The top Event Marketing companies (globally), follow an ethos of making their events experiential more than anything else, and this focus is divided in to three key areas;
- Marketing before the event: Building interest and inspiring actions through a finely detailed strategy that considers the different audience personas, in mapping their journey across the entire event experience, and understanding the key touch points of engagement.
- Marketing during the event: Maximize attendee engagement and sponsor/exhibitor/event partner satisfaction, by creating an immersive atmosphere that succeeds in making the audience active participants of the total event experience.
- Capitalize on content opportunities: An event provides a rich setting for the purpose of content generation. Tapped correctly, Event Marketers can use the multiple forms of content obtained during the event (voice cuts, video edits etc.) for marketing future events.
Of course, each focus area described above makes use of multiple marketing tools and activities in achieving the whole ‘experiential’ aspect of an event; things that we will discuss in detail in some of the upcoming blogs.
Our aim in this little write-up is to communicate how important the element of Event Marketing is for brands and organizers in developing strong relationships with target audiences, a fact that has been largely disregarded or under-optimized here in Sri Lanka.
Globally, Event and Experiential Marketing has been proven to be the most effective engagement tool when compared with every other form of offline and online marketing tactic.
According to McKinsey, at experiential marketing events, 98% of attendees create digital or social content, and a 100% share the content they create! What better way is there to gain positive publicity for a brand or event other than the whole-hearted buy-in of hundreds or even thousands of convinced participants?
However, we mustn’t forget how COVID-19 changes the paradigm for live events. But the human lot is resilient. Slowly but surely, events are making a comeback, even if the experiences themselves are being reinvented considering the prevailing context, and the platforms of delivery are evolving in a bid to keep offering Consumer-Level Multisensory Experiences within the limits of social distancing.
Here at Eventistry, we too are evolving. We understand the importance of keeping audiences engaged from event announcement to conclusion. We also understand, the dire need for more experiential events here in Sri Lanka. And above all, we completely understand the necessities for precaution in keeping audiences safe and healthy, right across the entire event journey. So, stay tuned in to our information feed. Along with more informative content, we will also be sharing some exciting announcements on upcoming event happenings that are guaranteed to be true ‘experiences’; crafted to inspire and engage both mind, and soul.
