What Is an Event Marketing Agency?

Event marketing agencies create contact between customers and brands. Their event services can be both online and face-to-face.

The team that covers the development of the promotional strategies and organizational part of the events should have experience with the following: 

  • Designing the event’s flow 
  • Creating visual content 
  • Managing the technical set-up 
  • Running live events 

Each event has a different target audience and specific focus that depend on your company’s marketing campaign. These activities are based on relationship-building and are customized to your preferences. The final goal is to create a high-quality network and inspire potential customers to personal commitment. 

There are a couple of types of events, and some of them are: 

  • Conferences 
  • Seminars 
  • Concerts 
  • Trade shows 
  • And more 
Blurred image with people walking in the event
Event marketing agencies inspire potential customers to personal commitment

What Does an Event Marketing Firm Do? 

Events should be a natural process to bring people together with your brand; an event marketing agency can help you make this process smoother. 

The event marketing firm can provide you with the following: 

  • Project managers 
  • Art directors 
  • Strategists 
  • Copywriters 
  • Graphic designers 
  • Event producers 
  • And more 

Here are the four steps for crafting a powerful event for your company: 

Step #1: Analysis 

The first step is a detailed analysis of your company’s brand identity and initial concepts. This creates a foundation for future goals and objectives. 

Step #2: Planning  

In this stage, the team works to bring the idea to life by sharing tailor-made plans with you. While doing so, you can direct the event marketing company as you see fit. 

Step #3: Execution 

The outsourced firm peaks in this phase because they need to engage their teams to cover all the items on the schedule. 

Step #4: Evaluation 

Every event is monitored. The event marketing company assesses the results. The contributions made to your business goals are a part of this evaluation. It means thoroughly understanding the event’s outcome. 

The company that you hire will ensure that attendance exceeds expectations. 

You can also expect additional online media services such as: 

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Why Hire an Event Promotion Company? 

Incorporating event marketing services into your strategy can connect on a meaningful level. Regarding the effectiveness of marketing campaigns, 95% of marketers think that live events provide valuable opportunities for forming in-person connections in the digital world. 

Hiring a quality agency makes all the difference for the promotional strategy of your company’s mission and value.  

An event promotion agency can provide you with the following: 

  • Concept creation 
  • Production management 
  • Technical solutions 
  • Public relations consultation 
  • And more 

They take full responsibility throughout the process, from logistics to billing. Afterward, they make sure to provide you with the results and report. 

The team you hire will give you valuable advice and affordable offers based on the plan you share with them. A contact person from the event promotion firm will be assigned to you and ensure that every meeting is informative and productive.  

An event promotion company can benefit you in a variety of ways:  

Planning events can give you a tactical engagement point to enforce return on investment (ROI) by seizing opportunities to start relationships and earn the trust of prospective customers. 

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How Much Do Event Marketing Companies Charge for Their Services? 

Each event marketing agency that you talk to has a different billing process. To decide if the cost fits your company’s budget, you should know how they quote their fees. 

There are three types of fee structures that event marketing companies provide: 

Type #1: Flat Fee 

Event agencies can quote you flat fees for events such as company retreats or happenings with a set headcount. 

This type of fee includes: 

  • Transportation 
  • Food 
  • Lodging 
  • Admission fees 

If the event costs $4,500 to host, the company may request a flat fee of $1,000, meaning the total price would be £5,500

Type #2: Hourly Fee 

An event marketing agency can calculate the final cost using an hourly rate. This is based on the services rendered and gives more flexibility. The estimates are offered easily and experts know the timeframe for each event to take the plan and, therefore can budget accordingly.  

Type #3: Percentage of Expenses 

If a part of your marketing strategy is a conference or a summit, costs may be decided by percentage. Most companies charge a commission on the total event cost. If you decide that a roundtable event is for you, the agency may give you a quote of $20,000. If they charge a 15% service fee, you will pay them $3,000

How to Find the Right Event Marketing Firm for Your Business? 

After setting your goals and objectives, establishing a wise choice of an event marketing company is an essential step. You must reevaluate and plan the company's actions and anticipated outcomes before searching for a perfectly fitting business partner. 

The following can help you in finding the right company: 

  • Get your priorities straight: You need to clearly understand what you want from the event you are about to organize. Consider that an in-detail schedule and digital content follow-up need a specific target audience.  
  • Do your research: Try to find similar campaigns or look through your niche to see examples of event marketing services. Knowing how others established their communication with clients can help you determine your focus. 
  • Check references: Before hiring, read about previous projects, client reviews, and advice. A solid recommendation goes a long way when trying to find an agency that matches your efforts and visions. 

10 Questions to Ask When Interviewing an Event Marketing Company 

Question #1: What Factors Do You Consider When Doing an Event Marketing Strategy?

When event marketing companies share their experience with previous clients, a couple of things should be covered, such as attendee perspective, personalization, or stakeholders with specific funding support.  

Question #2: How Do You Plan and Implement Your Event Marketing Services?

Process mapping helps you crystallize specific outcomes and develop the strategy for your achievements. This will identify potential tools and different channels to be used more effectively. 

Question #3: How Do You Define Content at Your Client’s Event?

Most people attend events to learn and network, and it is essential to add knowledge that will be valued and set your company apart. Examples of this are high-profile speakers. This advances your reputation as a thought leader and establishes a connection between prospective buyers and your brand. 

Question #4: What Type of Events Do You Organize?

To share your message in the best possible way, be sure to find an event marketing agency with experience organizing events that support your brand. Types of events the team can help you with include annual meetings and press conferences to executive forums and product launches. 

Question #5: What Tasks Do You Outsource, and How Do You Monitor the External Vendors?

It is crucial to determine whether the agency of your choice partners with outside vendors to manage the overall workflow. For example, the agency may partner with other groups or companies supporting digital production, technical installation, registration, and staffing tasks. 

Question #6: Could You Share Your Portfolio With Us?

When interviewing an event marketing agency, consider that many of them have an extensive portfolio. Consider the outcome you want to achieve, and communicate it to determine if the expectations are realistic. You should have a complete image of their skills and if they fit your plans. 

Question #7: Do You Have Experience With Our Niche?

The event marketing agency should look at the workflow and the complex route map. In this case, previous experience with your niche or industry. The event planning process's primary goal is to persuade the target audience to register and strengthen engagement and loyalty to your company. 

Question #8: How Do You Manage Your In-house Team for Better Productivity?

There are often more complex motivations for why people attend events, and having an expert team that knows how to handle it means the best possible outcome. If your campaign can drive revenue with the agency’s team’s help, you can meet this objective. 

Question #9: In What Ways Do You Handle Potential Setbacks?

Every campaign can encounter several errors, miscommunication, or a general productivity setback. Managing productivity is one thing, but handling errors means precise communication, being up-to-date with the team, and fully understanding the assignment. 

Question #10: What Is Your Payment Structure?

There are two ways that an event marketing agency can structure financial transactions. One of the common ways is with regular installments that are planned for a specific timeframe. The other way of structuring the costs is through the number of tasks and working hours. 

Takeaways On Working With an Event Marketing Agency 

An event marketing company will deliver your business value to the public eye using engaging content and effective event campaign management. The agency will establish a connection with your target clients or customers, whether you are promoting a specific feature, a particular solution, or a whole new product. 

In addition, determine your goals and ideas and share them openly with the team, as this will create more reliable communication and effective results. 

Check our agency directory and pick a perfect business partner for your project by size, fee structure, and portfolio! 

Best of luck!


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