What is Event Marketing

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Professional marketers strive to make a real show out of any routine event. An interesting event can be used to extract maximum benefit and influence external and internal audiences.

What is Event Marketing
Event marketing or event marketing is the organization of special events that are designed to form a certain opinion among the invited audience.

If we talk about event marketing aimed at an external audience, its main goal is to promote a brand or company, product, through a special event that should evoke positive emotions and opinion. To form the necessary public opinion.

Internal event marketing is designed to emphasize the value of the results achieved at a certain event. For example, after a team building event, you can solemnly award the employees who distinguished themselves most and showed the best results.

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Types and examples


Conventionally, events can be divided into 3 groups:

1. Trade events – business. Events are held for clients, dealers and partners in order to increase loyalty of the target audience, increase brand and company recognition. These can be presentations, exhibitions, conferences, fairs, summits, forums and congresses.

2. Special events – special . They are held mainly as entertainment events and are designed for a wide range of target audiences. The main goal is to attract new clients, form a positive image and launch word of mouth. These can be promotional events, music or sports festivals, master classes, lotteries.

3. Corporate events or corporate. Events are held within the company. They are designed to create a favorable atmosphere in the team, establish communications between employees and increase the attractiveness of the employer. They are held in the form of corporate events, trainings, competitions, quests.

Events can be held both online and offline.

Opening
As a rule, such events are held in connection with the opening of a website or store. In this case, the main goal is to introduce the consumer to a new brand and motivate him to get to know the brand more “closely”.

An event in this case helps motivate the audience to make a purchase by offering wordpress web design agency a promotional price that will be valid for a limited period of time. Not only discounts, but also bonuses and gifts can be offered. Drawings are often held. Such events are often announced through bloggers. And in order not to miscalculate, it is best to contact specialists - our agency.



Presentation
Such events are most often held to demonstrate a new product line or model. It is recommended to involve media personalities, a professional in this industry or an opinion leader - a blogger, who will present the advantages of the new product in a favorable light.

The purpose of the presentation is to interest the buyer and encourage him to buy a new product. If this is an offline event, it is important that consumers can not only hear about the benefits of new products, but also interact with them, that is, try them.

The presenter must be a real expert and know absolutely everything about the presented line of new products. The consumer will be asked many questions and you need to be prepared for this.

An example of such an event could be the annual conference for mortgage and credit brokers under the auspices of EBK SYSTEM.

Exhibition
Most often, industry exhibitions are held. They are more aimed not at the direct buyer, but at dealers, partners, corporate clients and intermediaries. Exhibitions can be held on a global scale or at the level of a state or a specific region.

A simple example is the World Expo, or international exhibition dedicated to demonstrating technological achievements and held since 1851.

Festive event
This category of events is quite extensive. It is widely used by regular retail stores and online platforms. To attract the target audience, the company holds a holiday dedicated to a certain date. This date does not necessarily have to be associated with the store. For example, a festive show in honor of Halloween, where the store offers not only discounts, but also gifts for purchases, bonuses.

A store can celebrate its birthday in a colorful and fun way. This could be beautifully decorated photo zones in the store, free treats and gifts. Show programs are often held, with drawings of gift certificates or loyalty cards.

An interesting example of increasing customer loyalty from Nesquik. Simultaneously in several countries of the world, the company organized mobile attractions, where every child could ride on a carousel, talk to Roger Rabbit and taste a cup of the drink.

Flash mob or action
Flash mobs are a simple but quite effective way to attract additional target audience and increase loyalty of existing customers. The main condition for holding promotions and flash mobs is the simplest and easiest to fulfill conditions. But, the topic to which the promotion or flash mob will be devoted should be relevant and exciting. And in order to attract the maximum number of participants, we can help you determine the value of the event.

Such events can be held either on behalf of the company or by an opinion leader – a blogger or other person who is associated with the brand, for example, #lovemyself from Beeline.