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
“The 4 P’s”
the Program & overall Experience
registration , tickets, subscription
time invested by attendees
Date & time
What’s the difference between
“Marketing” & “Advertising?
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)
The big secret:
“All four Ps need to be aligned
with your target audience.”
Is it better to be
“all things to all people”,
or target a Niche?
Describing your target audience
Examples of Psychographic Criteria
personal preferences, how we think
Nielsen’s Lifestyle Segmentation System
What is unique about your event experience?
What sets you apart from the competition?
What do you want to become known for?
How would you “position”
your project event experience?
(answers the question, “Why should I come?)
the 4th P:
Promotion really means
communication with your target audience
Three big questions:
Where are they hanging out?
Why am I communicating (objective)?
What is my message?
Paid Media Advertising (print, broadcast)
Online media (websites, search, ads)
Publicity (a.k.a. “earned media”)
Personal Selling (example: Sponsorships)
Event Marketing (using other events!)
The Publicity Arsenal
Social media campaign
Celebrities, featured guests,
Press kit (print and/or electronic)
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.)
So what’s your story?
People are interested in people...
so good stories are
almost always about people.
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
a “Donor” and a “Sponsor”
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
Sponsor types, continued…
Official Sponsor – a product that is an event’s
Media Sponsor – print, radio, television or website
Co-Sponsor – shares sponsorship of event with other
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:
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?
The key to kick-ass
What opportunities do you have
to enhance your event experience
by integrating sponsors ?
How can sponsors engage with your