What is Event Marketing
Event marketing describes the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging in-person engagement. Events can occur online or offline, and can be participated in, hosted, or sponsored. The promotion of these activities can occur through various inbound and outbound marketing techniques.
In today’s buyer-empowered world, marketers need to seize every opportunity to build relationships, generate goodwill, and earn the trust of prospective buyers and customers. The modern consumer wants more than a pitch when evaluating solutions or making purchasing decisions. Events offer a unique opportunity for them to interact with brands to get a firsthand sense of a company’s focus, perspective, and personality. Event marketing needs to be an integral part of the demand generation mix, and a strategic combination of offline and online events are essential to any company’s bottom line.
Events must be memorable to make an impact. Of course, the desired impact depends on your goals, but most companies want events to be more than just a staged advertisement for their brand. When done well, events have the power to create a lasting and powerful impression of all that your company can deliver. By allowing people to experience and interact with your company, product or service while participating in an event, you are connecting with potential buyers.
Importance of CRM with Event Marketing
"At trade shows, businesses get a chance to gain new leads, make new contacts and even sell their products & services to actual buyers. 86% of the people attending a trade show have the authority to purchase, according to a survey from CEIR.org. Additionally, they have found that 79% of trade show leads are never followed up afterwards. This means that if you pitch yourself in the right way using a CRM system following a trade show, there is a high possibility that you will generate even more leads and sales.
Reasons to Use Event Marketing
Companies choose to participate in an event for various reasons. A small company may want the exposure that a live webinar can provide, while a large company may need the face-to-face interaction that a tradeshow affords. Take a look at a chart from BtoB Magazine’s State of Event marketing, to see the top goals for attending events.
1. Branding and Awareness
2. Lead Generation
3. Customer Engagement and Upsell
4. Product Education
How to Create the Campaign in InboxGuru
Create an Event marketing campaign is the same process as starting a bulk email campaign or a nurture campaign. In fact, event marketing just adds a new "action" type to a nurture called "Event". It also adds new decision points in the nurture campaign for "Registered and Attended"
- Select "Event Marketing" as the dropdown item for Campaign Type
- Select the campaign template from "Event/Webinar" dropdown
- View the new campaign flow in the designer.
- Single click the Event Action and select "Edit Event" from the selection list
- Edit Event properties then select "Action-> Save & Return"
Using the normal InboxGuru tools, adjust the campaign flow by adding more steps or removing steps. At this point, you will also want to design the email content and prepare the campaign for launch.
Executing Your Event Campaign
Activate the Campaign
After you have created the email content, tested the emails, created your external event, tested your landing pages for capturing event registrations, you are ready to activate the campaign.
To active the campaign, you would follow the normal activation steps. Select Active from the top right corner and validate all of the campaign events on the activation screen. Validate the targeted list and Activate the campaign.
The campaign will execute in normal fashion. Emails will be delivered and decisions will be made, all the way up to the Event. When members reach the event, the entire campaign is paused. InboxGuru will give you time to execute your event and to collect the data around the event. The event may happen at a trade show or it may happen in a webinar. In either scenario, InboxGuru is waiting for you to release the members from the Event Action.
There is one requirement before releasing the Event. You must first upload the Event Members.
Registration of event members can be from Inbox Guru's landing pages, a third-party registration system, or perhaps your webinar vendor. In all cases, you will need to export two critical pieces of information. 1) Did they register for the event and 2) Did they attend the event. This data will be used for the crucial decision steps preceding the event action in InboxGuru.
Registration and Attended information must be collected into a simple Excel spreadsheet and must follow this format. Please download this spreadsheet and use it as your template for collecting the event members. This must contain an email address, a "Yes/No" column for registration and a "Yes/No" column for attending.
Release Your Event
Now that InboxGuru knows who registered and who attended, you are ready to release the campaign to the next step. In this case, the templates next step is to first decide if they registered and then to decide if they attended. You may have altered the campaign flow, but in either case, releasing the campaign will execute the next step in the campaign.
View Infor CRM History
If you are an Infor CRM user, then information about the Event members (registration and Attended) will be pushed to the Infor CRM history section. This will normally happen within 30 minutes of releasing the campaign and is automatic. Use history filters inside Infor CRM to easily filter those marketing results.