Event management and best practicesbest practices tony bhe peter glasmacher jacqueline meckwood guilherme pereira michael wallace implement and use best practices for event processing customize ibm tivoli products for event processing diagnose ibm tivoli enterprise console, netview, switch analyzer front cover. Benchmarks and trends report, most marketers believe that event marketing is the singlemost effective marketing channel for achieving business goals. Front cover event management and best practicesbest. The content you create for each of those points is slightly different.
Contents foreword ix preface xi chapter 1 introduction to event marketing1 chapter 2 event promotion, advertising, and public relations29 chapter 3 electronic event marketing strategies53 chapter 4 funding the event marketing program85 chapter 5 marketing association meetings, conferences, events, and expositions 101 chapter 6 marketing corporate meetings, products. Pdf pevent marketing is the important strategy for the regional tourism. Abc is the event that will push the boundary of fun, with the strongest line up of performers ever put together, to entertain boys and girls in florida. Event marketing best practices and resources marketo. There are also two kinds of content marketing that surround an event. The event registration process, along with any email. Jul 18, 2015 definition and steps involved in the marketing process. We recommend that you use the smart process to set your event objectives. Some events are part of the marketingpromotion process.
Event marketing activities in 2001 and billions on sponsorship. In addition, all of the concepts and instructions in the process apply to both product marketing and. Whatever your business goals, live events can help you achieve them. Ambushing events takes place when companies that are not official sponsors of an event undertake marketing efforts to convey impression that they are.
Whether hosting, sponsoring, or presenting at an event, firsttimer or a seasoned pro, youll be armed with all the information you need to get the most out of any. In event marketing theory, the event has to be created for marketing purposes wood, 2009. Outlining the event roi is simply the act of making your goals more measurable. Event marketing is the promotion of a product, brand, or service through inperson interactions. Su event marketing plan template simpson university. Event marketing can be hosting an event to build stronger relationships with prospects and customers. Whether your event is a onetime occurrence or another in an annual series, setting welldefined goals will ensure that we are focusing on the right target throughout the event marketing process. Your event content marketing plan has three major points of attack. Marketing process includes ways in which value can be created for the customers to satisfy their requirements. These events can be online or offline, and companies can participate as hosts, participants or sponsors.
Competing with other events may lead to struggles for funding, and potentially low attendance numbers. Elements of event marketing so you would like to make a big splash and raise some great revenue for your charity. Deciding what types of events to attend andor host, identifying the content you will present, initiating promotion to attendees, and evaluating every detail of your event s are just a few components of the overall event marketing process. Nov 14, 2010 advantages of creatingcustomized event customized event provides a brand total control over the event customized event is sometimes less costly but more effective. Events can be an effective marketing tactic, especially early in the process when making a strong impression is so important. The best way to do this is with a multifaceted approach. Tanalysiswhatarethestrengths,weaknesses,opportunitiesandthreats s. Events can occur online or offline, and can be participated in, hosted, or sponsored. The real start of sponsorship was during the olympics 1994.
Below are the 4 marketing process steps that involved in targeting the right audience in the market. In a brand promoting an event and its sponsors can obtain brand image, personality and. Even with years of experience and many successful events in our portfolio, we still insist on a thorough. The first step is to determine why you are putting on the event. Sep 08, 2017 definition event marketing describes the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging inperson engagement. It also identifies the various stages in the marketing process. It is an endless series of actions and reactions between the customers and the companies making attempt to create value for and satisfy the needs of customers. A solid marketing mix that incorporates event marketing is critical to connecting with as many potential customers as possible.
Advantages of creatingcustomized event customized event provides a brand total control over the event customized event is sometimes less costly but more effective. Marketers use both inbound and outbound event marketing strategies for promotional purposes. Clubworks bachelors thesis in international business,64 pages spring 20 abstract this thesis provides a strategic marketing plan for an event management company, which represents service business organizations. Definition and steps involved in the marketing process. Deciding what types of events to attend andor host, identifying the content you will present, initiating promotion to attendees, and evaluating every detail of your events are just a few components of the overall event marketing process.
The four ps the heart of marketing strategy is the development of a response to the marketplace. The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers. For more indepth information on event roi, read through the event roi and marketing attribution guide. Sample event marketing plan covers the concepts of marketing, marketing planning, marketing philosophy, the importance of marketing, etc. Between 2017 to 2018 the number of companies organizing 20 or more events per year increased by 17%. Event marketing guide smart insights digital marketing. Event marketing strategies and timelines eventbrite uk. In this stage of the process, the company determines what. Event marketing is the process of planning, organizing, and executing an event of a brand, service, or product through promotional activities. Ensuring that all resources and elements that are needed for marketing an event can make the process more successful and organized. Chapter 3 electronic event marketing strategies53 chapter 4 funding the event marketing program85 chapter 5 marketing association meetings, conferences, events, and expositions 101 chapter 6 marketing corporate meetings, products, services, and events129 chapter 7 marketing festivals, fairs, and other special events151 chapter 8 trends in event.
Case study was employed to analyze a sport event based on event management and event marketing perspectives. Whether you would you are looking to use events to generate more leads, reward and retain. Choose a themewhat is different from other like events. This template is also available in various formats such as word and pdf. Once your goals and measurement tools are in place, its time to kick off your event marketing plan. As noted in the definition, marketing is the execution of the conception, pricing. Maximize your event marketing strategies with unique industry insights and worksheets, including 7 secrets to events that outperform expectations. Branding develops a personality for an organisation.
An event marketing strategy is all about raising awareness of your event. Event planning so, youre going to plan a big event, but you dont know where to start. Event marketing is a promotional strategy that involves facetoface contact between companies and their customers at special events like concerts, fairs, and sporting events. Discover best practices for selling out your event, leveraging event data, aligning with the rest of your organization and more. It encompasses a wide variety of disciplines, which in turn requires a lot of work across multiple teams within an organization. There are many forms of event marketing and each can be catered to address a marketer s specific goals. The marketing process is a process of analyzing the opportunities in the market, selection of the target markets, and development of the marketing mix and management of the marketing efforts. Choose a title that reflects the event or the audience. Cultural and creative goods marketing problems and their solutions are. Event marketing how to successfully promote events, festivals, conventions, and expositions leonard h.
How will this event marketing guide help me and my business. This means promoting the event using various marketing disciplines. However, one cannot just sell a product on the fly without at least knowing certain types of top marketing trends that would enable them to easily distribute their product to as many people as possible in as. Event marketing is a strategy marketers use to promote their brand, product, or service with an inperson or realtime engagement. Based on a framework of knowledge of event marketing and recruitment, a qualitative study. Jan 05, 2015 your event content marketing plan has three major points of attack. The fourth chapter describes the importance of marketing in event management, which is the research topic. Choose the datemake sure it does not conflict with other efforts. Think about every step you take to sell, service and manage your customers. First time event planning guide downtown rochester, mn.
It mainly involves direct interaction with the representatives of a brand, either inperson or online. The strategic marketing process is designed for businesstobusiness b2b marketers. In this event marketing guide, we reveal the strategies we used to promote our first conference and outline how you can use these techniques for your event. It is defined as the marketing discipline focused on facetoface interaction via live.
Clubworks lahti university of applied sciences degree programme in international business thesis. Similar to how we discussed the importance of articulating your event goals, establishing event roi is a related process. You want to direct potential attendees and previous attendees into the awareness stage of your marketing funnel, so that you can inform and advise them as they make the journey towards buying a ticket. Front cover event management and best practicesbest practices. Meaning, features and importance of event marketing. This information is designed to help you through this process and smooth out the rough spots of planning and preparing for a successful and memorable event. When deciding the date for the event, find out what other events might be happening around the same time. This guide will give you the strategic advice you need to run successful events. Event marketing is used to support a variety of marketing programs and initiatives. Within the chapter, various marketing methods are highlighted, and factors are identified and explained. Welcome to your guide to event marketing in 2020 and beyond. There are many forms of event marketing and each can be. Brands use event marketing entertainment like shows, contests, or parties to reach consumers through direct handtohand sampling or interactive displays. Event marketing describes the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging inperson engagement.
Definition event marketing describes the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging inperson engagement. Brainstorm and choose a themewhat is different from other like events. Marketing is the process for creating, communicating, delivering, and exchanging good and services transactional event part 1 marketing components putting the right product in the right place, at the right price, at the right time. It also describes various stages of event management process that are critical for organizing an event successfully. Marketing is the process of developing and communicating value to your prospects and customers. There are also two kinds of content marketing that surround an. Pdf competing model of event marketing activities researchgate. Marketing research is a process in which there is a systematic gathering of data from customers to identify their needs. In a brand promoting an event and its sponsors can obtain brand image, personality and notoriety vila. Businesstoconsumer marketers b2c follow a similar process, with a few additional subjects like product placement, market demographics and packaging. These are measurable and will help you to reach your goals. Develop your communications plan for emails well in advance. This case study shows how mcdonalds continually aims to build its brand by listening to its customers. Determine and plan numerous touchpoints for stakeholders to encounter your event marketing to vastly increase your chance of a successful sale or engagement 4.
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