Event marketing, including trade shows, seminars, and conferences, offers unique opportunities to engage customers and increase the visibility of your brand. Direct mail, email, social media, and other marketing channels each have a role to play in raising awareness about your company, but events have the ability to put everything together in a way that no channel, by itself, can do.
A recent infographic by NCFE (Northern Council for Further Education) highlights three key benefits of event marketing every marketer should keep in mind.
- Events humanize your company.
Events do more than showcase your products and services. They showcase your brand’s personality. People like to buy from people, not just companies, so get consumers to like your brand’s personality and you will increase sales and win customers’ long-term loyalty.
- Events embed product information more deeply.
Events offer a multi-touch, multi-sensory experience that embeds information more deeply in customers’ memories. Studies of post-trade-show experiences, for example, show that consumers who have physically interacted with a product (such as in a product demo) are more likely to remember that product and remember it in more detail than products they learned about in a passive environment. Events let your target audience engage with your product in a dynamic way that increase their ability to recall it later.
- Events let you gather more demographic information.
Events create a fertile environment for gathering contact and demographic information you can use to target potential customers long after the event is over. Use registration forms, interactive booth or seminar games, badge scanning, and other techniques to gather as much information about attendees as possible. After all, they have just pre-qualified themselves as being high-value leads, so take advantage of this opportunity!
Want to learn more about event marketing and how to use booth graphics, displays, and marketing collateral to support your event marketing efforts? Let us show you how!