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Event Marketing.
DHRUBAJYOTI KARMAKAR
MBA
GCCBA
KARMAKAR.DHRUV101@GMAIL.COM
Definition
• Event marketing describes the process of developing a themed
exhibit, display, or presentation to promote a product, service, cause,
or organization leveraging in-person engagement. Events can occur
online or offline, and can be participated in, hosted, or sponsored.
• Designing or developing a 'live' themed activity, occasion, display, or
exhibit (such as a sporting event, music festival, fair, or concert) to
promote a product, cause, or organization.
Advantage of Event Marketing
• Minimizes clutter in advertising media .
• Helps companies respond to consumers’ changing media habits .
• Sponsorships help companies gain approval of its stakeholders.
• Enhance brand equity and image, increase consumer awareness .
• Better chances of tapping target market of specific segments, regions
or lifestyles.
Factors to Consider in Creating and
Sponsoring Events
• Image Match-up .
• Target Audience fit .
• Sponsor Misidentification.
• Alignment to other marcom elements .
• EconomicViability.
Event Marketing Steps involved in creating a
promotional campaign for your event
• Step 1: Setup advertising objectives.
• Why you want to advertise?
• What is your objective of advertising?
• What do you want to get through advertising?
• For example:-You want to advertise to create awareness about your event.-You
want to advertise to get sponsors and clients for your events-You want to
advertise to thank you your sponsors and clients.
• Step 2: Decide your promotional Activities
• How you are going to promote AIESEC, your organizers, your sponsors, your
clients and your partners, pre-event, at-event and post-event.
Mahindra Monastery Escape
• Mahindra Monastery Escape: To give adventure enthusiasts the
authentic Himalayan experience, Mahindra’s SUVs are off on the
ongoing Mahindra Monastery Escape campaign.
• From Delhi to Leh, this journey is pitched as the ‘drive of a lifetime’
and is an annual event.
• Becoming more and more popular every year.
Maybelline
• Maybelline: Maybelline India’s Super Stay 14-hour lipstick was
launched with a social-media driven activity in Mumbai recently.
• Through a 14-hour countdown, people across the country were asked
to tweet about things that finished too quickly using theTwitter
handle #doesntlastlongenough.
• The more the tweets, the quicker the product would be revealed.The
responses were used to form the shape of the lipstick, which
appeared on a large screen on a 25-feet high recreation of NewYork’s
Times Square; an absolutely in-your-face revelation.
Pepsi IPL – The Great Indian Catch
• Pepsi India had bagged the title sponsorship rights for IPL and it had
lined up several uber campaigns last summer. Pepsi’s IPL campaigns
had set the standards higher for the Indian digital industry.
• One such example was the Great Indian Catch contest that utilized
Google maps and Facebook Check-In functions.When participating in
the contest, the user had to login via Facebook and give access to the
application to action Facebook check-ins at different cities on the
map of India as defined in the application.
• Combination of gaming and social media was a great way to engage
one’s audience. Google Maps and Facebook check-ins made it even
more interesting! A fantastic idea coupled with brilliant execution had
taken gamification to a whole new level altogether.
Parle G’s Future Genius Activation
• Parle G was attempting to reach out to parents and kids by engaging
them in an online activity to reinstate the brand philosophy.The
campaign was an opportunity to interact with the core target group
and build a strong relationship with them.
• They had launched a micro site thefuturegenius.com/ and roped in
Ruskin Bond, a famous writer for the site.The micro site contains a
couple of sections namely Genius Gyaan, Parents Quotient and Diary
of a Genius.
• In a nutshell, the campaign clearly demonstrated that is not just
content that works, it is content, which adds value to the society that
does the magic.
Tape-A-Tweet by Bournville
• Bournville had created a hash-tag #NotsoSweet, asking users to
tweet with it and describe overtly sweet situations around
them. While people tweeted about the obnoxiously sweet habits
they witnessed around them, the brand selected a few of them on the
go and these were converted into quick 1 minute funny videos.
• The fact that this activity was conducted live is commendable.
• The videos were scripted, shot, edited and uploaded at an average
time span of 20 minutes of a tweet that was selected to be converted
into a video. 20 such videos were uploaded during the day.
Spontaneity in this campaign contributed to the huge success!
Event marketing

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Event marketing

  • 2. Definition • Event marketing describes the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging in-person engagement. Events can occur online or offline, and can be participated in, hosted, or sponsored. • Designing or developing a 'live' themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization.
  • 3. Advantage of Event Marketing • Minimizes clutter in advertising media . • Helps companies respond to consumers’ changing media habits . • Sponsorships help companies gain approval of its stakeholders. • Enhance brand equity and image, increase consumer awareness . • Better chances of tapping target market of specific segments, regions or lifestyles.
  • 4. Factors to Consider in Creating and Sponsoring Events • Image Match-up . • Target Audience fit . • Sponsor Misidentification. • Alignment to other marcom elements . • EconomicViability.
  • 5. Event Marketing Steps involved in creating a promotional campaign for your event • Step 1: Setup advertising objectives. • Why you want to advertise? • What is your objective of advertising? • What do you want to get through advertising? • For example:-You want to advertise to create awareness about your event.-You want to advertise to get sponsors and clients for your events-You want to advertise to thank you your sponsors and clients. • Step 2: Decide your promotional Activities • How you are going to promote AIESEC, your organizers, your sponsors, your clients and your partners, pre-event, at-event and post-event.
  • 6. Mahindra Monastery Escape • Mahindra Monastery Escape: To give adventure enthusiasts the authentic Himalayan experience, Mahindra’s SUVs are off on the ongoing Mahindra Monastery Escape campaign. • From Delhi to Leh, this journey is pitched as the ‘drive of a lifetime’ and is an annual event. • Becoming more and more popular every year.
  • 7. Maybelline • Maybelline: Maybelline India’s Super Stay 14-hour lipstick was launched with a social-media driven activity in Mumbai recently. • Through a 14-hour countdown, people across the country were asked to tweet about things that finished too quickly using theTwitter handle #doesntlastlongenough. • The more the tweets, the quicker the product would be revealed.The responses were used to form the shape of the lipstick, which appeared on a large screen on a 25-feet high recreation of NewYork’s Times Square; an absolutely in-your-face revelation.
  • 8. Pepsi IPL – The Great Indian Catch • Pepsi India had bagged the title sponsorship rights for IPL and it had lined up several uber campaigns last summer. Pepsi’s IPL campaigns had set the standards higher for the Indian digital industry. • One such example was the Great Indian Catch contest that utilized Google maps and Facebook Check-In functions.When participating in the contest, the user had to login via Facebook and give access to the application to action Facebook check-ins at different cities on the map of India as defined in the application. • Combination of gaming and social media was a great way to engage one’s audience. Google Maps and Facebook check-ins made it even more interesting! A fantastic idea coupled with brilliant execution had taken gamification to a whole new level altogether.
  • 9. Parle G’s Future Genius Activation • Parle G was attempting to reach out to parents and kids by engaging them in an online activity to reinstate the brand philosophy.The campaign was an opportunity to interact with the core target group and build a strong relationship with them. • They had launched a micro site thefuturegenius.com/ and roped in Ruskin Bond, a famous writer for the site.The micro site contains a couple of sections namely Genius Gyaan, Parents Quotient and Diary of a Genius. • In a nutshell, the campaign clearly demonstrated that is not just content that works, it is content, which adds value to the society that does the magic.
  • 10. Tape-A-Tweet by Bournville • Bournville had created a hash-tag #NotsoSweet, asking users to tweet with it and describe overtly sweet situations around them. While people tweeted about the obnoxiously sweet habits they witnessed around them, the brand selected a few of them on the go and these were converted into quick 1 minute funny videos. • The fact that this activity was conducted live is commendable. • The videos were scripted, shot, edited and uploaded at an average time span of 20 minutes of a tweet that was selected to be converted into a video. 20 such videos were uploaded during the day. Spontaneity in this campaign contributed to the huge success!