Previously, low-budget radio commercials or colorful announcements at bus stops were the main marketing moves of companies that attracted new customers. Now everything has changed - advertising has tremendous opportunities. Almost every month, new media and content developments appear on the advertising market. For wide recognition and increasing consumer demand, a manufacturer uses many different technologies.
The market for goods and services is full, and every day manufacturers become more
more. Hundreds of companies, or even thousands, are fighting for the attention of each buyer. For an effective advertising campaign, you have to apply not only ATL technologies and BTL promotions.
Event marketing includes presentations, corporate events, promotions, fairs, charity events, holidays and so on.
BTL technology - direct contact with the consumer. This method allows you to establish a “dialogue” between the company and the potential buyer, push him to make a purchase.
One of the most effective areas of BTL is event marketing, or event-event. These marketing moves promote not only the product, but the company itself. Large companies that care about their image regularly conduct such actions.
Event marketing almost always raises sales and also forms the loyalty of the target audience. These events allow the consumer to touch the product, learn more about its production and the brand. Also at such meetings, the buyer feels caring for himself, about his needs, which also becomes a plus for the manufacturer.
Event marketing will always be social in nature. These projects can be broadly targeted and have several founders and sponsors, as well as attract a large number of potential customers.
For successful event marketing, you need to clearly select the venue, staff or host, as well as the target audience. The organizer of the event should be not only a savvy showman, but also a competent marketer and, of course, a creative advertiser.
In order for event marketing to help you get the expected consumer response, you need to clearly understand its goals - increasing loyalty or marketing the product. The company should be clearly aware of what proportion of the budget should be spent on such an event.
As an example, one of the most striking events, which was organized by SONY in the distant nineties, when their first mobile phone appeared on store shelves. The manufacturing company hired hundreds of actors who paced the nightclubs. They met different people and flirted with them. During the conversation with the actor, the phone rang. Of course, this was exactly the new mobile device. After this action , phone sales increased several times, the brand became more recognizable, because everyone was talking about strange acquaintances and an amazing “mobile phone”.
Marketing events can have a different budget. However, the most important thing in promotions is creativity. The event organizer should think wider than the standard forms of advertising campaigns.
In history, you can find a huge number of examples of multi-budget promotions that were a failure, and in contrast to the high cost, you can put on low-budget, but interesting and vibrant events, followed by a dynamic increase in consumer loyalty.