Event marketing is not a new concept, having proved itself as a reliable channel for drumming up businesses over its many years in action. However, that doesn’t mean it’s not constantly evolving - and in order for businesses to remain competitive, they need to stay ahead of the curve.
It goes without saying that a standard approach to marketing will only generate standard results, leaving your customer base in plain sight of the competition. We’ve gathered some of the innovative event marketing techniques and technology at the forefront of the industry today - giving businesses a competitive edge when it comes to live events.
Event casting
No longer are events tied to one physical location. Through live event broadcasts, those who couldn’t make it on the day can telecommute to the event. Although this technology is still in its early days, it has the potential to allow businesses to reach a much larger and potentially international audience. Web viewers can even invite friends and colleagues to get in on the action so that no one misses out on your event.
Engaging social media
We all know how valuable using social networks can be for business, but social media’s real power is unleashed at live events. From building momentum before the big day to sharing news throughout, social platforms provide a brand voice that won’t go unheard. Sharing competitions and giveaways with your following on the day is a highly effective method of drawing in your audience and providing a captive pool to fish from.
Customised mobile apps
If you’re planning a larger event, it’s unlikely that you’ll get to speak to every attendee on a one-to-one basis. Creating a mobile app is an ultra efficient way to give your attendees access to the information they need, allowing you to focus on the leads with the highest conversion potential. Customised apps put your brand in the fingertips of your prospective customers and can provide mobile access to everything from the time of your event, to virtual product demonstrations.
The power of video
The stereotypical event booth is a thing of the past. Gone are the fold out tables and banner stands. Instead, big brands are looking to provide experiences for attendees through the power of video and interactive displays. Video displays are a powerful tool for delivering masses of visual information about your product or service in a short space of time. Not only that, but research has shown that video receives dramatically higher engagement and information retention levels compared to printed materials and other traditional content formats.
Location, location, location
One of the biggest restrictions for many events is location - and restrictions can impact attendance levels, ultimately affecting your ROI. By taking your product to your customers, instead of expecting them to come to you, you’re hand delivering the solution to their needs - right into their own laps. Mobile event venues are gathering popularity, allowing businesses to plan brand road trips around the country, opening up new demographics across the region and beyond.
The Events Structure is the UK’s largest single source supplier of roadshow trucks, exhibition trailers, self-drive promotional vehicles and temporary pop-up event structures. With a wide selection of touring and static event venues, we’ve got something to suit any of your event marketing and experiential marketing needs. Want to find out more about our portable event venues? Give us a call on +44(0)161 821 1010 or get in touch online.