9 Insights to Drive Event Marketing Success


Event marketing success doesn’t happen by chance. Whether you need to take an existing project further, or build a brand new program from the ground up, a solid strategy is the foundation to any successful brand experience.

Sparks recently hosted a webinar, Nine Insights to Drive Event Marketing Success. The recap below covers nine guiding insights that may change the way you approach your event programs.

Insight #1:

Every exposure and interaction with your company is a brand experience.

Experiential marketers are focused on the live event marketing space. But our audiences don’t distinguish between interactions you’ve created in a physical environment and other brand interactions—products and services, social media, advertising, or any other touchpoint.

When creating an experiential marketing concept, think about delivering an experience that feels consistent with and authentic to all brand touchpoints.

Insight #2:

Live experiences are the most effective way to impact people.

Research shows that experiential marketing moves attendees down the sales funnel further and faster than any other marketing channel. For the sixth consecutive year, the Content Marketing Institute found in-person events are the #1 most effective B2B marketing tactic.

While events are often scrutinized for the number of leads delivered to an organization, the benefits provided by the relationship building that occurs at in-person events is where real value is derived. People buy more and more often from companies with whom they have strong relationships.

Insight #3:

Event marketing success builds brands and creates sales opportunities.

Experiential marketers often find themselves stuck between sales and marketing with both groups competing for control (the group with the bigger budget usually wins). However, events are beneficial to both groups.

According to EventTrack 2015, the top goals for experiential marketers are to increase/create brand awareness (81%) and increase sales (79%). Recognize events are opportunities to both build a brand (a marketing function) and create opportunities (a sales function).

Insight #4:

The most effective live experiences are powered by human interactions.

You may have the most beautiful exhibit or the most gorgeous event. But if your staff, the ambassadors who represent your brand, can’t deliver on the experience, none of that matters.

When it comes to creating ambassador-driven event marketing success, think about:

Who you select to represent the brand

2. How you train them

3. How you hold them accountable for delivering an effective experience

4. How you evaluate their performance

Insight #5:

Events are a content marketing channel.

Content marketing is an important strategy for brands to share their point of view or industry expertise as well as educate customers about the products they use. Increase the value and impact of your event by featuring content that provides a fresh point of view not offered in other marketing channels.

Beyond showcasing unique content, use events to capture new content that will extend the reach of your brand experience well beyond the event—and fuel subsequent content marketing initiatives.

Insight #6:

Effective live experiences are infused with technology.

With multiple devices at our fingertips at all times, we live in a fully integrated digital and physical world. At live events, audiences today expect an infusion of technology within the physical experience. Use technology to support and enhance your event objectives, especially when it comes to driving human interaction.

Insight #7:

Earned reach is the most powerful way to spread brand ideas.

Earned reach is brand advocacy—inspiring fans to recommend the brand.

Brand advocacy begins with creating an experience that emphasizes content and human interactions as well as offers fresh insight. These positive experiences transform attendees into believers who willingly recommend your brand to others.

Insight #8:

Live experiences must be good enough to share.

There are two types of sharing: 1.) participating in the experience with others, and 2.) spreading the word to one’s larger network via word of mouth or social media.

When creating an experience, first think about how your attendees can participate together. A shared experience is more enjoyable.

Second, think how to amplify the experience through social media sharing. What might be worthy for attendees to snap and share with their network? Third person validation is significantly more impactful than what your brand says about itself.

Insight #9:

People talk about and advocate for the brands that add real value to their lives.

When designing an experience, look through an audience-centric lens. Ask why should an attendee care and what’s in it for them? Answering these questions is critical to delivering real value.

More about Sparks experiential strategy.

Experiential Strategy is the foundation of effective event marketing. It’s about using research and data to make informed decisions. It’s about leveraging key insights to deliver more impactful experiences. It’s about creating greater value for the business and the audience.

Check out
Sparks experiential strategy content and downloads.

Posted by Kristy Elisano | Request as a Speaker

Caffeine dependent Jersey girl. Inspired by creative risk takers and underdogs. Chief Marketing Officer, Doodle owner and lover of all things chocolate.