How to Run an Effective Event Marketing Campaign

July 24, 2022
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Clare Louise
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With so much content and information available at one’s disposal nowadays, many online researchers are experiencing content fatigue. In a world with too much digital noise, event marketing has become a breath of fresh air. A successful event marketing can be a great way to connect with a target audience.

Event marketing is considered a growing trend and has not shown any signs of slowing down. In fact, in 2020 alone, close to 3.2 million event marketing campaigns were held. The success of event marketing can be attributed to many factors. However, one of the biggest factors is the expertise of a campaign event company.

Running a successful event marketing campaign is not a walk in the park but campaign event companies are equipped with the right skills, tools, and experience to pull off a superb event marketing campaign. Below are some of the proven techniques event marketing companies swear by:

They Create SMART Goals

SMART is an acronym for Specific, Measurable, Achievable, Results-Oriented, and Timely goals. Event marketing companies engage the members of their teams as they create SMART goals so each one knows what they need to do to achieve their objectives.

Goals need to be specific and organizations need to be crystal clear about what they want to achieve. Being specific can also help ensure every member of the team will be on the same page. In addition, goals need to be measurable as well so they can easily assess the performance of the campaign.

In addition, regardless of the size, your goals should be achievable and realistic. Campaign event companies will take into consideration how the objectives of the campaign can affect or impact the outcome. Lastly, they also set deadlines to ensure everything is carried out within the agreed timeframe.

They Develop Appropriate Return on Investment (ROI) Metrics

To ensure the success of an event, campaign event companies define certain metrics that can help measure each goal. There are various ways to measure goals but it is crucial that accurate and appropriate methods are identified and used. For instance, let’s say your goal is to drive sales revenue.

Let’s assume the goals for the event include increasing registrations and generating pipeline value and leads. What metrics should you use for those goals? For starters, some of the possible metrics can be the dollar value of the pipeline created, number of accounts added to the database, and the total number of registrations.

They Identify a Suitable Event Attribution Model

If your organization runs other marketing campaigns alongside the marketing event, how do you figure out the customer actions that are the direct result of the event marketing efforts? Campaign event companies use different attribution models to figure this one out.

This is important so they can also gain a better insight and understanding of the impact of their event marketing campaign. One of the most accurate models that are used for this purpose is the W-shaped attribution model. This method takes into account the different marketing initiatives and touch points that lead customers to a buying decision.

Some of the possible scenarios would be that the customer has visited the organisation’s blog, have attended their seminar, or maybe attended an actual event. The W-shaped model tracks important touch points and attributes the credit properly. For example, 25% to the blog, 20% to the webinar, etc.

They Develop an Effective Social Media and Website Strategy

Understandably, you would like as many people as possible to be aware of your event. This is where an effective social media campaign is crucial. Campaign event companies know how to create interest and buzz around your event so more people will know about it.

They can also recommend effective ways to get word out about the approaching event. For instance, they can provide prizes and rewards to those who can evangelise about the upcoming event and get the most likes or tweets. This strategy can create anticipation and can pique people’s interests.