“If you’re quiet, you’re not living. You’ve got to be noisy and colorful and lively.” – Mel Brooks
This is a quote from a famous American actor, comedian, and filmmaker. This quote could be applied in marketing strategy. We, as marketers, should make something that heard by people, in this case, our target market. Talking about this “noisy activities”, we know that one of them is Event Marketing.
Event marketing tries to grab the attention of a group of people who are gathered together. The audience is actually specific, according to the target market of the brand. It is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events.
A successful event marketing campaign provides value to attendees beyond information about a product or service. There are two types of event marketing, hard selling event, and soft selling event. In soft selling event, the marketer should know how to put the value of the product/service smoothly, to make it relevant to audience need.
Event marketing is the way to grab audience through the offline and online channel. How can it be? Event marketing is basically an offline strategy to gather your target market in one venue. You can use conventional communication channels such as the poster, billboard, unconventional media, signage, and any other kits. Today is digital era, it means that you can support your offline channel with the online channel. Social media, website, key opinion leader, the newsletter can maximize the effectivity of your event.
1. Gathering your target market
An online channel such like social media and newsletter can spread your invitation well, to gather people at your event. They can read directly on their device and register themselves in a moment.
2. Reminding about the event
We also can send the reminder for the event to mass people through the digital channel. So they keep remembering the date of our event.
3. Maximizing the impact of your event
In an event, brand needs publication. The simplest online publication is social media. You can encourage your target market to post their experience and comment in their social media, while their followers also can read some part of the event by the status.
4. Creating Digital Footprint
When people post in their social media, all of the statuses are recorded in digital storage. People can access at anytime, anywhere, through YouTube or Facebook live post for example.
If you still remember about the event “HangOut with FreakOut”, that’s a combination of offline and online channels. Through on ground activity, FreakOut invited its audience by using the unique newsletter, landing page, and teaser video. The audience registered themselves in google form. FreakOut also triggered people to share their experience in social media by using the hashtag that can be tracked. The impact was good anyway, the event affected the google index, and it was great for the digital footprint.
You can read the review of the HangOut with FreakOut event here.