Event Marketing


Closer Customer Relationships with Event Marketing

Having direct contact with the customer, a nice conversation, giving good advice, and simply developing a good relationship between entrepreneur and customer are important matters for any ambitious company. In normal times, these measures help to retain customers despite them having a wide range of options and ongoing advertising influences being displayed throughout all media outlets. However, due to Corona, these times are anything but normal. Precautionary measures and lockdowns have resulted in contact with customers falling short of normal standards. But at some point, the crisis will be a thing of the past and we may meet, talk, and exchange ideas once again without restrictions.

Emotional Customer Loyalty

In order to resume the development of good and trusting relationships with customers once again, it is recommended to reach out beyond the business hours of the company. This is where Event Marketing is ideal: it helps new relationships to start out strong while also ensuring effective customer retention. Apart from that, Event Marketing can also be a great way to offer your own customers a positive, authentic, and exclusive experience that strengthens the emotional connection to the company.

A Leading, Fresh Start

In order for you to take advantage of Event Marketing opportunities as soon as it is possible for us all to meet again without restrictions, start planning a suitable event - it's never too early. And if you are only imagining a large and opulent gathering when you hear the word "event," please know: An event doesn’t have to be big, extravagant or expensive. It needs only to fit the identity of the company and convince the invited guests that they are in good hands.

Four Event Objectives

Typically speaking, marketing events have four key objectives: Information, emotion, engagement and motivation. How these will be addressed, however, is not bound by any specifications or investments. Regardless if your company is a small local business or an international player, there are suitable events for both to reach the desired goals.

Specify the Goal

What goals could an event help to achieve? That of course depends on the target groups you wish to address. If it concerns an internal event, for example, then the goal would revolve around retaining employees and employer branding. On the other hand, an external event with guests from outside the company would help with customer loyalty, sales promotion or image cultivation. The goal of the event and the invited target groups are therefore inseparable from each other, and the more defined they both are, the more success the event will likely have.

The Choice is Yours

The event's goal and the target groups also roughly define what type of event is the right one and there are many to choose from. Is participating in a trade fair the right choice or would making an appearance at a conference or meeting bring about the desired result? Perhaps a sales presentation could be held, or you could do something extra special: A summer party, an anniversary celebration or even a sport or cultural event with your own company's branding. Once again, regardless of the company's size and budget, an event can be had. A pleasant breakfast for regular customers to get to know each other, an exclusive musical event as a gift for major clients or even a large event of your own - anything can be counted as an event. It just has to suit the company, the target group, and above all, the budget.

From Idea to Reality

However, the idea alone isn’t enough. To ensure the event's success, the various implementation and promotional measures are crucial. What about the venue? What is available there? The technical possibilities must be clarified as well as the space capabilities. At your own events, consider guest services as well as providing meals. When participating in trade shows, provide drinks or coffee to attract people to your booth. Speeches, video clips and show components should also be planned to offer relevant content. Well-known speakers can even help give an event special relevance so that should be considered as well.

Provide Extensive Information

As soon as you know how the event is structured regarding the content, promotion of it needs to be tailored to this. Personalised invitations create a positive perception in advance and your company's website should also include advertising. Depending on the size of the event, a dedicated website and paid advertising for it could also be recommended, especially if not only invited guests are welcome to attend. Social media should also be used to circulate information, before and after the event. Don't forget what you want to achieve with your event and tailor the message on social media accordingly.

Incorporate Key Objectives

If the event is then really to take place, think about the four key objectives marketing events aim to accomplish. The attendees should be provided with relevant information, and a good entertainment programme or exciting speeches will also evoke positive emotion. By engaging in the event, guests will remember it as an enjoyable experience and will therefore have more motivation to use your company's products or services in the future.

Best Practice

The Coca Cola Christmas truck is always referenced as a classic example of how this works successfully. The beverage brand’s decorated trucks visit different cities and surprise the people there with an extensive entertainment event: Santa Claus is there, a virtual sleigh ride is available, and there is the possibility to have your picture taken in a snow globe. It is a special experience for attendees, and regular customers are just as impressed as potential ones. It also makes a good impression on the children. With the combination of both Christmas and the additional emotional advertising in all communication channels, the brand is positively perceived. That, in turn, affects the desire to buy when someone later sees a bottle of Coca Cola in the supermarket.

Honest Analysis

The success of the Coca Cola Christmas truck concept not only lies with the event's good planning and preparation but also due to the fact that Coca Cola analysed it in detail from the very beginning and made the necessary adjustments. You should do the same with your own events to understand what went well and what can possibly be improved. By taking an honest, careful look at your event, you can ensure that the insights you gain will make your next event even more successful, even if your last one went well.

Your Event Marketing Checklist

  • An event idea with a concept that fits the target group
  • Appropriate venue with all necessary technical capabilities
  • Programme appropriate to the idea and target group: speakers, shows, activities
  • Proper care of guests
  • A personal invitation to guests
  • In case of an open event, announcement of the event and possible ticket sales can be made via:
    • Social media
    • Newsletter
    • Paid advertising
  • Coordinate event components
  • Inform, emotionalise, engage, motivate
  • Provide all necessary information at the event - folders, USB sticks, event magazine or things of a similar nature
  • Provide promotional gifts with the brand logo
  • Active networking with guests
  • Publish articles and images about the event afterwards
  • Share posts from event participants
  • Follow-up with the event community
  • Thank participants and ask for feedback


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