This document discusses different types of event marketing and event attendees. It identifies 11 types of members that attend events for various reasons such as networking, career development, or discounts. The document also lists 8 types of events from small training to social events. It discusses the importance of passion in event marketing and leadership, research, networks, teams, brand advocates, partnerships, and venue atmosphere in successful event marketing. The key message is that event marketers should understand attendee motivations and connect on a human level through passion.

1. Events &
Event Marketing
Sofie Sandell
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3. Different kind of people and members
1) Social members, they are there to meet new people.
2) Continual professional development members. Add to CPD hours.
3) Information consumers - always learning about whatever.
4) Aspiring leaders and thought leaders. Raising their profile in their industry.
5) You “should” join members. Told by others they should join.
6 ) The networkers and connectors.
6) The CV members - membership looks great.
7) The activists, mission and purpose members.
8) Lifelong learners (not only focused on their profession).
9) Happy to pay but don’t want to be involved members.
10) Supportive members who are not actively involved at the moment.
11) Money savers - want the discount on courses and conferences.

4. Different kind of events "
• Small training event - personal and makes you feel exclusive
• Large training event - big buzz
• Talks
• Panel debates
• Awards
• Conferences
• Charity events
• Training academies
• Social events - dinners, drinks, mingle
• Hybrid events - a bit of a mix

5. The 4 Ps in Marketing
And the 5th P?
It’s passion
Product, place, price and promotion

6. Does passion matter?
‘When your organisation connects with the world you are
making a difference in many people’s lives.’
‘We live in a knowledge based networked and
connected society. How well are you connecting?’
‘By getting many people to your events you are
connecting and reaching further out in the world.’
‘Your passion, dreams and goals will reflect on the
contribution you are here to make in your life.’
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7. Leadership
‘To be seen online today takes energy. ‘
‘You need to focus your energy to design and create
the best events that you possible can.’
‘It takes great leadership to get an event to stand
out and be remembered.‘
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8. Research
How well do you know your customers
and what do they want to do?
Is there anything in your event
marketing that you need to change?

9. Your network
Passive members
Active members
Über active members
Brand advocates
Strong influencers

10. Your team
‘If you want to walk fast walk alone, if you want to
walk far, walk together!’
- African proverb
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11. Brand advocates
Some people in your network will share everything and bring
people to your event.
Make sure that the information about your events is worth
sharing.
The information must be engaging, interesting and add value!
Social media and online networking is very driven by
information, photos and videos. Create new content so that your
event is shared.

12. Is there a difference between
ordinary customers and brand
advocates?
Love
Like
Brands that know who they are, their
values and identity and that also
know who their customers are will
invent new ways to connect. It’s
easier if you've got the basics right.
Brands that are great
at picking up on trends
in their online
communities are
always a few steps
ahead.

13. Brands that help people dream about a better
future and a better world get more loyal fans.
Consumers would like to connect their personal
brand with these kinds of organisations and
events.

14. To be able to read what’s coming next in brand
advocacy you must be a brand advocate yourself
to see how you react when the brand you like
connects online.
It’s human nature to become a fan and to be loyal
and if you are a brand advocate yourself (not just
for your brand) you will get a feeling for how it
works.

15. Joint venture & partnership
Think WIN - WIN - WIN
You - partner - your customers.
Everyone must win to get it to work.

16. Passion killers

18. Venue and atmosphere
!
Space
Sound system
Acoustics
Do the venue reflect your subject?
Air-conditioning - too hot, too cold?
Chairs
Natural light
Facilities
Brand the venue
Your style and outfit
The speaker’s behaviour
Organisation and admin
Your venue directly reflects the
culture of your organisation

19. Call to action "
During the event always encourage people to join in
and get involved. If you have passion for what you
do that shines through.

20. Be proud and give people reasons to stay proud!

21. Thank you!
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