THE BRITISH LIBRARY

Innovation and enterprise blog

21 November 2017

Why in-person marketing trumps content and digital

How to use events to market your business

Contemporary marketing talk is all about marketing automation, content and sales funnels. There’s a significant amount of value to be gained from streamlining your marketing and sales processes – but there’s one thing all these marketing tactics and strategies are aiming for: to get you in front of your potential customer/partner/lead.

Marketing is about relationships, and however fabulous your website and digital marketing are, you’re ultimately aiming to have a personal conversation with the right person to buy your product or service or build a partnership.

And that happens in person.

TBN colour

In-person marketing is the future (as well as the past). As people increasingly hide behind their multiple work communication channels – email, slack, WhatsApp, Twitter, Instagram – it seems like it’s hard enough to get someone on the phone, let alone meet in person.

And that’s why events are the heart and soul of building an effective sales and marketing strategy.

You’re either at someone else’s event – as a speaker, sponsor, exhibitor or just plain participant – and if you’ve selected the right event they’ve brought your market to you. Or you host your own events – which needs careful and targeted marketing – and position yourself in the middle of your market sector and the business potentially comes to you.

Sasha Frieze, a visiting lecturer in Event Management at Westminster University, is leading a 3-hour Masterclass: How to use events to market your business at 10am on Thursday 30th November at the British Library Business and IP Centre in Kings Cross, where she will leverage her 25+ years’ experience in the events industry to walk you through 8 strategies to help you harness the power of events to market your business.