Thinking of deploying event marketing as a strategy to earn customer attention and loyalty? Your understanding of what makes your customers tick will determine whether your carefully curated (and probably expensive) event becomes a forgettable one-off or a powerful business driver.
For example, grabbing attention has become harder thanks to a fragmented social media landscape and shorter attention spans. Wallets have also become tighter in an uncertain economy.
Of course, these phenomena may or may not apply depending on which industry your business operates in.
But before you decide on whether to host a launch, workshop, conference, or client event, the intention must be clear: What value can your customers gain from this event?
What effective event marketing looks like.
Event marketing is often perceived within the confines of the day (or days) itself. More perceptive ones might go one step further and consider the logistics beforehand and the follow-up afterwards.
Between coordinating with event vendors, agreeing on strategy with partners, and ensuring that everything is booked, printed, and set up on time, marketing teams are often kept running around the clock with little time to step back and look at the bigger picture.
The unfortunate result is more time spent on determining whether leadership prefers in-person or virtual, or which venue is the cheapest. Don’t get us wrong, we’re not saying that logistics don’t matter. In fact, venue, invitations, and your overall programme can make or break your event.
But what marketing teams should really focus on is creating meaningful interactions that lead to stronger follow-ups long after the curtains have closed.
In other words, good event marketing is curated with intention, not assembled for convenience.
How to influence decisions with event marketing.
Event marketing is unique in how it engages the senses of sight, hearing, feeling, even taste and smell. How you want your brand to be remembered is how you should engage your audience on these fronts.
Furthermore, events also give you the invaluable opportunity to engage in back-and-forth conversations with key clients that are usually too hard to get a hold of. If you’ve been struggling to book a call with a key decision maker for the past several months, a well-curated event may finally give you the platform to present your value and the opportunity for them to ask you questions.
During an event, no one should underestimate the power of small interactions throughout the day.
This is especially relevant for brands where credibility and authority influence buying decisions. How your brand is presented on panels, workshops, or demonstrations will determine whether your emails continue going unanswered or if you finally close that coveted deal that turns your business around.
Event marketing’s growing relevance in Singapore and the Asia Pacific.
Touted as one of the fastest-growing regions with the greatest potential, the Asia-Pacific market is a pie everyone wants a slice of.
But when you’re competing in an arena that has the attention of the globe, digital content alone can only take you so far. What’s more, breaking into Asian markets that are built on decades of relationships adds another layer of complexity, especially when you’re trying to do so from the outside.
Events allow your customers to experience what’s presented on a screen in person. This can tip the comparison game in your favour. After all, why purchase from a virtual competitor when you can have the assurance of a product you’ve witnessed in action?
Your product isn’t the only thing being evaluated, either. Make no mistake… customers will be observing your every move and how you think on your feet. It’s a high-stakes game, but if you can pull it off, you can really build confidence in your brand and become the go-to option for every purchase.
Types of events that support business goals.
Different goals for different formats. While the following table isn’t a hard-and-fast rule, we can’t stress enough how important it is to know what you’re trying to achieve with event marketing.
| Event type | Purpose of the event |
|---|---|
| Product and Service Launch | Create interest and show what’s new |
| Roundtables and Fireside Chats | Sharing insights and authority positioning |
| Workshops and Masterclasses | Educating and lead generation |
| Conferences and Open Days | Community building and visibility |
| Virtual and Hybrid Sessions | Regional and remote engagement |
| Networking and Meetups | Regional and remote engagement |
The event marketing process.
By working with Kyyte, you will receive end-to-end support and a structured blueprint that will maximise the success of your event. All tailor-made for you.
Defining purpose and audience.
Discuss and discover what exactly you want to achieve. This may include (but is not limited to) clarifying goals, identifying the right audience, and concretising what success looks like.
Shaping the concept and message.
Develop a unifying narrative and creative direction that will make your event both appealing to attend and memorable. Naming, themes, programme flow, and key messages should all flow in unison.
Building the content.
You could ChatGPT your scripts and talking points and create something that will leave audiences wondering why they took the afternoon off to attend, or we could brainstorm together to come up with decks and messages that show why your brand should be the indisputable choice.
Driving promotion and registration.
A good event isn’t complete without attendees. Make sure that you’re clocking in registrations with well-designed event pages and copy that can actually convince people to attend your event across emails and social media.
Delivering the experience.
Gain access to our comprehensive network of award-winning event vendors and partners to ensure that your event runs without a hitch. With decades of experience and a near-perfect uptime track record, your event will be in good hands.
Following up with purpose.
Ensure you get your event marketing ROI with a well-structured follow-up plan that keeps relationships nurtured and purchase cycles moving.
Turning events into long-term value.
What if we told you that events can continue generating value for your company long after they end? We’re not just talking about the follow-ups in step 6, but repurposing speeches, presentations, photos, videos, and even new customer insights, weeks or even months of content.
Even the event itself can be repackaged into announcements or press releases to attract backlinks, boost your share of voice, and ultimately push you up the SEO and AI visibility rankings.
Got something that’s too confidential to be shared? Put it behind a paywall or form to generate some revenue or build your contact list, especially among those who couldn’t attend live.
Don’t underestimate how far an event’s success can boost team morale through internal communications, either.
If you’re constantly looking for that ‘scrappy’ marketing strategy, maximising event content is truly the way to go.
Give your brand the event boost that will be remembered.
Instead of throwing things on the event wall to see what sticks, align your event marketing strategy with an experienced team of specialists. The best campaign of your business awaits.
