Why Event Marketing Is the Best Way to Reach Niche Markets

October 25, 2015

Traditional wide-net advertising — television, radio, and print — is great for building brand awareness quickly, but that wide net contains holes big enough for entire demographics to slip through.

Brands that rely on courting niche demographics face a tough question: How can they engage an audience that doesn’t respond well to one-size-fits-all advertising?

Event-based marketing is the answer.

With event-based tactics, you can customize the engagement experience in a way the target demographic will best receive, connecting with the audience deeply and authentically. Events will let you target specific audiences with one-on-one conversations to capture their full attention, engage all their senses, and convert them more quickly — and often more economically — than other marketing methods.

A study by Event Marketing Institute found that 90 percent of people who attend a marketing event end up telling friends and family about it within two days; 69 percent will mention the sponsor of the event by name, and a robust 85 percent of attendees leave events with a positive feeling toward the brand. These are advantages brands need when going after niche demographics.

3 Can’t-Miss Event Marketing Tactics

If you think creatively, you can easily design an experience that can reach any demographic. The characteristics of the audience you’re targeting — location, time constraints, biggest needs, etc. — will help determine which tactic you should employ:

• Brand-Centric Events: One common method is to create a big brand-centric event with multiple hands-on, interactive exhibits that capture the minds and hearts of attendees. You can easily draw in the right crowd as long as your big event features fun, interesting, and valuable exhibits — whether those include face-painting stations or wine tastings, video games or tractor pulls.

• Street Teams: Another great way to reach a hyperlocalized demographic is to assemble a street team and let it strategically roam the very streets where your audience lives. When putting this team together, keep in mind that the members will be the face and voice of your brand. They need to be upbeat and engaging: Walking around meekly while handing out freebies will not create a lasting brand impression. Choose your street team wisely.

• Mobile Tours: If your demographic is a bit more spread out, perhaps a mobile vehicle tour is what your brand needs. My company recently worked with a nonprofit organization seeking to encourage family bonding in underserved communities. We helped the group create a large mobile play space that traveled to public parks in several communities, and each stop drew more than 3,500 attendees who left with nothing but positive thoughts about the brand.

Maximizing the Impact of Events

Before the event, enlist the help of influencers in the community to create anticipatory buzz. Partner with local radio stations and news outlets to ensure that word gets out and the event is as well attended as possible.

Remember that huge events that feature multiple exhibits, presentations, and roundtables can be difficult to navigate. Guide attendees by suggesting relevant sessions to interact with and connections to make.

Event marketing is already an effective tool when the events are planned and executed well, but you realize its true value by collecting and analyzing data. If you measure the specific level of engagement with each aspect of your event, you can dial in on what’s important to your niche audience and continue providing relevant experiences.

The data you collect will also help you develop detailed profiles of your target customers. These can include general information such as age, sex, race, and geography, as well as psychographic data such as hobbies, likes, and habits. These profiles will also play a huge role in the success of your future events.

Event marketing is all about crafting a well-targeted campaign that touches the demographic you care about the most. These unique, localized experiences — paired with the data you collect and analyze — put your brand in the right hands and ensures it stays there for years to come.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact