Home TypeFeatures Trevor Punt: We need to talk about event marketing

Trevor Punt: We need to talk about event marketing

by EN

Recently, I found myself reviewing the activities of PR and marketing contractors and I found myself doing the rounds of some trendy ‘medyah!’ companies.

At one of these meetings, in an equally trendy coffee shop, my host ordered a ‘celery-booster-smoothie’ which arrived in a jam jar.

Whenever I see things like this my first question is, ‘Who was the first to think that….’. In this case ‘…drinking out of a jam jar would be a good idea?’ Wouldn’t a straight glass suffice?’

What struck me, as I considered this vision of unnecessariness, was that it was a good representation of what’s wrong with a lot of event marketing: the tendency to overcomplicate.

One thing that never ceases to amaze, is the lengths that some people go to overcomplicate the simple proposition of events. Complexity confuses people. It’s the antithesis of success.

Events are not complicated. It is only our insecurity that prompts us to find unnecessarily complicated answers to simple problems. It adds little value or added improvement to marketing activity, but is one of the key constants in every failure or under-performing event. The role of a genius is not to complicate the simple, but to simplify the complicated.

There is an evolution away from complexity toward simplicity. Simpler things are more understandable. Improving efficiency and effectiveness generates better results.

Whether you are launching, or increasing the audience of an event, marketing should increase exhibitors, visitors, delegates and other attendees who want to participate.

A complicated message or a delivery mechanism does little to attract them.

Marketing is imperative for an event to grow. Without some sort of marketing, exhibitors exhibit and visitors won’t visit. Unless you’ve got a super-exclusive show that trades on being the best-kept secret, marketing is essential.

For some, marketing is a necessary evil. For others, it’s a passion. For most, it’s both a mainstay and mystery: we must do it, but we don’t know how to do it right.

What is wrong with a lot
of event marketing is that there are too many ‘experts’ and not enough informed buyers.

It used to be easy to find an agency that could handle all your marketing, now there are choices to be made from experts in disciplines like SEO, online advertising, social media, mobile marketing, and much more. Marketers looking for help must be both wary and wise about what they are buying.

Today, buyers of marketing services must contend with multiple aspects of branding, marketing and communications from engaging an audience through social networks to the changing landscape of PR and media, mobile marketing, SMS, location-based promos and content creation and curation.

Event marketing is, like the concept of an event itself, a simple proposition. However, simplicity is smart, but it’s not always easy to achieve.

Simplicity means remembering the six Ps: product, people, proposition, price, promotion, place.

If you know the answers to these questions the less complicated and more effective the engagement of experts, the simpler your marketing will become and the more successful the outcome of your events.

Growth creates complexity, which requires simplicity. It is always the simple that produces the marvellous, it’s as simple as that.


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