Event Marketing: The Basics

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Event Marketing: The Basics

  1. 1. Event Marketing BREAKING IT DOWN
  2. 2. 2 KINDS OF “EVENT MARKETING”:  Promoting your event to maximize attendance or revenue (event planner’s perspective)  Using events as a tool for promoting your brand or product enabling 2-way connection with a target audience (sponsor’s perspective)
  3. 3. Marketing Basics: “The 4 P’s”  PRODUCT  PLACE  PRICE  PROMOTION PEOPLE!
  4. 4. For events:  The Product:  the Program & overall Experience  The Price:  registration , tickets, subscription  time invested by attendees  The Place:  destination, venue  Date & time
  5. 5. What’s the difference between “Marketing” & “Advertising?
  6. 6. Case Study: THE LEMONADE STAND  Moral of the story: If you create a good match between the first 3 “P’s” (product, price, place) and your “People”... you won’t need to do much with the 4th “P” (promotion)
  7. 7. The big secret: “All four Ps need to be aligned with your target audience.”
  8. 8. “Target Marketing”
  9. 9. “Segmentation”
  10. 10. Is it better to be “all things to all people”, or target a Niche?
  11. 11. Describing your target audience Geographic Demographic Psychographic Behavioral
  12. 12. Examples of Psychographic Criteria personal preferences, how we think Psychocentric vs. Allocentric Nielsen’s Lifestyle Segmentation System
  13. 13. “POSITIONING”  What is unique about your event experience?  What sets you apart from the competition?  What do you want to become known for?
  14. 14. How would you “position” your project event experience? (answers the question, “Why should I come?) Timeout:
  15. 15. the 4th P: PROMOTION  Promotion really means communication with your target audience
  16. 16. Three big questions:  Where are they hanging out?  Why am I communicating (objective)?  What is my message?
  17. 17. Communication strategies:  Paid Media Advertising (print, broadcast)  Online media (websites, search, ads)  Publicity (a.k.a. “earned media”)  Social Media  Personal Selling (example: Sponsorships)  Event Marketing (using other events!)
  18. 18. The Publicity Arsenal  Press release  Social media campaign  Images/B-roll/YouTube channel  Celebrities, featured guests, “experts”  Press kit (print and/or electronic)
  19. 19. The key to “earned media”: “If you want people to talk about you, you have to give them something to talk about.” (works for visuals or video, too.)
  20. 20. So what’s your story?  People are interested in people...  so good stories are almost always about people. Brainstorm!
  21. 21. The other perspective: EVENT SPONSORSHIPS
  22. 22.  DONOR – donates money or goods/services, typically for the good of a non-profit organization or cause (a philanthropic relationship)  SPONSOR - provides money, goods or services in return for advertising & promotional benefits and/or access to a targeted audience , as a marketing expense (a business relationship) Difference between a “Donor” and a “Sponsor”
  23. 23. Types of Sponsors:  Title Sponsor – sponsor is part of the name of the event: “KeyBank Vermont City Marathon”  Presenting Sponsor – mentioned after the name of the event: “The Rose Bowl, presented by AT&T”  In-Kind Sponsor – provides goods or services, rather than cash (airline tickets, food & beverage, media exposure)
  24. 24. Sponsor types, continued…  Official Sponsor – a product that is an event’s exclusive sponsor  Media Sponsor – print, radio, television or website sponsors  Co-Sponsor – shares sponsorship of event with other sponsors
  25. 25.  Name/Logo Visibility in event promotional messages and/or on-site at the event  Opportunities to interact with a target audience  Face-to-face networking & selling opportunities  Demonstrate or distribute sample product What you have to sell at your event:
  26. 26.  Opportunity to host key customers, clients or employees at event  Naming opportunities for places or activities  Preferred location of a booth or presentation  Promotional rights - posters, t-shirts, brochures, special offers, etc. What else can sponsors get?
  27. 27. The key to kick-ass sponsorships: “Activation”  What opportunities do you have to enhance your event experience by integrating sponsors ?  How can sponsors engage with your attendees?
  28. 28. Activation Channels: 1. On-Site (the experience) 2. On-Air 3. Online
  29. 29. Check it out: EventMarketer.com

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