EMBiz: 3 Essential Experiential Tips From an Event Marketing Company

Hi everyone. Laurel Mintz here, CEO and founder of Elevate My Brand, and this is EMBiz. We are one of the top marketing agencies in Los Angeles, and for many years, we did a ton of large national-scale marketing events. So here are my three essential experiential event tips from an event marketing company. 

Leverage Partnerships

First, ensure that you are leveraging cross-marketing partnerships. Everyone always says, “How do we get more bang for less buck?”. That is about leveraging other people's similar relationships or ancillary non-competitive brands, as you've heard me say before. They're also trying to target the same audiences that you ar,e and so making sure that you can cross-pollinate email marketing campaigns, social, etc. It's how you're going to get a lot more visibility with not a lot of spend. I would say in line with that is the sponsorship conversation. We really try and work with great sponsors who are again trying to get in front of our audiences. So that is could be a service business. It could be another product company that is again ancillary to what it is that you provide. 

A/B Test Promotional Messaging

A/B test your event incentives. Most people say show up or miss out. A FOMO messaging, but have you tested things like prizes or going and doing content on site and being on that platform for social for that brand? There are so many different ways that attendees and brands can be incentivized to actually show up at events. And we all know attrition at most events is super high. So you've got to create something that is differentiated, and the best way to understand what your particular market wants for events is to A/B test that messaging. 

Share Post-Event Content 

The final tip for event marketing is that events don't stop when the event is over. That is not the end of your event marketing. You need to do all the follow-up. You are losing out on opportunities if you don't have a videography crew, a photography crew. At the very least, you're taking your own pictures and videos at an event so that you can use those as a thank you in the follow-up email. As a drip campaign, potentially for the next event. Exactly. Promoting that next event and showing the great numbers and stats, and some video from who was in attendance, and you missed out, so don't miss out on the next one. Social media is kind of a no-brainer. Even things like using video and photography from your events on your website are really critically important. So multitasking the you know what, out of every event you do, is how you're going to get the most bang for the least buck.