Event Marketing

A – Z of Marketing: Events

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Promoting your business is vital to making it a success, after all, if no-one knows who you are and what you do, how will they know if they need your products or services. Business events are a great way of creating potential custom and networking with other businesses that could be valuable links in the future. There are lots of different ways for you to network with the people that are most important to your business. For example, business breakfasts, business exhibitions, or a number of different evening events. You can even connect with people and groups on websites, such as LinkedIn, or through hashtag events on Twitter.

Business events are a great way of spreading the word, whatever that word may be. Whether you’re introducing a new business, a new product, or you just want to see some fresh faces, a face to face or virtual event can get you the desired results. It’s the best way to kill two birds with one stone, connect with potential customers, and gather information from them so you can bring them products and offers that appeal to their wants and needs.

You may be wondering why it’s good to link with other businesses that are potential competition. It’s easy for businesses to become isolated and think that they’ll survive on their own ideas, however, this is often not the case. By linking with other businesses you get to see what your competition is up to, if your products and methods are out-dated, or if there is something that you are doing particularly well that you can use as a selling point. The best part about these events is that you never know who will walk through the doors; you could find yourself getting to know a future investor or someone with a large successful business that can create business for you via their clients.

Ketchup’s top tips for event success

  • Set objectives for your event – what are you looking to achieve from attending this particular event, where does the event fit in your marketing strategy? Do you want to attract new customers, demonstrate product developments, build brand awareness, or meet with existing customers? Knowing what you want to get out of the event will enable you to focus the organisation and messages in the right way.
  • Understand the event’s attendees – many events will have a specific audience, for example, an industry specific event or an exhibition for small business owners. In most cases the event organisers will be more than happy to give you information about event attendees. This knowledge will allow you to target any marketing messages and event information accordingly.
  • Make sure that your business stands out – don’t just describe your business to people, make sure you take along products, portfolios, or use demonstrations. Your guests will want to see why they should spend their money with you.
  • Don’t give up! – If the first event doesn’t work, try and try again. Sometimes it takes attendance at a few events and exhibitions before you get your formula right and start achieving the results that you desire.
  • Give something to your guests – it’s no good hosting an event or investing in an exhibition stand, plus marketing and organisation costs, and having the attendees go home and say, ‘what was the name of that business again?’ Get your business cards in their pockets or send them home with a little pack of goodies!
  • Face your fears and be confident about what you are offering – it’s always likely that a competitor will turn up to see what you’re doing differently. Welcome them with open arms and discuss your ideas. It could be the start of something beautiful.

If you are looking to make sure that your attendance at an event doesn’t go unnoticed, why not speak to one of the experts at Ketchup. We can help with pre and post event marketing, stand design, event landing pages, and more. Get in touch today on 0330 088 9277 or complete our contact form.





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