Learn what event marketing is and why people attend events.
- [Instructor] An introduction to event marketing. Businesses use events to build brand awareness, acquire new customers, and retain and build loyalty from existing customers. Forrester Research report that 24% of an annual B2B marketing budget is spent on events. Event marketing is different from event planning, which is covered in a course by Valerie Berry. Event marketing involves the communications surrounding an event, primarily to create awareness of the event and encourage people to attend. But, as you'll find out, this is not the only task. There's three stages to an event and the pre-event activity is just the beginning.
There's more to do on the day and after the event is over. Why do people attend events? To see and learn more about organizations, their products, and services, to learn new things within their industry, to hear case studies, to be inspired, and to network with like-minded people. An event must have a clear purpose for someone to take time out from their day job to attend a physical event or to down towards to listen to an online event.
I'm excited to share with you my experiences of event marketing. It involves lots of preparation and also nerves of steel as you wait patiently for those ticket sales. The pressure can be intense, but the rewards are also high. Let's dive in to some more detail in the next video.
- Identify the three stages of event marketing.
- Determine the necessary resources for marketing an event.
- Break down the methods for effectively promoting a business event through email.
- Explore the fundamentals of effectively promoting a business event using direct mail and door-drops.
- Identify the steps for utilizing the social media sites Facebook and Instagram to successfully promote a business event.