New marketing channels are constantly being discovered and utilised, but some of the oldest and most effective methods are still on strong use today, one of which are corporate events. Many professionals are now using conference calls and webinars to meet with clients and colleagues, and while this is certainly more cheap and fast, it is rather poor as a marketing tool. However, having important clients and colleagues all under one roof for an event such as a trade show or charity drive is still a very effective approach to relationship marketing.

Corporate events can have many functions in a promotions marketing capacity, such as providing valuable physical interaction with customers, raising a profile and general engaging more with target audiences. All year round, businesses spend millions on pounds on seminars, parties, exhibitions and client entertainment events. The one tricky part of this whole approach that it is difficult to accurately measure return of investment. Instead, companies should take comfort in the knowledge that they are building up a more long term strategy, where people leave with positive feelings and associations of that company. This means that follow-ups to a successful event is important to keep this positive momentum afloat.

Corporate events and incentives schemes do not have to be replaced by digital and social media; on the contrary the two can work very well side by side where social media and digital would be the vehicle by which an event is advertised to increase the number of participants and raise the general profile of your business. Avenues such as Facebook, LinkedIn, Twitter and blogs are great ways to raise awareness of a corporate event.
Events do not have to be solely for clients and potential customers; they can also be held for the benefit of employees and are effective in the areas of staff morale and motivation. They can go a long way to show employees that they are indeed valued and gives them an opportunity to interact with the business.