We live in a digital marketing world. The average US citizen spends almost seven hours a day looking at a screen, so their chances of seeing your brand’s digital ads are very high. But even in this moment of digitally-driven marketing initiatives, a surprising trend is re-emerging: in-person event marketing.
Marketing today is driven by online reputation, social media community management, SEO, and digital media. But that doesn’t mean in-person marketing has become a thing of the past — quite the contrary. People crave real human connections now more than ever, which is why event marketing offers huge opportunities, especially for tech and martech B2B brands.
Why even consider event marketing?
Tech companies, including those in the marketing technology space, are always innovating, and the only way consumers can keep up is by relying on experts to tell them about trends and changes in the market. This means that the more people you want to attend your event, the more thought you must put into your marketing strategy.
Any marketing strategy aims to generate enough interest in a brand and guide consumers toward brand-related resources to learn more about what it offers. Of course, we know event marketing is resource-intensive and can be a real hit or miss. That’s why we have much to learn from Calian IT & Cyber Solutions, an IT solutions company doing event marketing the right way.
Calian VP of marketing and alliances, Salim Gheewalla, is passionate about story-driven tech event marketing and creating meaningful and memorable experiences for viewers and attendees. The foundation for almost everything he does in the events landscape is his marketing motto: “Know me. Like me. Trust me. Pay me.”
Salim’s methodologies target not only public events but internal events too. He created storytelling moments at an internal Sales Kickoff event that many employees posted about on their personal LinkedIn profiles. However, Salim believes that the key to successful events is like a perfect cocktail: a mix of the right people in the room, a topic that interests the attendees, and an attractive and convenient experience.
