5 Reasons Why You Should Keep Parties in the Marketing Plan

5 Reasons Why You Should Keep Parties in the Marketing Plan
SHARE
THIS



The last few years have seen many marketers take events, conferences and seminars off the marketing plan and instead focus more of their resources on digital according to Ryan Taylor from audiovisual outsourcing company, AVPartners.

The main reason for this is cost. Events are seen as more costly than seemly inexpensive, and sometimes free, digital channels. However, digital activities cannot replace the powerful human element that events can deliver.

In fact, it shouldn’t be one or the other. Marketers should be using a combination of both offline and online marketing tactics to achieve cut through.

While digital marketing can reach tech savvy audiences with bite size information to elicit an action, it requires a large effort and volume of content to get a response; hence the conversion rate can be quite low. But with events, you hold an audience’s attention much more effectively and are able to use the human element combined with great AV and staging techniques to create a lasting positive impression that results in a much higher conversion rate.

Before marketers make the decision to strike events off the marketing plan, they should consider that events have the ability to:

Directly and physically influence an audience

In an increasingly digital world where many interactions occur online, events provide a human and physical element which can be powerful and influential, leading to higher conversion rates and hence an increased ROI

Share content in a truly immersive and engaging manner

With increasing focus on the impact of effective content on customer behaviour, events remain one of the best ways to deliver content in a way that is immersive, erasing ambiguity and creating engagement because of person-to-person interaction.

Convert customers while they are in a state of interest and excitement

In a world where marketers are fighting to gain attention from increasingly distracted audiences, events provide the opportunity to focus the attention on a single proposition, person or idea. They can also create excitement and leave audiences in a state of anticipation, the perfect opportunity where you are more likely to be effective in achieving sales conversions.

Create a meaningful and memorable experience for your customers that correlates to a positive brand experience

The importance of positive branding and consumer sentiment cannot be underestimated. Events can allow you to leave a positive imprint on your audience by creating an in-the-flesh, in-the-moment wow factor that has a lasting effect and can stimulate positive word of mouth.

Engage your audience to become your marketers to amplify your message beyond your event via social media 

The combination of physical and digital can be powerful. People attending and posting to social media about an event can quickly amplify to become trending topics. Savvy event organisers that use social media hashtags, handles and pages can take the brand beyond the physical event.

Events can play an important role in the marketing mix. They allow brands physical access to target audiences, can have a big impact on brand association and can help to deliver on sales conversion objectives. Even with squeezed budgets, events can still deliver one of the highest ROI of any other marketing tactic.

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]