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Why include events in your marketing strategy?
Fecha 25-05-21
Events —whether in-person, virtual, or hybrid— make it possible for people to connect and engage in spaces that foster culture, knowledge, and business relationships. As professionals in the MICE industry, we know firsthand that an event can open countless opportunities. But should we include them in our marketing strategies?
Marketing professionals recognize events as a powerful tool for strengthening brands, since they allow direct engagement with potential clients and foster customer loyalty. In fact, following the COVID-19 pandemic, this reality didn’t disappear—it evolved into virtual and hybrid experiences.
According to the Post COVID-19 Event Outlook Report, more than 90% of organizers plan to invest in virtual events going forward. However, in-person experiences remain essential: 72% of respondents in the Markletic Event Research Servicios al usuario Report believe they gain more value from attending a hybrid event in person.
The potential of events as a marketing strategy is proven, and their benefits are remarkable. Here are four reasons why every company should consider adding events to its marketing strategy:
1. Get closer to your target audience:
Events are one of the most direct and effective ways for consumers to experience a brand’s values firsthand. They create opportunities for companies to showcase their benefits and unique attributes to undecided users in innovative ways. This often translates into a strong return on investment — according to the Event Marketing Institute, more than 50% of event attendees purchased the promoted product after experiencing it at an event.
2. Build brand awareness:
Beyond direct engagement, events immerse consumers in experiences that help them better understand a product or service — encouraging them to buy or share their experience with others. In fact, 8 out of 10 attendees tell a friend or family member about the event, significantly increasing brand awareness.
3. Listen to your consumers:
Events are a direct and efficient way to present new products or services and receive immediate feedback from a live, captive audience. This approach can often be more effective — and less costly — than traditional media launches. It also allows companies to remain flexible, responsive, and in tune with their customers’ needs.
4. Invest more effectively:
While events can represent a significant investment, they also deliver strong results in terms of lead generation. According to Statista, 44% of marketing professionals Servicios al usuario Report a 3:1 ROI from events, and Bizzabo found that 60% of business leaders consider events essential to achieving their business objectives.
Events continue to be one of the most powerful marketing strategies thanks to their proven effectiveness. While the format has evolved, their impact remains. Virtual and hybrid events have now become a way to reach broader audiences than ever before.
According to Euromonitor International, one of the top global consumer trends for 2021 is “phygital reality”, which enables brands to deliver hybrid experiences by partnering with technology providers that bring users closer. “Companies that provide safe and memorable experiences through multiple methods and platforms will develop loyal customers.”
To ensure your company achieves its strategic goals, Ágora Bogotá offers a specialized team for the planning and execution of in-person, virtual, and hybrid events, meeting the highest quality standards. Discover the spaces, protocols, and technological tools that will help you create memorable experiences for your audience.
