Are brands being smart in integrating events into their marketing mix?

Recently there has been a fair amount of chatter on Singaporeans being a grumpy bunch. But are we really that grumpy?Well, according to an independent survey by global online ticketing platform Peatix, 88% of Singaporeans aged 30 and below are actually happy with their current lifestyle. This is in part due to a vibrant local events scene, said the survey. Notably, 63% of happy respondents attended at least one event a month, compared to 49% of unhappy Singaporeans.Singaporeans wanting to learn and experience something new (74%) came in as the primary reason why many want to take part in events. Spending time with friends came in second while wanting to do something different ranked third. The most attended events in Singapore were in the genres of food and drink (54%), classes and workshops (50%) and concerts and gigs (48%).“Over the past few years there have been reports of Singaporeans being ‘under-happy’ at work, but based off these results it seems events can provide an avenue for much needed reprieve through meaningful experiences,” Emi Takemura, co-founder and head of Asia at Peatix said.So are brands taking the events scene seriously enough as part of their marketing mix?According to Lauretta Alabons, director of LAMC Productions, brands today are still not utilising the event scene well enough and integrating it into their marketing mix. While no doubt there is a fair amount of events out there, Alabons added that the events might not always have the right synergy with the brand message being conveyed."More brands need to start reaching out to folks in the event scene because organisers now know the niche and who the event going and paying demographics are. There have been more brand product launches but these events are not engaging enough. Marketers are not forward thinking enough when it comes to events to know what is the next big thing and what will resonate with consumers," Alabons said.Takemura also added that this positive trend around attending events and happiness should indicate to marketers that events are an important inclusion to their overall marketing strategy. Events, she added, are a strong and much-needed marketing tool for any business and brand, and if done successfully, can have a huge influence over a brand's market positioning and awareness among consumers."In today's buyers' world where brand loyalty is everything, marketers should be using events to seize the opportunity to build customer relationships and earn trust. Today's consumer wants more information to make purchasing decisions, and events offer that unique opportunity for brands to interact with consumers, giving them a direct sense of your focus, objectives and personality," Takemura said.The survey also found Singaporeans view events positively as a platform to spread their own message. In fact, 74% would consider organising an event in the future, and more than half of those who currently organise events are below 30 years old. Their primary motivation of organising the events is to be able to “share their passion”, whether for a hobby or a cause, amongst a like-minded community.Specifically, 23% of participants would choose to attend startup and entrepreneurial events, with a quarter wanting to see more of such events here. Notably, interest in these events was equally high for those aged between 25-30 and those above 40.“This display of interest in seminars, talks, workshops and networking events to increase one’s knowledge and professional growth even amongst youths today is a wonderful testament to Singapore’s growing entrepreneurial spirit,” Takemura added.“Although gaining skills online and being on online professional networks like LinkedIn are commonplace in today’s increasingly connected world, I think people still find value in leveraging on live group dynamics in a learning environment and feeling a greater sense of familiarity when having met someone face-to-face.”The survey also found that a business-minded view is taken towards events. Over a fifth (22%) who expressed an interest in organising events wanted to specifically host events to expand their professional network or promote their business.(Photo courtesy: Shutterstock)