Event Marketing Guide

Event Marketing is the experience and goal-oriented planning, conception and staging of events or happenings, for a special target group, to achieve goals within the framework of communication policy. The idea behind it is to come into direct emotional contact with the customer. Event marketing includes a goal-oriented pre- and post-processing. It is always helpful to proceed systematically in order to have a well thought-out process.

Event Marketing offers you the possibility to make your communication even more diverse. By the goal to address the visitors, above all emotionally, you succeed in keeping your product in the memory of the visitors in different ways. It gives your event a special character that is not easily forgotten. Event marketing is a unique way to combine your product with an exciting experience. As soon as we connect something material with an emotion, it is even more deeply anchored in our memory. Therefore you should use event marketing purposefully and well planned for you.

So if you want to organize an event to promote your product, it should not only be a pure product presentation. Offer a unique and original experience that entertains the customers. Touch your guests on an emotional level and make them remember you. You will not be the only one who wants to invite potential customers to your event. That is why it is so important to convince already at the invitation.

Digital invitation management plays an important role and helps you to cover everything from the invitation to the evaluation. How you can do this is explained in the following paragraphs. We have created a guideline for you, which you can use as a basis for successful event marketing.

The basis for successful event marketing begins long before the actual event. Since, of course, a great many companies use the same strategy, a so-called communication competition occurs. The decision, to which events the customer finally goes, falls with it, how promising the Event sounds already with the invitation. So make absolutely sure that an individually adapted invitation is sent out for each marketing event. How this looks like is up to you. Whether you choose the postal or digital route, for example, or whether you address each visitor personally, is up to you. Sweap can also be a great help to you. Sweap offers many different ways to make your invitation unique.

Red Bull shows us a very good example of clever event marketing. The energy drink giant from Salzburg organizes the so-called "Red Bull Flight Day", which is based on the advertising slogan "Red Bull gives wings".
At this annual event participants try to cross a lake with self-built airplanes. This is a very original and unique event offer, which also makes the headlines again and again.
Do the same for your event! Create a program that fits your motto and brand. In combination with the right mix of branding, communication and entertainment, the visitor will be reminded throughout the event for what reason exactly he/she chose your event.
As mentioned in the beginning, it is important in event marketing not to lose sight of the target group. Every target group needs different program points that are specifically tailored to them.

After you have successfully completed your marketing event, only one thing remains to be done: the final analysis, where you evaluate the success of your event based on data. How many potential participants accepted the invitation? How many have you already lost with the invitation? What is the so-called "no-show rate"?

Evaluate your event's success carefully and draw instructive conclusions for yourself as to where there is potential for improvement. Sweap offers you a professional success analysis, which you can use to evaluate your data.