|Are you getting the most from your event marketing budget?
Event marketing is regarded by many as one of the most effective forms of marketing available. After all, it gives exhibitors the chance to raise brand awareness and connect with a specific audience in a very direct way. With an eye-catching display in place, you can engage with both potential customers and industry contacts, and even leave them with lasting reminders of your brand such as branded pens, keyrings, notepads and mugs bearing your name, logo and contact details.
No wonder then that event marketing budgets are continuing to rise. The latest Bellwether report from the Institute of Practitioners in Advertising shows that in the final quarter of 2016, 22% of the leading marketers in the UK spent more heavily in this area. In fact, the 12% increase between October and December was the 13th consecutive quarter of growth in event marketing spending.
But it’s worth remembering you can take your participation in an event much further than the venue itself, and use it to position your brand as a credible thought leader in your sector.
Here are a few ways to do this…
Live blogs and videos
Embrace event tech
Mike Piddock, Chief Executive of event tech firm Glisser, agrees, saying: ‘There is a massive opportunity to utilise data – like other sectors – to provide meaningful context to the value of live events, and to help event professionals demonstrate this to colleagues across their businesses who may not understand the impact they are having.’ Interestingly, he noted that about 25% of a typical corporate marketing budget goes on events,yet it is actually the area that corporates measure the least.
Use a lead scanner to gather data of visitors to your stand
The basics of attending events remain unchanged and they will forever offer valuable opportunities to meet people face-to-face and make them remember your brand. But digital technology gives you an opportunity to go a significant step further. Now, you can really make the most of your participation and shout about it to a wider audience, as well as identify and follow up prospective leads straight away.
Sources / Further Reading