What is Marketing With Live Events? Marketing with live events is also knows as Engagement marketing, experiential marketing, live marketing or participation marketing. Wikipedia defines it to be “a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand.” Why Should You Market With Live Events? Marketing with live events helps transform consumers from being passive receivers of messages to active participants in the marketing of products or services, thereby not only developing a relationship with the brand but also becoming brand ambassadors themselves. The benefits of experiential marketing are many – • You can take the product/service directly to the target audience thereby getting an opportunity to take down real-time feedback. • It is a potent marketing method for people to experience your offering first-hand leading to a probable decision to buy. • In today’s cut-throat world, the live events garners considerable mind space and helps create the all so important ‘buzz’. • With an increase in the number of malls and shopping centres in every city/town in India, live marketing also enables a company to cash in on the assured footfalls of these commercial places. How Should You Market With Live Events? Experiential marketing needs the back of a well-drawn out crowd engagement strategy to be executed by smart people, as in this form of marketing, real people/prospective customers are involved. Here is how you can go about making a success of marketing your products with live events – • Well-Drawn Out Strategy – As already pointed out, you need to draw out a strong strategy in order to market your product/service with a live event. Wait for the right time/occasion such as religious festivals or national holidays. Make a good attempt to merge your value offerings along with the occasion so chosen so that people can find an immediate connect. • Rope In Smart Sales Personnel – This is important, as these sales personnel will interact with your future customers. Unless they are smart and efficient, the value proposition will not be adequately delivered. Plus, they might also not have the necessary skills to interact with a crowd that is educated and asks valid questions. In case you have a decent-sized business, select those employees who you think can communicate your product in the best light. In case you are just starting out or have a small business, engage a local PR agency who can carry on the job after a good briefing from you. Further, make sure that you lead the event so as to ensure that there is no lapse anywhere. • Go Digital – Merge your experiential marketing with your digital-media marketing in order to derive synergies from the digital medium. You could run a contest in Facebook or Twitter relating to the product/service in focus and gratify the winners in the live event. Alternatively, you could select some of the finalists from your digital channels and invite them to the live event for the final round. This will build more buzz and bring in visibility. Customize your plan according to the nature of your offering and effect a good merger. • Select A Good Place – It goes without saying that you need to select a good place for your live event as otherwise, your complete marketing spend will be a waste. Select a few options around you and carry out a cost-benefit analysis in order to zero in on the venue most suited for your requirement. For the first-timer, go a little small on the size of your experiential marketing. The first event will come with a lot of lessons and wisdom. Incorporate them in your subsequent preparations and you will soon become quite adept at marketing with live events.
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