Event marketing

Trevor Punt: We need to talk about event marketing

Recently, I found myself reviewing the activities of PR and marketing entrepreneurs and found myself going around some “medyah!” fashionable! companies.

On one such date, at an equally hip cafe, my host ordered a “smoothie-booster-celery” which arrived in a jar of jam.

Whenever I see things like this, my first question is: “Who was the first to think that…”. In this case ‘…drinking from a jar of jam would be a good idea?’ Wouldn’t a straight glass be enough?

What struck me when I considered this view of unnecessary was that it represented what is wrong with a lot of event marketing: the tendency to over-complicate.

One thing that never ceases to amaze is how long some people go to complicate the simple proposal of events. Complexity confuses people. It is the antithesis of success.

The events are not complicated. It is only our insecurity that drives us to find unnecessarily complicated answers to simple problems. It adds little value or improvement to the marketing activity, but it is one of the key constants in every failure or underperforming event. The role of a genius is not to complicate the simple, but to simplify the complicated.

There is an evolution from complexity to simplicity. Simpler things are more understandable. Improving efficiency and effectiveness generates better results.

Whether you are launching or increasing the audience for an event, marketing should increase the number of exhibitors, visitors, delegates and other attendees who want to attend.

A complicated message or delivery mechanism does little to attract them.

Marketing is imperative for an event to grow. Without some kind of marketing, exhibitors exhibit and visitors won’t visit. Unless you have a super exclusive show which is the best kept secret, marketing is essential.

For some, marketing is a necessary evil. For others, it’s a passion. For most, it’s both a pillar and a mystery: we have to do it, but we don’t know how to do it right.

What’s wrong with many
of event marketing is that there are too many “experts” and not enough savvy buyers.

It used to be easy to find an agency that could handle all your marketing, now there are choices to be made from experts in disciplines like SEO, online advertising, social media, mobile marketing, and more. again. Marketers looking for help need to be both careful and savvy about what they buy.

Today, buyers of marketing services must deal with multiple aspects of branding, marketing and communications, from engaging an audience via social media to the changing landscape of public relations. and media, mobile marketing, SMS, location-based promotions, and content creation and curation.

Event marketing is, like the event concept itself, a simple proposition. However, simplicity is smart, but it’s not always easy to achieve.

Simplicity means remembering the six Ps: product, people, proposition, price, promotion, place.

If you know the answers to these questions, the less complicated and effective expert engagement will be, the simpler your marketing will become and the more successful your event outcome will be.

Growth creates complexity, which requires simplicity. It’s always the simple that produces the marvelous, it’s as simple as that.