Using EVENTS AS A PROMOTIONAL STRATEGY

Event activation is a great way to drive sales and reach your marketing goals. 

​When properly executed, events provide a good platform for building brand awareness and promoting your products and services in your target market. ​These events are also useful for encouraging product sampling and service trials through personal interactions. ​​However, selecting the best events can become a challenge when event producers and local promoters flood your email box with sponsorship requests.

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Here are some best practices for selecting and activating events.

Know and stick to your marketing budget.

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Select events where most attendees are from your target market.

The event must also be consistent with your brand image. You have a better chance of obtaining your desired results if the event aligns with your company's values.

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​Choose events with only a limited number of sponsors.

This will give you the appropriate visibility and the best level of support from the organizer. Events with many sponsors will require more effort and resources to attract attendees to your booth.

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Choose events that will allow you to create a memorable experience for the participants. 

This will give you the freedom to organize activities such as raffles, games, gift-for-purchase, product trial, bonus giveaways, special announcements, etc.

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Give priority to events that allow you to easily intercept participants before entering the main event area. 

When participants queue up, it's a good time to invite them to visit your booth or to distribute raffle tickets. Create opportunities to interact with participants.

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Work with producers or event organizers who have a good track record.

​The organizers must have a history of having produced several successful events with a good number of attendees, they should also have a reputation for providing excellent support to sponsors.

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If your budget allows, mix large events (over 1000 participants) and small events (around 500 participants). 

This will allow you to focus more on visibility during major events and prioritize quality interactions during more intimate ones.

Take the time to create a memorable experience for your potential customers. If possible, work with a marketing firm to support your event activation. Too often, I have seen companies improvise their participation at an event. Remember that it is your brand's reputation that you put on the line with each interaction. Don't miss the opportunity to make an excellent impression.

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Follow our complete series on The Keys to Multicultural Marketing  to:

• Push your thinking further on the subject
• Inspire you to take action
• Avoid costly mistakes
• Conquer new markets