Eventbrite has begun to host its own live events, alongside operating as an online ticketing platform for others.
"We believe that adding a real-life brand experience through events is an important part of the marketing mix, which tends to be almost exclusively digital today. So we host events ourselves in every country we are active in," says Joel Crouch, general manager, UK & Ireland at Eventbrite.
"Gathering at events is human nature and universally appreciated, so they tend to work everywhere."
He explains that the company's events change in response to the location in which they are being held. "While some of the basic concepts remain the same across countries, we always try to localise as much as possible.
"Take our most recent free events series in London, Glasgow and Dublin, for example. We wanted to express the important role that free events play in their communities, so we selected material that was relevant to the respective city. We then invited local influencers to discuss how each city can encourage more event entrepreneurs to organise free events," Crouch recalls.
When it comes to the events that it hosts for others, Eventbrite has identified a number of key trends.
"We have noticed that more and more brands are using Eventbrite to organise their free public events. A recent example is Cadbury - the brand used Eventbrite to register people for its Creme Egg Cafes in both London and Dublin.
"The logic behind that is quite clear: by registering attendees beforehand, a brand knows exactly who is coming, and when.
It can then control the crowds and collect attendees' email addresses during registration. These can then be passed on to the internal marketing systems, making it easier to measure the success and the value of each event. And, most importantly, it's all free," Crouch explains.
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