{"id":366,"date":"2019-05-27T09:52:06","date_gmt":"2019-05-27T09:52:06","guid":{"rendered":"https:\/\/blog.eventscase.com\/?p=366"},"modified":"2022-07-05T10:59:44","modified_gmt":"2022-07-05T08:59:44","slug":"what-is-event-marketing-going-through-the-basics","status":"publish","type":"post","link":"https:\/\/eventscase.com\/blog\/what-is-event-marketing-going-through-the-basics","title":{"rendered":"What is Event Marketing? Going Through the Basics"},"content":{"rendered":"<p><i><span style=\"font-weight: 400;\">What is event marketing? <\/span><\/i><span style=\"font-weight: 400;\">With a bit of luck, you\u2019re not asking this question in the middle of an empty exhibition hall. <\/span><span style=\"font-weight: 400;\">Event marketing is the process of selling your conference, meeting, exhibition or training day to prospective attendees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unless you\u2019re organising something really targeted and niche, your event will appeal to lots of different people. But it\u2019s not always easy to do this. People have busy lives; there is only so much time they can spare. Plus, given the sheer amount of events that take place over a typical week, there\u2019s likely to be something else on their radar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What is event marketing? At face value, it answers some of the questions that attendees might have regarding your event, like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why does this event matter?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why do I need to attend your event over anyone else\u2019s?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What can this event do for me?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now let\u2019s look at some of the ways of getting across to attendees.<\/span><\/p>\n<h2>What is event marketing? &#8211; The messaging<\/h2>\n<p><span style=\"font-weight: 400;\">To market your event, you need to outline your core messaging. This could revolve around the type of event you\u2019re running (<\/span><b><i>\u201cthe world\u2019s biggest conference for marketing professionals\u201d), <\/i><\/b><span style=\"font-weight: 400;\">the numbers involved <\/span><b><i>(\u201c5,000 attendees, 200+ thought-leadership sessions, 500 exhibitors\u201d<\/i><\/b><span style=\"font-weight: 400;\">), the speakers and activities you have lined up, or another important feature.<\/span><\/p>\n<p><b><img decoding=\"async\" class=\"wp-image-364 size-medium aligncenter\" src=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept-300x281.jpeg\" alt=\"-\" width=\"300\" height=\"281\" title=\"-\" srcset=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept-300x281.jpeg 300w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept-768x720.jpeg 768w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept-672x630.jpeg 672w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept-64x60.jpeg 64w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept.jpeg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Invariably, this can represent a box-checking exercise. You\u2019ll need to give your attendees a \u2018what, where and when\u2019, otherwise they\u2019ll get a bit confused.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Still, you can be very tactical in the way that you present certain information. As well as basic details around your venue and date, be sure to include separating factors (i.e. why it\u2019s the best, or only event of its kind) and the advantages for attendees (e.g. \u201cenhance your knowledge\u201d, \u201cmeet your next client\u201d). What does your audience really want from <\/span><i><span style=\"font-weight: 400;\">you<\/span><\/i><span style=\"font-weight: 400;\">? \u00a0\u00a0<\/span><\/p>\n<h2>What is event marketing? &#8211; The channels<\/h2>\n<p><span style=\"font-weight: 400;\">Once you have your messaging, it\u2019s time to pick your methods of communicating it. Some of the best marketing channels for events include social media, display advertising, paid search, email marketing, and printed media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A few years ago, we\u2019d have advised sticking to a small pool of channels. For youthful events, that would mean promotion via Facebook and Instagram. Something more corporate would lend itself to printed media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Given that so many events are trying to reach new audiences online, you should be open to different approaches. For example, if you can see that your industry\u2019s biggest influencers have Instagram accounts with lists of relevant followers, you shouldn\u2019t be overthinking whether your is event is \u2018right\u2019 for the channel; you should just be targeting them.<\/span><\/p>\n<h2>Marketing Platforms<\/h2>\n<p><span style=\"font-weight: 400;\">EventsCase is an advocate of the multi-channel approach. Investing in lots of different activities will help you drive lots of different goals, allowing you to build awareness, engagement and, eventually, sales.<\/span><\/p>\n<p><img decoding=\"async\" class=\"wp-image-365 size-medium aligncenter\" src=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Close-up-of-hand-with-laptop-and-media-icons-300x200.jpeg\" alt=\"-\" width=\"300\" height=\"200\" title=\"-\" srcset=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Close-up-of-hand-with-laptop-and-media-icons-300x200.jpeg 300w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Close-up-of-hand-with-laptop-and-media-icons-768x512.jpeg 768w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Close-up-of-hand-with-laptop-and-media-icons-945x630.jpeg 945w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Close-up-of-hand-with-laptop-and-media-icons-90x60.jpeg 90w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Close-up-of-hand-with-laptop-and-media-icons.jpeg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Here are some of the <a href=\"https:\/\/eventscase.com\/blog\/what-is-event-marketing-going-through-the-basics\">best platforms for marketing your event<\/a>, complete with their role:<\/span><\/p>\n<ol>\n<li><b>Social networks<\/b><span style=\"font-weight: 400;\"> &#8211; Mainly used for building awareness through paid and non-paid-for activity, you can also use social media to build engagement with existing attendees.<\/span><\/li>\n<li><b>Display advertising &#8211;<span style=\"font-weight: 400;\"> Online banners can be<\/span> <span style=\"font-weight: 400;\">judged on awareness when served to new prospects, and sales when driven by retargeted ads &#8211; served to people who have abandoned your website.<\/span><\/b><\/li>\n<li><b>Print media <\/b><span style=\"font-weight: 400;\">&#8211; Ads and editorial within printed resources are mainly used to drive awareness. However, you can use them to broadcast exclusive deals on tickets (e.g. \u201cuse the code \u2018MYGREATEVENT10\u2019 for 10% off passes\u201d).<\/span><\/li>\n<li><b>Email marketing<\/b><span style=\"font-weight: 400;\"> &#8211; For people that haven\u2019t booked a ticket, your emails should be used for driving sales. For those that have, you\u2019re looking to fuel engagement and knowledge around your event. Email requires a multi-tiered approach to measurement.\u00a0 <\/span><\/li>\n<\/ol>\n<h2>What is event marketing, and why is it important?<\/h2>\n<p><span style=\"font-weight: 400;\">We\u2019re now aware of how <a href=\"https:\/\/eventscase.com\">event marketing<\/a> works and what it involves. But only you can act on this knowledge.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing costs time, effort and money, which can put some people off. Our view is that every event needs a helping hand to reach its potential. By putting more of your budget into marketing, you can:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rise above the competition by speaking loudly, and more frequently, to your audience.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Drive engagement with existing attendees, turning them into brand advocates and frequent visitors. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Develop a voice for your event to demonstrate why it\u2019s important.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Build a brand that people recognise.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"wp-image-363 size-medium aligncenter\" src=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Workplace-with-tablet-pc-showing-calendar-and-a-cup-of-coffee-on-a-wooden-work-table-close-up-300x195.jpeg\" alt=\"-\" width=\"300\" height=\"195\" title=\"-\" srcset=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Workplace-with-tablet-pc-showing-calendar-and-a-cup-of-coffee-on-a-wooden-work-table-close-up-300x195.jpeg 300w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Workplace-with-tablet-pc-showing-calendar-and-a-cup-of-coffee-on-a-wooden-work-table-close-up-768x500.jpeg 768w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Workplace-with-tablet-pc-showing-calendar-and-a-cup-of-coffee-on-a-wooden-work-table-close-up-968x630.jpeg 968w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Workplace-with-tablet-pc-showing-calendar-and-a-cup-of-coffee-on-a-wooden-work-table-close-up-92x60.jpeg 92w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Workplace-with-tablet-pc-showing-calendar-and-a-cup-of-coffee-on-a-wooden-work-table-close-up.jpeg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Marketing is about more than just selling tickets. It\u2019s a way for you to build communities, fans and, as a result, a more valued event. By doing this, you can pave the way for long-term success.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is event marketing? With a bit of luck, you\u2019re not asking this question in the middle of an empty exhibition hall. Event marketing is &hellip; <\/p>\n","protected":false},"author":5,"featured_media":641,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"pgc_meta":"","footnotes":""},"categories":[1],"tags":[6,7],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts\/366"}],"collection":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/comments?post=366"}],"version-history":[{"count":9,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts\/366\/revisions"}],"predecessor-version":[{"id":666,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts\/366\/revisions\/666"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/media\/641"}],"wp:attachment":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/media?parent=366"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/categories?post=366"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/tags?post=366"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}