Companies are using events as SUBTLE advertising tools to promote their products and services. Events have become as popular as traditional tools of advertising and more and more companies are adopting these tools.
WHY ARE EVENTS EFFECTIVE?
Event marketing provides a TANGIBLE experience for consumers by bringing them into a cohesive environment and consciously giving the people direct messages about the products and services. These campaigns are planned to bring people in close and direct CONTACT with the products and it is targeted towards a smaller audience with a more focused, personal and customized message.
A company's main aim is to increase its sales and it does this by bringing its services DIRECTLY to the customers. In a store, on the web, or through indirect marketing and advertising efforts, you might sell some products incidentally to people looking for something else. But it makes a lot of difference when the person gets to try out the product, receive a sample, or even speak to the service provider at an event. This is because EXPERIENTIAL marketing has lot of scope in today's society as it gives the customer a direct opportunity to try out something new and accept it only when he likes it.
YOUR CURRENT CUSTOMER BASE
And not only can events help a company to pitch to a new audience, it can also help to cement a relationship with an already EXISTING customer. The existing customer is made to feel important by getting an offer to participate free of charge in an event where others have to pay. They perceive this as an opportunity to gain a BENEFIT from attending and meeting like minded people and representatives of the company. This can help in increasing sales.
GETTING PEOPLE INVOLVED
Event marketing is based on the premise that a customer is most likely to REMEMBER what he has experienced himself. To achieve this, you need to make your demonstrations INTERACTIVE so that people will remember them and your product or service, even after they have gone home. This is the most effective way of marketing.
IMPROVING YOUR TECHNIQUE
Popularity of event marketing is increasing by the day and more companies are adopting it as a favored marketing tool -- event marketing is even being taken up as a specialist career profession. Courses are being offered at universities and colleges where candidates learn SKILLS to host and execute events of all sizes and types. And if you feel uncomfortable participating in events -- or just would like to improve your trade show skills -- you can take advantage of these training opportunities as well.
Scott Geld is the webmaster of Marketing Blaster, which is a premier resource for marketing information. Visit his website at www.MarketingBlaster.com.
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