Event marketing: A professional guide with 14 useful tips

Generic Articles 22. Jan 2025

In a digital world, having a place to meet fellow like-minded professionals cannot be replaced. The personal connection can build strong relationships that translate to growth for your company. Regardless of what industry you are in, do not discount the powerful effects of event marketing. Discover the strategy for how you can make the most of your next appearance at a marketing event.

Event marketing

Competition is strong, especially in the digital marketing world. As a company or a brand, you need to keep up with the competitors, but also be unique. It can be hard to stand out from the rest. One great thing you can do is participate in a marketing event.

A great way to do this is to not take human interactions for granted. Building these professional connections can help bring your brand into the forefront of your industry.

These event marketing strategies can help you make the most out of your appearance. In this post, we will cover what you need to know about event marketing. We will also share tips on how to make an impact when you host or attend your own event.

What is event marketing?

Event marketing is an offline way to promote your brand with the key benefit being human interaction. The goal is to meet with other business professionals in your field. This helps you network and learn about different business strategies from your peers.

What is the difference between event marketing and trade shows?

Event marketing is an umbrella term for all types of events where the main goal is to meet other people and connect through networking. This can be done in a variety of ways. These are the main six different types of event marketing you should be doing:

Trade shows

These are the most popular event marketing types by far. Trade shows are a great way for companies to showcase their products and services directly to customers. These events are also a great way to generate leads and showcase your brand to build brand awareness.

Conferences

Conferences are a great place to showcase your company, but they focus more on the educational content aspect. Often, this means that industry experts will give talks and seminars about what they learned. Going to these events can provide your employees and business with valuable insights. You can bring these ideas back and use them in your own business strategies.

Networking events

Networking is all about getting to know the people on a personal level. This is where your interpersonal skills can shine. Networking is also a great way to focus on lead generation from potential customers. Building long-term connections with other experts and leaders in your field is another goal.

Roadshows

Roadshows combined all the above features, but into a moving event across different cities. Basically, a roadshow is an event, often hosted by one company or brand, that travels to different locations. What makes these great is because of the anticipation and excitement around the event. Plus, this works great for companies that have a wide customer base around the country.

These are large-scale events, which means they also require a large budget. This would not be a starting point for any small business or startup.

VIP dinners

If your goal is to create and nurture leads, then a VIP dinner is a great option. This option is great for when you have already collected a few leads from the events listed above. By hosting an evening to meet with only a few guests at a time, you can create an even more meaningful connection.

That being said, it does not need to specifically be a dinner. You can also host an event where you have a memorable experience, such as an escape room. The exclusivity of the event makes those who attend feel extra special. This makes them more likely to listen to your special requests.

Webinars

While many event marketing types are in person, do not miss out on webinars. In our global world, many people work remotely around the world. This brings all the aspects of the events listed above together, but as a virtual event.

You can still host talks, showcase your products, and meet with others from anywhere in the world. In some cases, this could extend your reach even more as many webinars are free so many people can join.

How large is the event marketing industry?

Event marketing has been around for a while, but it has been growing in recent years.

➥ According to research from the CMI team, global event markets are expected to grow by 7.2% in the next 7 years (from now until 2032) (Source: Custom Marketing Insights). That means, by the time 2032 rolls around, the event marketing industry is expected to be worth $929.29 billion (£754.07 billion) (Source: Custom Marketing Insights).

Why is event marketing important?

How can even marketing benefit your company? In the current digital landscape, most companies believe online marketing is the best way to reach the most people. However, event marketing is another additional tool you can take advantage of to generate even more leads. In some cases these personal connections you make at in-person events can lead to better leads than a faceless, nameless online ad.

Another important reason is your direct connection to your target audience. Since more attendees need to purchase a ticket to attend, they actually want to be there. This audience will be more receptive to your pitch than someone who is scrolling on social media. This high engagement from the beginning can lead to happier customers and more long-term relationships.

When your industry peers surround you, increasing brand awareness is important. This is a great way for you to promote your brand or company in the right setting for the biggest impact.

One of the biggest reasons that event marketing works is because it is a great place to learn. Do not take the networking aspect of these events lightly. Consider even hosting a talk during these events to showcase your knowledge and expertise.

14 tips to host a successful event marketing

Now that you understand the basics of event marketing, here are some tips to help your event succeed. Here are our tips for event marketing best practices:

1. Set clear expectations and goals

The first thing you should always do is have a goal. Without one, your event can end up directionless. Don’t waste time and effort on something you cannot measure the impact of later.

2. Define your target audience

While many event marketing events are your target audience, be sure to narrow it down even more. Don’t be afraid to get specific with who you want and who you expect to connect with during the event.

3. Create impactful content

When hosting an event, make sure that your content is worthy of people wanting to attend. If your talks or seminars are not contributing to the conversation or showing your expertise, no one will want to come.

4.Plan a compelling agenda

Once you have your content ideas laid out, be sure to organise it in a meaningful way. The conference or event should flow naturally. Strategically place speakers at key moments for the biggest impact.

5. Utilise the right technology

Whether you will be fully in-person, online, or hybrid, make sure you choose the right technology. It should work with your ideas, not against them. Test out a few options before the actual event.

6. Cultivate exciting sponsors

Much like your content, you want to make sure your guest speakers are interesting and impactful. Find sponsors who match your business values to showcase your brand in the best way possible.

7. Promote in advance

Be sure to give your audience enough time to plan. Plus, the more time you invest in promoting your event, the higher the anticipation will be. More anticipation means a greater chance for reaching your goals. Be sure to promote your event through different marketing channels.

8. Give discounts, especially early bird

If you are hosting an event with an admission fee, be sure to advertise an early bird discount. The more people who sign up right away, the better you can advertise the remaining spots effectively.

9. Include VIP tickets

Much like with the early bird, drum up some excitement by offering VIP tickets and access to those who would like even more.

10. Facilitate networking

Networking is one of the most important aspects of these events. When designing your conference, make sure you create natural spaces and times for networking to happen.

11. Hand out promotional items

Social interaction and connection is great, but giving someone a small gift when they leave is better. Consider some classic items such as lanyards or notebooks as a trade show giveaway. If you want to stand out, consider a unique promotional item to bring the wow-effect to every interaction

12. Track and measure

Right after the event, be sure to check in with your original goals. Did you meet your target or did goals need to be improved? Be sure to align quickly after the event so it is top of mind.

13. Quickly follow up with leads

Now that your event is over, be sure to follow up. Capitalise on the success of your event right away while you are still fresh in everyone’s mind.

14. Engage after the event

You should engage with everyone at the event, not just the leads you generated. This can be done with personal thank-you notes or feedback. For social media, consider continuing to post engaging content from the event.

Final thoughts on event marketing

Digital marketing plans and online campaigns can help you reach more people for less money and effort. However, personal connections still matter. Event marketing is a great way to get to know your target audience on a personal level. This offline marketing strategy allows you to generate leads through effective event marketing efforts.

We hoped you learned more about how to take advantage of these events to reach your overall business goals and targets. Here are the main takeaways we hope you leave with:

  • 💡 Event marketing is an offline event where networking and the human connection is key.
  • 💡 Attendees come to experience and soak up knowledge from industry experts.
  • 💡 Large events are resource-intensive. Be sure to create a concrete plan before attending one or hosting one of your own.
  • 💡 Customers want to buy from people, not machines. When creating your marketing strategies for the year, remember that the human connection can go a long way.
  • 💡 Hand out promotional products for an even longer-lasting impression.

Future resources for additional event marketing insights

If this caught your attention, you should read more about trade shows. This will give you insights before the 2025 trade show season starts. Read about 8 upcoming trade shows in the UK. If you want to make an impression with your booth, consider these 26 booth ideas.