by Whova | Last updated: August 30, 2019

With more people attending events than ever before, events have become a strong marketing opportunity for all kinds of organizations.

From generating more leads to building brand awareness, event marketing offers many benefits. These benefits are increased and made more tangible if you use event technology, which can streamline your processes, help you get the word out, and track your marketing results.

Read on to learn:

1. The technology to use at each point on the event marketing timeline
2. Technology for different types of event marketing.

1. Technology to Use Throughout the Event Marketing Timeline

You can use event technology to improve your organizational efforts before, during, and after any kind of event marketing. Here’s how.

Using Technology Before Your Event

One of your first priorities as you prepare for your event marketing will be your event website. Some modern event technologies can help you create a sleek website that fits with your branding — and all without any design skills. You can use ready-made templates to build an agenda webpage for even the most complicated multitrack events. In-built analytics then show you who’s visiting your webpages so you can change course with your event promotion.

You can also create a speaker webpage to showcase your lineup and attract attendees. A Speaker Center allows you to skip the tedious back-and-forth emailing with your speakers and empowers them to upload and edit their own information. These details are then transformed into a webpage with the click of a button.

You can promote your event marketing through social media, too. Start by creating an event hashtag to help your event marketing go viral. Event technology sometimes integrates with social media, allowing you and your event participants to post about your event directly through your event app and platform. These event marketing tools may also show you analytics. This means you can monitor your audience’s engagement with your posts and alter your social media marketing efforts as needed.

Engaging Attendees with Technology During Your Event

As soon as your event marketing is underway, engaging your attendees is key. You can live stream your event and show social media activity on your event website, but why stop there?
With an event app, you can keep your attendees engaged throughout your event marketing.

Some event apps offer live polling to engage attendees with talking points and votes. Live polling ensures increased interaction and a stronger connection between speakers, organizers, and attendees. What’s more, this feature allows you to develop an event program based on participant interest, so you can offer an exciting live event experience.

You can also engage your attendees with gamification. For example, Whova boasts a Leaderboard Contest, which recognizes the most active users of the Community Board on the event app. When attendees make it onto the Leaderboard, Whova suggests ready-to-post image options and text for a social media message. With the Whova Photo Contest, organizers can highlight attendee photos with the most likes as the recipients of a prize. Both of these contests encourage attendees to have fun and participate in events.

Measuring Success After Your Event Marketing

After your event marketing is over, you can use event management software to measure how successfully everything went. There is a wealth of data at your fingertips, which can help you determine:

  • Attendance: Take a look at your registration and check-in numbers
  • Attendee satisfaction: Send out surveys and live polls on your event app
  • Social Media Engagement: Check the social media analytics on your software
  • Lead Generation: See if your event technology provides a post-event report

This information can help show you and your team the ROI of your event marketing quickly and easily. But how do you choose the best type of event marketing for your organization — and the specific event technology to go with it — in the first place?

2. Technology for Different Types of Event Marketing

No matter whether you’re in B2B or B2C, a small corporate organization or a large association, there’s a wide range of event marketing strategies to choose from. All of them can help you market your company and organization by:

  • Increasing lead generation and sales
  • Providing opportunities for customer engagement
  • Generate revenue through expos
  • Offering product and industry education
  • Promoting membership
  • Building relationships
  • Boosting brand awareness
  • Giving attendees a memorable experience

Here are just some of the event marketing types your company can organize to promote products and services, and how to use event technology for the best results.

Conferences

If you’re interested in a large event for either B2B or B2C opportunities, conferences are a great option for building brand awareness. A conference usually focuses on a core topic, allowing you to educate attendees on your product or industry. Because these events typically offer many networking sessions, you have plenty of opportunities for customer engagement and building relationships. This allows you to generate more leads and get more sales.

One way to bring in attendees to this type of event marketing is through speaker promotion. The speaker lineup at a conference is always a huge draw, so it’s important to spread the word about your inspirational guests. You can do this with a stylish speaker webpage and by allowing your speakers to promote themselves — and your event — through social media.

Conferences are also known for their jam-packed agendas and exciting sessions. Creating an easy-to-read agenda webpage and allowing your attendees to build their own personalized agendas makes navigating this kind of event much easier. The simpler it is to see all the great sessions at your event, the more people sign up, helping you get the most from your event marketing plan.

Trade Shows and Expos

Trade shows and expos give exhibitors the opportunity to show off products or services to a huge number of attendees. This allows them to educate people on their offerings through one-on-one engagement, and drive lead generation.

Because this type of event marketing usually centers around a specific industry or product, attendees can include pre-qualified buyers, salespeople, and company representatives. The result? More qualified leads than at other events.

You need to help your exhibitors draw attendees to their booths, convert visitors into leads, and record all the contacts they make. Exhibitors can generate more leads through promotional opportunities, such as coupons and raffles. This encourages more people to sign up at their booths. Once you have this contact information, exhibitors can export it to their CRM so they can follow up with their leads more easily after the event is over.

Workshops and Seminars

For a more intimate event, workshops and seminars are highly valuable. Designed to educate attendees and share your expert knowledge, these events show off your brand as an industry authority. 

You can use this type of event marketing to boost customer engagement and build relationships, or to grow your membership if you’re an association. By offering valuable, even non-promotional, information, you allow your attendees to develop trust for your brand, which can earn you additional members, leads, and sales.

To encourage people to sign up for this kind of event marketing, you need an event website that communicates the value of your session or workshop. You can then create leads out of your attendees by offering a platform where they can network with other attendees, engage with the organizing team, and connect with the expert speakers.

Product Launches

If you’re a corporate organization launching a new business or product line, product launches can be an excellent event marketing choice. Although your event won’t revolve solely around your product or service, you will keep it top of mind, while creating a memorable brand experience for your attendees. These events are great for user and customer engagement, which allows you to build relationships.

To promote products or services with this kind of event, you need to generate a social buzz. By giving event participants the chance to share their experience of your product launch through social media, you encourage word of mouth. You can also post your own exciting social media posts and show a live social media feed about your product launch on your event website.

Improve Your Event Marketing with an Event App

With 80% of marketers attributing their success to events, event marketing is more than just a passing trend.

No matter what type of event marketing you need, Whova’s event management software and event app help you build brand awareness and generate more leads.

Request more information to find out how we can support your event marketing plan.

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