substance. 

The physical atmosphere has a huge impact on encouraging participants to engage and participate enthusiastically.

Lighting is always a crucial component in creating such an environment. 

Effective lighting can be utilized to encourage networking or to direct participants’ attention to a certain component of the event, such as a speaker or exhibitor.

Aside from lighting, the choice of furniture may also contribute to the creation of an environment conducive to greater interaction. 

So, If you’re planning an outdoor event, bar tables and chairs invite people to mingle. 

More personal talks would result from smaller sitting spaces.

3. Consider Accessibility


It is always critical to ensure that your event is easily accessible.

Make sure there are obvious pick-up and drop-off places for participants, as well as clear instructions to the venue and enough parking space if needed.

Your guests should be able to concentrate on the event’s content rather than worrying about how to get there.

Keeping wheelchair accessibility in mind is equally essential for creating an inclusive event experience.

Make sure to inquire about wheelchair accessibility at venues and organize your event schedule accordingly.



All indications point to event marketing continues to be the most important marketing channel for firms in 2021 and beyond. 

There’s a solid explanation behind this. 

Marketers now have the technology to demonstrate the ROI of their events to corporate executives.

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