What agile event marketing is and how to harness its potential

A blogpost by Eventtia

Let’s face it: How much do your planning skills count if your brand event had zero engagement on social media?

Failing can be hard, but it’s just like the investment philosophy “no risk, no reward.”

For example, let’s say you’re doing exactly what everybody else is doing: promoting your event via Facebook ads or email campaigns. What if you accepted the challenge of standing out from the crowd and instead marketed your event through a series of Instagram stories instead?

True, you might fail and not get any attendees. Or you might succeed, by attracting highly qualified attendees that paid attention to your Instagram stories.

The point is you’ll never know if you don’t try. But if you want to try new things, you must get comfortable with failing.

So how you do that, when we’ve been told our whole lives that failing is shameful and wrong, and especially if you’re an obsessive compulsive perfectionist?

Through agile event marketing.


Are your marketing efforts agile enough? 

Although this term may sound fancy, agile event marketing is all about failing, improving, repeating, and failing again.

But first things first: What is agile marketing, anyway?

Andrea Fryrear, agile advocate and author of Death of a Marketer, defines it as such: “At its core, Agile marketing is a tactical marketing approach in which teams identify and focus their collective efforts on high-value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve the results over time.”

Agile marketing allows brands to react easier and quicker to market changes, be fast in producing and testing different campaigns, and try as many marketing tactics as possible to find the ones that work.

Apart from that, they generate and subsequently evaluate marketing data for further improvements.


How to make agile event marketing a reality for your brand


To ensure a successful agile approach when designing and managing your next brand event(s), you must consider the following steps:

Step #1. Build a core team

If you work for a corporation or institution, then you’re likely already familiar with collaborating with different departments, such as communication, design, software development, sales, etc.

Obviously, everyone is focused on their immediate tasks.

However, with agile event marketing, you’ll need to build a team inside your company. Subsequently, you’ll redirect the efforts of these team to design small experiments, evaluate the results, and iterate.

Step #2. Determine what you want most from your event marketing strategy

Why is your company or brand planning and running events in the first place? Is the main goal to increase brand awareness? Generate qualified leads? Increase sales?

Conduct an audit of your event strategy and focus your efforts on increasing the results in the areas that are most important for your company. For example, if your goal is to turn attendees into brand advocates, your agile event marketing should involve short tests on attendee social media engagement.

Step #3. Set up the A/B testing

When it comes to agile event marketing, one simple test won’t work.

Let's say you decide to increase your attendees’ social media engagement. To do so, you'll have to try different ways to achieve this goal. The goal here is to gain first a better understanding about what works. That's why, you’ll have to prepare yourself for multiple tests and different A/B testing variations.

Step #4. Keep it small until you achieve success

The awesome thing about agile event marketing is the ability to run different tests. Then, you can evaluate the gathered data, and repeat the actions (improving them) without wasting too many resources.

When conducting different event planning or marketing experiments, keep it simple and invest as little time and effort as possible.

Step #5. Scale the practices

Once you find something that works perfectly and helps you achieve desirable results, you should scale the approach and let everyone know about its successful outcomes.

For example, you can decide to run an A/B test on a smaller group of attendees.

After several successful repetitions, you may conclude that one of the practices is ensuring a positive impact.

Subsequently, you may want to scale this action and instead of running it on a small group of event guests, try it with your attendees.


Final thoughts

Make peace with failure, because agile event marketing is about trying, failing, and trying again.

By using this incredibly resourceful and sprint-like approach, you’ll achieve results in less time and suffer fewer losses.

To make your company’s event strategy work while keeping it up to date at the same time, you’ll have to experiment continuously.

That’s why agile marketing is your best option.


To read the full article, visit Eventtia’s blog

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