From presentation to festival: an overview of marketing events for businesses
Among the various forms of modern marketing communication, event marketing plays a special role. It simultaneously delivers vivid emotions and addresses many business objectives, including:
- Showcasing new properties, products and services.
- Driving sales.
- Increasing brand awareness and PR.
- Connecting with customers, partners and opinion leaders.
- Building a positive brand image.
- Reinforce corporate culture and brand loyalty.
We will discuss the most effective formats of marketing events, their purpose, new trends and success stories.
Content
1. Introduction
2. Lecture
3. Exhibition
4. Festival
5. Sporting event
6. Press event
Openings
The aim of this event format is to make the target audience aware of a new space and its features, to make them want to come back and to motivate others to visit the venue.
Suitable for: restaurants, boutiques, dealerships, shopping centres or public spaces.
Case study: The opening of the multi-functional art venue TESLA 4000 in Moscow had a futuristic megacity theme. Inside, they designed a transformable dance floor resembling skyscraper rooftops, added 3D decorations, lights and sound. Tesla Boy headlined the event.
Trends and technologies:
- 3D mapping, fringe (hanging strips of different materials and shapes), unusual shapes and light installations to create a wow effect.
- Gamification, quests, flash mobs and other activations for dynamism, fun and team spirit.
Product or service launch
Invited guests include the brand’s target audience, experts, opinion leaders and celebrities. The aim is to visually and effectively present a new product to the market, highlight its capabilities and competitive advantages, and stimulate discussion.
Suitable for: automotive, electronics, FMCG or software.
Case Study: For the launch of the Xiaomi 13 Series smartphone in Kazakhstan, the Galactic Group team created a diorama of recognisable places in the country. The smartphone moved through these locations, capturing them with a Leica camera. The video was played in the welcome area. In another experience zone, guests participated in a video shoot that was instantly edited and sent to them. To demonstrate waterproofing, the smartphone was placed in an ice pyramid.
Trends and technologies:
- Interactive touch panels are used to explore products or services, navigate zones, collect feedback and respond.
- Unconventional locations and secret spots warm up the audience.
- Conducting marketing events in a hybrid and immersive format with VR and AR increases the creative possibilities and the level of immersion.
Exhibitions
Usually held as an industry event with many exhibitors, each trying to outdo the other in stand design. The event also includes presentations, discussions and business deals.
Suitable for: marketing events for product and service providers, software developers.
Case study: Mobile World Congress (MWC) 2023 in Barcelona featured 2,400 companies from 40 countries and attracted more than 88,000 attendees. Tech giants such as Samsung, Honor and Xiaomi showcased their prototypes and more than 375 speakers presented on topics such as 5G, AR, VR, Web 3.0 and metaverses.
Trends and technologies:
- Apple’s iBeacon tracking system allows visitors’ movements to be tracked. By approaching special beacons, visitors receive additional product information on their smartphone screens.
- Robots as hostesses and virtual assistants help human staff.
- Standard souvenirs are replaced with NFTs and other digital items.
Festivals
In this case, the goal of marketing events is to create a celebration and seamlessly integrate the brand into it. This can be a standalone brand event or native integration into a music, film or other themed festival.
Suitable for: any brand that wants to engage with its target audience in a concentrated location.
Sample case: Galactic Group сommunication agency transformed the complex topic of BNP Paribas CARDIF Russia’s insurance products into a relaxed French-style performance called “Theatre L’arret” (Bus Stop Theatre) with mimes and fun games.
Trends and technologies:
RFID tags enable electronic registration lists, cashless payments and guest tracking. Visitors wear radio transmitters in the form of wristbands, key rings or smart cards, and special readers are used. RFID greatly simplifies the development of marketing events.
Sporting event
Sports brands and organisations host both single-brand events and sponsorship zones or activations at sports tournaments.
Suitable for: Sports brands and organisations.
Источник: kissfm.ro
This is a PR campaign or its component aimed at generating positive and extensive media coverage for a new product or brand.
Suitable for: any brand, service, product or company, including the tourism industry, entertainment industry, developers and manufacturers.
Sample case: The Galactic Group agency organised an unusual press tour to the Aquanika mineral water production facility, including a press conference and informal activities such as fishing.
Trends and technologies:
- Combining different scenarios, emotions and information in the programme achieves the desired result.
- For tourism and some other sectors, press tours for bloggers and opinion leaders are preferred.
- After 17 years of working with various brands, Galactic Group has acquired a vast experience in organising events of all formats and sizes. Today, almost all of the events mentioned can be carried out in an online format, opening up a wide field for experimentation where any company can bring its boldest brand promotion ideas to life.
