What is Event Marketing?

Event marketing is a type of marketing that reveals the power of interaction while strengthening communication between the consumer and the brand. This marketing strategy not only increases the brand value, but also creates quite different experiences for the target audience. As a result, it creates an emotional bond and lasting memories.

Types of Event Marketing

Events; It can be classified on the basis of many types, nationally, regionally and globally. The activities planned to be held are generally organized in the following types:

• Brand communication events,

• Events organized for social responsibility,

• Press conferences,

• University events,

• Launch events,

• Sports activities,

• Congress events

• Dealer meetings,

• Institutional or general education events,

• Special invitations, concerts and gala events are the types of events considered within the event marketing.

Major Factors Affecting Event Marketing

There are many factors that affect the success of organized events. Some of these factors are as follows:

• The compatibility of your event with your product or brand,
• The compatibility of your event with your target audience,
• The shape of your event,
• The location of your event,
• The duration and time of your event,
• Current technology support,
• Promotion network configuration,
• Source,
• Process management,
• Speakers,
• Participants,
• Sponsors,
• The guests are the factors that demonstrate the success of the event. Blending these factors well in the event will add success to the success of the events.

Advantages of Event Marketing

Event marketing has many advantages in terms of brand. We can list these advantages as follows:

• Makes your brand visible.
• Makes brand loyalty permanent.
• It increases your awareness.
• Creates experiential marketing opportunity.
• Provides acceleration of the purchase decision.
• Provides the opportunity to establish face-to-face communication with your target audience.

How to Make a Successful Event Marketing?

For a successful event, the venue should be selected first. Because your potential customers who will attend the event prefer prestigious venues that can be found easily and have no transportation problems. Apart from this, another factor that will affect the participation is the speaker selection. Because the events where expert speakers are preferred will help participants to positively affect their perception towards the company.

Before the event, invitations must be sent to collect records. At the end of the event, the participation rate should be measured and those who did not participate in the event should be listed in order to be invited to the events to be held later.

How to Measure the Benefits of Event Marketing

The goal set for event marketing is not always selling. In addition, it is very important to receive customer data and use these data with different marketing tools. For example, if you persuade a customer you interviewed at the event to enter your website or implement a promotion for this, your potential customer will automatically enter your remarketing audience. In this way, you can have the opportunity to remind users of your brand again. In this respect, it is very important to obtain as much customer data as possible before or after the event.