Event marketing is a powerful way to connect with your audience, showcase your brand personality, and demonstrate your values. But how can you plan and execute events that align with your mission, vision, and culture? Here are some tips to help you use event marketing to showcase your company's values.
Before you start planning your event, you need to have a clear understanding of what your company stands for, what you want to achieve, and how you want to be perceived. Your values are the core principles that guide your decisions, actions, and communications. They should be authentic, consistent, and relevant to your target market. To identify your values, you can use tools like SWOT analysis, vision and mission statements, stakeholder surveys, and value proposition.
When planning a marketing event you need to look at who the employees will be that will be representing your company at the event. Your employees will become the face of your product/service to many of those that attend. Make sure you pick those that truly represent the image you are trying to present to the public.
Once you have defined your values, you need to choose an event format that matches them. For example, if your value is innovation, you might want to host a hackathon, a product launch, or a workshop. If your value is sustainability, you might want to organize a green festival, a charity run, or a recycling campaign. The event format should also suit your goals, budget, audience, and location. You can use online platforms, hybrid models, or live events depending on your needs and preferences.
The next step is to design your event experience that reflects your values and engages your attendees. This includes creating a theme, a name, a logo, and a slogan that capture your message and identity. It also involves selecting a venue, a date, a time, a speaker, a caterer, and a partner that align with your values and expectations. You should also consider the accessibility, diversity, and inclusivity of your event and how they affect your reputation and impact. You can use surveys, feedback, and data to improve your event design and delivery.
To attract and retain your audience, you need to promote your event effectively and strategically. You should use a mix of channels, such as email, social media, website, blog, podcast, video, and press release, to reach your potential attendees and generate interest and excitement. You should also use storytelling, testimonials, and influencers to showcase your values and benefits. You should also monitor and measure your event marketing performance and adjust your strategy accordingly.
The final step is to execute your event smoothly and professionally. You should have a detailed plan, a timeline, a checklist, and a contingency plan to ensure that everything goes according to plan. You should also have a team, a budget, a contract, and a risk assessment to manage your resources and responsibilities. You should also communicate clearly and frequently with your attendees, speakers, sponsors, and vendors to ensure their satisfaction and safety. You should also deliver your value proposition and call to action during your event.
After your event, you should follow up with your attendees, speakers, sponsors, and vendors to thank them, collect feedback, and nurture relationships. You should also evaluate your event results and outcomes and compare them with your goals and expectations. You should also identify your strengths, weaknesses, opportunities, and threats and use them to improve your future events. You should also share your event highlights, stories, and insights on your channels and platforms to showcase your values and achievements.