How to Build Interest for a Corporate Event

Identify the Target Pool

The first step in growing a corporate event is to identify the ideal participant profile. In recent years, marketers have used technology to sharpen their focus and avoid unnecessary spillage.

However, such a strategy could backfire for a corporate event. In addition to helping businesses build a sales pipeline, corporate events also act as a branding activity. A larger audience helps build the profile of the event, contributing to more buzz.

An audience profile that is too broad dilutes the purpose of the event. It is thus vital that event organisers pick a theme that hits the sweet spot in terms of the audience’s interest.

Build a Targeted Following

Typically, first-time organisers make use of their email marketing database as a launchpad to promote their conference or other corporate activities. Unfortunately, this may not work as intended.

A big reason is that a large chunk of this database may not fit the profile of the corporate event attendee. This is especially true if the business’s clientele spans different cities or geographies. The number of subscribers who fit the geographic profile may be quite low.

In order to get this right, marketers must segment the database to filter only those subscribers who are likely to attend the event.

In addition to this, marketers must also invest heavily in Facebook or LinkedIn advertising to promote the event to the target pool that fits the geographic profile.

Small events typically attract attendees from within the same city, while medium-sized and large corporate events drive visitors from across the country, or perhaps from even around the world.

Use a tool like Mailchimp to funnel this audience into weekly updates on what’s brewing. This builds the necessary buzz among the target audience.

At the same time, businesses must use their original subscriber database to build online buzz about their events. This could be through promotional banners and display ads. The objective of promotions through this newsletter is to drive engagement that could help spread the buzz about the event further.

Build a Social Media Strategy

In the past decade, there has been a dramatic shift in the use of social media to drive B2B marketing content. Platforms like Instagram and Facebook are no longer limited to consumer-focused marketing; they are now instrumental in building interest and following for corporate events.

It is a good idea to have a dedicated social media account for such events. This allows the organising business to plan a marketing calendar that is independent of routine product-focused content.

In the days leading up to the event, plan a content calendar that highlights the event's value. This could include testimonials from past attendees or highlights and reels from previous expert discussions to keep the audience engaged.

It is also important to highlight the uniqueness of the upcoming event. Invest in special offers and early bird discounts to attract budget-focused attendees.

In short, marketing a corporate event is not very different from marketing any other business offering. Getting the 5 Ps (Product, Price, Promotion, Place, and People) right will determine the success of the campaign.

That said, there are a few key differentiators that set top corporate events apart.

Consistency

It can take a few years of successfully organising corporate events for them to truly demonstrate value. When planning such events, it is important to invest in the long term. Identify the right time of year that works for the audience pool and set up a planning committee to execute these events on an annual basis.

A truly successful corporate event is one where audiences mark their calendars each year without needing a reminder. This only happens when such events have been consistently delivering value over several years.

Build an Independent Event Brand

The most successful corporate events are those that have their own unique brand and following. TC Disrupt, for instance, is the most followed event in the tech startup space, while SXSW stands out as the leading event in the interactive media sector.

These events have evolved into independent brands, distinct from their organisers, and continue to thrive based on their own identity and reputation.

Carefully Plan the Takeaways

What do attendees take away from a corporate event? While insightful conversations are one of the biggest draws for many business professionals, they are not necessarily what drives loyal participation.

To establish loyalty, invest in takeaways with higher intangible benefits. Industry-focused awards are among the most effective strategies, as they offer recognition and validation for the work delivered by participating organisations.

Additionally, a strong PR strategy can amplify media coverage, while a distinct and consistent brand identity for the event helps foster long-term loyalty among attendees.

Final Thoughts

Launching a corporate event can be an expensive and long-term marketing initiative. Depending on the business and industry, marketers may consider organising multiple small events throughout the year, in different cities, rather than relying on a single annual affair.

Regardless of the format, success in corporate events stems from long-term commitment and consistency. In other words, a corporate event helps businesses build a pipeline for the future, not just for the next quarter. As long as business leadership is aligned with this strategic, long-view approach, corporate event marketing can become a highly profitable growth driver.