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A Marketers Guide to Leveraging Events in 2022

Leveraging Events for Business Success in 2022

Events aren’t just a fun way to celebrate. They’re huge revenue drivers and big connection makers. In a day and age where many marketers use up to half their marketing budgets to organize events, it’s key that you understand how to leverage those events for business growth! But for a lot of marketers, events are secondary to your knowledge base. And that’s okay! In school, they teach you all about the 4 P’s and branding, not about how to logistically plan an event that capitalizes on marketing strategies. It’s a big learning curve, but we’re here to help! Let’s talk about what the key benefits of event marketing are and how you can use those benefits to guide the way towards leveraging events this year and beyond!

Key Benefits of Event Marketing in 2022

Brand Recognition & Credibility

We’re living in a world where competition is fierce. And a world where 70% of customers prefer to buy from brands they trust. Hosting events helps to build that trust, credibility, and in turn, more sales.

Customer & Sponsor Relationship-Building

Networking is a crucial part of events. Whether that’s meeting customers who are supporting your brand in a big way or sponsors who allow you to continue doing good work. 

Lead & Revenue Generation

Done correctly, events have been driving lead generation for years. That’s usually the entire point of hosting a trade show or conference, or at least an underlying goal. Events spark the attendee’s interest in what you’re doing and what you offer. When it’s right in front of them, how can it not? 

How Do You Leverage Your Events for Growth in 2022

Use Diverse Event Formats

Don’t just offer virtual events anymore. Should they be a part of your strategy? One hundred percent yes! The reach opportunity is limitless. But people are craving a different kind of connection after two years behind the screen. In fact, 95% of marketers agree that live events allow a valuable opportunity to create connections in a digital world. 

Offer a hybrid event to start to see what your attendance and engagement are like. Then, if the in-person attendance is greater than you think, add another in-person-only mastermind, retreat, or conference to the mix to create deeper connections with your target audience and make money! Plus, with nearly 80% of companies hosting a hybrid event in 2022, you don’t want to be left behind.

Market via Trending Avenues

Social marketing is everything these days and that goes for events too. Find a few micro-influencers that have less than 5,000 followers but are so niched down to your target audience that you know they’ll be able to spark a connection with a few. It’s more important to think about who you’re connecting with than reach these days! Plus, with that, you can leverage fun things like short videos on TikTok and Instagram Reels to pique interest.

Customize Attendee Journeys

There is no one-size-fits-all approach to event marketing. You need to seriously consider who is attending your events and what they want. Then, you need to give that to them every step of the way from pre-event marketing to post-event marketing. Analyze this for every unique event you plan. This is how you can leverage for long-term success! 

Need Help Leveraging Events for Your Business in 2022? We’ve Got You.

When it comes to making sure your events are profitable for your business, there is a lot to consider. From event format to sponsorship pitches to logistics and execution—it’s too much for one single person or a small team. If your team needs support marketing and leveraging your events for success this year, let’s chat! 

P.S. If it’s sponsorship accrual or activations that you’re struggling with, follow us for a launch coming soon that will help! You’re not going to want to miss it.

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