Eventmarketing

4 Tipps zur Optimierung Ihres Eventmarketings

Für ein erfolgreiches Event muss auch das Eventmarketing stimmen und dem Event entsprechend angepasst werden. Deshalb sollten Sie bereits frühzeitig mit der Planung Ihres Eventmarketings beginnen und dabei einige Kriterien beachten. Wir haben für Sie 4 Tipps zusammengestellt, mit denen Sie Ihr Eventmarketing optimieren.

Erstellen Sie ein Zielgruppen-basiertes Konzept: Es ist nicht immer das Wichtigste, so viele Personen wie möglich zu erreichen. Es sollten vor allem die richtigen Personen angesprochen werden. Sie sollten sich bei der Konzeption Ihres Eventmarketings deshalb folgende Fragen stellen:

  • Was ist das Ziel meines Eventmarketings? Welches Image will ich vermitteln?
  • Wen will ich erreichen? Was sind die Erwartungen meiner Zielgruppe?
  • Über welche Marketing-Kanäle soll das Event beworben werden? Auf welchen Kanal soll der Fokus gelegt werden und welche Personal-Ressourcen sind dafür vorhanden?
  • Mit welchem Inhalt sollen die potenziellen Teilnehmer überzeugt und emotional gebunden werden?

Mit der Beantwortung dieser Fragen steht Ihnen ein grundlegender Informations-Pool zur Verfügung, mit denen Sie Ihr Marketing-Konzept optimieren.

Überzeugen Sie mit ansprechendem Content: Ihre potenziellen Teilnehmer erreichen Sie durch emotionalen Content. Damit verstärken Sie die Bindung zu Ihrem Event und formen Ihr Image. Das Event-Thema gibt Ihnen die erste Richtlinie, diesen Content zu kreieren. Je nach Zielgruppe können Sie Ihren Content außerdem ausgefallener gestalten. Wenn Ihr Event in einer außergewöhnlichen Location stattfindet, haben Sie bei der Content-Gestaltung auch die Möglichkeit, Bezug zum Veranstaltungsort zu nehmen. Außergewöhnliche Veranstaltungsorte wecken das Teilnehmerinteresse, weil sie aus der Menge herausstechen, und machen das Event auch räumlich greifbar. Unser Tipp: Füllen Sie Ihr Eventmarketing nicht mit leeren Phrasen, sondern achten Sie auf emotionale Inhalte. Mit Storytelling steht Ihnen dabei eine bewährte und stets neu formbare Methode zur Seite.

Ihr Event lebt von Ihrer Kreativ-Idee: Wählen Sie für das Storytelling Ihres Events und Ihres Eventmarketings eine Geschichte, die das Image des Events widerspiegelt und somit Ihren potenziellen Teilnehmern ein geeignetes Bild über Ihre Veranstaltung verleiht. Verwenden Sie beispielsweise wiederkehrende Motive wie „Marketeers“ oder „Rockstars“ auch in Ihren Werbetexten und im Rahmenprogramm Ihres Events. Best Practice: Online Marketing Rockstars. Mit ihrem Event-Titel geben Sie einen klaren Rahmen für das Event, benutzen das Rockstar-Motiv durchweg für ihr Event-Marketing und betten das Thema auch in die Veranstaltung selbst ein. Nicht selten findet man sich beim Rahmenprogramm der OMR deshalb rockend vor einer Bühne wieder.

Vermarkten Sie Ihr Event über verschiedene Marketing-Kanäle: Dass Social-Media-Marketing immer stärker für die Eventvermarktung genutzt wird, ist bekannt. Jedoch ist es der Mix aus unterschiedlichen Marketing-Kanälen, der den Erfolg ausmacht. Versenden Sie zusätzlich Newsletter per E-Mail und schalten Sie Display-Werbung. Auch virales Marketing bietet sich beim Eventmarketing an, da Sie so noch mehr potenzielle Teilnehmer erreichen. Unser Tipp: Durch die Animierung Ihrer Teilnehmer zum Teilen Ihrer Eventinformationen oder zum Posten von Kommentaren, steigern Sie auch interaktiv Ihre Reichweite.

Das Eventmarketing erfordert eine gut durchdachte Planung und sollte immer dem Event angepasst werden. Vertrauen Sie deshalb auf keine Standardlösungen, sondern entwickeln Sie individuelle Eventerlebnisse. Auf diese Weise hinterlassen Sie einen bleibenden Eindruck bei Ihren Teilnehmern.

Marina Buller

Marina Buller

Content Marketing Manager at XING Events GmbH
Marina Buller ist ein wahres Berufs-Chamäleon. Nach ihrem Bachelor Studium in den Bereichen Literatur, Kultur und Medien, zog es sie für den Master gen Norden nach Schweden. Von ihrem Hauptfach „Visual Culture“ inspiriert, folgte sie ihrem Interesse für die Marketing Branche, weshalb es sie zur XING Events GmbH in das schöne München geführt hat.
Marina Buller

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