The Importance of Live Events in Your Overall Marketing Strategy

By: Marygrace McLaughlin

Every business strives for continuous success and growth, no matter how new or well-established your brand may be. Arguably the most crucial factor in determining that growth is your marketing strategy, and focusing on live events is one of the best ways to tackle this.

According to a 2019 Bizzabo study, “almost all (85%) of leadership (senior managers, executives, and board members) believe in-person events are essential to their company’s success.”
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Here are just a few ways focusing on live events will help your overall strategy:
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Increase Brand Awareness
The Bizzabo survey also reported that “a remarkable (61%) number of marketers believe that in-person events are the most critical marketing channel—a 20% increase from last year.” Hosting an in-person event offers one of the best opportunities to market your brand and get your name out there.

Introduce New Products
The best way to showcase your new products is by putting them directly into potential customers’ hands, and where better to do this than at a live event? You’ll not only make new connections and close more sales with these face-to-face interactions, but you’ll also receive on-the-spot feedback.

Generate New Leads
Live events allow potential customers to see, feel and talk about a product before choosing to buy it, often incentivizing the customer to make the purchase. According to a 2020 Shopkick survey, “the overwhelming majority, 82 percent, of consumers say that seeing, holding or demoing a product in-person makes them more inclined to actually purchase at the counter.”

Build Relationships
A live marketing event allows for a company to actively engage with their customers and create a trusting relationship. This is extremely important for a company, as 95 percent of brand executives feel that “live events provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world,” according to the Bizzabo study.
 
Boost Customer Engagement
An in-person event presents the perfect opportunity to directly engage with your customers and make personal connections, encouraging them to become more involved with your brand. A 2020 Forbes Insights Report states “65% of consumers said a consistently positive experience through their entire interaction would make them a long-term customer of the brand.”
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If you want to build your brand, consider hosting a live event, as ROI is often greater than expected.