The effectiveness of event marketing

Keith Austin, Chief Executive at Event Marketing Solutions, outlines the benefits of investing in event marketing and why it is becoming a necessity for increased awareness and growth…

The option to step on board a private showroom gives the brands better control of the event experience, with no distractions or interruptions, and is a huge benefit to the Middle East market

The popularity of roadshows and live events has been steadily increasing, and the benefits for brands are easy to see. In the Event Marketing Institute’s third annual EventTrack study – which tracked the opinions of brand marketers, agencies and consumers of more than 600 companies – the results showed that 93 percent of consumers said live events reach them more effectively than television advertising; 89 percent feel that a live event gives them a better understanding of a brand’s product or service than a television, radio, print or online banner ad, and 96 percent believe they are more inclined to purchase after a live event.

Think of a roadshow truck as a stand on wheels, giving the power back to the brands. The real benefit of being mobile is that you can take advantage of all the opportunities at trade shows and events, and offer your audience complete convenience by continuing your service beyond the trade show. The option to step on board a private showroom gives the brands better control of the event experience, with no distractions or interruptions, and is a huge benefit to the Middle East market.

International B2B businesses have been quick to embrace the concept and initiate tours that enable them to target their customers on their doorstep. More recently, B2C brands in the region have also embraced the trend, looking to replicate the success experienced by B2B brands with their consumer campaigns. They are opting for bespoke touring spaces that enable them to create mobile showrooms, VIP entertainment hubs, and hospitality and sponsorship spaces.

It’s also proving to be an efficient tool for businesses that need to communicate, train and motivate large workforces as it’s a highly efficient way to engage consistently with your people when time is precious and spread over wide geographical areas. This is also true for government departments in the region needing to get their message out to consumers near where they work, live and relax. These internal communications solutions can be applied to any industry sector and across a wide variety of brands.

We have delivered several successful campaigns across the GCC over the last five years, and know that there is huge potential in the region. With the announcement of Expo 2020, the brilliant infrastructure available and the geography of the region, the demand from global customers in Dubai is only set to increase further, and investing in event marketing will bring positive results to any industry sector.

Keith Austin is Chief Executive at Event Marketing Solutions. Follow him on Twitter @eventms