Have you ever hosted a party without inviting the guests? Weird question, isn't it? Similarly, it is impossible to plan an event without having a robust marketing strategy. You need an effective marketing campaign to launch your event, whether it is physical, virtual or hybrid. So much effort goes into event planning & execution. If it is not presented to the audience the right way and at the right time, it will go for a waste. Audiences' preferences change with time and so do the event format. Keeping that in mind, marketing strategies must also be revised suiting the latest trends & moods.
At ibentos, we design the most comprehensive virtual/ hybrid/metaverse platforms for our clients and help them please the audiences. We also help them to attract the audiences to their events through our unique marketing strategies. Here we like to share some marketing ideas that will work best for your virtual/hybrid events in 2023 and beyond!
1. Know your goals and expectations from the event.
Yes, it is true that through virtual/hybrid format you can approach global audiences. But a good businessman always believes in gradual expansion & consolidation, instead of taking a blind aim. Know your assets & present capabilities and set practical targets. Aim for markets that have the best prospects and mark your geographical boundaries.
2. Schedule your event at the right time.
You must schedule your event at a time when you have the availability of the majority of attendees. It could be different for different event types. Example: For virtual career fairs or education fairs the end of academic session would be ideal. Product launches or trade shows should be planned around the peak sales time. Public holidays /weekends could also be considered for having maximum attendance.
3. Know your audience/market well
Whether it is about event planning or designing marketing campaigns, you must always start by identifying your target audiences. This includes their age, nationality, psychology, language, culture, social/domestic /economic conditions, general sentiments and more. A marketing campaign that is written from the heart and that touches the heart will always click.
Example: A product such as bathing soap sold as an economic toiletry item in Europe/Middle East/America could be a luxury item in less privileged countries.
4. Approach a good marketing agency.
Once you have your goals set & market boundaries defined, it's time for you to approach a good marketing team. Contact a good marketing agency that has experience in handling similar events as yours. Communicate your event targets, market and audience needs to them well.
Ibentos has been in the ’Event Technology & Marketing Industry’ for over a decade and has partnered with prestigious organisations across the globe. Our event marketing portfolio includes virtual/hybrid/metaverse events such as exhibitions, career fairs, education fairs, corporate meetings & conferences, medical conferences, product launches, trade shows, B2B meets and more. Visit us at https://ibentos.com/why-ibentos/ to know what distinguishes us from other technology vendors in Indian & Canadian markets.
5. Plan & design your marketing campaign.
Keeping your event date in mind, chalk out your marketing campaign in stages. The right time to start the marketing campaign differs with industry & market type. As audiences have their own reaction time and it takes some time for the campaign to produce positive results. Minimum time margin for local events should be around 2-3 weeks and for international events it should be 4-6 weeks.
6. Craft your marketing content carefully.
Your marketing content should be written according to audience taste and age group. It should be short, simple, appealing and should have the listed elements:
a)Highlight your USPs b) Stress on customer benefits c) Content should be relatable to customers d)Use previous events footage & feedback, e) Encourage local language & culture f)Good graphic, images & teaser videos.
7. Know where to find your audiences
Your marketing strategy is framed, content is written and the campaign is ready to be launched. Next step is to look for the right media platforms to launch your campaign into. In earlier times there were limited media options for organisers to advertise such as radio, television, sports tournaments and print media etc. But things have changed for good and we have plenty of media options available. Choose the media options depending upon your audience availability.
If your audience belongs to a senior age group (50 yrs & above) that is not very tech savvy, use old school advertising methods (television, radio, news papers, magazines, newsletters, journals etc). But if you want to target the younger population, electronic media including social media would be the best option.
8. Exploit the power of social media/ influencer marketing.
Social networking sites started initially as an online mode of interaction for distant people. Over the past decade, as the internet & smart devices became more and more handy, it has become one of the most prominent media for advertising. Social media clubbed with AI marketing tools is a magical combination. AI tools monitor the online behaviour of people and based on that, can identify your target customers within a fraction of second. Once that is done, it's’ only about approaching them with the campaign.
Another economical option to target communities as a whole is influencer marketing. Your marketing partner can help you identify the right online communities through popular influencer accounts, social media groups and more. Social media is a collection of channels with varying popularity depending on geography & audience age group.
The channels that are working best these days are Facebook, Instagram, Ticktok, Youtube, Linkedin, twitter , cloud, Google etc. Facebook, Youtube, google, linkedin & Twitter are best to target higher age groups and general audiences. To target a young population ( 15 to 35 yrs) Instagram & Ticktok would be a better option.
9. Capitalise on organic/paid media promotion.
With Virtual/hybrid/Metaverse events you can easily measure the performance of a marketing campaign at any point. This lets you to timely alter your strategy, in case it’s not working. Your marketing partner will help you achieve that. Keep monitoring the leads and use organic or paid promotions whenever necessary.
10. Maneuver & accelerate your campaign’s pace according to timeline.
Your marketing campaign should be well structured and have a variety of advertising material depending upon the various stages. Modulate your content as opening posts for the initial stage, event descriptive posts for intermediate stages and count down posts for the final stage of the campaign. Advertisements must be timed appropriately according to the viewership pattern of the target audience. The frequency or pace of the should be accelerated (less/ moderate/high) according to the campaign stage. Ensure that all the entire marketing campaign is run on all advertising channels.
11. While the event is LIVE, promote it aggressively.
When the event is LIVE, your marketing campaign should be on the highest gear. Give an hourly update to your viewers and try to attract the maximum audience. Share the event highlights, LIVE footage, fresh feedback and media coverage and be in constant touch with your audiences.
12. Don't forget to conclude with a thank you note.
A small token of appreciation & gratitude is very crucial for building a long term relationship. It is the last impression that remains photographed in the audience's mind. They must leave your event elated, satisfied and enriched with cherishable memories. Thank your audiences with an event memento and invite them to your next event in advance.
It is rightly said- “What lies in between a Quality Event & Successful Event is Effective Marketing”. We at ibentos, totally go by this principle and not only come up with latest marketing solutions for our clients but assist them throughout their event journey.
If you need some marketing insight for your next event, our marketing team will be most happy to help you.
Contact us at www.ibentos.com and give us an opportunity to help you!
