An Event Management Tool

Consider using a platform designed for event management to help you with your marketing. These platforms can help you market through email and other online means. They often support registration, tracking of attendees, surveys and other aspects of marketing and managing the event planning process. You have many options to choose from, such as Bizzabo, Attendease, Eventbrite and etouches. Choose the one that fits your company size and event marketing needs.

An Event App

This tool allows you to keep definite and potential attendees up-to-date about your event before it happens. Current audiences expect this capability, plus it will keep people informed and interested. They can learn new details about the event, such as added speakers or accommodations, as they become available, which keeps the event in your audience’s mind, builds excitement and helps attendees with their planning. And you can continue to use the app to share information during the event. Some event management tools provide the ability to create an app or you could use a service like DoubleDutch that is dedicated to event apps.

Communities

Try starting an event community dedicated to your specific event on Facebook or another platform that supports this approach. This type of tool helps to engage your audience and keep them in-the-know about event details. Within the community, you can share new information and give teaser information on what will be included, from meals to activities. You can also share practical information that helps with planning. Plus, this is a great space to engage potential attendees with conversation and to help them connect with one another. When you capture people’s interest and help them feel included through an event community, you’ll encourage them to register and potentially spread the word about the event.

An Event Directory

Make sure your event is listed where people are looking for events. You may have an untapped market of people who would attend your event but simply don’t know about it, and getting it listed on directories can help it get seen by the right crowd. You could put it on Meetup, which is particularly effective for events that want to draw a local crowd. This option also lets you continue to reach out to the same group of people over time. Another option is Lanyrd, which is a social conference directory. A great feature of this directory is that it helps you figure out the target audience that went to similar events around the world so you can better tailor your own marketing. Also, many of the event management platforms provide directories included in the service.

Analytics Tools

While marketing events might sometimes feel like guesswork, you can also find strategies and formulas backed by data. Using an analytics tool can help you weed through data and use it to get better at event promotion. For example, Brandscopic is an event marketing analytics tool that helps you figure out demographics, target your audience better and collect media about the event.

Using these tools along with your tried-and-true event promotion methods can help you streamline your marketing process and make it more effective. With these tools, you'll become an event marketing pro -- or elevate your professional game to the next level.

Pebble Beach’s Concours d’Elegance auto show was host to Infiniti’s latest, greatest promotional strategy, hosting consumers, car-lovers and tech junkies alike. The Infiniti Pavilion gave users an armband, but it wasn’t governed by generic haptic technology. Event-goers could “transform” their emotions upon Infiniti’s finest product selection, creating a color spread up to 44 feet long across an LED screen.

The Biometric Interactive Experience

Infiniti’s wearable armband devices weren’t alone, either. Microphones and cameras, outfitted to gauge attendee emotions, assisted with the transformation. As individuals engaged with Infiniti’s cars, data insights were gathered. Infiniti’s further engagements, of course, will utilize the collected data.

That isn’t to say Infiniti’s Pavilion was a one-stop-shop for a data campaign. The company’s ability to impact, engage and educate consumers is titanic in the industry, and it plans to further its reputation by tapping into its own static car displays. Titled, aptly, as Driven by Emotion, Infiniti’s experience balanced its reputation as a luxury automaker with the unexplored waters of concept car promotion.

The Ride-and-Drive Experience

Last year, Infinity connected with drivers via a virtual reality experience. Also centric to the manufacturer’s concept cars, Infiniti’s virtual tour paved the road to this year’s Pavilion experience. Aside from its adoption of biometrics, Infiniti also sponsored a full-fledged concert headlined by OneRepublic.

Attendees looking for a typical—albeit energy-driven—experience could, of course, check out Infiniti’s line-up alongside its age-old ride-and-drive experience. Freed from the virtual realm, Infiniti’s hands-on driving experience took to different realms of modern technology. Driven by Emotion was powered by armbands capable of determining the wearer’s movements, gestures and even muscle cell activity.

How, you ask? Each band was connected to sensors—and each sensor was connected to a corresponding car. While the pavilion’s surrounding cameras determined facial expressions and room “sentiment,” the Pavilion’s proximity microphones measured conversation level changes within and around each car.

How Far Can Real-Time Responsiveness Go?

Sure, drivers might not have been directly “driven” by emotion, but their collected data was evidence enough of their driving habits. Driven by Emotion pulled each driver’s data into an algorithm, combining different data sets into digital artwork. The LED screens, of course, were viewable. After the event, each armband’s data was further transferred into a comprehensive artwork poster.

Infiniti’s approach to data solutions is unique. One of its leading models—the Infiniti Q60—even packed a steering-wheel-mounted heartbeat center. Astounding things happen when data is useful to both an auto manufacturer and its drivers, and Infiniti certainly debunks the industry's age-old “data is exclusive to businesses” trope. Few can determine Infiniti’s future, yet most are resigned to understand the manufacturer’s prominence in the automotive world. Now, however, its dedication to “driven” data has turned automotive marketing on its head—which may not be a bad thing.

If your company is looking for a venue for its own experiential marketing event, check out Soho Studios in Miami, Florida. We have multiple event spaces that are perfect for big events of various sizes, so you can be sure that you can fit a huge crowd inside. Whether you're planning one event or a multi-venue tour, make sure one of your stops is with us at Soho Studios!

5 Event Marketing Tools You Need to Use Now