According to The Content Marketing Institute’s 2018 Benchmarks, Budgets and Trends report, 56% of respondents consider in-person events as a top marketing tactic, above digital advertising and email marketing. Events of all shapes and sizes, from tradeshows, exhibitions and corporate entertainment, to award ceremonies, publicity stunts and product launches, should all be high up on a marketer’s agenda. With that in mind, and events season in full swing, we have explored the importance of events and how to take full advantage of the opportunities a good old get-together can offer…


First to be considered are the objectives of the event. Is the goal to create brand awareness or lead generation? Or are you aiming to gain further consumer engagement and upsell, or provide education on a product of service? At this stage the commercial objectives need to be reflected upon too – for the event to be named a success, KPI’s must be achieved, no matter how popular it was or how many people enjoyed it.


Events can be a big investment, so ensuring a strategic plan has been developed is vital – it really is all in the detail. And it doesn’t just stop at the initial plan; make sure you have a back up strategies for any unforeseen circumstances, like a speaker dropping out or change of venue!


Incorporate a strong theme and enticing creative that delivers a cohesive look and feel and provides a strong, memorable experience for your guests or delegates. Similarly, guarantee everyone has the same target market and audience in mind – who do you want to be talking to and grabbing the attention of? This is particularly important if you’re planning a trade show or exhibition.


On a related note, work to a 360° approach. Don’t just rely on conversations at the event, but start them in the build up, to create a buzz. Develop fluid creative that works across all collateral, from promotional marketing materials to digital communications. Make full use of social platforms and engage with relevant hashtags and @ mentions. And for things like tradeshows and exhibitions, remember all exhibitors are trying to connect with a similar audience, so stand out from the crowd and encourage them to come to you.


When the event has ended, the opportunity doesn’t stop. Make sure to follow up up and keep your proposition fresh in your prospects’ minds. This should be included in your plan and ready to execute as soon as the event has closed. As leads are followed up and conversations progressed, its good to measure and assess the ROI, debrief the team on any learnings and start planning for the next event in the calendar!

Discover which events we have attended recently here and for assistance in organising your next event, get in touch!

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