4 Crucial Factors to Consider While Creating Your Event Marketing Strategy

4 Crucial Factors to Consider While Creating Your Event Marketing Strategy

You have organized a splendid event, an event that has the potential to actually change the manner in which your target customer perceives you as a brand, and develop an emotional connection towards it.

However, in today’s world, simply creating an event is not enough.

A smart and effective marketing strategy is something that separates a successful event from one that a consumer barely remembers, few days after its conclusion.

Let’s talk about a few crucial factors that will help you to smash your event marketing strategy.

1. The Objective

Setting a clear and specific goal for your event is something that you need to decide first of all, as it’s according to your objective that you should specifically design your event marketing strategy.

Generally, businesses either have a quantitative or a qualitative goal when it comes to their event marketing strategy.

For example, an event marketing objective can be to attract a minimum of thousand visitors to their upcoming event, or it can be implicit goals like relationship building, brand awareness, etc.

Another thing you have to keep in mind mandatorily is that you frame your objective in accordance with the event budget that is allocated to you.

2. Content Marketing Plan

After you create the objective, the content marketing plan should be your second point of consideration for your event’s digital marketing strategy.

There are numerous different types of marketing content that have to be created in order to reach your desired objectives. The most common pieces of content are:

Creating a separate page on your website for the event

This page generally has all the details regarding your upcoming event, such as the overall event schedule, the key speakers, etc.

It should also include a CTA where your customer has to register for the event by providing his personal details.

Having a registration CTA will help you in creating a separate database for new leads that are specifically interested in your event, and can be targeted with related content in the future, post the event.

Social media posts

This can be of various types, namely text-based, video-based, or infographic based posts.

These posts should majorly focus on creating the initial engagement among your target audience.

What your posts should mandatorily have is a CTA that directs your viewer to the event page on the website.

Your social media posts should always be directed towards catering to your target audience’s needs and preferences and not of a generic nature.

E-Mail campaigns for follow up

You should always create a separate e-mail campaign for the leads that you have generated specifically for the event.

This can be offer-based e-mails, providing certain products/services that were related to your event, at a discounted price for a limited time.

Another type of E-mails you can leverage is content-based e-mails. These e-mails generally have premium gated content that is related to your event.

A customer can gain access to this content by providing some personal details other than his e-mail address, preferably his mobile number.

3. Leveraging your audiences

The interested audiences of your event are a very lucrative source of increasing the reach and awareness of your upcoming event, across multiple social media platforms and other interested customer groups that are unknown to you.

However, your audience would rarely share the details of your content voluntarily, and they will always need some hard-hitting incentives to do so.

There are several incentives related to your event that you can attract your customers with, namely providing concessional ticket prices or front row seats( if it’s a speaker oriented event).

You can provide such benefits in return of a certain number of successful shares of your event URL code made by a customer.

So how can you make you viewer aware of such incentives?

Well, as a first option, you can always use incentive-based pop-ups that clearly state the incentive provided and the related task that a viewer has to do to avail such a benefit.

Secondly, you can also include another CTA button, on the event page of your website, before you final CTA that directs your customer to the image sign up page.

It’s best to frame the CTA as a question, asking the customer whether he wants to avail the incentive or miss out on it.

4. Evaluating your event

Evaluating the overall performance of your event is something that’s very crucial as it gives a detailed analysis of the part/aspects that you were spot on and the ones that you where your efforts were not satisfactory, due to which you might have lost some potential customers.

All these can act as guidelines for you next event marketing initiative.

The most efficient way to measure your event is by fixing upon measuring a few particular metrics that, according to you are the most appropriate when it comes to accurately measuring your event’s performance.

Here are a few metrics that you or your testing services provider should definitely follow:

1. Brand Impact: This metric looks into, whether an event has been able to change the brand perception, in relation to certain important dimensions like approachability, thought leadership, etc.
2.  
3. Customer retention: This involves looking into the number of existing customers that the event has been able to retain.
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5. Perceived quality: This involves ascertaining whether your event has managed to make your target customer realize that the level of services or offerings that you are providing are of high value and not of average standards. This metric can also help you in measuring your brand equity in the future.

Wrapping up

The four points mentioned above are the ones that you have to approach the most diligently they have the potential to drive your event’s success and failure.

However there is something that you should always make sure before jumping into, perfecting these steps, and that is knowing your target audience in a thorough manner, their pain points, needs preferences, psychographic behaviours, etc.

Author Bio- Hi There, I am Shaun Williams, a content writer with Goodfirms, a research platform for DevOps and Game Development companies, among many others. I enjoy communicating ideas and knowledge creatively and also ensure that the readers never suffer from boredom while reading my posts.