The 2022 Event Marketing Guide - Eventalways

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The 2022 Event Marketing Guide
In 2021, the world was coming out of a haze
reopening after one of the worst pandemics of all
time. During this post-pandemic period, many
brands took tentative steps to reinstate their
connections with consumers. During the lockdowns,
all connections between brands and consumers were
digital. Now, with the return of in-person
events, many brands are reinvesting in in-person
events like promotional events, corporate
get-togethers, etc. One things for certain
events arent and will never be what they used to
be. The ways in which events are planned,
organized, and promoted in the post -pandemic
world are completely new. What new challenges
will the event marketing industry face in 2022?
What event marketing trends will dominate the
industry? Heres your definitive guide to event
marketing in 2022 A New Event Marketing Landscape
in 2022 What Has Changed? Throughout 2020 and
2021, virtual event marketing grew in prominence.
This cost-effective and convenient marketing
technique isnt leaving any time soon.
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The Dominance of Online Events

• According to LinkedIn, 91 of all events hosted
  by top marketers across the world are virtual.
  Hence, online promotions should be the key tool
  for all event promoters in 2022.
• Leading businesses are using virtual events to
  reach out to their target audiences. For
  instance, Netflix hosted their first global
  online fan event called Tudum in September
  2021. The event featured over 150 creators and
  stars from across the globe and garnered 25
  million views for the company.
• Companies like Microsoft Azure are hosting free
  virtual sessions for students who want to learn
  to program.

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The Reemergence of In-Person Events

• As per LinkedIns survey, 75 of the worlds
  leading marketers will continue hosting virtual
  events in 2022. But, 78 of them did say that
  in-person events are more helpful for their
  brands.
• Event marketers should expect companies to
  maintain a healthy balance between in-person and
  virtual events. That means adopting a hybrid
  event marketing strategy. Lets say 40 of your
  promotional activities will involve the real
  world, and the rest will be all online.
• Will customers feel comfortable returning to
  in-person events? Yes. According to a HubSpot
  survey, only 14 of event attendees felt
  uncomfortable attending live, in-person events in
  2021. Expect this number to shrink further in
  2022.
• Event planners and marketers are making the most
  of these shifts in consumer attitudes towards
  events. According to HubSpot, 78 of the worlds
  leading marketers already have plans to host in-
  person events in 2022.
• Winning at Event Marketing in 2022
• The reemergence of in-person events doesnt
  necessarily mean that in-person event
• promotions will also reemerge again in their full
  strength. The pandemic proved that event
  marketers are resourceful professionals. Social
  media channels, websites, email
• newsletters, etc., are more than good enough
  tools to promote events in 2022.
• Plus, theyre cheap, and they allow event
  marketers to scale th eir efforts and target
  specific niches. So, winning at event marketing
  in 2022 without a robust online marketing
  strategy
• is nearly impossible. Whether you host virtual,
  in-person, or hybrid events connecting
• with target audiences and other key stakeholders
  in your events is critical.
• Theres no cheaper, more convenient way of
  connecting with audiences before, after, or
• even during your events than the Internet. But,
  competing for audience attention online is hard
  for event promoters. Your target attendee will
  have plenty of events to choose from.
• How will your events stand out? Its not
  complicated just follow these steps
• Understand Your Attendees Needs
• While planning your event marketing strategy,
  listen to your target attendees needs. How will
  they benefit from attending? What types of
  speakers would they like to listen to? Give
• your target attendees as many motivations as
  possible to attend your event. Make sure your

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events offerings are clearly described on your
website, social media pages, etc. Unclear
messages result in unclear responses. Give them
clear motivation to attend the events. Engage the
Stakeholders In this era of cost-cuts, event
marketing strategies need to be extra-focused on
providing returns to stakeholders. Give your
event partners, sponsors, exhibitors, etc., clear
roadmaps to ROIs. Use sponsorship packages,
branded marketing materials, and content
marketing to aptly reward them for their
contributions. Practice Growth Hacking
Seasoned event marketers take an analytical appro
ach to promote their offline and online events.
That means achieving small metrics-based goals at
cost-effective rates. It can range from
generating more likes on social media pages to
creating leads from the event website. At the end
of each event marketing campaign, evaluate your
digital outreach. Aim to improve this outreach
by incorporating feedback from customers into
your future event marketing plans. Cooperate
with Major Names in the Events Industry The event
marketing industrys biggest secret is that
cooperation between different brands, event
planning companies, etc., actually works. Events,
where multiple brands showcase their
products/services are guaranteed to drive more
engagement. In many digital events, attendees
often feel bored. Networking with top members of
the event community makes marketing easier. If
you want free exposure for your events, publish
them on Event Always the leading event-listing
website. On our distinguished platform, you can
find details about the worlds most exciting
corporate events, conferences, webinars, etc.
Review what the worlds top event managers and
organizers are doing and give your events maximum
exposure.
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Use Hybrid Events to Generate More Data
Despite the reemergence of in-person events,
hybrid events are here to stay. Attendees are
now used to virtual events, so brands will
continue to host half-virtual half-in-person event
s. For marketers, processes of planning,
executing, and tracking hybrid events comes with
many data generation opportunities. Review how
event-related content is being consumed by
virtual and in-person attendees. Going hybrid
means more attendees can get involved collect
data from all of them. Track attendee journeys,
especially the way they connect with the brand/s
behind the event. From the preregistration
stages to the post-event surveys track every
move your online and offline attendees make at
these events. Efficient and ever-improving
marketing can change poorly planned events into
exciting affairs. Follow these concepts to keep
improving and changing your event
marketing strategies in 2022.