Event marketing is the promotion of a product, brand, or service through in-person interactions. There are many forms of event marketing and each can be catered for to address the specific goals of a marketer.
Event marketing can host an event to build stronger relationships with leads and prospects. You could also be attending an event as an exhibitor to educate potential customers about your company's product offering.
Event marketing can include digital events like live webinars or workshops.
Each of the above examples harnesses the power of live experiences to achieve business goals.
Why is event marketing important?
According to the 2019 Event Marketing: Benchmarks and Trends Report, most marketers believe that event marketing is the most effective marketing channel to achieve business goals.
Additional findings from the report include:
- Between 2017 and 2018, the number of companies organizing 20 or more events per year increased by 17%.
- Most company leaders support their company's event strategies, but this support is contingent on the event teams' ability to demonstrate ROI.
- The most successful companies are spending 1.7 times the average marketing budget on live events.
- The bottom line: event marketing is an essential marketing channel for B2B and B2C companies.