How Effective Is Event Marketing?

With the online advertising market becoming increasingly saturated, and users increasingly turning to ad blockers to avoid marketing altogether, it’s time for a new way to get your message out there. Event marketing can be a powerful tool, not only for B2B companies but for B2C-focused organizations as well. Organizing a marketing event can increase awareness of your brand, build brand affinity, and most importantly, drive sales to provide you with a great return on your investment.

In this article, we’ll discuss how a marketing event can be one of the most effective ways to drive your business to the next level, and why it’s one of the most powerful tools on offer today, allowing you to engage with more customers than ever before, and build lasting business relationships. We’ll also give you some tips to ensure that your marketing event is a success.

How Effective Is Event Marketing?

An Authentic Buyer Perspective

Nothing can beat a real, face-to-face conversation with a customer to find out what they really want. It’s a great way to test your buyer persona, especially if you’re a B2B company, where interaction with potential clients may have been limited to emails or the occasional phone call. Marketing through events even allows you to meet your customers face to face and will undoubtedly provide you with high-quality feedback that will later be invaluable when it comes to improving your customer experience.

Meeting your customers, as well as potential customers, allows you to tailor your brand towards what they really want without having to rely on a buyer persona that might well be outdated. For example, if you’re experiencing a level of customer dissatisfaction with your product or service, meeting existing customers and interested prospects can quickly throw up the root cause of it. On the other hand, you might discover an unexpected strength that you were previously unaware of that can now be capitalized on.

Identify And Engage with Potential Clients

In-person events can often attract potential customers and other interested parties. This is an unparalleled opportunity to reach out, engage, and network with prospects, who may be very close to buying your product or service. It’s an opportunity to find out what’s holding them back, and what you might be able to change to make your product more attractive.

An excellent way to do this is to hold a Q and A session as part of the event, where attendees can reach out and to you and your team directly and launch discussions about any queries or concerns that they may have.

Build and Strengthen Customer Connections

Marketing experiences such as events can drive brand awareness, customer loyalty, and ultimately sales in ways that more traditional forms of marketing can’t possibly match. Statistics show that over 80% of consumers are more likely to purchase a product or service after attending an event, and an incredible 91% report a more positive outlook towards the brand.

A live event connects consumers and brands in ways that are meaningful, purposeful, and lasting. Being able to see and meet the people behind your brand in person can lead to the formation of long-lasting brand loyalty. In fact, up to 70% of attendees report becoming long-term customers after an in-person marketing event.

Increase Engagement with Social Media

Hosting a marketing event can have a huge knock-on impact on your online marketing as well. Leveraging social media feeds and influencers to build up excitement and anticipation for your event can not only increase attendance of the event itself but also provide an increase in social media followers that persists even after the event is finished. This helps to build a sense of community amongst your customers, helping to transform them into brand advocates who will willingly share your social media and online content with an even wider audience.

An event is a great way to get everyone talking about your brand, and you can encourage this by regularly posting updates and statistics in the run-up to the event. You can even live-stream the event itself to motivate more posts and engagement. Another great strategy can be to run an online competition tied to the upcoming event, such as for the best picture by an attendee.

Measurable Return on Investment

It’s all very well having a packed house when the day of the event rolls around, but how can you be sure that the right people are attending. At the forefront of any marketer’s mind is the return on investment, or ROI. It’s this figure that’s likely to determine whether the event has been a success, so make sure that you keep a close eye on those sales figures post-event. It’s also important to show that any sales spike is directly attributable to the event before planning it again for next year.

Be sure that you are marketing towards the right segment of your buyer community. Not every segment may attend the event, which allows you to create a bespoke marketing offering for just this segment of the consumer community. Put together a specific attendee persona, in addition to your existing buyer persona. Use this post-event to measure impact; have the sales to this specific group increased? Then the event could have been a success.

Improving Your Event Strategy

Now that you’ve begun to plan your event, how can you make your strategy as effective as possible? An event is inevitably going to require more of your marketing budget than online-only marketing, so it’s important to get it right. you want to get the best return that you possibly can on this large investment, so it’s important to be certain that you’re offering exactly what your attendees want and increase motivation to buy wherever possible.

Create a Welcoming Experience

While it may seem like a small detail, it’s one you can’t afford to overlook. The people who’ve taken the time to attend your event should feel welcome there, and that their presence is appreciated. Make sure this is both the first and last impression you give by using personalized communications such as emails, phone calls, and even paper mail to communicate with those who’ve registered and lay on staff to welcome them at the entrance.

During the event itself, makes sure your staff are constantly on-hand to answer questions and address concerns. Just talking to those at the event can have a huge impact. Post-event, make sure to use personalized follow-up communications to request feedback, offer special content, and even early registration for your next event.

Educate Your Attendees

Those who attend events need to gain something from coming. After all, they’ve given up their time and possibly traveled long distances to be there, and they might also have had to pay the entrance fee that around 40% of marketing events charge for attendance. However, they need more than just a branded pen or t-shirt; many of those who come to events want to learn.

Take a look at the focus of your event. Do you already have an educational focus? Then evaluate what information you’re providing and be sure that you’re adding knowledge to your guests, and not telling them what they already know. If the event is more focused on experiencing or demonstrating a product, try to find a way to give those attendees who want to learn more an educational element.

Consider the Attendee Perspective

When planning your event, think about how it will bring value to your customers. You’ll need to more than simply list speaker names on the brochure – you must effectively communicate a reason to attend. While many may be explicit in what they expect from the event, others may prefer to keep their reasons to themselves. Either way, you need to ensure your event solves their pain points and meets their needs.

An effective approach can be to ensure that potential attendees understand what’s on offer, as they will be unlikely to search for reasons to attend, and if the benefits are unclear, they may switch off altogether. Make sure you successfully capture their attention, for example by providing an effective solution to the problems they’re facing.

Time for a Change

The way events work is changing thanks to the influx of technology that’s connecting physical events with the online world. These can solve some of the biggest problems for the marketer, including new ways to measure attribution and ROI, especially through videos and virtual experiences that tie in with the physical event. While event marketing has a unique set of challenges, it can still be a very effective way of differentiating you and your brand and provides a great alternative to online marketing.

Here at King Sixteen, we are committed to helping you engage your customers in new and innovative ways. We thrive on creating partnerships that matter, and long-lasting experiences for your event attendees. When it comes to event design, we can help you plan everything from a 100-person bar meeting to a 1000-person gala. We’ll cover everything from catering to sound systems, security to entertainment, so you can focus on what you do best. Call us today at King Sixteen to find out more.

Services

Event Management & Design

Event Management & Design We are the definitive turn-key agency when it comes to live events. From galas and conventions to concerts and festivals, we facilitate every step and every vendor involved in a given project. Whether we are concepting and designing or we are arranging catering, transport or security. Our trusted staff and vendor network…

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Talent Buying & Audio Production

Talent Buying & Audio Production Booking and managing musicians or performance artists is a tricky business, especially when it comes to major label talent. King Sixteen has a wealth of knowledge and experience in this world. We have a personal relationship with numerous agents and tour managers at most major record labels and can help negotiate…

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Product Design & Fulfillment

Product Design & Fulfillment Our team is equipped to tackle any custom fabrication or merchandizing needs your project may require. We are poised to source and design a multitude of promotional items or gifts for your staff or partners. We also have the largest trusted network of fabricators to execute custom designs for any display, buildout…

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Experiential Product Launches

Experiential Product Launches Not only are we capable of bringing your brand’s vision to life, but if your brand is stuck on how to launch, display or rollout a new product or service, we are more than well equipped to concept, strategize and build this project out on your behalf with your brand identity in…

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From our blog

What Is an Example of Experiential Marketing?

There’s a new trend in the marketing world. Experiential marketing, or engagement marketing, is a way of organically growing customer support and loyalty through direct engagement of consumers through fun and innovative means. There are so many benefits to using this method of promotion for your business and so it’s no wonder companies across the world are adopting the strategy for themselves. What Is an Example of Experiential Marketing? The Basics Engagement marketing has customers at its heart. By engaging…

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9 Qualities to Look for When Choose Corporate Event Companies

When you’re planning a big event for your company, making the right choice on who to work with can be difficult. There are plenty of factors to consider, but once you know what traits you should be looking for in a potential partner business, sifting through the mountain of corporate event companies and finding the right choice for you becomes a lot easier. Many companies will offer the world as they pitch their services to you. But there are a…

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How Can an Event Marketing Agency Help Your Brand?

When business owners are faced with dozens of various marketing strategies for their brand, they can quickly become overwhelmed with the possibilities. Many consider traditional marketing or digital marketing to be the first lines of defense. These strategies are certainly crucial in any branding strategy, but real-life marketing tactics should not be overlooked. Professionals who really want to emphasize their brand beyond building a website and developing their social media profiles will want to consider hiring an event marketing agency.…

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How Do You Create Brand Awareness?

In today’s already crowded marketplace, it is more important than ever before that you have a brand awareness strategy. The goal is to get leads and customers to recognize your business and see it in a positive light while distinguishing you from your competitors. If you’re having trouble knowing where to begin with your awareness campaign, here are some ideas to get you started. How Do You Create Brand Awareness? Host Brand Events One of the best ways to build…

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10 Goals All Brand Events Need to Accomplish

Brand events are one of the most powerful ways to grow your business. Although there are multiple reasons to run an event, they are particularly useful for launching a new product, rebranding, building a loyal customer base, networking, and creating extra revenue. However, these kinds of events will only give you a good ROI if they are organized and executed correctly. For example, it’s essential to have specific targets in mind during the planning stage. Here are ten goals every…

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How Effective Is Event Marketing?

With the online advertising market becoming increasingly saturated, and users increasingly turning to ad blockers to avoid marketing altogether, it’s time for a new way to get your message out there. Event marketing can be a powerful tool, not only for B2B companies but for B2C-focused organizations as well. Organizing a marketing event can increase awareness of your brand, build brand affinity, and most importantly, drive sales to provide you with a great return on your investment. In this article,…

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Want To Throw A Memorable Event? These Hacks That Will Leave Your Guests Talking

Want To Throw A Memorable Event? These Hacks That Will Leave Your Guests Talking

The difference between a memorable event and a forgettable one always comes down to the details. And no, we aren’t talking about expensive floral arrangements or the type of ceviche you chose for passed hors d’oeuvres. Those things are nice, but they aren’t necessarily the things that will resonate with your guests at the events’ conclusion.Instead, they will primarily remember the conversations and engagements they had, along with the emotion they were left with when it was time to depart.

Let me say that again….
Your guests will primarily remember the conversations and engagements they had, along with the emotion they were left with when it was time to depart.

Ok, so let’s unpack this for the ones that don’t believe us. You could hand select every guest to optimize conversations – we suppose. But let’s focus on the other aspect that is most in control for event producers and designers, and that’s the way guests feel once the party ends. How can we positively influence their experience while on-site?

An analogy first! Porsche has been making sought after luxury vehicles for over 70 years, and they understand that the driver experience is much more than just a powerful engine. Last year, our agency launched the Porsche Taycan – the first all electric Porsche to hit the market. A significant challenge presented to Porsche engineers was how to give Taycan owners the feeling of “power” when there was no combustion engine providing feedback to the driver. In other words, the feeling of an engine vibrating and the sound of the exhaust when you push the throttle to the floor wasn’t quite as exhilarating when it was…. well… silent! The Porsche Taycan was wicked fast, but they couldn’t allow their drivers to step out of the car underwhelmed with the whole experience. Just like we don’t want guests leaving one of our events underwhelmed.

What was the solution?

Porsche built an intake-noise amplifier called a Sound Symposer. This Sport Sound device recreates the revving noise and pumps the sound and vibrations into the cabin of the vehicle creating a much more authentic experience. Boom, problem solved!

Ok, so why did we tell you that story? Because guests are sizing up your event on more than one level, and they are doing it without thinking about it. Most Porsche drivers aren’t aware of this car’s feature, but they step out of the vehicle throttled by the experience! Most guests at an event aren’t aware of the details event producers put into play – but at the end of the party they need to be left with good memories and an affinity for the experience.
How can event planners and producers do this? Here are three hacks that can significantly elevate the guest experience for your next event.

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Aroma

No one wants to walk into a party that smells musty and stale. Our noses are constantly sizing up the rooms we enter and exit. Sure, we could light a thousand candles… but we would recommend keeping things a little more subtle and nuanced. At King Sixteen events, we run essential oil diffusers in various locations.

For example, at our 2019 Kentucky Derby event with Esquire Magazine and Rabbit Hole Bourbon – we designed a rooftop lounge that was adorned with live herbs suspended above the bar. Guests could choose their spirit of choice as we snipped rosemary, thyme, and fresh basil from above. Our bartenders (Death & Co.) dipped these into liquid nitrogen and then served inside guest glasses for an elevated aroma alongside their cocktails. In this room, we countered the fresh and earthy scent of the herbs with diffusers that pumped lemon, bergamot, and tangerine into the air. This room became a sensory experience, not just a bar.

At your next event, think about aromas you can add to the space that tie into the theme or location. Have an event overlooking the ocean? Cedarwood and Ylang Ylang might go nice with some of those views.

Sound

Normal conversations happen at about 60 decibels. A decibel is a standard unit of measurement for loudness. In contrast, a blowdryer is about 90 decibels and a trombone player can reach 110 decibels fairly easily. Remember when we said your guests will remember the conversations? Well it’s a little difficult to hear a conversation if you’re trying to shout over a swing band that’s being amplified into a room at levels above 110 decibels. Understanding the type of environment you are trying to create is very important. If it’s a wedding reception or corporate cocktail mixer, you might want to make sure that the music is no more than 5-10 decibels louder than the speaking volume. If it’s a late night party with dancing and a live band, anything over 105 db will start to become quite fatiguing to the ears. You can measure this with a device called a ‘digital sound level reader’ – something you can easily obtain for under $25 on Amazon or other retailers.

Don’t give your guests a reason to escape a room or the event all together. Monitor your sound levels and guests will leave happy, not fatigued.

Texture & Touch

At this point, it should be no surprise we have moved from smell, to sound, and now to touch. As event designers we are often hyper focused on what things look like, and our guests’ eyes are doing the heavy lifting. But if you really want to provide a memorable and lasting experience to your guests, do not overlook the way things feel against skin. If you have rented out a concrete warehouse for your next product launch or pop-up concert series, you may want to consider the things you have lots of so you can create some juxtaposition. Our agency launched a timepiece for Fossil Watches, and the venue we chose had lots of flat concrete areas, with black iron fencing, and stone walls. We brought in cream colored jute rugs and suede couches to liven up some areas of the facility. Lush green plants adorned those areas with marble coffee tables and hammered bronze side tables. We also laser printed brand illustrations on 8×4 planks of baltic birch, and lined a concrete entryway for some warmth. We ordered satin black cocktail napkins with foil embossed logos, and served curated cocktails in copper hammered mugs. A custom built airstream trailer with wood floors and leather couches provided a refuge from the cavernous concrete venue area.

The things your guests will interact with will leave an impression on them. Suede, wood, concrete, paper, copper, etc. The variety in material is important, and should not be overlooked. Use these hacks on your next event, and we promise your guests will remember the details.

King Sixteen is a turn-key event design and management agency specializing in brand launches, talent buying, product sourcing and more.

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We are a collective of event producers that work directly with national brands seeking to activate in unique markets across the United States.

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“We are a collective of tastemakers and problem solvers that work directly with national brands seeking to activate across the US.”

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