Events are part of every company’s marketing strategy; they are a sales, conversion, customer acquisition and retention strategy.
We all love events. Whether these events are social, corporate, family, and all forms of socialization that exist. The MICE sector is characterized by being the epicenter of events in all formats, budgets and purposes, but have you ever wondered what impact these events have not only on those who attend, but also on the brand or company specifically?
We do. Since Valkiria exists and we have set out to design and provide unique experiences of all kinds, we have sat down to propose events that bring value to everyone involved, whether they are organizers, customers, attendees, suppliers and create unforgettable moments of interest to all. But we do not do this alone, we have partners of the enormous stature of Limón y Menta, a company that dedicates all its efforts in designing and executing event marketing strategies.
So we sat down one afternoon to talk about event measurement, marketing, the new normal and technology in events and want to share the highlights of our conversation, broken down by topic. So here they go:
Events are a marketing strategy
Although innovation is always part of our vocabulary, sometimes we run the risk of falling into a routine. This also makes companies see their events as outlets for this monotony and gives them the opportunity to connect with their targets in other settings and in other activities. But we must not forget that events alone are not effective if they are not part of a strategy.
Whether hybrid events Whether in person or in person, companies should consider the realization of their events as one more action of the marketing strategy, in which they have the opportunity to create a connection with the buyer persona, generate an unforgettable impact and thus transmit through a solid creation of story telling a journey in which those who attend can feel that they are being spoken to directly and this will turn that person into a brand ambassador, a spokesperson, a validator, a customer or whatever the objective set with the creation of the event may be.
Differences between online and offline events
Human contact is essential to develop and enhance emotions in people, we will not doubt this. However, the new normal has brought faster changes and events have had to adapt to the needs of the environment, customers and companies. But this does not mean that online events should not – or cannot – have the same characteristics as an offline event.
Aspects that you should take into account in your event marketing strategy:
- It is imperative that you define your pre-event, event and post-event strategy. Like any marketing action, it must respond to a clear organization and with the activities of each stage to meet your objective.
- Define your story telling. The thread that drives your event must contain the objective, to take people on a journey whose experience is meaningful and adds value to your brand. The pace of the event is crucial for the smooth running of the activities.
- Plan each action with a timetable. No matter if your event is virtual or face-to-face, the actions must be framed within a specific schedule in which your team executes all relevant actions.
- Define your KPIs in a timely manner. This will help you focus the event so that you can measure its impact on your target audience – Lemon & Mint are experts in this area.
Events are a reflection of the company
Brands talk to their users, that is well known to all of us in the MICE sector. According to Maria Lina Garmendia and Arian BelAccording to the co-founders of Limón y Menta, events should be seen as an investment and conversion opportunity, which means that the event must be accompanied by online and offline measurement methodologies that allow you to determine what type of buyer persona you have, their interests, tastes, experiences and interaction with your brand. If you don’t measure your event, you have no way of knowing if it has been effective.
How do you know if you have achieved the proposed objectives if you don’t have a measurement strategy? You can use gamification methodologies, on-site statistics, interaction with the brand in digital in the three stages of the event, monitoring your audience by attending their requests, concerns, understanding their experience and creating your own dynamics of measurement and user conversation with the brand.
Technology is a great ally if you use it in an assertive way.
Marketing departments know the digital communication strategies with their users and potential customers, so technology is the best ally to measure the impact and generate the desired interaction with brands. But if you add to that the technology in the realization of the event, you propitiate the emotional response you are looking for through technological interaction during the event and thus not only create loyalty but the immediate response of your customers, having the right technological tools for each event ends up being a fundamental enhancer, more so now within the new normality.
And as you can see, Valkiria brings together not only a group of professionals specialized in the creation, conceptualization and organization of events, but also has partners in the sector that help your events come to life, have the desired impact and make your brand stand out in your sector.
Check out our other blog posts to learn more about the Unique Experiences offered by Valkiria and contact us, let’s have a coffee and see how we can help you live them with us.
NOTE: If you want to learn more about event marketing, we recommend his podcast Laboratorio de eventos.
