Event marketing is joining the ranks of the world’s most powerful and popular marketing tactics – helping companies across a range of diverse sectors supersize their ROI and make a big brand impact. From pop-up events to industry trade shows, there are tons of options available when it comes to finding the event that will best benefit your business – and just as many ways to make sure your brand leaves a lasting impression.
Making experiential marketing work for you isn’t as simple as showing up on the day and waiting for the leads to come to you, though. Mastering the art of events requires an ongoing commitment, but can mean invaluable brand exposure for your business.
Here are three key ways event marketing builds your brand.
1. As an industry front runner
The ultimate objective for any business is to be recognised as an industry leader – not least because of the financial benefits that come with being at the forefront of your sector. Events give you an opportunity to exhibit alongside competitors and prove your worth, increasing lucrative brand exposure and removing the barrier between you and your customer base.
Top tip: make sure your visitors get a treat in exchange for their time. Whether it’s a hands-on product demonstration, an added-value material takeaway or an actionable tip that benefits them, the thing that will differentiate your company from competitors is that little something extra your brand has to offer.
2. As an engaging brand
Taking full advantage of the live event format gives you a chance to engage your audience directly, using sophisticated pull marketing techniques to draw attention to your display and entice attendees. Business events are an ideal setting for showcasing your brand, and the perfect place to let your brand identity break the ice so that lucrative new connections can be made.
Digital signage gives you a dynamic, multi-dimensional channel through which to engage attendees, levelling up your brand power by harnessing the immense potential of this unique and powerful marketing solution.
Top tip: invest in a display attendees can’t ignore. Exhibition trailers, interactive displays and banner stands all offer a channel through which you can command the attention of your audience, using high quality visual branding to bring the proverbial horse to water.
3. As a thought leader
In the most saturated sectors, it’s not enough to keep up with the competition. Thought leadership is a status many businesses aspire to, and understandably so. Offering unique or forward-thinking insight on industry topics is something competitors will envy and customers will respect – and events are an ideal platform to make yourself heard over the industry noise.
Top tip: share your expertise with attendees and exhibitors alike by grabbing yourself a seminar spot. If you’ve got a topic guaranteed to engage visitors and effectively advertise your product or service, talking at a business event gives you the opportunity to have all eyes on your brand – using this prime spot to shed some light on your unique offering.
Whether you’re looking for ways to make waves in your industry or need a platform to bring your product to prominence, experiential marketing is the vehicle that can deliver this value. From utilising bespoke digital signage to bringing your best networking game, you can explore your options to identify an event marketing strategy with the power to maximise your brand profile.
About the Author
Tori Atkinson is an event marketing blogger for The Events Structure, the UK’s largest single source provider of state-of-the-art exhibition trailers – helping ambitious businesses level up their brand impact.
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