1.

Company Information and Background

Online marketing is the practice of leveraging web-based channels to spread a
message about a company’s brand, products, or services to its potential customers.
The methods and techniques used for online marketing include email, social media,
display advertising, search engine optimization, Google AdWords and more. The
objective of marketing is to reach potential customers through the channels where
they spend their time reading, searching, shopping, and socializing online.

Widespread adoption of the internet for business and personal use has generated new
channels for advertising and marketing engagement, including those mentioned
above. There are also many benefits and challenges inherent to online marketing,
which uses primarily digital mediums to attract, engage, and convert virtual visitors to
customers.

Online marketing differs from traditional marketing, which has historically included
mediums like print, billboard, television and radio advertisements.

Before online marketing channels emerged, the cost to market products or services
was often prohibitively expensive, and traditionally difficult to measure. Think of
national TV ad campaigns, which are measured through consumer focus groups to
determine levels of brand awareness. These methods are traditionally lso not well-
suited to controlled experimentation. Today, anyone with an online business (as well
as most offline businesses) can participate in online marketing by creating a website
and building customer acquisition campaigns at little to no cost. Those marketing
products and services also have the ability to experiment with optimization to fine-
tune their campaigns’ efficiency and ROI.

The proliferation of department stores, supermarkets and then shopping malls in the
20th century significantly changed how we shop. Instead of asking an assistant for
what we wanted, who then fetched it from the back of the store, consumers had
several products of different categories within reach, all displayed with their
respective prices, making their choice much simpler. Thanks to the internet, in the
21st century we are now witnessing a new «revolution» in consumption. Today
consumers can shop anywhere and anytime. They can also have their purchase
delivered or sent to a nearby pick-up point. This article analyses the current impact of
new digital technologies on consumption, consumers and how companies operate.

Widespread internet and smartphone use, faster internet connection speeds and the
development of new online payment methods are boosting growth in e-commerce.
Some figures help to highlight this. In China, the largest e-commerce market in the
world, 17% of retail sales are already carried out online while, in the US, internet
sales account for almost 9% of the total.1

Online shopping has also become very popular in Europe. In 2016, 55% of Europeans
bought online compared with 30% in 2007. In some EU countries e-commerce is even
more widespread (see the first chart). For instance, over 70% of people shop online in
the United Kingdom, Scandinavia and Germany. In other countries, such as Spain, the
percentage is below the European average2 although the trend is clearly upward and
growth is generalised across age groups (see the second chart).3 Since younger
generations (16-44 years) are the most «digitalised», we are likely to see exponential
growth in e-commerce in the future.

This fast consumer digitalisation is transforming all the stages in the traditional
buying process (see the diagram). Firstly, because consumers are being given an
increasingly bigger role, particularly in the initial purchase stage. Today, consumers
have a wider variety of products and services in all categories available to them,
offered at different prices. As consumers become more connected, they enjoy greater
decision-making power as they can easily compare prices and features offered by
suppliers worldwide, know more about the manufacturer or product in question and
check the opinion of other consumers before choosing a particular product or service.
e-commerce platforms are becoming increasingly important in this context. Through
these, consumers can shop anytime and anywhere. Consumers now expect this greater
convenience, demanding to be able to buy all the products and services they consume,
both online and offline, equally quickly and efficiently. Consumers also increasingly
expect to personalise more products and services, and their interactions with the brand
to be more relevant.4
But changes are also occurring in the post-purchase stage. There are now more
options open to consumers to return products they do not want and to be attended at
all times (via several channels) when they have a problem or their expectations have
not been met. They can also share their experiences regarding a product or service on
social media and review platforms, producing content for the initial stage of other
consumers.

Besides changes in the different purchasing stages, digitalisation has also led to new
consumption patterns becoming popular, such as the growing preference for accessing
goods instead of owning them. The development of digital platforms that connect
individuals and assets have helped to create online markets for the temporary use of
goods and the peer-to-peer provision of services and on-demand services, known as
the sharing economy, which undoubtedly represents a new paradigm for
consumption.5

New digital technologies are also radically transforming the business environment
from a company point of view (supply). Digitalisation has already considerably
lowered the barriers to entry in many economic sectors, with a considerable increase
in competition. The internet has also encouraged new purely digital companies
offering new ways to serve clients and pushing out more traditional business models.
Given such changes, established companies have been forced to rethink how they
operate and alter their production process to adapt to this new digital environment in
order to remain competitive.

For example, in the initial stage of the production process, the consumer is becoming
increasingly involved in product design, usually via digital platforms or by sending in
suggestions. This helps to differentiate the product and also provides the company
with greater insight regarding consumer preferences. Product development is also
improved via big data, as it helps companies to detect new market segments and
decide their pricing strategy. New digital technologies are also being used to improve
production efficiency. For instance, smart factories can adapt the production strategy
in real time using information from different points of sale (see the Dossier «Industry
4.0» in MR11/2016).
Client communication strategies have also altered considerably. Nowadays any
marketing campaign needs to use communication tools on several channels
(particularly online). Moreover, this strategy must be implemented on all channels, for
instance by using online channels to attract clients to the physical store (and vice
versa). Data analysis can also help companies to differentiate between consumer
profiles and adapt advertising to the client’s particular interests.

Digitalisation’s impact is perhaps even more evident in the sale stage, with traditional
firms now offering their products and services also on e-commerce platforms, both
their own and intermediaries’. As a result, they constantly need to improve the client
experience and make the buying process as user-friendly as possible, offering
different payment and delivery options. This represents a huge logistics challenge.
Consumers demand faster deliveries and more options to collect and return their
orders. Meeting such expectations is increasingly important to keep up with the
growing competition. Companies are also working hard to revitalise and improve the
buying process in physical stores, especially for products requiring greater interaction
and personalisation. They are starting to focus on transforming physical stores from a
traditional distribution channel to a place of consumer discovery, experience and
interaction. Another strategy employed is to create a shopping experience that unites
both online and offline channels. For instance, by giving clients the option to buy
online but pick up their purchase at the physical store (click and collect).

In short, new digital technologies are radically changing how we consume. Proof of
this is the rapid spread of e-commerce but their impact goes much further. Whether
this digital transformation achieves its full potential will depend on how certain
challenges are handled, such as the implementation of strategies to guarantee
consumers’ online security and privacy, adapting the legal framework to a rapidly
changing environment and managing the impact of new technologies on employment.
 2. Social Media and Networking Platforms Assets – Ownership and Statistics
Overview of Branded Social Networking Platforms

Social media assets include social media accounts, pages, followers, and content. These
assets have commercial worth. Your fans will accept your initiatives. Sharing material
promotes your brand. The more time and preparation you put into your social media
presence, the greater your return.

Studying current social media marketing data will help companies establish new targets. Do
your engagement rates stand out and are you keeping current with your industry? These
numbers act as a standard, but it's always a good idea to investigate more data on your own
brand's success.
Brands are discovering that using a customer marketing strategy with social listening can
only help them better understand customers and detect trends as they occur.

Social media's popularity has long been known. Social media helps us keep track of friends,
family, and companies. To reach your consumers, you must create a social media marketing
plan.

Globally, the total number of social media users is predicted to reach 4.41 billion in 2025.

2. The most popular social media networks are Facebook, YouTube, WhatsApp, and
Facebook Messenger.

Average social media use time is 144 minutes per day.

Facebook use statistics

In 2020, Facebook witnessed its fair share of change. Updates to Creator Studio and the
ability to send live broadcasts from Pages add to the power of Facebook for marketers.

Still, Facebook rules the social network kingdom. There were 2.7 billion monthly active users
in Q3 2020. (MAUs).

The industry-wide median engagement rate per post for Facebook is 0.09%. This figure is
hardly affected by 2019.

Most of Facebook's revenue comes from advertising. In Q2 2020, the network had 9 million
active advertisers and mobile made up 92% of its entire revenue.

44.2% of all brand posts were posts with links.

use data
In 2020, Instagram added several new features. Live videos and Shops help companies sell
better and customers shop simpler. Adding Reels to the Instagram video suite furthers the
network's goal to engage closely with creators.

Instagram has one billion monthly active users, of which 500 million utilize Instagram
Stories.

9.

10. The industry median of Instagram interaction per post is 1.22%. In 2019, the median has
dropped by 23% from 1.60%

90% of marketers say Instagram is the most essential social media channel for influencer
marketing.

Posts (78%) are the most successful content formats for influencer marketing (73 percent ).

use data

Twitter, as well as Facebook, offered new tools to assist foster more useful and pleasant
dialogues following the US presidential election. At dizzying speed, news from around the
world dominated the platform.
Q3 2020 saw Twitter reporting an average of 187 million mDAUs, up 29% year over year.

The median engagement rate for all industries on Twitter is 0.045 percent. This has been a
steady three-year figure.

15. Tweeting will be down 10% in 2020. The current industry median is 0.77 Tweets per day.
Among the several industries on Twitter, only sports and the media posted more Tweets than
all the others.

Pin interest

A Pinterest-linked network allowed housebound Pinners to focus on their latest projects in

2020. In 2021, the firm predicts using the current patterns.

Company 2020 Q3 reports estimate worldwide MAU count rose 37% year over year to 442
million Pinners.

Pinterest's demographic growth is tremendous. The worldwide Pinner community is over

60% female, while male Pinner growth is more than 50% year over year. Generation Z
Pinners are up 50% year over year while millennial Pinners are up 35% year over year.

The vast majority of Pinners (85%) start their projects from Pinterest.
98% of Pinners have tried new things they found on Pinterest.

Looking for purchasing ideas, 89% of Pinners utilize the network.

LinkedIn data

LinkedIn is all about relationships and business influencers. LinkedIn for brand recruiters and
consumer acquisition.

LinkedIn has 722 million members in over 200 countries and territories.

of B2B marketers utilize LinkedIn for organic content distribution andfor sponsored social,
making it the #1 most-used site in both content distribution categories.

The network rewards long-form posts. Furthermore, pieces with 1900–2000 words had the
highest views and interaction.

The site has 3 individuals employed per minute and 14 million available jobs.

The majority of LinkedIn members drive business choices.

Social media ad data

It's hard to be different in a crowd. Social media advertising is something you can control by
having it in your pocket.

CPM on social media costs $4.33 by Q2 2020.

For social media advertisements, the average CTR was 1.3 percent. This is up slightly from
1.2% in 2019.

in B2B advertising, 83% of marketers employed social media ads and rated second (after
search engine marketing) in terms of success (29% ) (33 percent ).

consumer behaviors

Social media marketers' expectations must be adjusted due to consumer behavior shifting
considerably in 2020. 50% of customers increased their social media usage in the past six
months.

Consumers will have two main reasons for following a brand: new products or services, or
corporate news.

Following a brand on social media maintains consumers' engagement. 91% go to the brand's
website or app, 89% will buy from the brand, and 85% will tell others about the brand.

inadequate product or support (49%), poor customer service (49%), irrelevant material
(45%), and too many advertisements (45 percent ).
When customers were asked what sort of material they like to engage with, 68% liked
pictures, 50%preferred videos, and 30%preferred text-based articles.

Statistical information

Without the individuals that manage social media, it would be pointless. Strategic marketers
face a shifting landscape.

Marketers report the top three problems they encounter are identifying and targeting their
target audience, evaluating ROI, and supporting overall business goals.

The most effective B2B content marketers found that website modifications and content
value both contributed 83% to their efforts (60 percent ).

If you have a lot of content to create, outsourcing may be a suitable answer for you. In 2020,
86% of B2B businesses outsourced content production, while 30% outsourced content
distribution.

36% of firms utilize social media publishing/analytics tools. Content

creation/collaboration/workflow tools grew from 48% in 2019 to 58% in 2020.

3. Brand and Product Analysis – Using Marketing Research Tools to Establish

Benchmark and Competitors Comparisons (Perceptual Mapping, SWOT,
PESTEL)
SWOT analysis
The SWOT framework may help you analyze the internal and external variables that
affect your organization or a course of action.

a SWOT competitive analysis framework

Use SWOT analyses when:

SWOT analysis is commonly used in strategic planning to discover possible

competitive advantages. Your close ties with suppliers may allow you to provide
pricing that are cheaper than your competitors'. You may also use it in smaller
instances. Use it to judge a choice by considering your strengths, weaknesses,
opportunities, and threats, for example.

Marketing agencies do a marketing SWOT analysis as part of their CLAs for clients.
Competitive analysis may include website, blog, social media, digital advertisements,
and organic search. It helps them design a client's strategy.

mental map

Using the perceptual map, you can locate your rivals and your product's location. This
tool gives you a deeper understanding of your product and your competition's
customers.

How to proceed
 Select two qualities you wish to compare your rivals against. This factors help
customers make decisions. It may be the quality of the goods, and the price of it.

Step 2: Identify your product category's rivals. Select 5 to 10 participants in the first
category from the mind map of competitors.

The next step is to assign each contender a score out of 5 using two primary qualities.

Now using the grid, assign each contender a spot. You'll have a better understanding
of each and every competition by using this tool.

the four-step PEST analysis

PEST analysis examines variables that impact a product or service. Primarily, these
are political, economic, social, and technological issues.

Find out how your rivals will respond to changes that happen in these areas. you can
adapt or originate your methods

The longer form of PESTLE considers both legal and environmental concerns.

4. . Event Marketing Strategy – Conceptualisation of Event Design, Event

Experiences and Senses and Event Themes

Event marketing involves generating awareness of your event. The first step in the
marketing funnel is to open the eyes of your attendees and guests, so that you can
provide them with information and advice. You'll want to promote your event to bring
in the buyers and advocates. Areas you may want to include in your event marketing
strategy:
Early Bird discount (s)
Keep coming up with reasons to get folks to register beyond the initial thrill (and
register now rather than later).

You can use the ‘early bird discount here. Early bird discounts work by staggering
your ticket sales to go up in price as the event approaches. This is not at all
uncommon.

In the lead-up to the expiration of your discounts, you should develop interest and get
leads in order to boost ticket sales for spikes.

Pre-event page

Event pages don't have to be complete for early interest to be captured.

By developing a pre-event website, you may use it to drive traffic to a core page that
gathers early attention, as well as build your SEO authority with Google.

blogging

Next, you should let them know why you're having the event. This is your goal
statement. To find out why it's vital to have a mission statement or identify ‘why' you
are planning an event, watch this Simon Sinek video.

You may use this to mobilize your other pre-event marketing efforts and convince
others of the need of your event. Blog articles are better for drawing interest than
event landing pages since they are less salesy.

Social media

To gain momentum and develop community, being on social media early is crucial
(which you can link back to in your posts).

This point in time, you should have have an event hashtag and you should be using it
in your social postings.
A vast array of social media is still at your disposal. Use of the above platforms is
rather subjective; nevertheless, you should also consider Instagram, Snapchat,
Pinterest, YouTube, Tumblr, Medium, Reddit, Quora, and other platforms. This post
shares fantastic ideas on utilizing Snapchat for event promotion, to provide coupons
and promote user-generated content.

5.Partner outreach

Event marketing partnerships may be critical to your event's success, so start outreach
to complimentary companies and media partners early, before your event has begun.
This way they can assist you get the word out early on. Here are a few templates you
may use:

Thought leadership and guest posts

Blogging on your site is vital, but you must go beyond it to discover new guests.
Getting the job done most effectively is done through content creation or guest
blogging.

This again depends on your event. Conference and B2B events are quite easy for
creating an industry report or white paper that consists of conference speakers' best
suggestions.

You might use infographic materials, gifs, or other visual assets to construct engaging
visual content; develop trend reports; or produce a series of YouTube videos, or
podcasts, to catch attention.

Paid advertisement

Social media advertising, Google Adwords, and retargeting are all a great way to
boost your campaign revenue. To fully exploit your paid digital marketing, check out
our advice.
No matter whatever choice you use, you can toggle it on and off whenever you like,
so you may focus your expenditures immediately before an early bird discount, or the
start of your event, for maximum reach and effect.

eight

Email was selected as the most successful technique by event organizers, and it will
also be essential in promoting ticket sales.

You may send out your first large email blast to your prospective guests, including
those who pre-registered for your event.

Check out these help center articles if you're new to Eventbrite.

Email invitations for your event

How to make/import contact lists

Event press release

Gaining press attention may help spread your event beyond your personal network,
increasing ticket sales and the number of attendees. It will help you create your brand
strategy and perhaps improve traffic to your website in the future.

Keep things simple, and try to stay objective.

In the past, press releases were often delivered as email attachments, but today,
journalists prefer to be able to view the release as part of the email. Time and
exposure are saved because of this.

Personalize the introduction to every journalist and their magazine. The following will
get your press release greater exposure.
Give the event basics — this will assist journalists pick up important elements
quickly.

Find your own story perspective. An event run isn't enough. Your event is fresh,
exciting, and a first for everyone. Who is going to be there? Why is this an interesting
event/audience for you?

10. Finally, social and blog/

Your event will loom big in front of you. However, with just a couple of weeks (or
maybe just a day) to go, it is time for your last-push promotion.

This is likely to consist of more blogs, social media updates, and email blasts.

In order to encourage people to go to the event, use the concept of "social proof" and
showcase who has already committed to being there.

Your last blog articles, social media updates, and emails should now be more frantic
and sales-focused.

Attendee referrals

It is well worth looking into. Event organizers frequently overlook prospective

supporters that they have access to already.

How about inviting your previous attendees to advertise the event on your behalf?
Word of mouth is usually one of the most powerful and effective marketing
techniques. To track and manage with Eventbrite, you could even offer them referral
money.

influencer outreach
 Filling last-minute positions or generating effective word-of-mouth with influencers is
a solid option. There's a strong possibility they'll be preoccupied and thus won't have
committed. Even if they did, they may or may not have remembered.

Invite them to re-engage with you and, if they are free, they will notify their network
about the event.

phone

Telesales teams are expensive, and if you have a strong inbound marketing campaign
to back them up, they will be effective.

But it doesn't stop you from picking up the phone!

Why not give those leads a call who have not yet purchased a ticket?

Would you mind helping me out? Any questions? It's tougher to ignore a phone call
than a million tweets on someone's timeline.

Time-intensive, but successful; that's a likely scenario if extra sales are required.
5. Event Marketing Execution – Event ls (Social Influencers, Event Marketing Too
Marketing Mechanism)
one
Flyers are highly flexible as event marketing materials. They can be given to passers-
by on the street, inserted inside newspapers and periodicals, and even folded and
delivered through direct mail.

Posters

Posters can be left in conspicuous public locations and at specific settings. We print
huge movie poster format posters so that our event is seen by our target demographic.

three
Nowadays, social media promotes event marketing heavily. Use Facebook event tools
to advertise and invite people to your event. Additionally, Instagram and Twitter may
be great for event marketing.

postcards

Create a mailing list of former attendees and target audience demographics, then send
direct mail postcards to promote your event. A excellent idea is to prepare three
postcards with early-bird discounts.

programs and brochures

Insert pamphlets and booklets into prominent locations and target venues. People who
are interested will get them at store counters and similar venues, such as restaurants
and delis. They'll promote your event and its activities.

Website

Your event's searchers will want to locate it online. Design a full-featured website
with event activities, timetables, and a method to buy tickets. Make sure your website
works on both desktop and mobile devices as well.

Banner

Outdoor event marketing vinyl banners. Use banners around important junctions and
streets to publicize the message. Select places properly positioned with banners can
help you acquire the right people. Provide consumers with an easy method of
following up, such as giving your website URL.

eight

If you have a list of former attendees or can develop a list of targeted demographics,
email marketing is a cost-effective approach to promote your event. Respond quickly,
since cheap tickets encourage spammers to game the system.
 targeted publications

Trade journals, periodicals, newspapers, and industry-specific or demographically

relevant blogs and websites are effective marketing tools. Apps can also assist you
advertise your event. Build a focused advertising, guest posting, interviews, and
feature article presence.

event tickets

Finally, event tickets may be utilized as marketing tools for events. If you'd want to
provide a meal discount on the back of your tickets, you may collaborate with a
restaurant. You donate printing costs and distribute their ad to your visitors.

Event marketing isn't rocket science, but it does take a strategic approach to plan
attendance, revenues, and success. Each of the marketing techniques on this list may
make your next event a rousing success.
6. Event Design and Layout Tools – Providing the Proposed Event Site Mockup.

1. Cvent

Cvent’s event management platform automates and simplifies the entire planning process.
Start with sourcing your venue and end with custom dashboards and reports after your event.

We have everything covered. You can see all of Cvent’s capabilities right here (we’re sure
you will find what you need!).

2. Social Tables

Social Tables brings you the best of venue sourcing, event diagramming, guest management,
and check-in. The free event planning tools let you create to-scale diagrams in minutes. You
can map out all the smallest details and share them with venues, clients, and collaborators. In
addition, Social Tables helps you manage guests — from VIPs to special meal requests —
and visually seat them in diagrams.

Social Tables also creates award-winning platforms for hotels and venues, including CRM
Software, Event Sales, and Event Services platforms.

3. Tripleseat

Tripleseat is the best event planning software for unique event venues. It’s a web app for
sales and event management built mainly for restaurants, hotels, and venues. With Tripleseat,
you can increase event sales and streamline the planning process.

You’re able to capture event leads, converts leads to booking, create contracts and BEOs, and
more. For event pros who are crazy about data, Tripleseat also gives you many reporting
options to measure ROI.

4. Regpack

Use Regpack to customize registration forms and create unlimited attendee types. You
can check in guest with a mobile device or let them check themselves in. You can even
embed the software on your website’s sign-up page.

Other features include group registration and encrypted payment processing. You can also
add a cart and express checkout if you choose to sell products alongside the event. After that,
use the software’s survey feature to get feedback from attendees.

5. Event Mobi

Well-known enterprises like Intel, Motorola, IBM, and Johnson Johnson use Event Mobi.
This event management tool lets you engage with guests before, during, and after the event.
Start with a 14-day trial to check out features like gamification, live polling, and activity
feeds via a live display. Private chat is also available, so you can contact specific attendees
like VIPs and cater to their individual needs.
6. Member Solutions

Member Solutions was originally created to process membership registrations, so it’s popular
among fitness studios. Since it was founded in 1991, it has expanded to include various tools
for planning events.

Its event registration feature makes it easy to create signup forms, liability waivers, and other
attendee paperwork using a library of templates. All forms are white-labeled and can easily
be branded by with your company logo. If you also dabble in marketing, Member Solutions’
email marketing feature can also help keep attendees up to date about your event.

7. Caterease

Caterease simplified the catering portion of event planning. With Caterease, you can create
visual menus for guests. And for the back of the house, you can create ingredient lists and
food prep lists for the cooks.

Guests can enter their own food selection. Then, you can use the data to determine how much
food and beverage you need. Caterease’s interface might remind you of Microsoft Word and
Excel, so there’s almost no learning curve.

8. Fonteva

Fonteva lets you manage an unlimited number of events with a single annual fee. This service
is especially popular in the hospitality industry. Westin Hotel, in fact, is one of its regular
users.

Fonteva is a good choice if you’re planning an event that will attract overseas guests. The
system has over 100 payment options available, letting attendees pay for tickets and other
items without worrying about currency conversions.

In addition, planners can also set up a temporary event microsite to keep guests engaged. For
instance, you can share forums, contests, and other online activities in the days leading up to
the event.
9. Hubb

If you’re a corporate conference manager, it might feel like you’re always chasing down
programming info for your event. Hubb can solve this problem. This software offers a way to
get the content you need for your events quicker.

By empowering speakers to upload their own information, Hubb reduces admin time by 67%.
Imagine what you could do at an event if you had 67% of your time back!

Summary

Online marketing is the use of web-based platforms to promote a company's brand, products,
or services to customers. Online marketing tactics and approaches include email, social
media, display advertising, search engine optimization, and more. 45% of Europeans bought
online in 2016 compared to 30% in 2007. Generation 16-44 is most digitally exposed and
hence the most optimistic for e-commerce growth. Digitalization is changing all of the buying
phases.

New digital technologies are revolutionizing the corporate environment from a company
perspective (supply) Companies are actively improving the in-store purchase process,
especially for items that require more involvement and personalization. At the point of sale,
e-commerce platforms have encouraged conventional companies to sell their products and
services. Digital innovations are revolutionizing how we consume. Social media assets
include social media accounts, pages, followers, and content. To reach your desired
consumers, a social media marketing plan is essential.

In 2020, there were new features, including live broadcasting, on Facebook. Facebook still
dominates the world of social networks with almost 2.7 billion monthly active users (MAUs)
44.2% of all brand posts on the network utilized linked posts. LinkedIn's 2020 Q3 report
reveals increased activity on Pinterest for Pinners. Women comprise almost 60% of the
worldwide Pinner population, whereas male Pinner users are over 50% higher. The Q2 2020
average CTR for social media advertisements was 1.3%.
bad quality of product or support (49%), poor customer service (49%) and irrelevant material
(49%) (45 percent ) Constant changes need that marketers continually juggle strategy and
problems. Event marketing involves generating awareness of your event. Encourage
customers to register and buy tickets before they learn about you. Consider these locations for
event promotion. Include: Perceptual Map, PEST Analysis, and Event Marketing Strategy.

Thereafter, you should focus your efforts on generating up interest and leads in the lead-up to
your discounts expiring. Utilize social media to increase the buzz around your event, forming
community and sharing your mission statement. Use Instagram, Snapchat, Pinterest,
YouTube, Tumblr, Reddit, and others. Guest blogging and thought leadership are great ways
to increase reach. For maximum impact, try paid social media advertising, Google Adwords,
or retargeting. Email was rated the most successful technique for ticket sales as an event
organizer.