Events Flashcards
events marketing
- process which involves engaging potential customers by organizing an event, and give them an opportunity to experience a product
- allows customers to touch, taste, feel and imagine a product
- real life experience shape decisions and the ability to choose a product more effectively than what we see or read in newspapers and televisions.
benefits of event marketing
Events offer a unique opportunity for brands and organizations to:
- showcase their business and personality
- educate their customers
- engage with them on a different level
why event marketing?
- effective both financially and not financially
- reach specific audiences
- customer interaction and engagement
- build brand awareness
- generate leads (drive purchase)
- customer insight and feedback
- networking
- huge ROI
generate leads
- People find it easier to connect with and remember sensory experiences.
- Participating in a physical event is a fantastic way to generate leads
top 3 criteria used to measure marketing success
- total attendance, participation, or visits
- social media activity (likes, shares)
- leads
what motivates event participation?
- free samples
- discounts
- learn about product promoted
why do people become more likely to purchase?
-given opportunity to try it out first
event marketing trends
- Strong emotional connection between a brand and consumer
- challenge of proving event ROI
- Mobile event apps are on the rise
- Brands shifted $$$ from “stuff” to spending it on experiences
event marketing challenges
- Making the most of data
- Partners are an important way to drive additional revenue
- Attracting new audiences with social media•
- Using technology to build relationships.
- Standing out from the competition
making the most of data
Most marketers are collecting data,but they are unsure of how to put data to work for them to drive real insights that will transform the business•Integrating sponsorship
partners are an important way to drive additional revenue
create integratedsponsorshipsthat add to the overall experience and are a win-win-win–for the show organizer, for the sponsor, and for the attendees
using technology to build relationships
It should be additive and fun, not just a gimmick•
considerations before event
- Purpose of Event tied to Business Objective
- Audience (guest list: VIPs vs. B List)
- Theme & Experience (why busy people should attend)
- Flow of Event
- Venue
- Date/Time
- Food & Beverage
- Security/EMT service
- Timeline of Activity
- Budget
considerations for the event site
- On-site Staffing (registration, hosts, service)
- Nametags/printed program
- Food & Beverage
- Transportation (car service, valet parking)
- Security/EMT service
- Venue•Flow of Event
- Giveaways to guests
- Program/presentation (emcee, A/V)Call to action for guests
considerations post event
- Evaluate event
- Book venue for next year (?)
- Pay vendors
- Thank you notes to guests/speakers
- Survey guests
- De-brief meeting with all involved
