What is event marketing?

Event marketing consists of all the activities of creation, planning, and management of corporate events in collaboration with other communication tools used by the company, in order to reach its intended target audience.

It is a very effective strategy that every company employs; indeed, events are capable of benefiting guests and sponsors.

The goal of event marketing is to promote, through events, a brand, product or service, leaving customers with a unique experience, providing an added value that makes a more lasting impression than other marketing investments.

Compared to traditional advertising, event marketing is capable of attracting many more targeted individuals and engaging them in a unique moment of sharing, to make the message that wants to be conveyed more effective.

Types of Event Marketing

Among the types of event marketing, we find those associated with the acronym MICE (Meetings, Incentives, Conferences, Exhibitions): conference activities, incentive systems, organization of corporate trips.

The definition of an event, however, nowadays is also defined in relation to other areas of communication that the company offers; indeed, other types of event marketing can be identified:

• The trade fairs: large organized events that focus on a specific sector or type of product. Trade fairs give companies the opportunity to showcase their products and services;
• The seminars: organized events that focus on training and cater to a small number of people. Seminars feature discussions, lectures, and networking opportunities;
• The conferences: organized events for clients, with prize contests and sponsorships.

One can define event marketing as pop-up stores, also known as temporary shops. These are spaces mainly used by e-commerce for the temporary sale of products in a specific environment.

The advantages of event marketing

Event marketing is an excellent strategy that helps companies succeed and offers various benefits:

• Generates leads and sales: events are executed for product launches, promotional tours, music, sports, and cultural events, which aim to increase the popularity of a brand and of a product;
• Customers are more engaged: thanks to event marketing, it's possible to engage many current or potential customers during events;
• Builds better brand awareness: hosting or participating in events is an effective way for companies to grow their brand;

Encourages product education: the event also includes an "educational" component for participants: it does not focus solely on a brand or product, but on other characteristics not related to the commercial aspect.

The modern customer wants much more than just a simple brochure to make purchasing decisions, so event marketing has emerged to build relationships between customers and companies and retain them with the aim of having them return to purchase its products.