Event Marketing In Each Stage of the Business Life Cycle

Event marketing can be highly effective throughout different stages of a business life cycle, from startup to growth and maturity. Each stage has unique goals, and event marketing strategies should be tailored accordingly. Below is a detailed breakdown of event marketing across various business stages:

1. Startup Stage: Building Awareness

At the startup phase, businesses focus on creating brand awareness, building a customer base, and establishing credibility in the market.

Event Marketing Strategy: At this stage, the goal is to introduce your brand to the market. Hosting launch events, product showcases, and networking events can help attract attention and generate buzz. You can also participate in industry trade shows to get your brand in front of potential customers and partners.
Example: A tech startup launching a new software solution could host a demo event where attendees can experience the product firsthand. Providing an exclusive offer to attendees, such as a free trial or discounted pricing, can encourage future sales.

2. Growth Stage: Expanding Reach and Building Relationships

As your business starts to grow, the focus shifts to scaling operations, expanding your market reach, and strengthening relationships with customers.

Event Marketing Strategy: During this phase, events should focus on customer engagement, brand loyalty, and thought leadership. Hosting conferences, workshops, or webinars helps maintain relationships and position your business as an industry leader.
Example: A fitness brand in its growth stage could host a virtual wellness summit where participants engage with personal trainers, nutritionists, and health experts. The event would offer live workout sessions, nutrition tips, and Q&A segments, helping the brand build a supportive community while positioning itself as a leader in health and wellness.

3. Maturity Stage: Retention and Brand Loyalty

At the maturity stage, your business likely has an established customer base and is focused on maintaining its position in the market, driving customer retention, and maximising profitability.

Event Marketing Strategy: To keep your brand top-of-mind, mature businesses often host loyalty programmes, appreciation events, and exclusive VIP gatherings. Corporate social responsibility (CSR) events and community outreach can also help reinforce brand values and engage long-term customers.
Example: A global retail brand may host an exclusive holiday shopping event for its loyalty programmes members, offering early access to sales and special promotions. This type of event can enhance customer loyalty and increase sales during key shopping periods.

4. Renewal or Reinvention Stage: Revitalising the Brand

Sometimes, businesses at the maturity stage may need to refresh their brand to stay relevant or adapt to changing market conditions.

Event Marketing Strategy: If your business is undergoing a brand refresh or launching a new line of products, hosting rebranding events or PR launches can re-energise your brand’s presence. You might also use influencer partnerships or pop-up events to create excitement around your reinvention.
Example: A famous snack brand known for traditional flavours launches a new line of organic products targeting a younger audience. They host an exclusive event at a trendy venue, inviting influencers and food bloggers. The event features product sampling, live cooking demos, and branded photo booths for social media sharing. This engaging experience boosts visibility and helps the brand connect with new demographics while reinforcing its refreshed image.

5. Decline Stage: Repositioning or Exiting

If a business finds itself in decline, it may be looking to either reposition itself in the market or prepare for an exit strategy.

Event Marketing Strategy: During a repositioning phase, event marketing can help change public perception of the brand or product. For example, hosting seminars or educational events around new market opportunities can create fresh relevance for your business. If planning for an exit, events focused on partnerships or mergers could be key.
Example: A company in a declining market could host an educational webinar series on emerging trends, helping reposition itself as an expert in a new or adjacent industry.

Conclusion

Event marketing can play a crucial role at every stage of business development. Whether you’re a startup trying to build brand awareness or a mature business looking to strengthen customer relationships, carefully planned events can help you achieve your goals. Understanding where your business stands and aligning your event marketing strategy with that stage will ensure maximum impact.

Which event is the perfect fit for your business?

Anyway, these event strategies are just examples of how event marketing can be tailored to each stage of your business. To discover the best strategy for your specific needs, contact PICSO! We specialise in event marketing and are ready to provide expert advice and work with you to achieve your goals.

Together, let's craft a solution that sets your business apart. Contact PICSO today and make your next project of events, exhibitions, or interior designs truly remarkable!