EVENT MARKETING

MEANING
 Event marketing is a promotional strategy that involves face-to-face contact
between companies and their customers at special events like concerts, fairs, and
sporting events.
 Brands use event marketing entertainment (like shows, contests, or parties) to reach
consumers through direct hand-to-hand sampling or interactive displays.
 Event marketing strategies leave a lasting, brand-focused impression of fun by
grabbing the attention of a group of people who are gathered together.
 The key to pulling off an effective event marketing campaign is to identify the
target audience correctly and create an experience that remains in participants’
memories.
 Online events include webinars, live feeds, podcasts and similar programs. On the
other hand, physical events include conferences, concerts, and trade shows. This
category of events has till now formed the major chunk of event marketing.
 Event marketing is a strategy marketers use to promote their brand, product, or
service with an in-person or real-time engagement. These events can be online or
offline, and companies can participate as hosts, participants or sponsors.
 Event marketing is one of the best ways to:
1. Build brand awareness
2. Increase customer engagement
3. Generate leads
4. Educate prospects and customers
5. Upsell customers
 74.5% of B2B marketers said they use conferences or trade show booths to acquire
customers and 9.1% said that was their most impactful revenue channel (tied with
content marketing and SEO)
 44% of marketers experience a 3:1 ROI from event marketing
 75% of content marketers thought that in-person events are the most effective
marketing tactic
Famous marketer Marketo defines event marketing as “…the process of developing
a themed exhibit, display, or presentation to promote a product, service, cause, or
organization leveraging in-person engagement.”
THE EVOLUTION OF EVENT MARKETING
1. The 1800s
Experiential Marketing and Product Sampling
The first documented examples of experiential marketing are from the 1893 Chicago
World’s Fair. E.g. Nancy Green’s cooking demonstration, Josephine Cochran demonstrated
her invention, the automatic dishwasher, to attendees
2. Street marketing & promotional vehicles
Oscar Mayer’s nephew had the brilliant idea to
promote the family’s hot dog brand by building
a hot dog vehicle, the Weinermobile.
3. Guerilla marketing
In 1983, Jay Conrad Levinson, a seasoned marketer, published “Guerrilla
Advertising.” Levinson’s book aimed to educate small business owners on a low-cost
and unconventional marketing strategy. His strategy focused on the element surprise.
Surprising consumers with a product or service in an unexpected place or time would
create a memorable experience for them.
4. Mobile marketing tours
Fortune 500 brands took everything and rolled into one mega campaign. The mobile
marketing tour. The concept behind a mobile marketing tour was to take a brand on
the road and reach as many consumers as possible in cities all over the country.
5. the 2000s
(i) Viral Marketing:
Most brand activations today include some type of social sharing element, whether it
be a #hashtag, a contest, or a photo sharing element. Social sharing extends the
reach of the event not only to people all over the world, but it also continues the
story long the event is over.
(ii) Pop up events
Pop-up events are temporary, unexpected events in unique spaces. They pop
up and, after a few hours or days, they pop down. By definition, most eventsare
temporary. It is the element of surprise in unexpected locations that distinguish pop-
up events.
ADVANTAGES OF EVENT MARKETING
1. target specific customers
2. engagement with customers
3. exposure to branding opportunities
4. lead generation
5. feedback from customers
6. new connections or networking
THE 5 C’S OF EVENT MARKETING
In conceptuoalizing it is important to determine:
(i) why of the event?
(ii) who of the event?
(iii) when of the event?
(iv) what of the event?
(v) where of the event?
This is the planning phase of every event. The activities in this phase include
developing a theme, budgeting, establishing timelines, selecting and reserving event
venues, planning the food, selecting speakers, arranging for equipment and facilities,
coordinating transportation, contingency planning and so on. It is taking note of and
giving attention to every detail that makes up the event.
EVENT CREATIVITY
1. Event title:
Our title is the first thing that sells prospective attendees at your event.
Standard Example: The 23rd Annual Black & White Ball
Creative Example: 23 Years in the Making… Tuxedos under Twilight
2. Invitations
This is another first impression element that should effectively market your event.
3. Venue
A special location can spark excitement weeks before the event takes place.
4. Catering
Every meeting and theme can be partnered with a unique food experience.
5. Lighting
Lighting is one of the most basic elements of design, and it can be used in a variety
of ways.
6. Seating Arrangements
7. Seating Arrangements
8. Staff
9. Stage Design
10. Table Linens
11. Chair Covers
12. Guest Speakers and their message represent the content of your event and thus
are tied closely to its success.
13. Entertainment
14. Centerpieces
15. Table Cards
INTERACTION IN EVENT MARKETING
 There are two types of interaction:
1. Direct interaction
Such interactions are more effective, productive and proactive and have longer lasting
effect.
2. Indirect interaction
Extra – event activities aimed at providing much needed contact with individuals of
the target audience would be termed as indirect form of interaction
Interaction catalysts & enablers
A master of ceremonies (MC) or anchor or compere is the official host of the stage event.
The role of an emcee is to warm up the crowd to prepare them for the program ahead.
The emcee sets the tone.
Making the stars of the show look good.
Miking sure there are smooth transitions between different segments of the program so that it
flows smoothly.
Should there be any hiccup, the emcee will have to ensure minimal disruptions to the program.
An MC usually:
1. introduction
2. commentary
3. guidance
4. announcements
5. cheering the audience
1. Prepare for an effective event opening
2. Bring on stage positive and energetic vibes
3. The emcee sets the tone for the event
4. control the timings of the proceedings
5. always introduce the bio of the speakers
6. remember you are not the star of the show
7. remember to introduce himself
8. always be addressing the clients
9. maintain eye contact with your audience
10. maintain eye contact with your audience
11. bring pace to your delivery
12. share key event information
13. breath steadily & deeply
14. avoid cold drinks/ spicy foods/ alcohol/ drugs during your time on stage
15. practice/practice/ practice
16. smile
17. dress the part
18. be prepared if you or any one makes a mistake
19. apologize should a major mistake happen
20. arrive early to do a sound check and ensure everything is in the order.
21. transitions between different segments of the program
22. prepare for the closing event
a. Thank the audience
b. Recap the proceedings for the day
c. Re-emphasize key points
d. Remind the audience of any announcements (e.g where to redeem parking
coupons, or where to get the presentation slides of the speakers)
e. Wish them well
COMMUNICATION TOOLS FOR AN EVENT
A. broadcast media tools
Radio
Television
B. print media
Publications
Newsletters
Brochures
Flyers
Posters magazines
C. other tools 8. social networks
1. video conferencing 9. websites
2. blog
3. newsletter
4. forum
5. email
6. social network
7. messenger
Guidelines for event communication
1. calling instead of texting
2. writing efficient emails
3. interacting
4. following up:
communicate effectively not only internally but externally
5. call to action
5. call to action
Follow up with clients and employees so no one drops the ball
Interact and engage with people to build rapport and lasting relationships
Create efficient and effective emails so everyone is on the same page
EVENT AS A MARKETING TOOL
 Real-life experiences are more engaging and can shape our memories much more
profoundly than anything else.
1. Consumers today are looking for specific products or services.
2. events do a ton to generate brand recognition
3. Events are a cost effective way to roll out new products or services.
4. you can generate feedback almost immediately about your product or service
5. Brand building
6. Engagement
7. Lead generation
8. Education
9. Utilizing digital channels
10. internal supplier & partner events.
Even in a world where digital marketing channels seem to be ubiquitous, events are
more important to businesses than ever. Those that recognise the potential in holding
targeted, multi-layered events that cross-fertilise their marketing and communication
efforts will reap the rewards and enjoy far greater ROI from their marketing budget
than those who invest purely in digital marketing.
VARIED NEEDS ADDRESSED BY EVENTS
I. Brand Building
A well executed event can build market share, grow profits &
increase brand equity by creating a stronger & more meaningful
connection between a brand & its audience.
 There are three ways in which branding pays out in events:
1. The event as a brand
2. Promoting a brand through events
3. Creating brand synergy through events
II. Focus on target market:
The target market can be identified in following ways:
1. Geography
2. Demographics
3. firmographics (way of segmenting potential attendies based on the
type of company they work with)
4. psychographics (study of personality, values, attitudes, interests, &
lifestyle.
5. behaviour
III. Implementation of Marketing plan:
Step 1: Set your events goals & budget
Step 2: Set event content creation & marketing tactics
Step 3: Promote an event on right places
Step 4: Summarize your communication tactics
Step 5: Develop personalization tactics
Step 6: Put together your collaboration strategy
Step 7: establish last minute promotion strategy
Step 8: set your performance evaluation matrix
IV. Marketing research:
1. market analysis:
2. competitors analysis
V. relationship building
1. communicate frequently
2. offer customer rewards
3. hold special events
4. enhance your customer service
5. launch multicultural programs
6. visit the trenches.
VI. Creating opportunities for better deals with different media
1. pay per click
2. content
3. social media
4. in-house
5. buying advertising
6. influencer marketing
7. leafleting
8. networking
9. offline advertising
VII. Events and their economic implications:
1. Impact on local community:
2. support services
3. political impact:
4. community welfare
5. other benefits
KEY ELEMENTS OF EVENTS
A. Event infrastructure
1. Core concept
2. Core people (people who are performing, acting or participating
interacting)
3. Core talent( core people having specific expertise, reputation or
knowledge)
4. Core structure (formal or informal organization)
5. Target audience(characteristics & behavior of target audience)
6. Clients (sponsors, greater value addition)
EVENT INFRASTRUCTURE SERVICE
1.Staging
11.Contractor access
2.Power supply
12.Camping sites or other temporary
3.Water supply accommodation
4. Heating or air- conditioning 13.Signage
5. Public toilets 14. Technology requirements
6. Erection of temporary structures (in 15. Disabled access
addition to staging)
16.Waste management
7. Scaffolding
17.Security
8.Emergency services
18. Any environmental or heritage
9Car and coach parking requirements
10.Transport systems
OVERSEEING EVENT SETUP
OVERSEEING EVENT BREAKDOWN
CUSTOMER GROUPS
 According to the customer groups the event gets its image & budget.
 The content of the events & the performers will depend on the target audience.
 The events acts a converging ground for a diverse range of corporate with the
same target audience.
TYPES OF CUSTOMERS
1. potential paul
• potential paul is a lead that needs nurturing & warming up before making a buying
decision.
• he has shown interest in your business, which is an apportunity to be use to convert
him in a paying client.
•How to deal with Potential Paul.
1. Show him value
2. Reveal yourself.
2. New customer – New Neil
• New Neil is the fresh customer that just bought something from you.
• after someone buys your product, you need to guide them & show them how to use it.
• how to deal with Neil
1. Guide them to success
2. Leave a contact option open
3. impulsive customer – impulsive iggy
• this type of customer can make a buying decision in an instant provided that the
conditions are right.
• iggy doesn’t need much convincing to make a purchase.
• clear the way for Iggy & get rid of any distraction he may face to make sure you
are not wasting that buying impulse.
•How to deal with impulsive Iggy
1. Clear the way to check out.
2. Quick & consise step
4. Discount customer – Discount Dan
• Discount Dan is the type of customer that sees value in your product but won’t buy it
at full price.
•To increase your chance of keeping Dan as a customer, you need to show him that he
is not only getting a product at a discount, but also gets amazing customer service
bundled with his purchase.
•How to deal
1. Explain the deal
2. Offer added value
5. Loyal customer – Loyal Larry
• he keeps coming back for more.
• his experience should be leveraged & it should be known what makes him so
satisfied.
•How to deal with Larry
1. Give him a platform
2. Learn from his experience
3. Don’t mess it up.
CLIENTS
1. The Referral
• These are the clients that have referred by previous clients, people in their network.
•As the event planner, it’s your job to step up and explain to these clients your process -
walk them through your routine and see if they have any questions.
2. The Overachiever
• Two people (event planner and client) with over the top personalities may be a recipe
for disaster,
• Listen to what they have to say, what their ideas are, and always provide quality
service, even if the client thinks they know better than you do.
3. The Ideal Client
• The ideal client is usually very open to communicate with, takes direction well, and
comes to the table with ideas of their own.
•They immediately give you their full trust, and openly appreciate your time, skills and
knowledge as the event planner.
• Create a long-lasting relationship with them that is open, trustworthy and caring.
4. The promise breaker
• Even with a signed contract, a lot of clients fail to adhere to the papers they put
their signatures on.
•These types of clients can manipulate event planners, and sometimes hold things over
their head for no reason.
5. The clueless one:
• These types of clients can seem confused, closed-minded and indecisive, which is
never a good quality to have working on an event.
•These types of clueless clients usually have lots of ideas, and get lost in the smaller,
not so important details, which takes up a lot of the planner’s time to sift through.
6. the picky one
• This type of client can be picky and a mix of one of the above types
• Be careful to set boundaries right up front with clients so they know your role as the
planner, and their role as the client.
7. the grumpy one:
• These are the clients you dread working with - they always have something to
complain about, whether it’s the colors of table cloths, or food being served or even
the online registration processes. They can never see the good in anything being
planned.
EVENT ORGANISERS
 an event organisers is the person who schedules an event, and usually the person
that runs it & reports it.
They are responsible for the creative, technical & logistics elements. It includes
overall event design, brand building, marketing & communication strategy, audio-
visual production, script writing, logistics, budgeting, negotiation & client service.
As an event orgniser, you are legally responsible for the overall management,
health & safety, licensing & insurance elements
They are responsible for the following
1. creating the event
2. booking the site
3. advertising
4. recruiting the required staff
5. dealing with any problem on the day of the event
6. winding up the event.
7. reporting
An event organizer needs to
1. liaise with clients
2. produce detailed proposals
3. research third party vendors & negotiate
4. manage, coordinate suppliers, & logistics
5. liaise with sales & marketing
6. manage pre-event planning
7. handle client queries
8. manage a team of staff
9. organize for parking & safety & security
10. research opportunities for new clients & events