[Article links updated. Originally published on April 17,2020.]

Every event needs a plan before it can get off the ground. Organization and attention to detail will ensure that every facet of the event — from marketing to logistics to vendor management — is aligned and ready to go. Keeping track of those variables is quite an undertaking, but creating an event management strategy can keep everything in focus.

But where do you even begin? Start by identifying a primary objective that connects to your brand goals. After that, your job is to ensure that every step of your event planning ladders up to help you achieve those goals. Otherwise, you’ll never know what you need marketing to say, what role logistics will play, or what you need to tell vendors.

The food and beverage industry is ever-evolving. It’s constantly adjusting to new consumer preferences and the market landscape. Recently, there has been a shift in focus as consumer-facing brands seek to connect with customers in smaller cities and towns. This shift presents a unique opportunity for the food and beverage industry to connect more deeply with its target audience. Let’s examine how food and beverage marketers can take advantage of current trends to better connect with local communities. 

For many, the success of a trade show revolves around face-to-face interaction. With the re-emergence of in-person events, people are excited and quick to abandon anything virtual as it conjures up memories of the pandemic. And while this sentiment is understandable, maybe we shouldn't be so quick to "get back to normal." Maybe there are elements of virtual events that are more effective than what attending in person can provide. Maybe elements of virtual trade shows are worth it. 

Virtual events have been highly effective in maximizing reach — getting messages across to people unable to attend trade shows in person due to distance, time, and cost constraints. Live Q&As, virtual 1-on-1 meetings, and the opportunity to showcase your expertise with the latest trade show technology trends, such as AR and VR, are also major benefits of a virtual trade show booth.

Sporting events are some of the best opportunities for brands to connect with consumers. Now that games, matches, tournaments, races, and other fan-based activities are happening in person, you'll want to consider the many ways you can leverage those events to boost your company's visibility and expand your reach.

The benefits of sports marketing go far beyond having your logo on the sideboards of a hockey rink. Marketing through sports allows you to engage with niche audiences, opening the door for increased relevance, strengthened loyalties, and memorable experiences through creative on-site activations.

Look at any event audience, and it can usually be broken down into three distinct groups.

First, there are those who enjoy the status quo of networking with new groups of people and contributing to panel discussions. Next, there are the people who generally shy away from large gatherings and networking. Wedged between those personalities are attendees whose interest depends on the event itself.