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Corporate Event Marketing Guide by


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How to get the most ROI from any corporate event partnership. Why Event Marketing? Events still play a vital role in the marketing mix, offering companies the opportunity to build one-on-one relationships with their consumers. EVERY BRAND struggles to stand out from its competition in order to improve its bottom line, and many turn to events to do just that. Let this guide help you with your corporate event planning and be sure to check out the additional ideas, tips, checklists, and resources throughout the guide! From your friends at :)

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  1. 1. Presented by... How to Get the Most ROI from Any Corporate Event Partnership Corporate Event Marketing Guide { Plus Ideas, Tips, and Resources }
  2. 2. Corporate Event Marketing Guide p. 2 is the #1 source for photo booth rentals in the U.S., offering unique, customized event solutions for major corporate brands like Bud Light, LG, and more. Visit to learn how we can help you create interactive, on-site marketing campaigns and brand activations. TABLE OF CONTENTS 1. WHY EVENT MARKETING?...................................................................p.3 2. COMMON TYPES OF CORPORATE EVENTS....................................p.5 3. SECRETS OF SUCCESS...........................................................................p.8 4. BRANDING YOUR EVENT...................................................................p.11 5. ENGAGING CUSTOMERS AT EVENTS............................................p.13 6. SOCIAL MEDIA AT EVENTS...............................................................p.15 7. AVOID THESE MARKETING MISTAKES..........................................p.20 8. CASE STUDY – BUD LIGHT...............................................................p.21
  3. 3. Corporate Event Marketing Guide p. 3 Why Event Marketing? Events still play a vital role in the marketing mix, offering companies the opportunity to build one-on-one relationships with their consumers. 67% of B2B content marketers consider event marketing the most effective strategy Event-triggered marketing can potentially save 80% of your direct mail budget Percentage of Marketing Budget Allocated to Events Source: BtoB Magazine: State of Event Marketing, July 2011 Most Popular Event Program Goals Source: BtoB Magazine: State of Event Marketing, July 2011 100% 83% 72% 72% 57% 46% 32% 80% 60% 40% 20% Generate Leads Customer Engagement Brand Building Education and Training Drive Demand Upsell Customers 34% 7% 10% 20% 29% 34% Other Areas: PR, MI, AR, Marketing Support and Sales Tools, Collateral 29% Digital Marketing 20% Physical and Online Events 10% Traditional Advertising 7% Direct Marketing and Email 1
  4. 4. Corporate Event Marketing Guide p. 4 EVERY BRAND struggles to stand out from its competition in order to improve its bottom line, and many turn to events to do just that. • The importance of event marketing in today’s marketing landscape, including useful facts and statistics • How to excel at event branding to assist your marketing efforts • How to better engage customers at your event to generate leads and market your products • How to take your offline, in-person event into the online world using social mediaa successful corporate event partnerships WHAT YOU’LL LEARN: Whether a large-scale tradeshow, an international product launch, or an intimate private conference, ensuring you have an integrated event marketing plan in place will ensure that you get the most return on your investment. The modern consumer wants more than a pitch when considering your brand’s services or products. They want to understand what your brand personality is, and if there’s a place for it in their lives. Marketing today has become much more nuanced than the traditional advertising of past eras that focuses on the brand more than the customer – the modern buyer is more aware of marketing ploys, is internet savvy, and highly social. They want to experience your brand and understand how it improves their lives, and if you’re successful, they will become a follower, a buyer, and a brand ambassador. Therefore, event marketers need to approach event marketing from all sides – how to engage your customers at the event itself, how to expertly brand an event, and how to leverage social media. This is your definitive guide to all that and more!
  5. 5. Corporate Event Marketing Guide p. 5 COMMON TYPES OF CORPORATE EVENTS You should always cater your marketing strategy to the type of corporate event you’re hosting. Many general strategies apply across all of these common types of events, but be sure to keep your target audience in mind, know what marketing mediums make the most sense for that audience, and what type of event is best to help you achieve your goals. 2 Tradeshows A tradeshow brings together individuals in a particular industry or profession to feature companies competing in a certain market. Typically tradeshows are large events held in convention centers where companies invest in creative booths which showcase their product, service, or brand. Product Launches or Promotions Product launches are used to release new products into the market. These events can take many forms, from in- store demonstrations and promotional booths to modern innovative events like street marketing, flash mobs, and more. How to Plan A Crazy Successful Product Launch Event Of course, increasing sales of your new product is your number one goal. But how is your event going to get you there? Define the purpose of your event in measurable variables, such as the volume of product distribution, the depth of customer awareness, the number of influencers you reached, or the amount of media coverage you secured. This will help you narrow your purpose and plan in a way that contributes to your sales outcomes. Location, Location, Location Not only do you want your event location to allow your target audience to attend easily, but you also want it to reflect your product. Scout your location carefully. Don’t be afraid to think
  6. 6. Corporate Event Marketing Guide p. 6 Conferences Conferences bring together attendees for the purpose of sharing knowledge. These large events are often aimed at training and educating, and can vary depending on the audience. Lunches, Dinners, or Cocktail Parties These events are often smaller and more informal than others. Their main purpose is to allow guests to network in a private setting, and often include thought leadership presentations. Seminars Seminars can range from classroom- style lectures aimed at educating an audience to a field event where marketers travel to locations to spread their message. Seminars often focus on enlightening guests to a particular message or brand. outside the box – think street events, flashmobs, virutal events – but don’t forget about traditional mainstays like tradeshows or cocktail parties, too. Follow Up It’s an easy opportunity to continue the momentum of your product launch by following up post-event. Don’t spend all of your energy building your presence prior and during your event. Plan for continuing the launch process over time and consistently communicating your message through a variety of vehicles (press releases, social media, print, paid advertising, etc.). Create A Memorable, Worthwhile Experience A product launch isn’t just about inviting the right audience and choosing the perfect location. You have to give your customers a reason to go. To get your audience to attend, focus on their needs and how your product improves their lives. From a customer’s point of view, you’ll stand out by crafting a message personalized to their lives (rather than more salesy jargon).
  7. 7. Corporate Event Marketing Guide p. 7 Virtual Events Virtual events are held online so that attendees from many different locations can participate in a virtual environment. Many virtual events include a mix of real-time presentations and interactive features such as a live Q&A. Webinars Webinars are discussion, presentations, or workshops held online using web-based conferencing tools. Most often held in real- time, attendees join to gain information about a particular topic and participate in discussions or interactive features. You might not be selling the next iPhone, but you can still generate buzz.
  8. 8. Corporate Event Marketing Guide p. 8 SECRETS OF SUCCESS 7 Ways to Outperform Expectations at Your Next Corporate Event Every event marketer knows the value of throwing a successful event. But what defines success, and how do you get there? Start with these vital steps for planning and marketing your event, and outperform the expectations of any superior with the highest standards. Define targeted, realistic goals It’s important to be ambitious with what you want to achieve for your brand, product, or service at an event, but setting targeted, realistic goals is vital. The only way you can prove real ROI is by defining the right measurements. Build a model that lets you clearly measure your attendance, pipeline, and revenue impact. Develop and cultivate a strong and creative event theme Developing a creative and engaging theme builds a cohesive look and feel at your event. Incorporate the theme into all event elements, such as a custom-wrapped photo booth, marketing collateral, swag, contests, etc. Get your team together for an active brainstorming session to build a base of creative ideas, then choose the most viable. In the end, a creative and cohesive theme will make your event truly memorable. 3 Don’t just meet your event goals. Exceed them. 1 2
  9. 9. Corporate Event Marketing Guide p. 9 Incorporate social media across the whole event Social media is an absolute must today in the marketing world, no matter what the event. Taking your in-person event and amplifying it online has limitless potential for furthering your reach. Be active on multiple social outlets where you know your audience is active before, during, and after the event is vital. Promote your event on Facebook before the event using a custom event and visual graphics. Live tweet during your event using a custom hashtag. Post candid and posed photos on all outlets during and after the event, and be sure to thank your attendees and follow up with them to continue the conversation. Develop a promotional plan with multiple touches To do a promotional plan right, you need a good mix of email, social, web, public relations, and paid media. This allows you to have multiple touches with your audience in the weeks before your event, during the event, and after the event. Finding the right mix of these for the type of event you’re hosting is vital. Think strategically about your audience (for example, a younger demographic may be more active on social than tradeshow attendees) as well as what you’re trying to achieve (for example, your email marketing could be aimed at registering guests, while your PR tactics focus on getting media to attend and cover the event). Either way, ask for their participation more than once. 3 4
  10. 10. Corporate Event Marketing Guide p. 10 Reach your target audience through segmentation Sure, you want people at your event, but for the most ROI, you want the right people at your event. Who your right audience is will depend on your event and goals (are you focusing on new customers, or trying to build relationships with existing customers?) but using list segmentation in your promotion plan is important. Segment your lists by demographics such as job title, industry, location, and company. This way you can test different marketing messages and see what works best. Follow up immediately after your event Proper event follow up goes a long way in building trust with your customers, and keeps your event fresh in their minds. Plan your follow up strategy prior to your event so executing it is easy and quick. Write emails, plan giveaways, and implement lead nurturing. Measure your impact and prove ROI Every event and company is different, and what you measure at one event may be different than at another. The most important thing to remember about proving real ROI is to clearly outline what you’re trying to achieve. Sure, your guest registration numbers could be out of this world, but if you didn’t capture any of their emails, it’s almost as if they were never there. And not all leads are created equal – measure new leads in a way that lets you pinpoint where they are in your revenue cycle and lead category. Define who’s a current customer, a prospect worthy of pipeline development, or a brand new lead. 6 7 5
  11. 11. Corporate Event Marketing Guide p. 11 BRANDING YOUR EVENT 4 Core Components Of Successfully Branding Your Event Across Marketing Maintaining consistent messaging and visual branding is key to any successful event. Good marketers will spend time and effort conceiving a solid concept, designing engaging visuals, and writing convincing messages, then coordinating branding all across all marketing mediums– on onsite elements, on social media, on hard copy marketing collateral, etc. Ensuring cohesive branding is the surefire way to leave a lasting impression on your audience.
  12. 12. Corporate Event Marketing Guide p. 12 Benefits of Cohesive Branding at Your Event: 360-degree, immersive brand experience Lasting brand recognition Customer loyalty and trust
  13. 13. Corporate Event Marketing Guide p. 13 5 ENGAGING CUSTOMERS AT EVENTS Engaging your customers at your event is all about making lasting impressions with your target market. Ideas for engaging customers at your corporate event: With a strategic and unique engagement plan, you’ll attract potential customers, strengthen relationships with your brand, and stand out from your competitors. Try something new especially when it comes to corporate events, which can often fall flat if they fail to really connect with and excite the target demographic. Create a memorable experience with these fun engagement tactics at your next event specializes in custom interactive solutions for corporate events. Visit Photo booths never get old. Have a Photo Booth. And, there are limitless ways to customize a photo booth for your needs. Plus, adding additional interactive elements to your booth beyond fun props (though props are a must!) make it that much more special, such as integrating
  14. 14. Corporate Event Marketing Guide p. 14 Run a Contest Running a contest helps to create a sense of urgency, exclusivity, and intrigue in your product, company, or service. Plus, you can gain consumer insights and build lead lists by requiring guests give their email or information in exchange for a contest entry. Then, give away things that people will want and use, and brand them with your logo to create multiple brand touches. Give Away Freebies Everyone loves freebies! Often times offering product samples or small gifts carry a relatively low cost to the company, but go a long way in making customers feel special and gain interest in your product, company, or service. Again, think about how you can build your email lists, leads, or sales funnel in exchange for a token of appreciation. Give an Engaging Presentation Take the opportunity to educate consumers in a useful way with an engaging presentation. Use visuals or get the crowd involved. Being clever and using humor (if done right) can make a lasting impact on audiences. Have an Interactive Activity If your product just happens to be inherently active (like exercising equipment, for example), then allowing event guests to try it out for themselves will go a long way in boosting sales. But, if you’re not so lucky, get creative! Make a game your guests can play to interact with your product and with
  15. 15. Corporate Event Marketing Guide p. 15 Social media has a 100% higher lead- to-close rate than outbound marketing. 80% of US social network users prefer to connect to brands through Facebook. 80% SOCIAL MEDIA 52% of all marketers have found a customer via Facebook in 2013 Visual data is processed 60,000 times faster by the brain than text 52% Consumers are increasingly social, and marketers have to constantly be on top of their marketing game to understand and adapt as social media trends grow and change. Marketers, most importantly, must thoroughly understand which audiences are most likely to engage with which platforms, and how to build authentic online relationships with consumers. 6
  16. 16. Corporate Event Marketing Guide p. 16 Four Keys to Successful Social Media Event Marketing Plus Free Checklists! Social media has changed the way consumers interact with brands, which offers marketers limitless opportunities to communicate their messages and promote their events. Even though marketers have been harnessing the power of social media for a while now, it still takes careful planning to execute a successful social media event marketing plan. Follow these four essential keys to marketing your event in the social space. 1. Pre-Event Planning The best planning comes months before your event. Take the time to thoroughly discuss and brainstorm your event, then set the groundwork for executing your marketing plan. Start with creating a detailed timeline for event promotions and announcements across all channels. Then develop the creative and visual elements that will define your event. Finally, set up the basics of your social channels, including a facebook and linkedin event, claiming your location on Foursquare, and creating a custom event hashtag. Pre-Event Planning Checklist: Create a timeline for all promotions Define the tone, messages, and taglines for your specific event Plan and create visual elements that support promotions across all channels Hire an event photographer Staff your event, including assigning specific roles and duties Assign someone to manage logistics, details, and trouble-shoot day-of
  17. 17. Corporate Event Marketing Guide p. 17 2. Pre-Event Social Once your planning has set everything in place, hit the ground running with pre-event social media. Start your efforts 2-3 weeks ahead of time, and carefully plan the number and types of posts for each social media channel. Cater your posts to each audience, but use visuals that tie everything together and create cohesive event recognition. Get creative with infographics, Pinterest boards, memes, and guest bloggers. Don’t forget about social advertising, either. Paid promotions can have a powerful impact on your registration numbers. Pre-Event Social Media Checklist: Create a social content calendar that defines how many posts you’ll execute and where you’ll post them Pre-schedule as many social media posts as possible Set up Facebook and LinkedIn event pages Create a custom hashtag for your event Designate a staff person to live tweet the event Budget and plan for paid social media advertising like Facebook ads, Pin- it-to-win-it specials, and/or youtube ads Announce the event and generate buzz through your blog Tools like Hootsuite are awesome for pre-scheduling social media posts, and they’re free up to a certain amount of posts
  18. 18. Corporate Event Marketing Guide p. 18 Social Media During Your Event Checklist: Post event photos to a Facebook album in real time, updating throughout the event Live tweet every 20 minutes Promote your custom hashtag on signs or collateral at the event to encourage guests to use it Interview guests, speakers, customers, staff, and influencers during the event for social content to blast on all channels Host a live Google+ hangout of the event Live blog the event updating readers on what’s happening Make sure everyone online knows exactly what’s happening at your event and feels engaged and invested in your message. 3. During-Event Buzz Tap into the extensive networks of your event attendees by taking your event online. Make your presence on social media just as strong and exciting as your live event as it happens by interviewing attendees and interacting with customers. Live tweet your interactions, post snippets of speakers, and utilize industry influencers as your brand advocates.
  19. 19. Corporate Event Marketing Guide p. 19 You can measure your success using each platform’s native insights, evaluating referral traffic in Google Analytics, or using tools like 4. Post-Event Follow Up Even though your event has wrapped, many opportunities to continue the conversation online remain. Immediately after your event, assess the content you have and repackage it for your social channels. Create a wrap-up blog post, post photo albums and tag event attendees, share videos on YouTube, and thank influencers in your network. There are also plenty of tools to tap into for measuring the impact of your social media efforts post-event so you can see how far your reach was. Post-Event Social Media Checklist: Send out thank you posts to guests on all platforms Connect with, call out, and thank special influencers on all platforms Post all photos to a Flickr album Edit video footage and post to Youtube + Vimeo Publish a wrap-up blog post of the event highlights Post the slides from the event to Slideshare Measure your social success
  20. 20. Corporate Event Marketing Guide p. 20 AVOID THESE MARKETING MISTAKES There are seemingly endless details to plan for any successful event, and it’s not unlikely that some things fall through the cracks. But don’t let this happen to you. Be over-prepared by knowing the most common event marketing mistakes and how to avoid them. Mistake #1: Winging it. Plan, plan, plan! Don’t let any detail of your event go untouched, no matter how minor it may seem. Events are a huge investment, but their return is great if you ensure your plan is laid out, your staff is trained, and you’ve done your homework. The best event marketing plans also include a backup plan and a crisis escalation plan, too. Mistake #2: Under- or over-staffing your event. Knowing exactly how many hands you’ll need and what each role entails is vital to any event. There’s no greater turn off to a trade show attendee than a booth overflowing with eager staff, and too many forceful volunteers stuffing pamphlet upon pamphlet into customers’ hands at your product launch event can be counterproductive. Think through exactly how many staff you’ll need to have meaningful interactions with guests (considering peak times), but don’t overdo it. Similarly, don’t leave yourself too shorthanded so that you miss out on activity with potential customers. Mistake #3: losing track of important interactions. Events are your opportunity to interact with potential customers face-to-face and build relationships. If you have a conversation with a viable prospect, jot down key details immediately following so you don’t forget. Take their business card, write down their twitter handle, or take notes to later enter into your CMS so that you can do targeted, personal follow-up. Mistake #4: Blending in with the crowd. An awesome location on the trade show floor won’t necessarily draw people in. In order to stand out from the crowd, you have to get creative. Make sure your branding is bold and eye-catching, and incorporate activities that foster positive interaction like photo booths, games, music, swag, etc. 7
  21. 21. Corporate Event Marketing Guide p. 21 CASE STUDY: BUD LIGHT The Event: Exclusive Lollapalooza After Party The Partners: Bud Light and The Campaign: #MakeItPlatinum Concert goers at Chicago’s legendary Lollapalooza music festival entered to win an invite to this exclusive event hosted by Bud Light, where they could enjoy more free live music and meet the bands in person. Marketing Goals: • Spread brand awareness • Increase product sales • Engage their target customers Marketing Tactics: • On-site customer engagement and 360 brand activation using a custom photo booth • Engaged attendees in a fun atmosphere and activity while educating them on the brand • Custom branding and seamless campaign integration coordinating marketing messages across all elements • Utilized custom visuals throughout the room and photo booth elements to highlight the campaign and company logos. • Social Media integration ensuring maximum reach • Leveraged the photo booth and custom hashtag to take the offline event into the online world, connecting the brand to the culture of their young target market
  22. 22. Corporate Event Marketing Guide p. 22 Outcomes: • 150 attendees immersed in a unique brand experience • Hundreds of social media shares on twitter + facebook , resulting in thousands of online impressions • Multiple brand touches through integrated marketing – on-site engagement, social media activation, and print marketing collateral and freebies • Generated quality leads within target demographic for remarketing • Drove product sales at the event and after The room looked AMAZING and it blew everyone away. Thanks, everyone, for being awesome partners! - Jen, Bud Light Marketing Manager “ ”
  23. 23. Corporate Event Marketing Guide p. 23 Want to read about more successful corporate event partnerships? Check out corporate-event-partnerships Ready to book your event with Photobooths? We’ll help you get started today! Visit or call 888-976-2826 to learn more. Are you ready? Don’t wait to start preparing your corporate event! Exploring your options now will allow you to set up your event for success and make your biggest, best impression yet.