What if the secret to driving home the message in a series of advertisements could be achieved, not with another newsletter or LinkedIn post, but with an event? After all, “events provide a tangible touchpoint that ad campaigns alone cannot,” per Liz Yoseolowitz, the global chief marketing officer of independent media agency Brainlabs.
“Ad campaigns and events should be viewed as interconnected elements of a larger marketing ecosystem,” as events more often serve “as a focal point” for a brand, Yoseolowitz said. Events should be supported by consistent ad presence, which “helps create awareness,” she added.
Combined, Yoseolowitz called the ad-event relationship an “ongoing brand-building effort.”
To achieve that symbiotic relationship, Yoseolowitz advised event marketers to think about objectives laid out (think: brand awareness and audience behavior) when they were first at the brainstorming table regarding an ad campaign. From there, it becomes easier to determine which type of event would be most effective in accomplishing those same goals.
Consider this:
- “In-person events work well for high-engagement industries, where networking and product experiences are crucial,” Yoseolowitz said.
Diving deeper, when “high engagement” means “lead generation,” Yoseolowitz told Vendelux that she looks to include elements of exclusivity and live product demos in the guest experience.
- “Virtual events are effective for broader reach and cost efficiency,” per Yoseolowitz.
Diving deeper, an online-only to-do (like a webinar) is sure to drive brand awareness. To bolster the chances of even greater reach, tap “influencer panel discussions” with industry leaders, Yoseolowitz said.
- “Hybrid events balance accessibility with personal engagement, making them versatile.”
Diving deeper, events with an in-person and virtual component are effective for educating prospective clients on a product, Yoseolowitz offered, noting that “interactive Q&As” are a great way to bridge the gap between audiences while bolstering engagement. Looking to amplify reach even further? Successful “event hashtags” and “influencer partnerships” are other tools to consider, per Yoseolowitz.
Once the type of event is decided upon, it’s crucial to think about an ad campaign’s timing leading up to an event. “Advertising should be an ongoing effort rather than a last-minute push,” Yoseolowitz said. So, before even thinking about an ad campaign in conjunction with an event, ask: “Is the audience already familiar with the brand?” If not, successful integration of events into ad campaigns is unlikely and there’s more work to do to establish awareness.
But if the answer is yes, “multichannel promotion using LinkedIn InMail, Facebook, YouTube and email marketing in sync,” is key for successful integration, Yoseolowitz said—so long as you “track registration sources, post-event engagement (like email open rates and LinkedIn interactions) and conversion rates.” Knowing the cost per registration, click-through rate (CTR) of event ads and engagement on event-related content can also be vital in measuring the impact of an event on an ad campaign’s success.
Using this type of data, Yoseolowitz’s team at Brainlabs favors A/B testing. “These performance metrics can not only dial in advertising but also inform your event strategy by giving you information about what is resonating with your audience,” Yoseolowitz said.
Another tip: “Layer ads,” Yoseolowitz advised. Don’t be afraid to “serve event ads alongside brand or product ads.” It “creates a seamless user journey,” she added.
Though making an event part of an ad campaign may seem like an added cost, “events should be seen as long-term brand investments,” Yoseolowitz concluded, because it’s one of—if not the only—”concrete reasons for potential customers to engage with the brand.” So, while an event “may not deliver immediate sales, it nurtures high-intent leads,” Yoseolowitz explained. And “a strong follow-up strategy [such as retargeting] helps maximize ROI.”
