EBA Dnipro PR & Marketing HUB: Event Marketing. How to promote a brand with the help of events
Event marketing is considered to be one of the best tools for shaping the attitude to a company’s product or service. Its main task is to create an emotional connection between a brand and a consumer.
Galiia Zakharchenko, the Head of Biosphere Corporation’s Events Department, spoke about the features and subtleties of this marketing direction, shared tips and live examples of her experiences at various events.
Each year Biosphere Corporation holds about 55 events. Galiia advises to make a passport for each event, so that if necessary in future, its data could be used; before the event – a Brief for agencies, in order to facilitate mutual understanding and communicate ones desires and goals as accurately as possible.
How, in the end, to evaluate the success of the event, what are the criteria for its effectiveness? Here are the following ones from the speaker:
- Conversion – how many people came?
- Involvement – posts, photos in social networks
- Media resonance.
After the event, you should also do “a work on the mistakes”.