Although the last marketing decade has taken place on social networks, there is still one marketing tool that is unmatched - events. From the first days of civilization, in ancient Mesopotamia and the markets where customers first encountered the product, until today, when the biggest companies like Apple and Google organize events where they present their products, the combination of interaction and visual appeal of the brand remains the strongest marketing mix.
Throughout the history of marketing development, events or some variation of events such as exhibitions, tastings, tests, meet-ups, and showrooms have remained ideal opportunities to achieve the ultimate goal of marketing: inclusion or engagement.
They make it possible to show everything that is to be achieved with the product or service through one format, and clients have the opportunity to get to know the product, hear the goals of your projects or services, learn more about your ideas, and finally, meet the people behind it all. In a period when every marketing guru calls for authenticity in marketing, is there a more authentic moment?
Political parties organize rallies, sports teams matches, competitions and races, the World Economic Forum is held every year in Davos, Google organizes I/O every year, and Apple organizes an event every time it has important products to present to the public, fashion houses organize fashion weeks, and Victoria Secret made billions of views on YouTube from one event.
Why do events work?
With events, we create a feeling of excitement - with announcements, we arouse people's curiosity, we create a moment in which they will ask about us and our goals. Events create an atmosphere for a direct conversation with your clients, which makes it possible to build a personal client-brand relationship. Events are talked about, retold, pictures are taken at the events, then shared and tagged. This is how the best content on social networks is generated, which is authentic and allows you to indirectly access the target group in an organic way.
Events are still affordable in terms of price value when compared to other marketing tools. You get direct feedback on your product, service or idea. Reactions to events are difficult to suppress and censor. This gives you the opportunity to quickly iterate or change plans, as well as various types of improvements. And if the event goes well, there is no better motivation for the team. At events, we can build relationships with other brands, sponsorships, collaborations, and opportunities for partnerships are created. This is how we further build our brand and detail the ideas we convey.
Even during the pandemic, people could not do without events. That's how we came up with hybrid events, live streams, and many other moments where we will meet, talk and share a common experience, and what's more important, a feeling.
Don't miss getting to know your audience up close and plan your next level event today with the tershouse team at emina@tershouse.ba.
Author of the article: Emina Vuković, Strategic Partnership Manager at tershouse
