The world of marketing is forever changing. Keeping up with social media, SEO copywriting and content marketing is a full time job in itself. But in a sector where people are evermore taking their strategy online, an offline approach can too often be overlooked.

In the digital age, we are constantly consuming information. Even when we kick off our shoes at the end of the work day and settle in for some quality down time watching gogglebox, our brains are still guzzling information and attempting to sort out what is worth remembering and what we should discard. On an average day it’s been estimated that we are inundated with the equivalent of 34GBs worth of information. That’s enough to crash your laptop. That’s an awful lot of information to take in. So in the grand scheme of the 34 GBs of daily processing, how likely is it that your brand is going to be remembered? It’s more likely that your content has been skimmed and then forgotten and the desired impact lost in translation. In this digital age, the potential for growth is huge but the risk of getting drowned out amongst the many other companies marketing their product and brand online is high. You need to stand out. You need to include event-marketing in your strategy.

So, what are the key benefits of events when it comes to marketing your product?

The Value of Face to Face Experience

Throwing a company event can be a great opportunity to establish a personal connection with your clients within an environment of mutual interest, giving your guests the opportunity to see the faces behind your brand. By adding a personal touch, with your employees talking to guests, you can increase likability and reinforce your brand messages. What’s more, the value of face to face experience is that you can use an event as an opportunity for lead generation. Guests have already expressed an interest in your product by attending your event, so you can exploit the occasion to your advantage by letting them know why they should choose you over your competitors!

Building Trust and Brand Accessibility

An obvious benefit of event marketing is that you have a very visceral opportunity to establish your brand in the forefronts of your Guests’ minds. Not only does event marketing build trust between clients and your brand, but it can also increase brand accessibility. By creating experiences in line with your overall brand you can form positive associations through visual and experiential elements. Via beneficial interactions with company employees, visually cohesive branding and through adding value (via networking opportunities, special offers for attendees etc.), guests can begin to positively associate your brand with their beneficial experience of your event.

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Creating Value for Attendees

Event marketing leverages in-person engagement through branded events to promote your product. Crucially, you want to cultivate an event that delivers your brand message, encourages engagement with your product and is something that your attendees want to attend. In other words, you need to offer a valuable experience to your clients, be that through networking opportunities, specialist speakers or increasing business prospects for them. Real-life experiences have a profound impact on our thinking and memory. What you offer will decide whether or not they’ll return as a customer, attend another of your events and whether they’ll recommend you to their contacts. The stakes are high.