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Commentary & Analysis

Are You Promoting Event Marketing?

A look at the benefits of event marketing and why printers should be promoting their ability to offer event marketing support.

By Heidi Tolliver-Walker
Published: April 10, 2017

When we think about promoting services that support print, we often think about direct mail, packaging, wide-format graphics, and signage. But what about event marketing, which utilizes all of these channels? Especially if you are serving clients in the B2B marketing space, event marketing is a huge opportunity, and you should be taking advantage of it.

Consider these stats:

  • 83% of B2B marketers are heavily invested in events (Marketing Charts)
  • 44% of marketers experience a 3:1 ROI from event marketing (Statista)
  • 16% of marketers planned to increase their event marketing budgets in 2016. (Selligent)
  • The event industry is forecast to grow by 44% from 2010 to 2020, exceeding most growth predictions for other industries. (U.S. Bureau of Labor)
  • Trade shows and other events are the second most effective tactic in a marketer’s mix, after a company’s website. (Forrester)

What makes events so powerful? They offer a level of engagement that other channels cannot. The multi-sensory experience and personal relationship building allows customers to experience, not only the product, but also the brand. If a customer likes your employees, has a positive experience at an event, and is able to personally interact with your products, they are much more likely to remember those products (and the details of those products) later and make a subsequent purchase.  In fact, 87% of consumers said that, after attending an event, they had purchased a brand's product or service at a later date (EMI & Mosaic). In-person marketing is powerful.

We live in an increasingly impersonal world. You can shop for a car, purchase a mortgage, and even get a college degree without ever interacting with a human being. In-person events remind us of our humanity. In fact, the Center for Exhibition Industry Research found that 43% of event attendees believe the value of face-to-face interactions will increase over the next two years, and 48% say face-to-face interactions are more valuable than two years ago. 

Event marketing is not only effective, but as a service provider, it offers you the opportunity to sell a full range of marketing services as part of the package. According to a compilation of event marketing stats published by Certain

  • 74% of marketers use email most commonly to do their event marketing.
  • 61% of event marketers use social media (including 56% who use social media as a promotional tool after the event).
  • 47% of B2C companies use direct mail.

Then, of course, there are the wide-format graphics and displays used on-site, along with any billboards, posters, and other signage to support the event, as well. Swimming is known for using every muscle in the human body. Likewise, event marketing uses every trick in the marketing arsenal. If you offer it, an event marketing campaign will probably use it. 

With all the focus on personalized direct mail, packaging, and wide-format graphics and displays these days, it’s easy to overlook the value of event marketing. So don’t. If you have B2B clients who do event marketing, be sure to get your full range of services in front of them and encourage them to consider you as part of their planning.

Heidi Tolliver-Walker Heidi is an industry analyst specializing in digital, one-to-one, personalized URL, and Web-to-print applications. Her Marketer’s Primer Series, availalbe through Digital Printing Reports, includes “Digital Printing: Transforming Business and Marketing Models,” 1:1 (Personalized) Printing: Boosting Profits Through Relevance,” “Personalized URLs: Beyond the Hype,” and “Web-to-Print: Transforming Document Management and Marketing.”

 

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