Lesson1

Introduction to

Event Marketing &

Management
 Event Marketing

Refers to the actual marketing of an

event by its organizers. describes the
process of developing a themed exhibit,
display, or presentation to promote a
product, service, cause, or organization
leveraging in-person engagement.
Event Examples
 Event Examples
Cebu vases to make waves at ASEAN summit 2017

participants received locally designed vases as guest

tokens. The vase is encased in a fiberglass inlay
with kabibe shells, and the stone base sports gold
plated metal engraved with the word "Philippines”.
Estimated to be worth Php 12,000 each created by
Bon-Ace founder, engineer Ramir Bonghanoy.

Copyright © 2014 by Sports Career Consulting, LLC

 event marketing can involve a number of different
marketing activities

 Recruiting in popular individuals (celebrities)

influential or political figures to an event

 Creating a publicity strategy to increase coverage

of the event

 Promoting the event to boost attendance

 Selling sponsorships to corporations

Copyright © 2014 by Sports Career Consulting, LLC

 The role of corporate support in event marketing
has increased dramatically in the past few
decades. Without sponsorships and corporate
support, many events would not be profitable.

South east Asian games is supposed

to be held in the Philippines on
2019 after Malaysia this year but the
country backed out due to lack of
sponsorship and funding from
private investors and the
government opted for the
supposed fund to be use in the
Marawi rehabilitation.
 The 2018 Winter Olympics in Pyeongchang
County, South Korea had already inked over $1
billion in sponsorship revenue by 2018, three
years before the games would even take place
thanks to major sponsors.

Pyeongchang 2018 signed an official local sponsorship

agreement with Samsung Group, South Korea's largest
conglomerate,  with a package value worth $93 million
The 5 P’s of Event Marketing

1) Participation
2) Product / Brand Experience
3) Promotion
4) Probe
5) Prospect
 The 5 P’s of Event Marketing

Participation: Getting consumers to attend the

event and interact with the company, whether
visually, verbally or interactively
 The 5 P’s of Event Marketing

Product / Brand Experience : Distributing

samples or having the consumer try on or try out
your product at the event
 The 5 P’s of Event Marketing

Promotion:
Generating media
exposure by creating
stories within the event
and further increasing
corporate awareness
through promotions
 The 5 P’s of Event Marketing

Probe: Conducting research before, during and

after the event to make sure that you are
effectively reaching and penetrating your target
audience

Prospect: Implies that companies should

approach event marketing as a long-term
commitment in order to see returns on investment
 The Event Triangle

The 3 Key Components of the Triangle

1) The Event

2) The Sponsor

3) Spectators
 The Event

 Can be amateur or
professional The Event:

 Typically provides some A function that will

form of entertainment for draw participants,
spectators spectators and
sponsors
 Provides exposure for
sponsors
Event Examples

 WOFEX

 Olympics

 Local music festivals

Copyright © 2014 by Sports Career Consulting, LLC

 Event Marketing
With so many events being offered, event
organizers often find creative new venues to host
events in an effort to generate public interest

La Mesa Eco Park Manila Ocean Park Starcruise

 Event Marketing
The Ironman 70.3, also known as a Half Ironman, is one of a
series of long distance triathlon races organized by the World
Triathlon Corporation (WTC).  Cebu has been the home of the
Cobra Energy Drink IRONMAN 70.3 Philippines since 2012. A
total of 2,500 triathletes gather from over 45 countries,
including former world champions and rising stars of the sport.
The event also boasts of the one biggest and most complete
triathlon expo to date.
Local celebrities, actors and actresses, local politicians are also
avid supporters of this race, making it THE biggest and brightest
race in Asia.
 Event Marketing

Based on the success of past shorter races (5k

and 10k), many other unique racing events are
now popping up, from the “Color Run” and
“Music Run” to innovative and fun race event
 The Sponsor

Will utilize the event to

market its products or The Sponsor:
services
A company using the
Will leverage its event to reach
relationship to advance important
future business
consumers
opportunities
For nationwide and big events “media and
telecommunication sponsors” should be one of
the major sponsors. Manufacturing, food and
industrial and technology companies should be
known as associate sponsors.
Type of Sponsors
1.Cash Sponsors - companies who, in exchange for a
specific set of benefits (like logo placement, emcee
rights, pre-event content creation and promotion,
keynote speeches, sponsored posts on the event blog
before the event, etc.) give money to the event. 
2.In-Kind Sponsors - are companies that offer
products or services for free in exchange for a similar
level of sponsorship. A lot of times, in-kind
sponsorship can save you a lot of money on your
actual event, but it can get tricky when you're
estimating the "tier" that these sponsors fall into.
3. Media Sponsors - come in all forms -- sometimes, media
sponsors agree to promote your event through their social
channels, post about you on their blog/vlog of choice, or
write an article in their printed publication in exchange for
some other sort of benefits at your event. Media sponsors
can be helpful to spread the word about your event, but
be careful and make sure that the media sponsor has a
similar audience to the one you want to reach.

4. Promotional Partners - can be similar to media sponsors,

but they generally are a singular entity that will help you
promote your event. Think of big influencers, bloggers, or
other individuals that don't have the multi-channel reach
of an actual larger media company.
(Note: promotional partners may also be speakers at your
event, in that they'll agree to promote your event for a
speak slot at your conference).
5. Location Sponsors - A business may offer
the use of its facilities as a form of
sponsorship. 
6. Labor Sponsors- A corporation that donates
the time and talent of its employees is
considered a labor sponsor. In this
instance, the company allows its employees
to work on behalf of a charity or community
organization during normal work hours and
still be paid their normal salary. 
The reason that you want sponsors is
two-fold:
1)To help offset the cost of having your event
2) To lend legitimacy and authority to your
event

The more well-known sponsors that align with

your event, the more authority your event has
(especially for first-time events) and the more
individuals will trust your content before they
even buy a ticket.
 The Spectator

Typically must pay to The Spectator:

attend the event

Exposed to promotions
Those attending the
for the event and event event as a source of
sponsors entertainment
 Event Planning
Key factors to consider when planning an event

 Working with vendors  Ticketing & Admissions

 Facility selection  Sponsorship

 Staffing & Volunteers  Award Ceremonies

 Traffic & Parking  Special Accommodations

 Security  Weather

 Concessions  Hotels & Lodging

 Event Marketing: How
to Successfully Promote
an Event
(Pre, On, Post)
Pre-event marketing
1.Omnichannel event marketing- The
multi-faceted approach to event marketing.
• E-mail marketing - Develop your
communications plan for emails well in
advance. Different types of emails will
call for different audiences. Establishing
email plan and messaging strategy
ahead of time, can give better set up for
success in the long run.
Email signature - a custom banner on the
bottom of the email. Create signatures for you
and your staff to aid in the promotion of the
event.
• Social Media – Make sure you set
a dedicated hashtag for your event for all
your social media promotion, checking first to
ensure it’s not already in use. Use engaging
visuals, videos and animations to draw
attention to your tweets promoting the event.
Be sure to pin your event tweets as well.
Take advantage of promoted tweets and paid
ads to extend your reach and impressions
footprint on social media.
• PR (Public Relation) - time-tested
traditional method in promoting events. Drive
awareness to your event via media alerts and
event listings in various business journals and
newsletters. Ask your partners to help
promote your event. 
 • Website - A compelling website is a crucial
component of event marketing.
This should be where you’re driving all your
promotional work, so make sure your event site
includes all the necessary information to drive ticket
purchases and attendees.
This includes, but is not limited to, detailed
agenda, speakers, hotel and transport information
and all other activities. Don’t forget your social
share buttons to help spread the buzz far and wide.
Promotion during the event
It’s crucial you continue promoting the event
throughout its duration if you want to maintain buzz.
There are a number of ways to do this:
• Live tweet and feed - Have community managers
dedicated to tweeting the goings on of the event on
a continual basis. They should act as the eyes and
ears on the ground and report back using social
media. Use pictures and videos of the event to
amplify your presence even further and engage your
audience by encouraging them to share on their
social channels using the dedicated hashtag. 
e.g. #BonVivantTHRMOCT2017 in all social
media platforms
• Live stream – Take it another step further
and live stream the most compelling (or all)
content. Give people who couldn’t attend the
chance to be involved and take away valuable
insights. They’ll remember this experience
when thinking about attending the next
event. Use that to your advantage.
E.g. instagram story, facebook live,
periscope, dayre, snapchat, twitter
• Industry Influencers– Contact prominent
people who are industry experts and have a
following on their blog (these are called
influencers). Invite these people to your
event and it’s sure to get coverage on a lot of
related blogs.
• Wearables– One of the best ways to
promote your event is to have T-shirts
printed up. You can use a logo and the name
of the event. You could print the url of your
website on the shirts for more exposure.
People are receptive to colorful logos and
remember them easily. A lot of companies
can print shirts very inexpensively, and it’s an
eye-catching way to advertise.
Post-event marketing
• Blogs - This is one of the most effective tools
you have available. Creating content and
blogging can boost your rankings in the search
engines when people are searching for
information. If you can enlist guest bloggers,
especially those who participate in the event, it
will give you more exposure.
• Customer Feedback -  Get testimonials from
attendees about how much fun, worthwhile, or
educational it is to attend the event.
Testimonials from local residents are great, but
are even more effective if they come from
people who travel longer distances to attend
the event.
End of Lecture