By Taranjot Singh
Here are many types of events to consider when executing an event marketing strategy.
When assessing your investment, it’s critical to understand the benefits and drawbacks of each sort of event.
Some of these events happen at the same time. Many of them, for example, include a speaker. Take the event features that match you and design an experience that suits your particular aims and criteria, whatever piques your interest and target market.
Here are the best and most common types of events
- A guest speaker event
One of the most prevalent types of B2B event marketing is a speaker presentation. When it comes to time and money, asking a single speaker to speak often requires less investment.
If you’re just getting started, invite a speaker who is a thought leader in their field to deliver a talk. They should be speaking on a topic that your customers and prospects will find useful. - Networking event sessions
Every businessperson understands the value of networking. It can help you in your current employment or throughout your career. A networking session doesn’t require the tutorial element –- no speakers required! This means all you would like on the event day may be a space and a few catering. Meetup allows businesses to maximise networking with their target markets. If you’re unfamiliar with Meetup, it allows people who share common interests to connect and, well, meet up! People can look for topics in their city to locate others who share their interests. - Conferences
B2B marketers frequently attend conferences. Larger events necessitate a lot of effort (and money! ), but they also provide more opportunities for profit. People prepare ahead of time to attend conferences, and they are frequently factored into a manager’s budget under education and training.
Conferences contain a variety of speakers, giving attendees access to a variety of thought leaders and prospective themes.
As you may expect, the costs pile up. All of these speakers, their travel expenses, the rooms for speakers and attendees, the meals for the people…you get the image . This is why conferences are frequently expensive. For a three-day event with several speakers and seminars, expect to pay more than $1,000 per ticket (minimum!). Sponsors also contribute to the expense of the event. - A seminar or half day event
Some companies may choose for a half-day event rather than a full-day conference. This provides some of the benefits of a conference without the exorbitant price tag.
A half-day event, for example, will nevertheless provide guests with various speakers. This provides a broad range of knowledge in a short period of time without the exorbitant cost of a conference ticket. - Workshops and masterclasses
Businesses may offer workshops or classes instead of a speaker speaking to participants without any “hands-on” participation.
Assume you’re seeking to expand the business of a tiny yarn shop. You aim to improve sales by bringing more people into the store. You may invite a guest speaker to speak and provide a free class. Then, to boost sales, you might offer students a limited-time discount.
You may give them a 20% discount if they buy on the day of class, or a 10% discount if they buy within the month. Knitters will be in a fantastic mood to shop after attending the session where they can become thrilled about their new creations! You also have the opportunity to build a relationship with your potential consumers by offering them a free class. You’re also enhancing brand recognition.
A B2B marketing firm may do something similar by hosting a class with complimentary product or service training. Alternatively, it may invite a guest speaker to speak about a topic that all of its users are interested in, such as marketing data and campaign success analysis. - VIP experiences: From dinner events to indoor skydiving
A VIP event is aimed squarely at the decision-makers of a corporation. It’s all about giving them a special experience that helps them feel recognised and valued for their leadership
Exclusive events have an aspirational feel to them, thus these high-level professionals are more inclined to attend. It also provides kids with an opportunity to interact with their peers.
If you’re delivering an educational component, vice presidents and CMOs want to know that it will meet their expectations. (No one wants to waste time or be bored!)
This form of event marketing must live up to the “VIP” feel in order to be successful. What distinguishes this occasion from others? What will guests gain from this event that they won’t be able to receive anywhere else?
You need to give these leaders something different, something they can’t go out and do themselves on any given Saturday. - Event sponsorships
Event marketing can include sponsorship, although not all sponsorship is event marketing. (I swear it isn’t as perplexing as it appears!!) Consider it this way in the simplest terms: If the company has more than its logo present at the event, sponsorship is frequently a kind of event marketing. What exactly does that imply?
Well, if there are any of those elements, it’s indeed event marketing - Trade shows and event expos
What’s the difference between a trade exhibition and a convention? The event is those sponsor booths!
Workshops and lectures are still common, but the “primary event” (so to speak!) is meeting with a large group of vendors in a specific industry.
Meeting with vendors (also known as providers) like yourself adds value to the event for participants. And those interactions are quite beneficial.
They are all “industry-specific,” which means they have a specified target market.
I mean it when I say specific! Working at the Radiological Society of North America’s trade show was one of my first trade show experiences (RSNA). It takes place every November at McCormick Place, a massive Chicago convention centre where I have never been lost. - Awards and competitions
Competitions and awards are a terrific way to get people talking. Winners love to brag about their achievements, and you don’t even have to urge them to do so on social media.
Awards provide a terrific opportunity for press coverage, in addition to nominations and winners spreading the word. By inviting the media, you will be assisting them in their work by providing them with material to write about. - Festivals and parties
Festivals and gatherings are all about giving your consumers and target market a good time.
A B2B event can have a more targeted audience — you’d invite partners, clients, and valuable prospects individually.
Festivals and other B2C events frequently reach out to a much larger audience in order to raise brand exposure. This is particularly true if there is a fee to enter.