Making Customers Not Sales: The Three Whys of Event Marketing – Event Marketer

Making Customers Not Sales: The Three Whys of Event Marketing – Event Marketer
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Making Customers Not Sales: The Three Whys of Event Marketing

From webinars to trade shows, event marketing is part of every marketer’s toolbox. Events can be scaled to match your needs and budget—from webinars to full-on trade shows. But before you decide what you’re going to do, you should explore why you’re doing it. As leadership guru Simon Sinek succinctly puts it, “People don’t buy what you do; they buy why you do it.”


Here are the three main reasons to do event marketing:


Events allow you to control every element of your messaging and present a coherent vision of your brand directly to your market in a manner unmitigated by media or devices. It’s your brand, straight-up, led by your efforts and presented precisely as you see fit. When properly executed, events afford the kind of control over your branding that can ward off negative associations. Even if you fail, as the Dalai Lama says, “It is very rare or impossible that an event can be negative from all points of view.” So, you’re still good.


Events are often highly-targeted affairs, reflecting particular interests or industries, which, of course, makes them a prime opportunity to generate leads for your products or services. An event provides the occasion to engage directly with your prospects whose presence in your brand’s space is a clear signal of potential interest in your offering. This is the perfect environment, as sales legend Katherine Bachetti says, to “Make a customer, not a sale.” 


Events are an opportunity to engage in real time with those most interested in your products and services. The engagement can take many forms but networking and educating are key to promoting and supporting loyalty with your base. Moreover, engaging with your potential customers can provide crucial insights as to how to best serve them. Of course, in this ad-tech-fueled, social-media-everything era replete with diluted marketing jargon, it’s important to embrace the real meaning of “engagement,” rather than the ephemeral and transactional connotations the word can wear.  As Frank Eliason, Global Director of Client Experience Team at Citi observes, “Truly listening is hearing the needs of the customer, understanding those needs and making sure the company recognizes the opportunities they present.” 

When it comes to your event marketing program, once you know your “why,” you’re ready for your “what.” Group Delphi can help with that. Let’s talk!

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