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Events Marketing &
Communications
Nicola O’Loughlin
Chartered Marketer, MCIM, MA
About Me…
• Chartered Marketer and member of the Chartered
Institute of Marketing (CIM)
• CIM Professional Diploma in Mark...
Why should events be part of your
marketing mix?
4 main reasons to hold an event:

1.
2.
3.
4.

Branding & Awareness
Lead ...
3 Key Questions
1. Who is my target audience?
2. Is this event relevant to the target
audience?
3. How will I get my targe...
Event Planning
• Your event planning should include a marketing plan
from the outset.
• Include costs of marketing within ...
Marketing Your Event
Email marketing
Direct marketing
PR
Advertising
Social media
Email Marketing
Pro’s

Con’s

• Easy to use
• Quick to set up
• Range of templates and
providers which can be used
(i.e. D...
Direct Mailing
Pro’s

Con’s

• Easy to use
• Usually seen as more
personal than email
• More people keep a hard
copy than ...
Press / Press Releases
Pro’s
• Newspapers and
publications are always
looking for copy now, so
well-written content is
oft...
Advertising
Pro’s

Con’s

• Your own design – so
can be eye-catching,
have your intended
messages, etc
• You control the i...
Social Media
Pro’s

Con’s

• Often inexpensive
• Reaches wide audience
• Intended audience can be
segmented and targeted
•...
Post-Event Marketing
• “Legacy” – an event doesn’t end when you
pack up your equipment, and neither should
your marketing....
Post-Event
Publicity, including
Twitter conversation
about the event. This
all contributes to
ROI.
For further information, get in touch:
Nicola O’Loughlin

nicola.e.oloughlin@gmail.com
@nicola_a
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Events marketing & communications guest lecture - Feb 2014

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Guest lecture for the University of Bedfordshire, on marketing and communications for events management. February 2014.

Published in: Marketing
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Transcript of "Events marketing & communications guest lecture - Feb 2014"

  1. 1. Events Marketing & Communications Nicola O’Loughlin Chartered Marketer, MCIM, MA
  2. 2. About Me… • Chartered Marketer and member of the Chartered Institute of Marketing (CIM) • CIM Professional Diploma in Marketing • Masters in Events Marketing Management, London Metropolitan University • BA (Hons) Media Studies, De Montfort University (Leicester) • 8 years in events and marketing, including both charity and business sector. • Blog – www.oloughlinmarketing.com • Twitter – @nicola_a
  3. 3. Why should events be part of your marketing mix? 4 main reasons to hold an event: 1. 2. 3. 4. Branding & Awareness Lead Generation Customer/Client/Supporter Engagement Education
  4. 4. 3 Key Questions 1. Who is my target audience? 2. Is this event relevant to the target audience? 3. How will I get my target audience to attend?
  5. 5. Event Planning • Your event planning should include a marketing plan from the outset. • Include costs of marketing within your overall event budget • Include timeline for when marketing activities and communications will take place • Don’t forget to include post-event marketing within your marketing plan
  6. 6. Marketing Your Event Email marketing Direct marketing PR Advertising Social media
  7. 7. Email Marketing Pro’s Con’s • Easy to use • Quick to set up • Range of templates and providers which can be used (i.e. Dotmailer, MailChimp, etc) • Inexpensive • Your message reaches people in the place where they are most likely to respond instantly (i.e. at their desk) • Can reach a high number of people with relative ease. • Need to have a database of contacts • Cold contacts can lead to poor open rates • Could be seen as spam • Impersonal
  8. 8. Direct Mailing Pro’s Con’s • Easy to use • Usually seen as more personal than email • More people keep a hard copy than an email • Open rates seen to be better than email • Need to have a database of contacts • Doesn’t always reach the intended recipient • Postage expensive (especially when sending bulk mailings) • Requires more action to make the booking
  9. 9. Press / Press Releases Pro’s • Newspapers and publications are always looking for copy now, so well-written content is often appreciated • You write the messages and information • Can include any information you want to communicate, such as human stories and calls to action Con’s • Not sent to a targeted audience, unless using trade press • Cannot control the final published copy or that the information is included in publications • Often a low response rate • Audience demographic usually fairly vague
  10. 10. Advertising Pro’s Con’s • Your own design – so can be eye-catching, have your intended messages, etc • You control the input and frequency of publication • Can be done in a wide range of methods and places (TV, radio, newspapers, magazines, online, etc) to best suit your target audience • No guarantee that your intended audience will see it • Audience demographic usually fairly vague • Often a low response rate • Can be very expensive, so usually not available to smaller events
  11. 11. Social Media Pro’s Con’s • Often inexpensive • Reaches wide audience • Intended audience can be segmented and targeted • Can regularly change messages • Can get influencers to share your message for wider reach and credibility • Audience can access your messages at any time • Need an established online presence to start with to get best results • No guarantee that your audience will see or consider your message, due to frequency of received messages on Twitter, Facebook, etc. • Can be time consuming
  12. 12. Post-Event Marketing • “Legacy” – an event doesn’t end when you pack up your equipment, and neither should your marketing. • Your post-event audience should include those who didn’t attend the event. • Follow up and measure ROI (return on investment) from your event
  13. 13. Post-Event Publicity, including Twitter conversation about the event. This all contributes to ROI.
  14. 14. For further information, get in touch: Nicola O’Loughlin nicola.e.oloughlin@gmail.com @nicola_a
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