Event Marketing: Everything you need to know (2020)

Learn the Event Marketing strategies to successfully promote a product, brand, or service with an in-person or real-time engagement!


Something that we can’t deny is that people are attending more live events than ever before. This increase in demand represents a great opportunity for businesses and marketers to have meaningful connections with their prospects, customers, and partners. It’s at this phase that an Event Marketing strategy comes in handy. Not only helps companies interact with their audience, but also, it allows them to have in-depth conversations to better understand their wants and needs.

Nonetheless, having a high demand for these types of events doesn’t ensure that each one will be successful. You need to understand how it works before implementing event marketing to your strategy.

What is event marketing?

Event Marketing is a strategy marketers use to promote their product, brand, or service with an in-person or real-time engagement. These events can occur online or offline, and companies can attend as hosts, participants or sponsors. For promotional purposes, marketers use inbound and outbound event marketing strategies, such as email, social media, retargeting, and SEO.

Why is Event Marketing important?

Nowadays, the modern consumer wants more than a pitch when evaluating solutions or making purchasing decisions. That’s why live events are a great way for them to interact with brands and get a firsthand sense of the company’s focus and personality. As a result, these multi-sensory experiences allow consumers to engage on a level simply not possible through other types of marketing.

Moreover, events can help meet your goals. Whether you want to increase the demand for your product or service, improve your brand awareness, or generate revenue, you can achieve it with clear goals and a plan to get you there. If you do it right, events are well worth the marketing investment!

Related Read: Our 3-Step Guide For Getting The Most Out of an Event

Reasons to Use Event Marketing:

Companies choose to participate in an event for various reasons:

Build brand awareness 

One of the biggest reasons for a business to participate in an event is to establish and build its brand and identity. This is very important because there’s increasingly fierce competition in almost every industry, so being able to differentiate is crucial.

Whether you want to participate in an event to associate with the ecosystem or to showcase your brand personality, first think about who is your customer and what kind of event they’re likely to attend. That’s where you have to focus your resources.

Increase customer engagement

In-person events help companies create authentic connections with consumers by involving them in unique and memorable experiences. Event Marketing is also a great opportunity to increase engagement and build consumers’ loyalty. Ultimately, if your clients are happy and engaged with your brand, they are more inclined to share their experience with friends, and maybe refer others!

Nonetheless, the main challenge of these types of events is to gain the customer’s attention with all the distractions happening onsite. So, be prepared to show them a demo, or a new feature that they may not know about – or may not realize it could address their needs.

Generate leads

What better way to generate leads than by being part of an event where your target audience is at! The right event allows your company to interact with prospects that already have an interest in who you are and what you do.

For example, last month we provided our Onsite Badge Printing Solution at Event Summit. But we also had a stand at the event, because we knew that many of the attendees’ were event planners (qualifying leads). By doing that, we were able to have in-depth conversations about their needs and pain points, as well as to understand the stage they were at, so later we could do proper follow-ups.

Educate prospects and customers

When people invest their time and money to attend an event, it’s usually because they want to network and be educated. Both are great ways to engage with prospects and customers. No matter the type of event you are at, make sure to impart knowledge that your audience will value – it sets your company apart.

Common Types of Event Marketing

Whether online or off, events can have different formats and be held in countless venues. Here are some common types of events you can participate in (or host).

Online Events

Digital marketing events connect presenters and participants through a web-based interface, which allows having a less costly alternative to hosting or participating in physical events. Also, it helps businesses reach a geographically dispersed audience without much effort. These are some types of online events:

  • Webinars
  • Virtual Events
  • Live Streaming Events 

Offline events

They require physical attendance, and interactions to take place in person. While it often needs more investment than virtual events, they are a powerful way to move beyond a digital presence, because you can meet customers and prospects face-to-face. Don’t underestimate the impact of a personalized meeting, it could be a decisive factor for a prospect or customer! Although there are several formats your physical event can take, these are the most known:

  • Tradeshows
  • Conferences
  • Seminars
  • Breakfast, Lunches, and Dinners

Event marketing Technology

If you’re going to actively try event marketing in your efforts, you need an event technology stack to run your business – from registration software to email marketing, event ticketing and payments, or event apps. The success of your event will depend on whether your event management software offers an all-in-one solution.

The right integrated Event Management Platform should be able to:

  • Allow attendees to register for the event online
  • Facilitate secure payment processing
  • Increase attendee interaction with exhibitors, staff, and other attendees
  • Promote events through email, event websites, and social media
  • Create and customize sessions, event schedules, and exhibition plans
  • Build customized apps to integrate the event experience with attendees’ mobile devices
  • Measure and analyze event ROI

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