Should Events Invite Themselves Into Your Marketing Strategy This Year?

Icy Tales Team
10 Min Read

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Should Events Invite Themselves Into Your Marketing Strategy This Year? 1

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These days, there are marketing standards that companies must either follow or fail. We’re talking about staples like social media marketing, PPC campaigns, and that all-important email newsletter. Without these things, modern companies risk slipping into obscurity, and profits can quickly follow. 

But, with every business jumping on these marketing bandwagons, it’s increasingly hard to differentiate. Even with a unique company slant, most ideas on these platforms are somewhat recycled. What’s more, businesses trying to get their name out there in these spheres are continually going up against a significant amount of competition. 

That’s why many companies are looking for more competitive alternatives this year, and business events are increasingly coming out on top. As well as putting your business on the map with a party that’s impossible to resist, a winning event can transform your marketing drive in ways that your competitors are unlikely to manage. 

In this article, we’ll consider why business events are the new marketing must-have, and how you can host an event that helps your company to shine. 

The Exciting Potential of Marketing Events

Marketing can often feel like door-to-sales – you’re constantly knocking for attention, but very few people bite. But, what if you had people knocking on your door to engage in whatever your marketing drives have to offer? If you incorporate winning marketing events, this may well become your reality. 

Everyone loves a party, and if your brand is a big one, your marketing events could quickly become the places to be. That said, parties aren’t cheap to pull off (at least not winning ones), and you might be wondering – what’s in it for me?

Keep on reading to find out! 

# 1 – Brand Visibility

We’ll start with the most important benefit you stand to enjoy from marketing parties – brand visibility on a scale you’ve probably struggled to enjoy before now. 

Think about it – every element of a great party is saying something about your brand, while simultaneously putting your brand messaging/products in front of your target audience. This is especially true if you tailor your set-up, and make sure to invest in customised/branded printing services for everything from your event invites to your decorative banners and beyond. You want your logo to be dripping from the walls so that attendees always remember it, and onlookers can’t miss it. 

Great events with a unique concept also bring the benefit of attracting media attention. As well as adding a sleek ‘red carpet’ vibe, inviting a few journalists to snap your guests as they arrive is a great way to highlight your brand as an industry forerunner with some of the best connections in the biz. 

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# 2 – Content Opportunities

Content creation is probably the bain of your marketing team’s life. Sure, it’s the bread and butter of your campaigns, but it’s a real labour of love. From concept to creation, your team have to put their creative hearts and souls into every piece. But, what if your audience were creating content for you?

This is by no means a new idea – brands have been buying into influencer marketing for over a decade at this point. But, events are an even more effective way to tailor content opportunities with the broadest possible reach. 

You’ll particularly benefit from setting up branded photo ops and hashtags around the room (think bathtubs filled with balls or cutouts for guests to stand behind), or even requesting that each guest posts a short event video in return for invites/goody bags, etc. 

That’s not to say that an event won’t still require work from your in-house marketing team, of course. They’ll need to set about telling the best possible stories with these elements and sharing those posts/hashtags to guarantee visibility. However, the end result should be a load of content with significant lead-generation potential, that doesn’t require your team to get down to the difficult task of writing another ebook or blog post. 

# 3 – Connections in the Right Places

All business heads know the importance of networking at industry events, but hosting your own event is an even more effective way to create connections in the right places. After all, when you’re the host, it’s far easier to approach even the biggest names in the business and get chatting. Extending an invite to a great event is also more likely to put you in their good graces from the get-go.

There’s also a lot to say for moving away from social media to create genuine connections via an event. After all, with a screen between you and your audience, you’re constantly having to use clever techniques to create trust and loyalty. Many of which will remain one step removed so that, within a moment, those ‘loyal’ followers could quickly jump to your competitors. 

By comparison, hosting guests in a physical space, and presenting your brand story face-to-face, increases the human and lasting connections you can enjoy. All without needing to utilise marketing tricks or cunning ploys to make it happen. 

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# 4 – Standing Apart From the Crowd

It’s no longer easy to make your mark with marketing drives that stand apart from the crowd. On social media, in particular, very few brands manage to create unique campaigns because everyone is largely doing the same things. 

Marketing events make it far easier to stand apart. After all, there’s no end of themes, focuses, and fun to be had here. You could host a Hollywood-themed night, a murder mystery party, or put on some sort of show. All of these should be 100% tailored to your brand to create genuinely unique content and shares at last. 

The Secrets to Hosting a Top-Performing Marketing Event

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Marketing events have been around for a long time, but the majority of businesses have yet to host one. You’ve been busy campaigning online, after all. 

Top tips for making sure your first (and every other) marketing event goes off without a hitch include – 

  • Choose your theme: The theme of your marketing event will have a huge impact on guest enjoyment, shares, and brand messaging. This should be something unique, fun, and relevant, such as a carnival night to celebrate the launch of a new animal print clothing line. 
  • Pick your guests: Your guest list should be filled with people who will help to spread your message. These days, influencers obviously account for a lot of guest invites, but you could also invite other industry leaders (as long as they’re not direct competitors), or any connections you think could be good for your brand. 
  • Choose a hashtag: You might be moving off social media for the night, but your event hashtag is key to making this an easily shareable and influential occasion. Try to keep this short, catchy, and in keeping with your brand. 
  • Secure your venue: Venue will have a huge impact on guest impressions, so make sure you’re securing a top spot. If you’re hosting an intimate event with a limited number of select influencers, hosting in your business space or office could be impactful. Alternatively, a large glitzy event could benefit from an equally impressive venue. 
  • Select your strategy: Your event might feel like fun for everyone, but it should be as orchestrated behind the scenes as any other marketing campaign. Within your strategy, think about which products you’d most like to advertise, and the techniques required to achieve that goal. 

Looking to make a splash with your marketing this year? Look no further than an event that covers all of these bases! 

Last Updated on by Icy Tales Team

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