Companies and organizations look to events as a marketing tactic for a variety of different reasons. Some are campaign-driven, while others have a holiday focus. Some are related to a new marketing initiative or big company announcement, while others specifically focus on a product launch. Whatever the reason may be, the most important thing to remember is that no two events are the same. They’re all unique and have their own purpose. With that in mind, it isn’t an easy task when choosing what event is right for you or your client. Read on to learn a few tips when starting your event strategizing process!


How to Choose an Event Strategically

1. Define Your Audience

First things first, we need to decide who we are looking to target when it comes to an event. Is the goal to target other businesses and build relationships. Or is the tactic more grassroots and looking to target consumers? There is no right or wrong answer, but clearly defining your event target audience will help make things a little easier when choosing the right event.


2. Decide on the Event Format

Next, we need to know how we will effectively target them. Traditionally, events were an “in-person” experience. Meaning an event would take place live at a designated venue. After going through the COVID-19 pandemic, the event landscape has changed a bit. Now audiences are more open to the idea of a virtual event. Meaning one could participate in an event from the comfort of their own home. But we won’t stop there with event formats. Another option to consider is the idea of a hybrid event. In this scenario, we get the best of both worlds – attendees have the option to attend in-person or tune in virtually for certain aspects, if need be.


3. Determine Your Event Type

Now that we’ve clearly defined our event target audience and decided on the event format preference, it’s time to determine the event type. Let’s look at the different types of events that we traditionally see in the marketing world and cover what they are used for, as well as a few key benefits.


Popular Event Types

Trade Shows: The main goal of participating in a trade show is to launch a new product or generate brand awareness about a company in a very large event format. When it comes to trade shows, the attendee list can range from hundreds to thousands, so it’s a great way for a brand to get a lot of brand exposure. Some trade shows even have a B2B component, where brands can market to buyers and important decision makers. Key benefits include brand awareness and selling products.

Product Launches: The idea of a product launch event is exactly what it sounds like – promoting a new product or product line. Product launches can range in size and usually focus on inviting influential people to help spread the word about the new product. It also gives attendees a chance to experience the new product firsthand. Key benefits include brand awareness and product education.

Media Events: Media events are a great way to get a brand or product in front of the media. To grab the attention of the media, these types of events will want to focus on new “news,” whether that be a product launch or a big company announcement. Key benefits include media relationship building and product/brand awareness.

Conferences: Conferences are hosted to bring together a large group of people and discuss big ideas or share important information. These events tend to lean heavily on the education side as they often get attendees speaking about an important topic. Conferences usually take place in consecutive phases and are one of the most common types of events. Key benefits include product awareness and generating revenue.

Seminars: Looking for something a little more intimate? Try considering a seminar. These generally have similar goals as a conference but with a much smaller audience. Seminars are interactive and are very educational about a relevant topic. Sometimes, companies even host seminars for internal employees to help motivate and boost morale. Key benefits include external/internal team building and education.

Corporate Meetings: Corporate meetings are a great way to bring one company together or even multiple companies. This type of event tends to be more formal and the primary focus leans towards developing strategies and tactics. Key benefits include internal team building and forward-thinking strategies.

Choosing the right trade show or event is an important task that you want to make sure to get right. Knowing the factors to consider when choosing for your next event can save you time and money, while also helping to meet your strategic event goals. Contact our event marketing team today to get the support needed for maximum exposure!

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