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A quick look up on your favorite search engine will show that various companies have very different perspectives on the definition of event marketing. Depending where you look, you might find two completely different definitions for the phrase "Event Marketing."
What is the Definition of Event Marketing?After some research, both online and offline, I’ve been able to boil down event marketing into the two definitions below . . .
Event Marketing - Definition #1:The use of traditional or new media to promote, market, or advertise an event. Various forms of marketing and advertising are used to entice people to attend an event. Event types could include anything from not for profit fundraisers to sporting events, conventions, fundraisers, seminars, festivals, workshops, air shows, and many more.Event Marketing - Definition #2:Using an event, such as tradeshows, to engage prospective consumers, build awareness, or market a company’s products and services. One of the simplest examples is trade show marketing. Your business purchases booth space and presents your company’s products or services to trade show attendees. Some companies rephrase this definition of event marketing as event-based marketing. The second definition of event marketing is best embodied in Ruth Stevens' book “Trade Show & Event Marketing: Plan, Promote & Profit.”Two Definitions - One UniversalEven though there are two different definitions of event marketing, this is one universal concept ... the fundamentals of sales and marketing NEVER change. You are far better off focusing on the psychology of marketing, as opposed to trying to adopt and integrate the latest whiz-bang technology. Ultimately, your sales and marketing success comes down to generating measurable results that improve your business.Here's a great video to get you started on the fundamentals with supporting articles specifically for events:
Event marketing process is to induce or bring the potential customers in a themed exhibit to a place to promote a product, service, cause. Example: Trade Fairs, Seminars or Workshops on important National or Global issues.
Steps in Event marketing
1. Based on theme or product or services, set the goal and make arrangements accordingly,
2. Incorporate a strong theme and be creative for the several target markets..
3. Include multiple touches in your promotion as there will be several segments of people coming to the event.
4. Segment your promotions to reach the right target groups
5. Use Social Media in event planning
This need report for marketing
Event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events. Brands use event marketing entertainment (like shows, contests, or parties) to reach consumers through direct hand-to-hand sampling or interactive displays. The practice works because it engages consumers while they're in a willing, participatory position
Fine answers by my colleagues. I can't bring anything new to the subject.
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.
Key points are:
Goals and Planning
Consult a local community calendar
Survey your customers
Create word-of-mouth marketing
Post-event communications
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. The promotion of these activities can occur through various inbound and outbound marketing techniques.
There are 4 steps as Planning, Promotion, Event and Follow-up
The most important for me in planning and Follow-up. An event is meaningless for business if you did not capture the leads and follow-up to convert them in Dollar value.
Thank You Mr. Mohammed for the invitation .. I would agree with others' answers who have really covered your question .. Variety of opinions and correct info... Nothing to add !
Choose social channels you plan on using to promote the event, and assign different levels of importance to each to see where information will be updated first, and what kind of information will be released through each channel. For example, if your primary channels are Twitter and Facebook, schedule all social messaging with important information—the speaker information, workshop description, and event details such as location and relevant times—to be published on these networks first. Secondary channels, such as Instagram or Pinterest, can have a slight delay in social messaging, but make up for the delay with more descriptive media, such as a video, a photo or a checklist. Create a big enough field for each social network to plan what kind of content you plan to promote there, and a checklist to track progress on each of the social channels.
On Facebook, set up a separate Event page dedicated to all the relevant information. Use the description field to include all relevant links, and introduce the official event hashtag. Post any last-minute changes to the event’s Timeline to update all invited guests.
On Twitter, write several Tweet templates including the location, time, a trackable shortened URL of the official event page, as well as the official event hashtag. As well, take note of all the official Twitter handles of notable speakers or performers, and introduce them on your brand’s Twitter account once their attendance is confirmed.
On Instagram, take and queue up photos that preview the venue, the guest speakers, flyers, and anything else that may be visually appealing and relatively self-explanatory—you don’t want to have your Instagram followers guess what the photo means, or how it relates to the upcoming event. Include the official event hashtag in the caption.
On Pinterest, create Pinboards dedicated to various aspects of your event, such as workshops, guest speakers or artists, as well as any organizational aspect you want to recognize—the venue, flyer design, merchandise or a common interest among all attendees. As Pinterest is a highly visual social network, add as many visual elements as you can, including photos, videos, and infographics. Add keywords to your Pin descriptions for greater discoverability of your Boards to increase awareness around the event.
My answer won´t bring any more value, totally agree with answers given. Thanks.
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. The promotion of these activities can occur through various inbound and outbound marketing techniques.
Why Is Event Marketing Important?
In today’s buyer-empowered world, marketers need to seize every opportunity to build relationships, generate goodwill, and earn the trust of prospective buyers and customers. The modern consumer wants more than a pitch when evaluating solutions or making purchasing decisions. Events offer a unique opportunity for them to interact with brands to get a firsthand sense of a company’s focus, perspective, and personality. Event marketing needs to be an integral part of the demand generation mix, and a strategic combination of offline and online events are essential to any company’s bottom line.
“The business school environment is highly competitive. Market offers the tools we need to create a seamless, engaging and interactive experience for potential students. With a single view of all of our activities, we can now identify which campaigns and channels generate the most applications and enrollments. With Market, we are set up for success.”
Companies choose to participate in an event for various reasons. A small company may want the exposure that a live webinar can provide, while a large company may need the face-to-face interaction that a trade show affords. Take a look at a chart from BtoB Magazine’s State of Event marketing, to see the top goals for attending events.
1. Branding and Awareness
A key reason for a business to participate in an event is to establish and build its brand. Event marketing allows your company to cultivate and express its identity firsthand. Through events, you gain the perfect venue to share your ideas, thoughts, and name in the exact manner you want to present them.
“Don't forget that members of the media usually attend industry events. The event organizer can often give you a list of journalists and editors who will be at the event. Reach out to them in advance and schedule a meeting […] which often can result in a feature article that highlights your company and gets the sales reps' phones ringing.”
2. Lead Generation
Another important reason businesses choose to participate in an event is to generate leads. And what better way to do so than to be part of an event where your target demographic is present? The right event allows your company to interact with a group of prospects that already have an interest in who you are and what you do.
“In these days of social media, face-to-face content can really enhance your online connection with your potential customers. Make sure you are using the Twitter hashtags regularly and watch the social media marketing that happens for the event on Facebook so you can comment on the posts and gain visibility with other attendees before the event.”
3. Customer Engagement and Upsell
Events offer an unparalleled level of customer engagement, with an opportunity for positive personal interaction that builds loyalty. Plus, every marketer knows that companies can realize the biggest ROI on their marketing dollars by retaining and growing existing customers. The challenge is to gain the attention of your customers amid the distractions of daily work. At events, you enjoy the chance to upsell customers by introducing them to products and services that they may not know about—or may not realize could address their needs.
“It's easy to fall back on the same type of event over and over again. Stepping out of your box will help you inspire and connect with your existing audience in a new and refreshing way. It will likely also increase the chance of attracting new attendees, participants and evangelists.”
4. Education
Most people attend events to network and be educated. Both are powerful draws in their own ways. No matter what type of event you are at, it is critical to impart knowledge that the audience will value—and that sets your company apart.
