Consumers tend to be creatures of habit, especially when it comes to the food and drinks they buy. So how does a new kid on the block like Café Rumba go from shelves to homes? One of the most effective strategies is with event marketing.
What is event marketing, you may ask. Event marketing is the strategy of interacting with consumers in person and it is one of the most effective ways to reach a consumer. This could range from an in-store tasting, a bar takeover, or an industry conference. Each type plays a unique and important role in expanding the brand’s reach as a part of a robust marketing plan partnered with social media and POS sale items.
In-Store Tastings are by far Café Rumbas most frequent event to reach consumers and one of the most effective. One of the reasons that these are so effective is that they have a relatively low overhead cost and you’re meeting consumers where they are making their buying decisions. Half the battle is already won since your customer base is already in a mindset to spend money. Handing out free samples, recipes, or both brings your product to their attention and shows them how they can use it in their homes. Giving a potential consumer a free sample or item gives them the feeling of reciprocity, increasing their likelihood to buy.
Bar Takeovers are a branch of event marketing that has become more popular with the rise of social media. If your product is available on premise at bars and restaurants, some consumers might not know how to order it, so use this event to teach them what to ask for. Takeovers are about more than new cocktails, it’s about creating buzz online. Branding all aspects of your event and creating a photo opportunity at every turn will get people talking and also link your products to positive memories.
Industry Conferences get your product in front of the right vendors, which is just as important as getting them in front of consumers. Utilizing industry events such as conferences are excellent ways to meet a lot of people quickly. This can be extremely beneficial if you’re a newer brand. If you don’t have any connections to get a one-on-one meeting to share your product, these events can allow you to reach a mass target audience. Use industry events to meet those connections where they will already be and start growing your brand.
Interested in how event marketing can help your brand grow? Let’s connect!