EVENTS & EXPERIENCES
Events are having a bit of a moment.For years, events have been treated as the thing that happens alongside the “real” marketing strategy. So recognizing the role that real-world experiences can play in building brands and actually connecting with people is a big step for the industry.
As events and experiences become core part of the marketing strategy for subscription-based media companies, product-led brands, and community-driven organizations alike, the opportunity to tie them to the overall business growth goals is bigger than ever.
This is the discipline that requires attention: treating events not as calendar moments, but as strategic business assets.
But there’s a catch: not every marketing team knows how to market an event.
Because an event isn’t just another campaign. It has its own audience journey, sales cycle, content strategy, messaging, channels, deadlines and, ultimately, a room full of people you need to convince to show up.
Here are four key pillars I focus on to turn events into strategic marketing assets:
Strategic positioningAligning events with wider business goals, from revenue generation and pipeline growth to brand positioning and customer retention.
Marketing strategy and executionDeveloping the messaging, content, campaigns and channel mix that turn an event proposition into demand.
Audience strategyIdentifying and prioritizing the audiences most likely to attend, engage and convert.
Commercial impactConnecting event marketing to the wider marketing ecosystem to maximize reach, generate leads and extend value beyond the event itself.