At their core, experiential events are all about creating live experiences that promote a brand, service, or product, but the best events do so in a meaningful way. 

A recent report showed that 80% of marketers believe live events are critical to their company’s success, and 31% believe that event marketing is the single most effective marketing channel. While the Coronavirus pandemic has reshaped how we interact, it’s undeniable that experiential events should still form an integral part of your marketing strategy.

Creating the perfect event isn’t easy, but there are plenty of tried and tested methods to make sure your event is the effective communication tool you’d like it to be. Luckily, here at Marble LDN, we have plenty of experience with event marketing, so we’re here to let you in on a few trade secrets.

Interact with your audience

One of the biggest reasons companies attend or host events is to establish relationships and build their brand identity. Hosting an event is essentially your way of ‘opening the door’ to your brand, showcasing your products or services, but also telling the world what you’re all about. An event is a perfect opportunity to let your branding do the talking, but also a great way to build relationships, trust, and add value to your sector.

The most important thing to remember when planning an event, or even attending one, is to make sure that it’s right for your target audience. Here, it’s really important to research where your audience usually is and what events they already attend. To find this out, you can do some online searching, surveys, poll posts on social media, or focus groups. Then, you can design your event to have the biggest pull for those you intend to target. There are so many options to explore, and you can always use a combination. For example, running both an in-person and virtual event simultaneously.

According to the Event Marketing 2018 Benchmarks and Trends report, 95% of marketers agree that live events provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world. Either way, though, 84% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event. So, no matter your choice or combination, make sure that you tailor it to your audience.

Get people talking

Once you’ve got your audience at your event, whether it be in-person or online, you’ll need to get the conversation going. A study by EventTrack in 2015 showed that 72% of consumers said they positively view brands that provide great experiences. Sharing these experiences online through social media means a greater chance for your audience to positively view your brand.

Before you’ve hosted though, it’s super important to build up hype around your event on social media. Again, focus this on where your audience usually spends its time. For example, if you’re looking to reach a younger demographic, then Instagram, TikTok and Snapchat are likely your bags. However, if you have a tech-orientated audience, be sure to shout about your event on Linkedin and Twitter.

During the event, share as much content as possible; live tweet, make use of Instagram stories, tag the people you meet on Facebook, and be sure to start conversations – reply, like and share as much as you can. Afterwards, continue to make use of all the content you’ve collected; write some articles around the experience, invite someone you met to feature on your podcast, or simply reminisce on the great time you had – just don’t keep it to yourself!

Build brand awareness

Each event is different; it has different audiences, different content and a different culture. When you attend, you feel connected with the people around you, the branding you see, the experience you feel and the content you digest. If you’re hosting the event, be sure to use this to your advantage.

Your audience should leave feeling good about your brand, be clear on what you do, and fully understand your ethos. Not only that, but you should also use your event to build brand affinity, humanise your business, establish credibility, and generate leads as well. All of this can be achieved through creating a memorable, meaningful experience, interacting with your audience, and providing the connections they want.

Measure your impact

Just as important as building the best experience is being able to measure its impact. Before you get started, you should always make a list of key performance indicators (KPIs) that you and your stakeholders agree are worth tracking. By measuring these indicators, you’ll be able to work out your event’s success after everything is over. 

If you’re not sure where to start, here are six metrics to track:

  1. Registrations
  2. Attendance
  3. Lead generation
  4. Brand impressions
  5. New customers
  6. Attendee feedback

Then, all you need is to gather data and make sure that you’ve met your KPIs. We’ve developed Marble Insight to bring you a true understanding of audience, emotion, brand and revenue from live experience campaigns. Our analytics platform provides 360 campaign performance, from event design to audience engagement and sentiment, content performance to media reach and share of voice.

Conclusion

Whether you’re hosting an event to promote your products or services, bring your community together, or showcase the deeper purpose behind your brand, we’d love to hear from you! 

Here at Marble LDN, we work across all aspects of event marketing, from hosting to data analysis. We can even help elevate your event to the next level with a variety of digital platforms, incorporating live streaming, virtual event platforms, AR, VR and audio reality.

So, if you’re thinking of testing the waters with event marketing or are looking to step up your next event, get in touch with our team today and find out how we can help.