Event Marketing

BREAKING IT DOWN
Q. In which type of event do we participate?

35% 33% 29%

30%
25% 19%
20% 14%
15%
10% 5%
5% 0
0%
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
Why Event Marketing?

2
Marketing Basics:
“The 4 P’s”

 PRODUCT
 PLACE
 PRICE
 PROMOTION

PEOPLE!
For events:
 The Product:
 the Program & overall Experience

 The Price:
 registration , tickets, subscription
 time invested by attendees

 The Place:
 destination, venue
 Date & time
What’s the difference between
“Marketing” & “Advertising?
The big secret:

“All four P's need to be aligned

with your target audience.”
 Sponsorship Alternatives
1. Event marketing is a $9.5 billion business in NA.
2. Sports gets the majority of the investment (67%).
3. Sports reaches the “masses.”
Sports
Sports
Entertainment 4. Causes and arts reach the “classes.”
Entertainment
Festivals
Festivalsand
andFairs
Fairs
Causes
Causes A company can invest a lot or a little. The benefits are the same but on a
Arts
Arts different level.

Some companies such as McDonald’s and Coca-

Cola provide support at all levels. Events and
sponsorships are integral aspects of their
marketing strategies.
“Target Marketing”
Describing your target audience

Geographic
Demographic
Psychographic
Behavioral
 EVENTS

LIVE
REACH
INTERACTION

Right Desired
Communic Live Impact
ation WITH CREATES
Audience
from the
client
the 4th P:
PROMOTION

 Promotion
really means
communication with your target audience
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!)
 The Publicity Arsenal

 Press release
 Social media campaign
 Images/B-roll/YouTube channel
 Celebrities, featured guests,
“experts”
 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...

 sogood stories are

almost always about people.

Brainstorm!
The other perspective:
EVENT SPONSORSHIPS
 Difference between
a “Donor” and a “Sponsor”

 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)
Types of Sponsors:

 OfficialSponsor – 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
What you have to sell at your event:

 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

Real Event Marketing
Company profile
Our mis sIon…..
To create and deliver experiences that engage,
entertain, educate and delight like nothing else… We help our clients to reach
their business goals
through our services in
communication,
education, measurement,
rewards and events to
inspire their employees,
channel partners and
customers
 How They Do Business

•We activate brand ideas

•We turn talk into action

•We build brands and relationships

•We help leading brands to inspire audiences

 How They Work ?

1. Concept Generation – Venue selection

2. Events Design, Direction, Production and Management

3. Scenarios – Choreographies – Artistic Direction Corporate

Video production

4. Audio/Visual, Light & Sound, Special Effects Equipment

5. Digital and multimedia concepts and applications

Continued…

Creative Development (Design & Production/ Construction):

• Scenery- Stage design and construction

• Costume design and creation
• Printing materials design and production (flyers, brochures, invitations)
• Exhibition pavilions design and construction
• P.O.S support (Frame & display stands, POP, banners, design and printing)
 Artists Bookings: Performers, Bands, Actors, Singers, Dancers,
 Models , Celebrities

 Personn el for promotional activations (promoters, supervisors) Venue Bookings

 Security, VIP handling, crowd management Merchandising

 Lo gIs ti cs