The Ultimate Guide to Event Marketing

Think back to the last event you attended.

Was it a conference or trade show? An intimate seminar or startup launch party hosted online? How about a fun, socially-distanced 5K or golf outing?

These events are all very different, but to the brands or organizations who hosted them, they all had a common purpose: to entertain and engage attendees — a.k.a. potential customers.

Event marketing is a highly valuable strategy for all kinds of businesses, from technology and education to non-profit, medicine, and retail.

Not only do events benefit their hosts and sponsors, but they also enrich the lives of their attendees. Events inspire, teach, intrigue, entertain, and bring people together in a way unlike most other marketing efforts.

That’s why we created this guide — to equip you to leverage event marketing for your own business. Keep reading to get started or use the chapter links below to jump ahead.

Event marketing refers to a variety of events. You could organize a small roundtable of seven to 10 guests, partner with another brand to sponsor a 5K, or set up an exhibit at a major trade show — or host one of these online.

You could host a multi-day event that attracts thousands of attendees, sponsors, and speakers … like INBOUND. INBOUND 2020 hosted sessions entirely online and attracted thousands of attendees around the world.

It doesn’t quite matter the size of or platform for your event as long as you’re bringing value to your customers, potential customers, and brand. We’ll talk more about how to build an event marketing strategy below.

Types of Event Marketing

In the meantime, let’s go over some of the different types of event marketing your company could host, sponsor, or attend. Note that all of these events can take place virtually, too.

Conferences

Conferences are large events typically organized and hosted by one major company and sponsored by a long list of smaller brands and businesses. Conferences are valuable for both B2B and B2C brands. These events typically offer the most dynamic agendas, filled with speakers, workshops, and networking opportunities.

Trade Shows and Expositions

Trade shows or expositions (expos) are large events organized around a specific industry or type of product, such as sales technology or medical devices. Trade shows give companies a chance to show off their products and services and typically bring in the highest number of qualified leads. Whereas conferences are open to the public, trade show attendees are typically pre-qualified buyers, company representatives, and salespeople.

Seminars

Seminars (often called webinars when hosted online) are valuable, education-centric events attended by a small number of people. They involve discussions, lectures, and intimate networking opportunities.

Roundtables are similar to seminars, but usually have even fewer attendees of comparable “levels”, such as CEOs, surgeons, or teachers. Both events typically last no more than one day.