As 2021 gets into swing, consider drawing extra attention to your business with event marketing. Major events, like Super Bowl Sunday, national holidays, and awareness days, or more playful events, like National Cheese Lover’s Day, provide opportunities to align your brand with what your customers care about.
Beyond relating to customer 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. Here's how to capitalize on these advantages and make the most of their event promotions.
Get Your Message Across in a Big Way
To promote an event for your business effectively, your marketing needs to be big, bold, and undeniable. Make your message clear that you’re tying a sale or value proposition to an event. 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 recipients. Don’t just pitch a deal to everyone; make sure there’s authenticity in your marketing. Use relevant messaging and images that tie in with your event, and target the right customers. Show them 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. Sending a direct mail piece in the weeks leading up to the event will raise awareness. Emailing is a no-cost way to market to a broad range of customers multiple times prior to an event. Point-of-sale collateral can generate additional interest. 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 campaign. A few freebies can turn a face-to-face interaction into something more memorable. Plus, they keep your brand top of mind 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 laser engraved insulated
tumbler for National Hot Tea 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. Start planning now to capitalize on them! 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.