Events are public or private manifestations that are organized for commercial purposes, that is, to present or promote a product or service and generate interest in it from the customer.
It is defined as a "marketing lever" with the aim of eliciting a positive reaction from the customer towards:
- A product
- A brand
- A service
- A contact
- An entertainment event
Usually, these events choose to direct promotions to their specific target for more effective communication, gathering a broad audience through exhibitions or performances.
We can distinguish four types of events:
- Marketing communication events: aim to make the product known and promote it through musical, sports, or cultural events.
- Institutional communication events: where the company aims to improve its image through congresses or conferences.
- Internal communication events: meetings and conventions to stimulate sales, or corporate parties to improve relationships with staff.
- Economic-financial communication events: where the company seeks credibility in the financial community through recreational, cultural, and social events.
How to organize an event?
To organize an event, it is necessary to follow very simple steps:
- Know why you are organizing an event: to organize a good event you must be sure of the goals you want to achieve.
- Understand who your event is aimed at: after establishing your goals start understanding who your event is for, and therefore what is your ideal target audience.
- Choosing the ideal location: there are venues for meetings, venues for large conferences, venues for weddings or events of any type. The venue is very important to organize a successful event, and it's also crucial to organize events with a theme related to the product or service you want to promote.
- Defining your budget: It is very important to define your budget and get help from sponsors' funding.
- Understanding how to promote your event: to do something simple, send out invitations that can convince people to attend your event. You can choose between:
- Paper invitation
- Word of mouth
- Digital invitation
- Making your event memorable: Always thank the participants at the end of the event who have dedicated their time for you, or even engage the audience with a video-maker who documents the event.
Insights
An event with a well-structured marketing strategy is capable of being an effective promotional vehicle thanks to the ability to create empathy between brands and users, creating an event is a very important tool when we include it in promotion and communication activities.
A well-done event brings many benefits to the company, we can mention:
- Creates value: meaning enhancing the image of a company, a product or service.
- Generates popularity: meaning improving the positioning of a business or product, spreading the image that one wants to convey.
- Is capable of versatile communication: meaning it adapts to every communicative need.
- Reaches its target audience.
- Creates empathy with the product: meaning it allows the audience to actively participate in the event, thus creating an experience with high emotional content.
- Generates profit: meaning it is capable of generating new flows (touristic, sales, etc...).
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
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