Today, more than ever, marketers need to find a way to differentiate from the competition. One proven tactic is using the different types of event marketing as effective ways of connecting with consumers.
An entity can host, sponsor, or participate in events. Either way, this marketing channel provides for a unique interaction with the consumers. The goal of the company is to grasp the attention and earn the trust of prospective buyers. The customers, in turn, are willing to get a clear picture of the company’s personality, performance, and vision.
What better way to do so than event marketing? Not only does it make a company stand out from the crowd, but it also helps a brand establish and maintain its presence, generate leads, gain new or reconnect with existing customers, and build databases.
But what pertains to your target? Each company is unique in this sense, so you are the one responsible for finding the best event type to attract or reach your potential visitors.
7 Different Types Of Event Marketing To Host In 2021
We can classify types of event marketing online and offline in the broadest sense possible, two self-explanatory categories.
Online Types Of Event Marketing
As the name implies, the following four types of event marketing take place on the web. The main challenge regarding virtual events is to engage and interact with the audience. Still, these event types have proven as especially beneficial for businesses across different niches.
According to Markletic, 67% of businesses use virtual events complementary to in-person events, while 87% of marketers consider the opportunities generated by virtual events as a success factor.
With the COVID-19 crisis and government regulation regarding gathering people for in-person events, marketers have further pushed this trend.
So, let’s see what online types of event marketing you can host in 2021.
The term webinar refers to a brief virtual seminar lasting approximately between 30 and 60 minutes. Usually, webinars include presentations, discussions, or workshops.
While hour-long webinars have a sign-up rate of 67%, 30-minute webinars attract only 8% of sign-ups, as stated by WebinarGeek.
As webinars occur in real-time, visitors get an opportunity to ask the presenter questions. In turn, this increases the engagement and effectiveness of the event.
If you are a student or happen to live with one, you are probably familiar with this type of event. In online training sessions, the presenter’s goal is to teach the attendees a new skill, complete a course or a certification. For this cause, they can share prepared presentations, host a Q&A session, or even give tests.
People find this learning method especially useful. To prove our point, over 40% of all Fortune 500 companies are using online learning for training. So, this type of event marketing can significantly improve your brand reputation and attract new audiences.
Live Streaming Events
The video live streaming industry increased by 99% in 2020. The industry is expected to reach $184 billion in value by 2027. So, it’s only natural to be willing to implement it in your event marketing strategy.
The term refers to live events that you can stream to your viewers. To start, you can use a simple webcam. However, with time, you can hire an entire production crew for better quality. You can also start with the latter. Well, at least if you have the needed resources.
Virtual Trade Shows
The last online type of event marketing on our list is virtual trade shows. Large companies use this method for simultaneously launching a product across many locations. Say you want to present your newest gadget to the USA and Europe at the same time. There is a difference in time zones, costs of hosting physical events, renting a space, paying the crew, etc.
Virtual trade shows cut all these expenses and provide a comprehensive solution to reach your target audience.
Offline Types Of Event Marketing
38% of marketers say they run into technical problems when hosting virtual events. What’s more, the average no-show percentage of virtual events is a bit higher than in-person events.
Physical events cost more. Still, they allow face-to-face interactions, being more impactful to consumers. So, with the access to vaccines, it’s very likely for marketers to return to physical events soon.
Now, let’s see what offline types of event marketing you can incorporate into your strategy.
Trade shows bring together different companies from a specific niche. You can either host, participate in or sponsor a trade show to present your newest products or services.
Trade shows can help you with networking, strengthening your market position, or forming effective partnerships.
Jobsinmarketing says that 40% of exhibitors follow-up leads between three to five days after the show. So, you might as well use this potential.
A seminar is a broader term that can refer to the traditional in-class setting, smaller events, roadshows, or field events. Either way, the purpose of a seminar is for the presenter to share information with the target audience.
You can use this type of event marketing to present different information to your customers, employees, partners, or sponsors. Consequently, you can charge for these lessons or pursue them as free focused training sessions given on a specific topic.
Unlike seminars, conferences include a much larger audience. But they have the same goal.
Lastly, you can host a targeted event, such as breakfast, lunch, or dinner. These types of event marketing are very intimate and focused. For instance, if you have significant buyers making up for a large portion of your profits, you can set a one-on-one meeting or within a group of up to ten customers, at most.
Combining Online And Offline Types Of Event Marketing
As explained, both online and offline types of event marketing have their pros and cons. So, the ultimate solution is combining the two for a comprehensive and effective event marketing strategy.