How Can Your Local Business Benefit from Event Marketing?

Event marketing is a strategy marketers use to build brand awareness, engage with potential customers interested in their products and services, and drive sales growth through in-person or real-time engagement.

Event marketing creates personal experiences between your target audience and your company.  It’s a great way to engage directly with customers, establish loyalty, and differentiate yourself from your competition.

Options for your business to include event marketing in your mix are plentiful including a variety of themed events and many formats such as festivals; conferences; expos; trade shows; award and recognition programs; sports events; party events and more.

Based on research from Event Track, for consumers, the top three advertising methods are:

  • Company website (44%)
  • Events and experiences (41%)
  • Physical retail stores (29%)

As a means to learn about your company’s products and services, events are among the top ways consumers like to engage.

Here are some important things to know about event marketing:

What is Event Marketing?

Event marketing is promoting a product or service through in-person experiences.  Successful event marketing programs include creating an interactive experience for attendees that helps to build your brand, builds relationships, and attendee’s knowledge of the factors that differentiate your company.  Event marketing is a powerful marketing tactic for B2B and B2C businesses alike toward generating leads and driving sales.

Event Marketing Shouldn’t Be a One-Time Thing:

Event marketing is best executed when it is a key component of your marketing mix.  An event plan can help your company stand out in a crowded marketplace.

By integrating event marketing with your print and digital programs, you create a more meaningful and longer lasting experience with your customers.

The key reasons successful marketers integrate events fully into their marketing plan include:

  • Lead generation
  • Customer engagement
  • Brand building
  • Product education and training
  • Driving demand
  • Customer upsell

“Don’t just tell customers about your product, develop creative ways for them to experience it firsthand.”  -Beat Creative.

Why is Event Marketing Important?

  • Event marketing enables you to connect with your target audience in a personal manner.
  • It enables you to showcase your products and services interactively and in an engaging way.
  • Event marketing provides an opportunity to create a memorable experience around your brand.
  • Event marketing can differentiate your company and its products and services by creating a personal experience with your brand.
  • Events provide an opportunity to engage with your customers and provide valuable feedback and first-party market research.
  • Event marketing can help you build relationships with your customers leading to long-term loyalty that drives long-term business growth.
  • Most event promoters will work with you to create a custom experience that incorporates your brand and products. Always ask for opportunities to customize any sponsorship opportunity.

If you’re interested in learning more about the value of event marketing, Sentinel Solutions can help.  We host several local events throughout the year and can also help you make the most out of other events you may be participating in.

Give us a call at 603-352-5896 or send us an e-mail to if we can be of help.

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