In a world where experience plays a central role in engaging customers and employees, event marketing has become an essential tool for all organisations, from local SMEs to multinationals. But what is event marketing, and what are its real benefits in transforming your marketing strategy? Let's explore its fundamentals, objectives, key players and trends to maximise your impact.

Definition: event marketing, a pillar of brand experience

Event marketing encompasses all activities aimed at designing, organising and promoting events (physical, digital or hybrid) from a marketing and communication perspective. The aim is to create a strong and memorable interaction between the brand and its customers, partners, employees or stakeholders.

Types of events

  • External events: trade shows, product launches, conferences, open days, festivals, etc.
  • Internal events: team building, seminars, conventions, HR events, etc.
  • Digital events: webinars, virtual trade shows, livestreaming, social media launches.
  • Hybrid events: combining physical and digital presence, increasingly popular since the pandemic.

Why incorporate an event-based approach into your strategy?

  • Creating connections: events generate authentic interactions, promote closeness and brand recall.
  • Increasing awareness: media visibility, social media coverage, word of mouth, etc.
  • Stimulating engagement: active customer participation, lead generation, immediate feedback.
  • Loyalty and experience: offering emotional value and strengthening community spirit.

What are the objectives of event marketing?

Beyond simply organising events, event marketing aims to achieve measurable and strategic objectives:

  • Acquiring new customers: attracting qualified prospects, generating leads.
  • Strengthening the employer brand: attracting and retaining talent through internal or public events.
  • Launching products or services: creating buzz around a new product or service, gathering targeted feedback.
  • Network development: networking, business meetings, strategic partnerships.
  • Content generation: videos, photos, interviews to fuel the digital strategy.
  • Social or environmental impact: raising awareness and mobilising support for causes funded by the organisation (CSR, sustainable development, etc.).

Measuring the impact of an event: some key KPIs

  • Participation/engagement rate
  • Number of leads or registrations collected
  • Media coverage and social media shares
  • Event satisfaction score or NPS
  • Measurable ROI (additional sales, branding impact, etc.)

The steps to a successful event marketing strategy

To turn an event into a marketing success, rigorous and multidisciplinary management is required, as taught at HEC Lausanne Executive Education.

1. Setting objectives

What are the priority issues? Acquisition? Loyalty? Brand awareness? Targeting your priorities allows you to set specific success indicators.

2. Knowledge of your audience

  • Detailed persona
  • Expectations and needs
  • Relevant engagement channels

3. Choice of format and timing

  • In-person, digital or hybrid?
  • Time of year/week best suited to the target audience?
  • Advance planning (6 to 12 months depending on scale)

4. Content design and user experience

  • Event scripting (programme, speakers, activities, etc.)
  • Planned interactions (Q&A, workshops, networking, stands, etc.)
  • Added value offered to participants (insights, tailor-made diagnostics, gifts, networking, etc.)

5. Communication and promotion

Multi-channel communication plan: email campaigns, social media, website, press relations. Ensure that the tone and message are tailored to each profile and channel. Do not forget to use teasers to maximise pre-registration and FOMO (fear of missing out).

6. Logistics, risk management and on-site experience

  • Registration management, reception, security, accessibility
  • Prevention of health, legal and reputational risks: a key area of focus in the Swiss context

7. Post-event follow-up and data utilisation

  • Satisfaction surveys, NPS
  • Personalised follow-ups
  • Data analysis and reporting using digital tools (e.g. CRM, KPI dashboards).

What professions and areas of expertise are involved in event marketing?

The sector is multidisciplinary:

  • Event project manager: orchestrates the entire process, from briefing to debriefing.
  • Communications/marketing manager: designs dissemination strategies, storytelling, customer experience.
  • Community manager: manages online presence before, during and after the event.
  • Event technicians, specialist service providers, facilitators, moderators, etc.

The ability to work in a multidisciplinary team and to manage pressure and the unexpected are among the executive skills valued in this field.

  • Hybrid events: combining physical and virtual interactions for increased accessibility.
  • Large-scale personalisation: data-driven, tailor-made experiences and distinct audience segments.
  • Environmental responsibility: reducing carbon footprint, promoting short supply chains, ecological transition in event management.
  • Immersive technologies: augmented reality, live streaming, interactive applications (e.g. virtual networking, games, live polls).
  • Inclusivity and diversity: ensuring accessibility and representativeness in event design.

Fictional example: a product launch in the digital age

A Swiss brand launches a new range on the French-speaking Swiss market: organisation of a hybrid event in Lausanne, live-streamed round table discussion and local influencers to provide real-time coverage on Instagram. Results: +30% increase in brand mentions, +25% increase in newsletter subscribers and strong engagement on social media.

Why train in event marketing?

Professionalisation requires developing skills in strategy, project management, communication, digital technology and user experience. Specialised training programmes, such as those offered by HEC Lausanne Executive Education, enable participants to:

  • Discover international best practices and draw inspiration from innovations in the sector.
  • Master practical tools: from briefings to reporting, logistics and crisis communication management.
  • Develop local and international expertise tailored to the Swiss market.
  • Expand your professional network with expert speakers and real-life case studies.

Event marketing: a lever for engagement and impact

Event marketing is a powerful driver for strengthening cohesion, awareness and innovation within organisations. Mastering it requires a rigorous approach that combines creativity and method, in line with technological and societal changes.

To take your knowledge further, discover the continuing education programme in event marketing offered by Executive Education HEC Lausanne: develop your skills with experts in the field and stay ahead of the latest trends in the sector.