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The Power of Approach and Strategy in Event Marketing: A Step-by-Step Guide

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In the realm of event marketing, planning and execution often take center stage. There’s no shortage of resources, courses, and programs dedicated to teaching these skills. However, it’s vital to remember that approach and strategy are equally, if not more, important. We break down how to incorporate both in this step-by-step approach event marketing guide.

The Stigma Around Event Marketing

Events, particularly in corporate settings, often carry a stigma of “organized chaos.” The prevailing mindset seems to be “just get it done,” which might work for smaller, personal events like weddings. But when it comes to corporate event marketing, which can account for up to 20% of a company’s marketing budget, this mindset is inadequate.

Trade Shows and Events as Strategies

Trade shows and events should be seen as integral parts of a sales and marketing strategy, rather than simply a cost of doing business. This is why approach and strategy should take precedence over planning and execution. Of course, both are important. However, planning and execution are inevitable—they’re going to happen regardless. So why not ensure that all that effort is worth your while and provides value for your company’s investment?

The Importance of Approach

The approach involves ensuring you’re at the right shows, in front of the right customers, and activating in a way that aligns with your potential Return on Objectives (ROO).

The Role of Strategy

Strategy, on the other hand, involves making sensible decisions and tailoring your efforts to your audience and customers

For instance, if your decision-makers are executives who won’t be present on the trade show floor during the day, there’s no need to allocate space and resources for executive meeting rooms in your booth.

A Step-by-Step Event Marketing Guide to Approach

Step 1: Start by selecting the right shows that cater to your target demographic. 

Step 2: Next, activate your presence in a way that resonates with your potential ROO. 

Step 3: Understand your customers and tailor your efforts towards them. 

Step 4: Spend your marketing budget as if you’re investing it, with clear target returns and objectives in mind.

Only then should you start planning and executing. And when you do, give it your all. This way, you can ensure that your event marketing strategy is not just organized, but also efficient, effective, and ultimately successful.

Here are two great methods you can employ to give it your all.

1. The ‘Most vs. Least’ Approach

One of the standout concepts is the idea of: “what’s the most we can do versus what’s the least we can do.” This mindset is deeply rooted in building relationships and trust. It’s about going the extra mile for customers, rather than doing the bare minimum.

In the bustling environment of a conference, standing out is crucial. However, it’s not about being ostentatious or gimmicky. Authentic creativity and meaningful visibility should be your guiding principles for engaging customers. Remember: you have to understand how customers want to be engaged, rather than imposing your preferred methods of interaction on them.

2. Going Big Where Others Don’t

The second key involves identifying areas where competitors are not investing and going big in those areas. Many companies, particularly smaller ones, make the mistake of overspending on large exhibition spaces to compete with bigger rivals. Not only is this approach costly, but it also misses out on opportunities to stand out in less crowded spaces.

Make sure that your team knows how to identify these overlooked areas, then invest in them creatively, and ask yourselves: “what’s the most we can do?” This approach enables you to stand out and engage customers more effectively, building strong

The Power of Empathy in Marketing

At the core of these strategies is empathy towards your customers. Get to know their likes and dislikes and treat them as VIPs, because truthfully, they are the VIP for your company; without customers, your business doesn’t exist. 

Like what you’ve read? Have more questions? Join us for LIVE Q&A’s here: Event Marketing: Redefined

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