Reasons Why Your Business Should Incorporate Event Marketing

12 February 2014

By: George Morales

Okay so if you’re reading this then you’re probably cruising the web trying to figure out cool new ways to promote your brand or business.  And I probably don’t have to tell you how uber important is for your organization to have a solid marketing plan.  However, many businesses tend to overlook the effectiveness of event marketing.  Now I understand that as a business owner your time is very important so I’ll make this as short and painless as possible.  Either way you’ll thank me for the info.  Without further adieu, here are just a few reasons why you should include events in your marketing plan…

1.  Meet Your Clientele

One of the biggest benefits of event marketing is being able to interact with your customers face to face.  This not only gives your brand that personal touch that the modern consumer craves, but it is also a great way to get feel for who your customers are.  Creating a personal relationship with your customers significantly improves communication, and trust in your brand.

Not to mention, it’s a great way for your customers to meet each other and share their affinity for your product/service.

2.  Instant Feedback

Events are a great way to instantly get a sense for what consumers feel about your product/service.  This information can be used to gauge the desirability of what you’re offering.

So obviously everybody likes to hear positive feedback.  It feels great and boosts our ego.  However, you shouldn’t fear your customer’s brutal honesty or unfavorable criticisms.  You certainly shouldn’t look at it as a failure.  In fact, you should take that criticism and run with it.  On the other hand, receiving positive feedback lets you know that you’re on the right track.

3.  Sense of Urgency

If your business is like most others you offer your product or service all day, everyday.  The customer decides when they’re ready to make a purchase.  In many cases they may really want what you have.  Unfortunately, like is the case for most of us, we become way too wrapped up in the responsibilities of our everyday life.  This causes us to play that “game”, “I’ll get it tomorrow or the next day or the next day…”

Live events are a great way to give customers a sense of urgency and a time sensitive deadline.  They’ve got one chance to be a part of the action or get stuck at home watching re-runs of their 3rd favorite 80’s sitcom.  Why do you think live sports have continued to boom into a multi-billion dollar business?  Simply put, you have to watch them live and CAN’T skip past the commercials (Boy how that DVR has changed things!).  Well your live event is that “unDVRable”, albeit fun, commercial for your brand.

4.  Switch it Up

Holding live events is a unique way for you, and your customers, to escape the everyday routine of your business.  It’s a great way to generate excitement for your brand and products/services.  You’ve got to give your customers something different every now and then.

5.  Test Your Marketing Plan

One of the best reasons to throw an event is that it truly allows you to test your marketing ability.  An event takes a great deal of planning and promotions.  There’s no way around it, if you want to have a successful event you must publicize it.  You’ve got to pound the pavement with a game plan that includes: flyers, post cards, attending networking events, strategic social media posting, TV/radio interviews, internet marketing, press releases, and so on.  You’ve got to figure out where your audience hangs out and how to stand out above the other advertisers competing for your potential customer’s business.

This may seem nearly impossible to the average business owner, given the fact that it requires a great deal of time, man(or woman)-power, and creativity; all resources you may or may not have.  It may not be a bad idea to seek a fresh perspective or maybe even a little help.

Almost Done…

By this point you should be embracing event marketing as a permanent fixture in your mix.  If you’ve been paying attention you now understand the importance of doing so. If you need one more reason consider this; events are quickly becoming the most popular way to promote your brand and INCREASE SALES.  Sound good?

So what are you waiting for???  Get on board and get ready to seriously boost your competitive advantage!

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