Event Marketing, Effective Strategy to Increase Brand Awareness
The marketing event strategy that we will discuss this time is very closely related to branding and brand awareness.
When you hear or read the Event word, most of you must think about an event or a performance. This is true, because actually this is one part of the event. The purpose of this event distinguishes between an event with another event.
The essence, the event is a performance or activity that is shown. That means, the aim is to hold events. But for a company, the event is a good way to achieve goals, namely profit.
Well, this time we will discuss completely about the Event Marketing strategy and its relationship with brand awareness.
What is the Event Marketing strategy?
Event Marketing Strategy is one of the marketing strategies carried out by organizing events with the aim of promoting brands, products or services.
Usually, a company that organizes events has the purpose of introducing their new products to the public. So, the public must be given information related to a product or service offered by a company. The product form depends on the type of industry company that organizes events.
This event marketing strategy covers all matters related to equipment, equipment, technical and also various promotional channels. The promotional channel is carried out to promote the event so that it can be known by the community. Of course the goal is that they can come to the event.
With the holding of marketing events, a commodity can be introduced properly to the public. In addition, later it can also be created emotional and rational proximity between consumers and existing products.
This is because consumers can feel, touch, hear, and also see the direct products offered by the company. This is certainly different from only seeing these products in television or other media advertisements.
In the end, this activity must be able to leave a deep impression on the mind of visitors. When a product is already firmly attached to the minds of consumers, their chances of making purchases or consuming products will be very large.
Function and objectives of the Event Marketing strategy
So, we can interpret that event marketing is one of the most unique marketing strategies. Why? Because it is able to present its own experience in the minds of consumers.
With the existence of a marketing event, consumers have the opportunity directly to interact with the product. Of course they cannot meet other marketing strategies.
The following are some functions and objectives of the event marketing.
1. Increase demand for products or services
The most important goal of the event marketing is to increase product demand or services. All marketing strategies will rely on the final destination. But, Event Marketing is able to make this final goal more imprint and intimate on consumers.
For this reason, some large companies are very many who put forward marketing events when releasing their new products.
2. Make products or services accepted by consumers
In order for a product to be accepted by the community, it is necessary to be an emotional and personal approach necessary. This is the most important function of the marketing event. Various strategies that exist in the event marketing will regulate every thing that supports the course of the event, so that the message of the product can be well received by those present.
3. Expand the tissue
In an event marketing, there will be many parties involved. In addition to the event team itself, there will be also outside parties that might be a partner of the future cooperation. Even investors and competitors will become a unit in the business network.
With the success of an event made, it is not impossible that there will be many investors who are interested in funding in your company.
4. Attract advantages
Another advantage for the organizers certainly comes from the ticket sold and also sponsors. In addition, other advantages are increasing sales of products or services. The marketing event that runs successfully will be able to bring this ability after the event marketing takes place.
Stages of Application of Event Marketing Strategy
Generally, this marketing event strategy can be divided into four large parts, namely before pre-event, launching, day-to-day marketing, and last call. The following is an explanation of each stage of the marketing event:
1. Pre-event
In this stage, an event manager and his team will create an introduction or announcement regarding when the event will take place. All of these things can be done using various existing promotional channels, such as social media, blogs, or other partners.
2. Launching
Launching is the official announcement stage through Press Release or Media Partnership. After being officially announced, the hope is that ticket sales can increase and even run out.
For example, a music concert will be held, generally the promoter and also the artists involved will help make press releases. In addition, later there will also be a press conference related to concerts which will later be held.
3. Day to day marketing
Day to day marketing must continue to increase awareness in the minds of the community. The trick is to do promotions with paid media, discounts for initial purchases, and also spread various things related to events regularly on social media, blogs, and e-mail.
4. Last call
In this stage, promotion related to an event will be even intense. The organizers must pick up the ball by communicating in prospective audience. The method can be by e-mail marketing or calling directly.
The organizers can also use influencers to provide announcements related to the urgency of the event which will later be held.
This marketing event strategy can succeed if each element is able to carry out its function properly. Every thing related to technical and HR is very important for the success of the event. In addition, evaluating after the event must also be done so that it can evaluate the shortcomings and the success of the event marketing event.
Examples of Marketing Event Strategies
The following are some examples of successful marketing events and you can do for your company.
1. Exhibition
This event was conducted to introduce various company products. Generally, at an exhibition there will be many other companies join. Examples are Giias programs that are routinely held every year by Gaikindo. In it, every car manufacturer can promote the newest car output to grow public awareness.
2. Launching Event
A company can make event marketing events to introduce its newest product variants. The aim is to introduce various features that have the new variant.
Examples are like Samsung companies that organize Samsung Unpacked 2020 in order to introduce Samsung S20 and Samsung Galaxy Z flip. Generally there will be a brand ambassador who will introduce the product to the public.
3. Concert
In the world of music industry, concerts are one of the effective ways to introduce albums or singles owned by a singer or band. An album must be promoted throughout the world by holding a concert or tour. Examples like Raisa are press releases for the Live Concert in June 2020.
The success of this concert can be measured by how many tickets sold and also the album sales after a concert held.
4. Webinars
This marketing event is held online. Just as the name suggests, the webinar is a seminar, talkshow or discussion carried out online which the participants only have to sit in front of the laptop or gadget.
As long as you can connect with the internet network, you can participate in this marketing event.
For brands, webinars are very effective in reaching out target consumers who have a distance constraint. This event can also be done using Facebook Live, Zoom, Google Meet, Instagram Live, etc.
5. Conference
Most people will definitely connect this marketing event with educational goals. This event is indeed very identical to the discussion of problems or certain issues by presenting speakers who are considered professional. The aim is to collect various people with very specific goals.
An example is about how to reduce environmental pollution, what things should be done to prevent female and child violence, etc.
Closing
Thus the full explanation of us about marketing events. So, we can conclude that event marketing is one of the marketing strategies carried out by organizing events with the aim of promoting brands, products or services.
Event Marketing is the most unique marketing strategy because it is able to present its own experience in the minds of consumers. With the existence of a marketing event, consumers have the opportunity directly to interact with the product. Of course they cannot meet other marketing strategies.
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