Event Marketing’s Role as a Relationship Builder and Social Media Connection

Introduction

The economic landscape over the past few years has been very rocky, resulting in a tightening of company budgets — a direct effect on event marketing budgets and general marketing strategies. Now, as we push through to an economic recovery, there will be a change in budgetary allocations by most companies, increasing spend levels for marketing departments.

Event Marketing: Key to Marketing MixMarketers should look to event marketing as a vehicle to build relationships with their audience. In a recent study conducted in 2010 by EMI (Event Marketing Institute) global underwriter George P. Johnson Experience Marketing and EMI (http://beta.eventmarketing.com/static-homepage-continued/), respondents of the study identified their primary marketing concern as reaching new customers (25%), followed by tracking ROI (15%) and growing market share (14%). Other study results revealed that event marketing is considered a key element in the marketing mix, used to build relationships.

Here are some of the survey’s top findings:

1. Marketers confirmed that of the top three marketing elements, event marketing is the most effective for accelerating and deepening customer relationships leading at 64 percent; with social marketing and web marketing as the second and third elements respectively.

2. Only second to web marketing, event marketing is one of the most effective marketing strategies that generates the greatest return on investment

3. Marketer’s confidence in the effectiveness of events has changed. In the past, only 29 percent ranked events as important to the marketing mix, now the ranking has increased to 36 percent within one year.

4. There is a move to an experience-driven portfolio within the next three to 12 months, with 34 percent of respondents planning to move to this portfolio, while 31 percent say they have already done so.

5 A third (30%) of respondents said they saw the highest ROI from conferences and seminars, followed by trade shows at 24%.

Ramp up Customer Connections

Given the findings of the survey, and the change in the economic atmosphere, marketers should consider turning to events to ramp up customer connections. These connections are just the beginning in the marketer’s relationship building efforts, with next steps being online interactions with customers. Most of these initial online interactions can start at the event.

In another report released by EMI, consumers are more likely to interact with companies via social media based on their experience at an event. Based on the report’s findings, approximately 45 percent of respondents have posted content on a social media page; a photo, video or message after attending an event.

Companies now have an opportunity to integrate the customer’s brand experience at the event with the company’s online presences by way of user-generated content created at the event. To ensure that customers actually engage with the brand, marketers should provide a way to do so outside of the typical mobile device. Build a Facebook fan page to start a conversation and build a relationship with customers.

Starting Conversations

Start with a Facebook fan page dedicated to the event to provide regular updates to the page only adding interesting bits of information about the event and build on customer engagement. Here are four ways to promote your event Facebook fan page.1. Start Conversations: Your Facebook fan page is the perfect place to encourage customers to engage with your

brand and for you to start a conversation and build a relationship with your customers. This involves finding out what your customers want, and then give it to them. Once the conversation is ongoing, it is easier to send special offers to customers inviting them to attend an upcoming event.

2. Use the Comment Feature: Post event details on your Facebook fan page then create a discussion around the event for your fans to add comments. If you’re thinking of trying something new or different with your event, you can post it and let people give feedback. Use the conversation feature to your advantage.

3. Build Awareness for Your Event Web Site: Build awareness around your event by adding a link to your Facebook page. When you post about your event on your wall, make sure to include a link back to your event web site to have your customer visit the site. Only add information about the event that will intrigue and inspire your customer to attend the event and spread the word to their friends. Make your post memorable, grab people’s attention and give them a good reason to check out the event website. Let them click away! What’s even better is if you create a post with a link and get customers to “Like” it and leave positive comments. That gives people even more reason to click through. At that point you're in much better control of the user's attention.

4. Bridge Your Facebook Presence with Your Offline Event: Getting your customer to become a fan or “Like” your Facebook page may mean engaging with them while at the event. While at your next event, when your customers are enjoying the experience created by your brand, is the best time to have them become a fan; when the experience is still fresh. An online photo booth, with a social engagement platform, takes videos and pictures that are sent in real-time via email to the users email address, takes your customer directly to your Facebook page.

To be effective, there should be one constant factor built into any strategy for social media sites - build a relationship with your customers. The conversation should be fresh and ongoing, providing information and maintaining customer engagement. Keep one thing in mind, find out what they want and give it to them.