Social media can help raise awareness, encourage participation, and enhance the experience in your marketing event.
Events, big and small, have historically been an important marketing tool. Internet Week New York, consisting of over 200 smaller events, and Social Media Day, comprising over 700 Meetups across six continents, show the power of social media to significantly transform the impact of an event to achieve a variety of goals. Social media was a critical component of these events in terms of raising awareness, encouraging participation, and enhancing the experience.
7 Reasons to Add Events to Your Marketing Mix
Events can help marketers attain a variety of business goals whether your firm has a permanent physical presence or not. Here are seven reasons to create and/or participate in events:
7 Types of Events
From a marketing perspective, consider the type of event and match it with the appropriate social media to achieve your company's goals. Here are seven options from which to choose.
7 Ways to Use Social Media to Promote Your Events
Social media expands the reach of your event while generating content that can be used to promote your events.
7 Metrics to Track Event Success
As with any marketing program, it's critical to measure your results to determine their effectiveness. Among the salient measures to track are:
In addition, don't forget to track less quantifiable variables. For example, did the event improve employee moral or brand recognition?
While events in themselves don't constitute a total marketing strategy, they can be an important component of the mix, since they provide benefits for both marketers and consumers. By using social media to enhance your events, you can extend your reach while providing additional means to connect with your firm.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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