Event, Experiential and Niche Marketing


Event based marketing is a form of marketing that identifies key events in the customer and business lifecycle. When an event occurs, a customer specific marketing activity is undertaken. Event marketing is an extremely targeted form of marketing and has good action rates because it is initiated when a customer is more likely to be active in their decision process.A 2018 Starcom Media Futures report revealed customers found real life experiences, such as people watching, events at public places, conversations, and in-store experiences to be more effective than apps, newspapers, radio, email, sponsorship or social media. Based on these results, hiring the services of event, experiential and promotional marketing agencies can have major benefits for your business and give you a leg up over traditional advertising techniques.




Event and experiential marketing provide a live, immersive and memorable way to capture your audience’s attention and deliver your message without distraction, benefitting your brand from longer lasting and positive impressions that can convert into more sales. These experiences can be tied into your social media or digital marketing plans to strengthen your campaigns.

Promotional marketing benefits business by increasing brand awareness, providing customers with more incentive to make a purchase, increasing customer traffic and boosting sales and profits.


Examples of some of the different types of marketing that fall within this event strategic approach include:


Guerilla Marketing

A marketing practice where an unconventional approach is undertaken to promote a business and make it visible.Guerilla marketing needs a lot of creativity and activities are usually centred in public places to attract large audiences.


 

Point-of-sale Marketing

A marketing practice which is about promoting to customers at the “point-of-sale” – the point where they can see, touch, and familiarise with the selected product.


 

Experiential Marketing

Experiential marketing uses two-way communication. It allows a brand to interact with a customer to teach them more about the brand’s products and services, and then listen to what the customer has to say in response. Experiential marketers aim to create opportunities where the customer and the brand can come together to engage in conversation and form a strong relationship.


 

Loyalty marketing

is a specialist niche field of marketing which is centred on strengthening the relationship businesses have with their customers.Customers are expecting more from brands than ever before. That’s why loyalty programs are put in place by thousands of brands: Not only do customers want brands to convince them why they should use their products/services, but they want rewards for giving them their business.Loyalty Programs are structured to rewarding customer actions that includes giving customers incentives for specific actions that benefit the company like discounts, rewards, free merchandise, or exclusive access.

Loyalty programs are designed to provide brands with a competitive advantage and improve customer relationships , experiences , their lifetime value and retention all of which adds to greater brand trust and yes profitability.


It has been reported that for many businesses, 80% of their business comes from 20% of their client base, which provides an insight into the importance of loyalty marketing. Loyalty marketing provides many benefits to businesses by strengthening relationships with existing customers, increasing sales and attracting new consumers. Loyalty marketing agencies can help your business develop a loyalty program tailored to your target audience so that it’s utilised to its full potential. 


Sponsorship marketing

is one of the fastest growing forms of marketing today . This is particularly true in the trade show arenas. You can generally find plenty of opportunities to broaden your competitive advantage and exposure with this in mind. Consider using marketing techniques to increase your credibility, improve your image, and build prestige when you sponsor events that attract your target market.Done well, sponsorship offers significant opportunities for powerful marketing and it shows support for the event.Sponsorship is the financial or in-kind support of an activity and is used primarily to reach specified business goals. It should not be confused with advertising. Advertising is a quantitative medium, whereas sponsorship is a qualitative medium. It promotes a company in association with the sponsee.Many events these days use sponsorship support to offer more dynamic programs and to assist with reducing costs.

Sponsorship allows a business to target and reach niche markets and audiences efficiently. It can also act as a powerful complement to other marketing programs, sponsorship can have a dramatic influence on customer relations.Some trade show promotional opportunities include sponsorship of press rooms, an international lounge, a speaker or VIP room, an awards reception, educational programs, banners, badge holders, audiovisual equipment, display computers, tote bags, shuttle buses, napkins, and drink cups.Sponsorship offers the possibility of achieving several goals at once for businesses including ;Enhancing image and moulding customer attitudes,Building awareness,Driving sales ,Increasing reach and Generating new sales,Creating positive publicity and greater visibility,Opportunity to differentiate from competitors,Be seen as supporting the community and Enhancing stakeholder relationships.Sponsorship marketing provides the opportunity for your business to build trust and rapport with consumers, increase your reach, generate leads, engage with your target audience and strengthen brand awareness. Using the services of a sponsorship marketing agency ensures your sponsorship marketing efforts are directed at your targeted niche audience over appropriate platforms to ensure the best return on investment.Loyalty and sponsorship marketing agencies make sure your marketing efforts are executed in the most cost-effective manner within channels that will appeal to your niche market.Most of the providers listed in this category are independently owned  and exclusively focus on providing specialist Loyalty and/or Sponsorship marketing services.


Each of the specialists listed promote a high degree of competency in loyalty and/or sponsorship marketing and can be contacted for preliminary discussions directly through utilising the contact details provided on their profile template.If you require additional assistance with your selection or a more in depth search then please complete and send on your brief as per our home page and we will get back to your shortly.




Event Marketing roles and activities

  • Brand activations
  • Product launches
  • Special events
  • Exhibitions
  • Social Media Promotion
  • Event management
  • Event promotion
  • Ticketing services
  • Fundraising on commission or fee basis
  • Place Making
The providers listed below are operating in highly specific and niche marketing disciplines. They generally fall under the more generalist descriptions of Experiential / Event / Brand Activation / Brand Experience / Guerilla / POS Shopper and Promotional specialists. 

The breath and scope of specialist marketing is significant, as such we have sought to only list providers within this sectionthat are aligned to delivering the more commonly sought niche practices.



Each of the specialists listed promote a high degree of competency in event and experiential marketing and can be contacted for preliminary discussions directly through utilising the contact details provided on their profile template.If you require additional assistance with your selection or a more in depth search then please complete and send on your brief as per our home page and we will get back to your shortly.


Before you proceed to search ?


 

At Marketing Search we recommend you always take the time to think critically about what you plan to do up-front and be very clear about your goals and outcomes before approaching any provider.

By doing this you will avoid many of those unexpected and un-welcomed bumps and obstacles that arise down the track which inevitably cause cost blow outs and time delays in bringing your project to market.






That said please take a moment to firstly reflect on our Checklist No 1 : Search & Selection of Marketing Service Providers.

In addition you can also check out the valued information we have listed in our Better Practice Blog section to further support your next outsourced project.

Having done some basic research you should now be well positioned to start your search for that ideal partner with and have a better sense of the competencies and attributes required to meet your brief.

We recommend a short listing up to 3 providers be undertaken in your initial search with the aim to further qualify them down to 2. Ask those 2 to then to submit their pitch and proposal in person for your final decision on selection.

Good luck.

  • SA, Australia
    Event marketing
    Enventive

    Adelaide
    Event-Activation-Sports Mrkt Agency

    Enventive creates, plans and delivers events, programs and experiences that engage the community and meet investor objectives. Out team brings expertise in design, logistics, management, community engagement and marketing communications.

    • Min Project Size
      tba
    • Employees
      1-5
  • SA, Australia
    Event marketing
    Mango Promotions

    Adelaide
    Experiential Agency

    At Mango we excel at bringing to life the culture and image of a brand. We combine our skills in campaign and talent management to create the right marketing mix for each promotion, from product launches, sampling demonstrations to cosmetic and fragrance retail.

    • Min Project Size
      tba
    • Employees
      1-5
  • New South Wales, Australia
    Event marketing
    Chieftain Comms

    Sydney – Thornleigh
    Experiential Agency

    An experiential agency that’s in the business of driving consumer engagement through memorable and authentic brand experiences that drive action. Our approach is simple.​We develop insight led creative ideas to create positive connections between consumers and brands, using action points to meet the business objectives of our clients.

    • Min Project Size
      TBA
    • Employees
      6-10
  • New South Wales, Australia
    Event marketing
    5ive Sences

    Sydney
    Experiential – Brand Activation Agency

    5iveSenses are experts in experiential marketing and brand activations. We have worked with hundreds of brands and services and will happily develop a suitable plan to complement your marketing needs.
    Whatever your brand objective is, we’ll provide the avenue and expertise to get it to the right market.

    • Min Project Size
      TBA
    • Employees
      6-10
  • New South Wales, Australia
    Event marketing
    Design Team

    Sydney
    Creative Experiential Marketing Agency

    We are a Creative Experiential Marketing agency working closely with our clients to ensure your brand’s language speaks fluently across all mediums. Our team delivers engaging projects and brand impressions that last at tradeshows, events and brand activations. We Deliver Beyond the Creative.

    • Min Project Size
      TBA
  • Australia
    Event marketing
    Marc Edward Agency

    Sydney/ Melbourne
    Experiential Marketing Agency

    Established in 1996, Marc Edward Agency operates as a nationwide through the line agency, specialising in bringing brands to life through the use of people, activation and comms. We work with a broad range of industries, across multiple disciplines, within the retail & out of home environments, amplifying what we do through shared, earned and owned channels.

    • Min Project Size
      TBA
    • Employees
      10-25
  • New South Wales, Australia
    Event marketing
    The Mix Agency

    Sydney
    Shopper Marketing Agency

    We are an independently owned, specialist Shopper Marketing agency… we understand brands, consumers, shoppers and retailers and how purchase behaviour differs by channel. Our founding partners pride themselves on having a face to face personal relationship with every client as well as the team and are still as vested in all aspects of the agency as they were 10 years ago when MIX was born.

    • Min Project Size
      TBA
    • Employees
      6-10
  • New South Wales, Australia
    Event marketing
    Behavioural Dynamics

    Sydney
    Shopper Marketing Agency

    BD creates ideas to help brands and retailers sell more (without a big media spend). Award winning ideas inspired by insights in to consumer and shopper Behavioural Dynamics that deliver: retail, news, social and cultural value.
    A winner of AdNews Emerging and Small Agency of the Year, we understand that whatever we’re doing, in whatever channel, ultimately we’re driving towards sales.

    • Min Project Size
      TBA
    • Employees
      6-10
  • SA, Australia
    Event marketing
    Cul Du Sac

    Adelaide
    Brand Experience Agency

    Our past experience has seen us produce award winning projects in advertising agencies, brand consultancies, PR firms, experiential companies, publishing houses, online start-ups, film & television productions and for major luxury brands. Since 2008 we’ve been operating at the intersection of all these, and using creativity, design and style as the core of everything we do.

    • Min Project Size
      tba
    • Employees
      1-5
  • SA, Australia
    Event marketing
    Explosive Promotions

    Adelaide
    Promotional Agency

    Promotional services , promotional staff , street promotions , street visual promotions , event planning .

    • Min Project Size
      tba
    • Employees
      6-10
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