How can events be used a marketing tool

Contents
● Definitions of : Event , Marketing and Event marketing
● Can events be used as a marketing tool ? Types
● How to transform events into a powerful marketing tool ?
● Benefits / outcomes of event marketing
● Examples of event marketing :

1- Experiential activation - Jetblue’s Ultimate Icebreaker

2- Trade show - CNET’s Computex

What is an event ?
An event can be described as any
happening on a particular day ,
date , time and public gathering
for the purpose of cekebration ,
education, markting or reunion
etc
What is marketing ?
Marketing is a study and
management of exchange
relationships. It is a process of
identifying , anticipating and
satisfying custoer’s needs and wants.
It is used to attract customers and it
is one of the primary components o
business management and
commerce
What is event marketing ?
Event marketing is marketing through events, where marketing
is seen as central and the event is considered the actual
marketing tool. Event marketing is focusing on a target group
and involve high contact intensity. It turns a message into an
event that can be eperienced by the audience. Several senses are
engaged which increases the chances to remember the
experience and thereby also the experience
Can events be used as a marketing tool ?
Yes , absolutely.

Factors such as : Mass gathering , direct contact, personal experience, immediate

feedback, wide reach ,etc. Makes events a powerful marketing tool.

It can be used as a tool market internally as well as externally

These are the few ways to use events as a marketing tool :

Seminars Trade shows and expo

Workhops Product launch

Awards shows Festivals and parties

How to transform events into a powerful marketing tool?

● Narrow down markeing goal/ Planning

● Attract high-qualified attendees
● Main motto- Delivering the message
● Find ways to make people talk about the event
● Wow the guests
● Post event content promotion
● Final thoughts
● Create plenty o networking opportunities
Outcomes of event marketing
➢ Establish brand and
connect cutomers to core
values
➢ Establish authority and
leadership within industry
➢ Connects with wider
network of existing
customers
➢ Creates PR opportunities
and noise about brand
➢ Helps in learning more
about customers and
improve future markting
tactics
➢ Helps in recapturing the
market and lost customers
 Example of event marketing :
Experiential activation- JetBlue’s Ultimate Icebreaker
Experiential Activations are an ongoing installation that allows viewers to
participate in or observe an activity that represents a brand.

For Ulimate Icebreaker, JetBlue teamed up with the

Greater Palm Springs Convention and

Visitors Bureau to bring this frosty visual to life.

Designed to remind viewers that their escape from chilly weather was only a
plain ride away, their standing exhibits encouraged onlookers to break the
ice by any means necessasry. Each participant walked away with a free prie
and a funny story
 Trade show- CNET’s Computex
Trade shows are an oppotunity for exhibitors to
showcase their products and services.

At Computex, CNET gave companies like Intel

the chance to demonstrate their latest
hologram project during a keynote speech. High
profil guests with products farther along in their
fieds make excellent headiners for this event
type.
NAME ROLL NO

PRACHI KAMBLE 18
SAKSHI TAMBDE 49
MONICA BHATI 04