Consumer preferences change and evolve as the world changes. Demand changes, which in turn requires companies to be quick on their feet and respond to these changes as quick as they can.
So, how does one do this? How do you remain in touch with the current demands of your targeted market, staying relevant and well-updated? Well, an integrated events marketing campaign might just do the trick!
Integrated marketing is an important concept in event planning. When hosting or organising an event, the main goal is to sell an idea or get a key message across. As such, your ideas must be efficiently and effectively communicated – no matter the platform or channel.
Hence, you will need to be flexible and adapt quickly.
Simply rigidly forcing a structured message across such a wide variety of mediums and communication channels will not do justice to the concept you’re trying to get across.
This is where the concept of integration in event marketing comes into play. Using a variable array of different resources and methods to package your idea for different platforms, integrating them all together into a smooth-flowing plan. This will allow for all aspects of your event to harmonise, and later on be smoothly executed.
Now, let’s take a deeper look at integrated marketing for your events. What is it all about and how does it help maximise your marketing?
From the get go, it is important to keep your mind open. Be ready and willing to try new platforms and media. In the planning stages, it is the best time to look out for all your options. Strategy plays an important role here. Planning out your events and being clear about how you want to market your ideas is key. Establishing what mediums and platforms of communication to use and keeping your options open will allow for a wider range of possibilities.
This will help you adapt to consumer wants and needs more quickly and effectively. When you’ve got a whole range of choices and options under your belt, the number of solutions you have also increases, which in turn helps you target a wider range of audiences.
Through means such as virtual meetings, social media promotions, etc., marketing is no longer limited to mere physical signboards and television. Simply reformatting your ideas to fit all these different mediums is the first step to reaching a greater number of people.
Next comes experimentation. Trends rapidly evolve from day to day, which makes experimenting with marketing techniques a great way to try out new and unique ideas. Look out for what’s in trend and what the people love. Try out new ideas, concepts. Presenting and marketing your ideas with a fresh new face prevents repetition, keeping consumers engaged and interested.
Now for content and event engagement. Opening up and integrating more platforms and opportunities for consumers to directly engage with your content into your events and marketing efforts are an efficient way to get a better understanding of your audience. Be it surveys, games, an interactive website, etc., there are many different ways and means to get your audience to participate more actively in your events.
This will allow you to capture the demands of your target audience, allowing for more targeted marketing methods. Of course, pinpointing the exact wants of consumers is not a walk in the park, but being able to grasp what they want from you allows you to deliver the best possible products and services – making your events even more impactful and getting your messages across to your audience crystal clear.
Last but not least, following-up. After everything is done, it’s time to evaluate the efficacy of the methods used. Getting consumer feedback and analysing the results of your marketing efforts allows you to get a good grasp of what was done well and what could be improved. Learning from your experience and using it as a stepping stone to achieve greater heights will set you on the right road to success.
An integrated approach to your event marketing might be just what you need!
