When people talk about marketing trends and developments these days, they’re usually talking about a hot new marketing technology or a new digital channel. But while our eyes are on the digital world, it’s important to remember that there are still plenty of marketing, advertising, and branding opportunities available in the “real world.” Event marketing, in particular, continues to present unique opportunities for businesses to engage and interact directly with potential customers, if their marketers are smart enough to see them.
Although not the hottest topic in marketing, event marketing is alive and well. At a time when consumers are becoming increasingly blind to online messaging and competition for the most valuable digital real estate is at an all time high, this offers a tangible alternative to interact with and leave an impression on potential customers. . Event marketing budgets have been slowly increasing for over 4 years, including a 2.1% increase through the second quarter of 2017.
But it is not enough to be aware of the potential of event marketing and to commit budgetary resources to it. As event marketing recruiters, we’ve found that you need experienced talent, smart leadership, and a ROI-centric strategy to get the most out of this unique and diverse marketing channel. A well-planned and executed event marketing campaign can yield great results, while a weak campaign will blow your budget. Event marketing staff can be a great way to scale for big events during the busiest times of the year.
Need inspiration to make your organization’s next marketing initiative at an event, trade show, conference, festival or public gathering memorable and successful? Try implementing some of these emerging trends:
Live Video Broadcast
A typical limitation of event marketing is that it only reaches people who are in a specific geographic area. Live streaming expands the potential audience to include anyone with internet access.
Live video enables real-time engagement with your community both at the event and beyond. And once the event is over, you can use the recorded video as content for future marketing initiatives!
It has never been so convenient to start live streaming your event activities with the help of event marketing staff. A modest camera and access to a platform like Twitch, Periscope, Facebook Live, or YouTube Live Events is a good starting point.
The evolution of SWAG
You’ve probably attended a public festival or trade show and had all sorts of branded trinkets in your hands: pens, stickers, cheap bracelets, pins, clipboards, etc. And you probably threw most of it away at the earliest. opportunity. Look around your office or home. How much “Swag” from recent events have you kept? It is likely that; not a lot.
There’s always room for event materials with your logo and other marketing messages. But in a time when we’re already neck-deep in cheap plastic trinkets, you have to do something special to stand out and avoid the trash. You want your Swag to reflect the quality of your company and your product; if you give generic, meaningless things, expect those traits to be associated with your business.
Luckily, it’s never been easier to kick your Swag game up a notch. Consider some of those unusual, eye-catching, or very useful options that are readily available (if not necessarily cheap) and likely to remind anyone who gets them of your brand.
- High quality t-shirts (not the cheap, stiff ones, but soft, fitted shirts with an attractive design printed on them)
- USB “Travel Chargers”
- Durable and reusable water bottles
- Chocolate bars and fancy candy (not a bucket of Tootsie Rolls)
- Alcohol tests
- Headphones (not the hard, stiff ones that hurt your ears!)
- Download codes for digital content
Watch for more Event Swag ideas and tips:
Event Manager Blog Video
Games and similar experiences create the opportunity for a tangible and interactive brand experience. They activate emotions that many other marketing experiences cannot offer, such as the thrill of victory, the alertness of competition, or the satisfaction of cooperation.
What marketers need to know about gamification
Gamification is not a new addition to event marketing. We’ve watched as event marketing recruiters as companies have brought raffles and drawings, trivia, games of chance and more to events of all kinds for decades.
But the nature of event gaming is changing, thanks to our constant access to smartphones and the Internet of Things. This opens up events to a whole host of creative and competitive engagements. A variety of companies now offer ready-to-use interactive digital game solutions, ranging from scavenger hunts and “ice-breaker” assets, to mass voting and virtual reality experiences.
Of course, you shouldn’t expect to just add a game to your event marketing plan and expect to see results. The activity should have a meaningful reward for your audience – and be relevant to your brand – in order to warm up quality leads and increase brand preference among your target customers.
See an interactive living room app in action
SCANvenger Hunt video