Event Marketing Examples for Every Funnel Stage

Conversion: Offer Free Workshops

Canva - Canva Events

It’s one thing to show a potential client how your product works. But if you’re really after a conversion, consider helping them learn to use it themselves.

Graphic design platform Canva offers a great example with Canva Events, a series of free online workshops hosted by industry experts. While some Canva events cover topics as basic as the fundamentals of graphic design, others are clearly targeted at niche audiences.

One workshop demonstrates how the platform can be used by school systems, while another demonstrates how to use Canva whiteboards for work collaboration. By teaching potential customers what their software offers firsthand, Canva increases the odds that more leads will upgrade to their Pro or Team subscription plans.

Loyalty: Interactive Experiences

Namely - Engage Namely Hackathon

In 2016, an HR software company called Namely launched one of the best loyalty-stage event promotion examples we’ve ever seen. Employees from all across the company were divided into 17 teams, each of which spent 24 hours designing a new tool or feature for the company's software.

The winners were then judged by a panel of the company’s clients. The event was such a success that clients were even invited to work alongside Namely employees for future hackathons.

Many of the ideas developed even originated from the clients themselves, demonstrating Namely’s commitment to client-led growth. Never underestimate the power of marketing events that keep clients engaged, all while demonstrating your commitment to feedback.

Incorporating Key Trends and Insights in Event Marketing

As demonstrated by the event advertising examples above, live events are still a great way to connect with both potential and current companies. But event marketing has also evolved a great deal over the past few decades.

Here are some considerations that can help you incorporate key event marketing trends and insights into your next campaign:

• Industry-leading conferences now incorporate not only lectures, but also demos, workshops, entertainment, and other live experiences.
• Incorporating major product launches and announcements into other anticipated events is a great way to build excitement.
• Marketing events are becoming more interactive, offering current and potential clients a more engaging way to interact with products and services.
• Gone are the days when trade shows and conferences were limited by geographic location. Hosting an online/hybrid conference or webinar can substantially increase your audience reach. To ensure success and effective management, consider partnering with a webinar marketing agency.

Conclusion

We hope these examples of event marketing have helped demonstrate how live events can help boost your efforts at every stage of the sales and marketing funnel. Don’t be afraid to get creative and experiment with bold new ideas for reaching your target audience in fun and unique ways.