What is Event Marketing?

Event marketing is the organization of various events by a brand to promote its products or services, establish direct communication with consumers, and strengthen brand image. This marketing method helps brands build an emotional connection with their customers, increase interest in the brand, and boost sales. These events may include: 

• New product launches
• Seminars and conferences
• Festivals and fairs
• Influencer and partner meetings
• Corporate events or sponsorships

Event marketing can be held in both physical and online formats. Online events can take the form of webinars, live stream presentations, or virtual exhibitions. The main goal is to create a positive impression on participants, actively engage them, and make the brand memorable. In short, event marketing is an interactive and experience-based approach, unlike traditional advertising.

How is event marketing done?

For individuals and companies who want to carry out event marketing, the first thing to pay attention to is establishing a solid operational structure. Therefore, for brands to build this structure, it is important to give special attention to the following stages: 

• Preparing the budget plan
• Defining the purpose of the event
• Identifying the guests
• Determining the time and place of the event
• Promoting the event
• Executing the event

Now, let’s take a closer look at these topics together.

Preparing the budget plan

When preparing an event marketing strategy, one of the first issues to focus on is budget planning. This is because the successful execution of the event requires financial resources to cover venue rental, technical equipment, guest reception, logistical needs, and other processes. In addition, additional expenses for advertising and promotional activities during event marketing should also be considered. Preparing a budget plan in advance for your event marketing activity ensures that expenses are kept under control and allows you to manage your brand's financial resources effectively. Therefore, if you want to grow your brand or increase your sales, you must pay special attention to working on the budget plan before starting event marketing activities.

Determining the purpose of the event

Each event marketing activity organized by brands serves a specific purpose. While some brands organize events to build closer relationships with business partners, others aim to promote their products and services to a wider audience. At this stage, organizational processes may differ from brand to brand. Therefore, each brand must clearly define the purpose of the event before starting any event marketing activity. In this way, it is possible to take steps in line with the goal of the event and ensure that the brand achieves its objectives more effectively.

Identifying the guests

The individuals to be invited in an event marketing strategy carried out by brands may vary depending on the purpose of the event. Usually, in events organized to meet with business partners and strengthen relationships, the invitees are distributors and other business partners. In events aimed at promoting products and services, it is more appropriate to invite influencers. If the event is being held to increase brand awareness, then inviting media representatives becomes particularly important. Therefore, brands should first define the purpose of the event and then prepare an appropriate guest list to invite to the event.

Determining the time and location of the event

After identifying the individuals who will attend the event within the scope of event marketing, the next step is to plan the work related to the proper selection of the venue and time. At this stage, there are several important points that every brand should pay attention to. First, it is necessary to ensure that the event venue is accessible and close to the center. Easily found and conveniently reachable places allow for higher participant turnout. Otherwise, events held in remote and hard-to-reach locations may not deliver the expected effect. The choice of time is equally important. Scheduling the event at the beginning of the workweek, such as Monday or Tuesday, may reduce attendance due to people’s busy schedules. In this regard, weekends like Saturday and Sunday stand out as periods when people are more likely to be available. Thus, choosing the right time and location is a crucial strategic step for both convenience and maximum participation.

Promoting the event

After completing all the preparation work for event marketing, the next important step is to effectively deliver the event to the target audience. Establishing the right promotional strategy plays a vital role in the success of the event. For this purpose, brands use tools such as outdoor advertising (banners, billboards), social media posts, and email marketing to convey information about the event to a wide audience. Through these methods, interest in the event increases, participation levels rise, and it becomes possible to establish direct contact with the target audience.

Executing the event

The final stage of the event marketing process is the execution of the event, and this is the point where all preparations are brought to life. At this stage, the team must operate efficiently and in coordination to ensure that all details work as planned. During the event, the welcoming of guests, technical support, stage setup, and proper management of interactive elements are important. At the same time, the comfort of the participants, touchpoints with the brand, and the overall positive experience directly affect the brand’s image. To ensure the success of the event, it is essential to stay in control at all times and respond quickly to emerging situations.

Advantages of event marketing

Among the main reasons brands engage in event marketing are promoting the brand and increasing sales. However, these events are not limited to promotion alone; they also bring many benefits to brands. Therefore, event marketing is an important strategy for every brand. Let’s now take a look at what advantages this strategy offers:

• Adapting to new trends becomes easier. Events make the brand appear more modern.
• Since people talk to their friends about what they see at the event, brand awareness spreads through word of mouth (Word of Mouth Marketing).
• There is an opportunity to reach more people.
• When different brands and famous individuals are invited to the event, it is possible to reach a wider audience.
• Images shared on social media by your invited guests promote your brand even more.
• If you invite celebrities to the event, your brand image is strengthened.
• If media representatives attend the event, your brand’s promotion spreads quickly and effectively.
• This strategy allows your brand to be promoted in a natural and impactful way.
• By allowing people to try your product or service on the spot during the event, you gain trust.
• You create brand loyalty by establishing close communication with participants.
• Thanks to the event, your brand appears more prestigious and attention-grabbing.
• It becomes easier to stay one step ahead of competitors and stand out in the market.
• Finally, event marketing helps boost your sales more quickly.

Disadvantages of event marketing

Although event marketing provides many advantages to brands, there are sometimes certain disadvantages as well. The following can be given as examples of these:

• Brands that want to carry out event marketing activities must allocate a good budget.
• Since event marketing efforts require a serious project and preparation process, it is important to work on them in detail before organizing the event.
• During event marketing, things may not always go according to plan. Therefore, mistakes made without a strategic approach can lead to negative consequences for the brand.
• The event marketing strategy you have prepared may, in some cases, fail to attract the interest of the target audience.

These types of difficulties are situations that brands may encounter during the event marketing process. However, with proper planning and professional organization, it is possible to overcome these problems.