Since several brands are struggling with the hurdles of adapting to the unending world health crisis, they have also fears about the future of experiential spending— or touch-and-feel advertising as we label it.
We are all well aware that like any other sector, the event industry is also sailing through troubled waters. Everybody in the division has just one question encircling their minds— with brand spending on event marketing on standby, how soon will the operation resume to normal? Would we be able to go back to the world of pre-COVID times? With the world’s leading corporations heading towards the full-fledged implementation of social distancing protocols and zero-touch policy, would they be any longer interested in allocating a share of their budgets on event marketing?
The present time can be seen as challenging for the event industry; however, the decisive and right use of technology and digital Monetization techniques with a solid strategy can prove to be a game-changer. The close association between the event professionals and the sponsors is going to be a cornerstone where both are going to support each other and play a definitive role in pushing the numbers. Here’s are a few major growth escalators that are going to drive the experiential marketing sector in the year 2021.
Social Media Promotion
Although there are archaic ways to advertise events, social media has proved itself time and again to be an increasingly effective and far-reaching tool for boosting event attendance.
The findings are extremely impressive in view of the fact that most social media promotions cost either nothing or comparatively little, particularly in comparison to more traditional methods of marketing.
From Facebook, Instagram, Pinterest to Twitter, Snapchat and even LinkedIn, you can use these highly influential social media platforms to run your paid promotions and target the niche audience to boost response rates and registrations.
Professionals from Bold Marketing opine that be it hybrid or purely virtual events; both are going to benefit immensely from the set-up.
E-mail marketing to target old clients
No matter how far we have come in terms of technological developments and digital revolution; yet, good old E-mail marketing still continues to hold its ground pretty strong.
In the coming times, event professionals can make use of the potent power of e-mail marketing to target participants who attended their engagements earlier. This will not only boost their PR but would also help escalate the rate of attendance manifold. Collective database of sponsors and event industry marketers can be used to double the impact.
Choosing the right platform for monetization
There are plenty of things to remember when evaluating and selecting the right virtual events platform for monetization.
Apart from considering commission overheads, you might want to have a look if the platform provides the following features before you take the plunge.
• Branded event website/applications
• Bespoke registration capabilities
• Customizable e-mail templates
Creating an enriching experience
Last but not least is the experience and ambience you are going to create for the attendees. Implementing all of the above is going to be of little use if your hybrid or virtual event is not engaging enough. Like everywhere else, the quality of content is paramount to leverage event industry growth too.
