As 2021 gets into swing, one strategy to consider to draw extra attention to your business is event marketing. Everything from major events, like the Sundance Film Festival, to national holidays and more playful events, like Pie Day, provide perfect opportunities to align your brand with what your customers care about.
Beyond relating to your customers’ interests, there are other benefits to embracing big events for your marketing and advertising efforts. Holidays and events are top of mind for consumers and often come with spikes in demand for certain products. Even at their most basic level, events are an excuse to have a sale!
Event marketing also helps you showcase relevant products and services, supports your marketing and sales goals, and allows you to engage with people in your community. To capitalize on these advantages, businesses need to make the most of their event promotions. Here’s how.
Get Your Message Across in a Big Way
To promote your business effectively with an event, your marketing needs to be big, bold, and undeniable. Make it clear that you’re tying a sale or value proposition to an event-themed message. Create custom signage with eye-catching designs that makes people want to pay attention to what you’re advertising. Above all, you want to generate excitement around the event.
To achieve these goals, utilize both interior and exterior display signage, and don’t be afraid to explore custom shapes and sizes. Flags, a-frames, and sidewalk signs draw in foot traffic. Window and floor clings make great use of otherwise empty space to promote specific products or discounts. Banners and hanging signs make a big statement about what you’re offering. Table tents and point-of-sale signs help drive home the message. And, don’t forget about wayfinding signage to help customers easily navigate to what they’re looking for.
Align Your Marketing Campaigns
Simply having signage isn’t enough to capitalize on the momentum of a major event. To really harness the occasion, you’ll need to align your marketing campaigns, too. This includes the messaging of the campaign, the target audience, and the channels you use.
The most effective marketing campaigns are personalized and relevant to the recipient. Don’t just pitch a deal to everyone; make sure there’s a measure of authenticity in your marketing. Use recognizable messaging and images that tie in with the event, and target the right customers for your message. Show them that the occasion means something to you and that you know it means something to them—whether it’s “go team!” for the Super Bowl, a heartfelt message for Memorial Day, or a show of support for International Nurses Day.
Finally, coordinate your campaign around a timeline leading up to the event, and use the right materials to promote it. By utilizing both print and digital channels, you can pinpoint the right medium for each message you plan to send. Direct mail in the weeks leading up to the event can raise awareness. Email is a no-cost way to market to a broad range of customers multiple times before an event. Point-of-sale collateral can generate additional interest with your already invested customers. And, of course, social media is a great tool for engaging in a two-way conversation with your audience before, during, and after the event.
Share Freebies and Promo Products
Branded promotional products add a tangible element to your campaigns. A few freebies can turn a face-to-face interaction into something more memorable. Plus, they keep your brand top of mind and increase exposure long after the event or holiday has passed.
Slapping your name on anything just won’t do it, though. Branded promo items are most successful when the product is a unique, useful giveaway that can be used over and over again. But it doesn’t stop there—choose items relevant to the holiday or event for maximum appeal—for example, a logoed hot beverage tumbler for National Hot Chocolate Day. Relevant products are meaningful products—especially when they’re free!
Tie in Charitable Giving
One of the best ways to make a meaningful splash in event marketing is to tie in charitable giving. People are much more apt to participate in a campaign that contributes to a good cause or gives back to their community. Demonstrate that there’s something beyond profits, and you’ll increase the appeal of spending money with your business.
Choosing a charitable cause to invest in humanizes your brand and makes customers feel like they’re playing a role in something bigger than a simple transaction. It also helps you build relationships with people in your community. For example, participate in a volunteer day to clean up your community for Earth Day, or donate a portion of your proceeds to a charitable organization for something like Mental Health Awareness Month. If your charitable cause is close to home, it will mean that much more for your customers.
Big Events Mean Big Opportunities for Marketing
Big or small, holidays and events are an opportunity to have a little fun with your marketing while remaining relevant with your audience. To capitalize on these opportunities, start planning now! Look at the calendar and start strategizing to align your marketing with an upcoming event—whether it’s a national holiday, local event, or something totally off the wall.