Are you looking to reinforce your brand in 2023? Integrating recurring events into your company’s revenue strategy could be the answer. Compared to other marketing campaigns, events provide a unique opportunity for companies to showcase their products, interact with their audiences, and connect with their leads, prospects, and customers.
Events can take multiple forms, allowing brands to cover all the touchpoints in a buyer’s journey. Moreover, it can help them achieve various business goals across multiple indicators. Recurring events can be especially effective in reinforcing brand recognition and driving growth.
Recurring Events vs. Once-in-A-time Events
One can broadly always classify events into two types: once-in-a-time and recurring. The critical difference between these two types of events lies in their frequency of occurrence.
As the term suggests, once-in-a-time events occur only once and aren’t repeated. It can be anything from a conference or workshop to a masterclass or award ceremony. These events are unique, and they have a particular purpose. Sometimes, these once-in-a-time events could involve a significant moment in a brand’s history.
For example, a global electronics company may attempt to break the world record for the most significant number of people playing a video game simultaneously. For this purpose, the company can organize a massive event that invites players worldwide to participate in synchronized gameplay in person or remotely. Also, the company could partner up with other relevant brands, such as gaming industry entities, social media influencers, and Twitch streamers.
By attempting to break a world record, the company can create a unique and memorable event that generates a significant amount of attention, driving brand recognition. Considering the uniqueness of the company’s purpose, this event will be a once-in-a-time occurrence that can’t be replicated, except if there’s a bigger goal to achieve.
In contrast, recurring events happen regularly, such as weekly, monthly, or annually. These events are usually part of a specific series based on editions. They can involve recurring conferences, masterclasses, workshops, fireside chat sessions, trade shows, and road shows. These events are often predictable and expected, and people can plan for them in advance.
Scaling Your Revenue Strategy With Recurring Events
Both once-in-a-time and recurring events are crucial for business growth. However, integrating regular events into your revenue strategy can help you scale and achieve higher results than running one-off events. Here’s why:
Reason #1. Creating a pool of opportunities for brand awareness
First, when running recurring events, you’re building an events brand as part of your company’s image. For example, Webflow is running an annual conference called Webflow Conf. Thanks to its frequency, more and more creators and designers are becoming aware of the event and, subsequently, of the powerful products the company is providing. In other words, the consistent annual promotion of a recurring event is conducive to higher brand awareness.
First, people learn about the event, which grows annually, transforming into an absolute powerhouse and driving attention to the company itself. Second, when running a growing recurring event, teams become more confident in approaching bigger speakers and engaging with better partners. This way, they’re increasing brand awareness, connecting with both their and their speakers’ audiences. Moreover, your growing recognition may result in opportunities for business collaborations with industry stakeholders.
Reason #2. Generating the feeling of familiarity
It takes time to build a relationship with your audience. But recurring events can help accelerate this process, adding trustworthiness to your brand.
Just think about it: Recurring events happen regularly and often follow a similar format, allowing your attendees to become familiar with your brand and what they can expect from the event experience. Subsequently, this familiarity can create a sense of comfort and security that will help people feel more at ease. As a result, their perception of your brand will change, followed by increased trust levels.
Reason #3. Building an audience in time
Recurring events are an efficient platform for building a brand community. By running regular events which are both relevant and engaging, companies can attract a loyal and committed audience that is more likely to participate in future editions.
Also, by running recurring events, companies have a greater chance to position their brand as thought leaders in their industry. By creating events that provide valuable information and insights, companies can position themselves as experts in their field, which can help to attract a broader audience and build their reputation over time. This can also lead to increased media coverage, brand visibility, and other benefits that can further build the company’s community.
Reason #4. Nurturing your content library
By hosting regular events, companies can create a wide range of content repurposed and reused for future marketing campaigns. This can help them save time and resources on content creation while ensuring that their brand remains visible and relevant to their audience.
Whether in-person, virtual, or hybrid, recurring events allow companies to generate a steady stream of content. By documenting each event with photos, videos, and written content, companies can build a rich and diverse content library that can be used across various channels.
This content can be repurposed for social media, email marketing, blog posts, and other marketing campaigns, allowing companies to maximize the impact of their investment in each event.
Reason #5. Increase the opportunity for lead generation
Recurring events allow companies to interact with people who’re already interested in their products and services. The ongoing conversations will help attract high-quality attendees, which may transform later into leads, prospects, and customers. These events can also help companies to identify potential leads by providing opportunities for participants to ask questions, network, and engage with company representatives.
Recurring events also allow companies to collect ongoing data and insights that can be used for lead generation. For example, one can track attendance, engagement, and other metrics to identify patterns and trends, which can be subsequently used to refine the marketing strategy and generate more leads. Companies can leverage this data to create targeted marketing campaigns tailored to the needs and interests of their audience.
Finally, recurring virtual and hybrid events allow companies to generate high-quality video content they can later offer on demand, attracting qualified leads through prospecting methods. They can later nurture these leads by adding them to personalized email sequences or even inviting them to upcoming event editions.
Conclusions
Recurring events can help companies achieve a variety of business goals and serve as an effective tool for reinforcing brand recognition and driving growth. Compared to one-off events, recurring events create more opportunities for brand awareness, building a sense of familiarity, building a brand community, nurturing a content library, and generating leads.
By creating a pool of opportunities for brand awareness, companies can increase the recognition of their brand and products. With each recurring event, people become more familiar with the brand, creating a sense of comfort and security and increasing trust. Furthermore, companies can build a loyal and committed audience over time, attracting attendees who are more likely to participate in future editions and, eventually, transform into leads, prospects, and customers.
