Leveraging event marketing in your business strategy is a proven method to grow your brand’s name, foster relationships with your audience, and build trust with prospective buyers. A live customer experience offers you the biggest opportunity to showcase your brand and your content. It is worth the investment of including events as an ongoing tactic in your marketing.
But don’t just take our word for it . . . statistics continue to show the effectiveness event marketing has on growing your business. We’ve gathered ten staggering stats and facts that reveal the benefits, power, and tactics behind live events.
- In-person events are the most effective content marketing strategy for B2B businesses (Source: Content Marketing Institute). Commit to adding more live events to your content strategy with a goal of at least 2 monthly.
- 79% of US marketers generate sales using event marketing (Source: Statista). When people have the opportunity to see, touch and experience your product, they’re more likely to purchase more quickly versus seeing it online.
- 74% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event (Source: Event Marketing Institute). Nothing replaces in-person human encounters. Trust is built when a prospect can look at you and feel the excitement and passion for what you do.
- Event technology can help increase event attendance 20%, increase productivity 27%, and decrease costs 20-30% (Source: Frost & Sullivan). Apps like CheckInEasy make it super convenient for you to check-in guests efficiently if you’re hosting an event, keeping your registration line running smoothly and allowing your team to be more productive in other areas.
- 87% of B2Bs use social media to promote events (the third most popular channel), and it ranks as the second most effective channel for event promotion, tying with websites at 68% of respondents (Source: eMarketer). These compelling numbers reveal the importance of maintaining an active presence on your social sites and executing a well-developed social strategy. Not only does it increase brand exposure and improves lead generation, it’s an excellent platform to promote your events. Schedule your content in advance, include your brand hashtag and monitor engagement around your posts. For those who comment or share your content, consider sending a personal message to their inbox sharing how excited you are to meet them.
- More than 75% of B2C companies use email marketing to promote their events (Source: Certain). Your email subscribers are your biggest fans! They chose to opt into your list and are interested in company events and content. Use email segmentation to reach out to prospects in the local area where the event is held for increased responsiveness.
- 87% of consumers said they purchased the brand’s product or service after an event at a later date (Source: Event Marketing Institute). Even if visitors don’t purchase immediately at your event, you’ve given them a memorable experience with your brand that is sure to leave a lasting impression . . . one that will result in sales using a strategic follow-up system.
- 58% of marketers believe that events and conferences are important ways to improve customer experiences of their services or products (Source: E-Strategy Trends). Yes. Again, that human touch will go much further than a visit to your website. They get to witness your brand culture, products and personality live and in living color. Make it great, one they will never forget.
- 64% of marketers use tradeshows and events as a source to new prospects and business opportunities (Source: Certain). Getting in front of new consumers and increasing brand awareness are a few of the major benefits to in-person events. Capitalize on every opportunity by capturing your guest contact info to follow up with them after the event. Introduce them to your business app as another way to stay connected and engaged with your brand.
- 48% of event attendees say face-to-face interactions are more valuable today than two years ago (Source: Center for Exhibition Industry Research). With so much emphasis placed on digital communication, connecting with people in-person adds authenticity to your marketing and bolsters your chance of building relationships. Use them to your advantage.
A Few Tips for Event Marketing
Here are a just a few tips to consider when implementing your event marketing strategy:
- Events is the opportune time to gain new leads for your sales funnel; use enticing lead offers to capture new prospects information and add them to your email list for your follow-up strategy
- New product launches or having attendees experience your flagship products are ideals ways to increasing product exposure
- Maximize connections with your customers by gaining testimonials and feedback . . . this method is even better if you can capture it on video
- Use event tools to boost attendees and engagement with your audience
By leveraging event marketing, you have the amazing ability to foster positive experiences of your brand, build relationships with your audience, and increase awareness about your vision.
Do you enjoy event marketing for your company? Let us know in the comments below.
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