But exactly what is event marketing, and how can you incorporate it into your overall marketing strategy?
As you’ll soon discover, there’s no one correct answer. While traditional events like trade shows were once reserved for efforts like increasing awareness, today's promotional events can be customized to support nearly any level of the marketing or sales funnel. We’ll demonstrate how with successful examples of real event marketing campaigns, each with its own unique goal and format.
The marketing funnel is a series of stages that potential customers progress through on their journey to becoming paying customers. These stages may vary slightly from one sales marketing agency to the next, but the fundamentals tend to be very similar. Here’s a brief overview of common content marketing funnel stages and the customer actions associated with each:
Awareness
Potential customers become aware of your products or services.
Consideration
Leads explore whether your solution is the best solution for their needs.
Conversion
Leads convert into paying customers.
Loyalty
Customers become loyal brand advocates.
Why mention this before jumping into our promotional events examples? Because choosing the best event marketing campaigns for your company begins by nailing down your goals and which funnel stage (or stages) you’d like them to support.
Still a little skeptical that live events can do much more than spread awareness? Check out these marketing event examples and how they use various tactics to support different types of goals.