Event marketing is both the process and the development of a presentation for promoting products, services, organizations. You can stage the events online or offline with plenty options on hosting, sponsorship and participation.
It’s the type of marketing that allows you to directly interact with your customers and create a memorable impact. Using speeches, promotional displays, and product sampling can potentially create more appeal compared to plain literature or other less animated mediums.
Although the number of people will be limited to just the attendees, they can still act as an additional leverage when their positive reactions merit benefits like referrals. They’ll pass on information to their own connections, speak about their experience, and even urge them to attend another to prove their point. This method may be slow to start but it would present better results. If you want though, you can boost the turn-out by sending out direct invitations.
One strategy is through telemarketing. You can cold call other professionals, businesses or organizations to attend your upcoming events. Seminars, tradeshows, conferences, or even simple breakfast meetings have all been promoted on the phone at least once in the history of business.
How Telemarketing Fits In
Rather than stage an event that acts like a sneak preview to advertise your main one, your calls can attract prospects by explaining the finer points and advantages to attending the said event. Emphasize to them on how much value their attendance will give to their own business.
- Step 1: Specify the attendees – First consider your target audience, the message you want to carry, and the hierarchy. This is where you then concentrate on the decision makers who will be your attendees for your live event. This is the first test of your telemarketing skills because you will need to promote your content and invite as many of them as possible.
- Step 2: The content platform – This where you shift focus to the content, rather than the event. There are other things you can discuss besides from just the decision makers involved, what products are presented, and what the possible profits are. Highlight the main reason why you’re inviting them and how they got involved to begin with. This way the content acts as a platform for integrated topics, which can be used to make a live event.
- Step 3: Communicate your platform early – Create stories around your topics and spread it throughout the media. Even if this seems just a small part of a process, you can gain followers prior to the event and can be a way of building authority. While the amount of information will be limited (e.g. time constraints), the natural effect of having someone speak positively about an event will give them more motivation.
- Step 4: Matching theme and content – Nothing beats synchronicity at its best. Match colourful themes to the content you used for promotion. Understand where the event will be held, what kind of people will be attending, and how they are related to the content platform you were trying to build earlier. This is where you use the long awaited event to promote your themed products and deepen customer engagement by further showing how authentic your promotions are.
- Step 5: Keep them interested – The process isn’t done even when the event itself is. As with other marketing practices, you have to stay in touch with your prospects and keep them interested. Learn what they found out from the event; see if they missed anything; and what they found lacking. Use follow-up calls to address these points immediately. This keeps you interacting and maintaining (as well as further build your reputation). Customers will feel more at ease when you have open ears for critiques and complaints so you can address them appropriately.
If you have a product introduction that will fundamentally change usage dynamics or a need to reposition your company in an important way, then that planned event needs to be reviewed and reworked. If you have to, consult a professional who can help with all the stages and logistics.
Live events help build, sustain and engage the prospects many businesses spend so much time trying to acquire. Done well, it can be your most potential content marketing tool with the way it anchors and engages the audience.