Content has changed the game for businesses for a decade. Having a powerful product isn’t everything now; you will lose the customer acquisition magnet if you do not know the content skills.
Here are some valid pointers by Aleksandra Panyukhina, Head of Events and Experiences at ParcelLab, that will clear your doubts and deliver valuable insights regarding event and content marketing.
Event marketing is all about customer acquisition and retention, as your work speaks for you. This can be attained with promising business metrics; however, experience adds essence to these metrics.
As Aleksandra quoted, “Unless you create a great experience, there will be no promising business metrics to show.” These two are the different sides of a coin. One does not exist without the other, but relying simply on business metrics will not help you achieve your long-term goals. Today, only real human connections can help you achieve your mission.
Can we separate events from marketing to simplify the equation? Aleksandra has experienced both event and marketing firsthand for years. As per her learnings, marketing has to be its core for events to be a huge success. This is constant—no questions asked! These two realms co-exist to help each other grow—performance, revenue, quality, and experience.
According to Aleksandra, a person who wants to work in events should be a hustler, detail-oriented, and have a good memory. However, the crucial prerequisite is being a good listener.
One should master the art of listening to understand one’s audience and use what they say to create a meaningful product. Standing alone in a booth for hours will not be as beneficial as being a smart listener.
This allows you to present your product or service to the right people at the right time and in the right way. Also, your understanding of different departments of your organization will help you reach the top, but this does not necessarily mean you need to be an extrovert; superhuman will do just fine!
Aleksandra says that the value and power that an offline connection or conversation can have are missing in a virtual meeting. You easily read the body language of the person when meeting in person. To create long-lasting and meaningful relationships, face-to-face interaction wins over virtual, especially in the event space.
The only mantra for small brands to explore the event space is to start small and genuinely create trust that resonates. Invest your time so that you are connected on a personal level. You will activate word-of-mouth marketing and see your brand skyrocketing once you give your heart and soul to an event. Do not expect significant results right away. Your database, community, and followers will grow slowly, just like the brand.
Regardless of the platform, platonic means zero turnout. As Aleksandra says, you have to NOT follow the pattern to reach big. Keeping the creativity alive will help your business stand out virtually or offline.
Your content is the key, and if it is not powerful, you will not attain your goal. Also, sharing personal learnings and storytelling sessions can add more value to your event. Everything has risk involved, but until you try, you will not get what you are looking for. Therefore, create content that differentiates your event from the others.
Note: This blog is an excerpt from a session on Event Marketing in the Realm of the Content World with Aleksandra Panyukhina, Head of Events and Experiences at ParcelLab. The session was part of Elevate–a global virtual content summit organized by Pepper Content, bringing together industry leaders in content marketing.
Check out the video of the interview here.