How events and marketing overlap

Events are a great marketing strategy, but it can often blur the lines between the two. Read on to discover how events and marketing overlap.

What is the difference between Marketing and Events?

Events are a gathering of like-minded people who come together in order to learn more about a company, service, or product. Marketing is the total activities involved in transferring a product or service from concept to the customer. Marketing requires more research, whereas events take more creativity. Marketing, in one sense, is the promise of something to help solve a problem or issue, whereas events help to create awareness for a customer’s problem.

Over the last few years, social media has grown rapidly, and has helped both marketing and events to overlap. What was once two very different aspects has now merged together, both competing for attention.

Marketing on social media has seen a huge increase in popularity with both customers and companies. However, face-to-face communication is still vital for building trust and relationships, so physical events are highly important. Social media gives events a leg-up, so to speak, creating awareness for them whereas marketing is focused on monetizing social media platforms. Despite this, there is a vital role in social media for marketing.

Events and marketing can work together to benefit the company’s bottom line. Relationships between event organizers and marketing people can benefit both. At events, many presenters and workers will form relationships with clients, and then keep the marketing people informed of what is going on.

Collaborating between the event planners and the marketing team is essential. Many times, there have been someone from marketing who will focus on the project and not ask for help from the events team, only for the project not to do as well as expected. Members of the events team have great media connections and are great at planning and strategy, and when combined with the marketing side, it helps to advance opportunities more than what you could achieve independently.

Marketing, on its own, is good for conducting research regarding the audience. In this manner, events do the same. They look at who is going to be attending and how to encourage others like them to register. Traditionally, the marketing aspect is seen as the stronger researcher, but both sides do this element well.

Another way they tend to overlap is through sourcing new prospects and business opportunities. Again, this is usually considered the marketing team’s stronger area but event planners are just as good these days. Both teams are interested in getting the maximum numbers of attendees into the event and interested in the product or service, and so both will look for new prospective buyers, sponsors and partnerships.

Another way events and marketing overlap is by building awareness and word of mouth. If the company is looking to promote a new product, both teams will work on different aspects to entice people into learning more about the product, encouraging them to purchase it. This time, the events side can be considered stronger, but marketing is just as important and similar to events.