UNIT I

Concept of Event Marketing

Sagar C. Janrao
 Concept of Event Marketing
• Event Marketing- Event marketing is a strategy marketers
use to promote their brand, product, or service with an in-
person or real-time engagement. Events can be online or
offline, and companies can participate as hosts, co-hosts,
participants or sponsors.
Concept of Event Marketing
Different types of events
• Conferences.
• Awards and Dinners.
• Meetings.
• Exhibitions.
• Christmas Parties.
• Summer Parties.
• International Events.
Concept of Event Marketing
• Hosting or participating in events is a key way for companies to
establish and grow their brand. 64% of event marketers reported that
the primary reason for hosting events is brand awareness for their
company or products.
5 G’s of Events
• Goal:
• Clearly define the purpose and objectives of the event. Understand what you aim to achieve, whether it's
raising awareness, generating leads, fostering networking, or celebrating a milestone.
• Guests:
• Identify and understand your target audience. Consider their demographics, interests, and preferences.
Tailor the event to cater to the needs and expectations of your attendees.
• Venue:
• Choose an appropriate location for the event based on the size of the audience, the nature of the event,
and logistical considerations. Ensure that the venue aligns with the goals and theme of the event.
• Logistics:
• Pay attention to the logistical details such as scheduling, transportation, catering, technology
requirements, and any other operational aspects that contribute to the smooth execution of the event.
• Good Communication:
• Effective communication is essential. This includes promoting the event to your target audience,
providing clear instructions and information to participants, and ensuring that all stakeholders are well-
informed.
Event designing
• Event designing is a process of creating an overall concept and
aesthetic that will capture the attention of your guests, enhance the
ambience, and create a memorable experience. The different elements
impacting an event like visuals, audio and experience – are weaved
together in harmony.
 Events as a Marketing Communication
• Events can be a powerful and versatile marketing communication tool,
providing unique opportunities for engagement, brand exposure, and
relationship-building. The relative importance of events in marketing
communication can vary depending on the industry, target audience,
and specific marketing goals.
Events as a Marketing Communication
• Face-to-Face Interaction:
• Events allow for direct, in-person interaction between brands and their
audience. This personal connection can build trust, credibility, and a stronger
emotional connection compared to other forms of communication.
• Brand Visibility:
• Well-executed events can generate significant brand visibility. Whether it's a
product launch, trade show presence, or sponsored event, being physically
present in the same space as the target audience enhances brand recognition.
Events as a Marketing Communication
• Engagement and Experiential Marketing:
• Events provide opportunities for experiential marketing, allowing attendees to
interact with products or services in a tangible way. This hands-on experience
can create lasting impressions and drive engagement.
• Networking and Relationship Building:
• Events provide a platform for networking, both among attendees and between
businesses and their clients or partners. Building and strengthening
relationships in person can have a profound impact on long-term business
success.
Events as a Marketing Communication
• Content Generation:
• Events generate a wealth of content opportunities, from live social media
coverage to post-event recap videos. This content can be repurposed across
various channels, extending the reach of the event beyond its physical
location.
• Targeted Audience Reach:
• Events allow marketers to target specific demographics or niche audiences.
Whether it's a local community event or an industry-specific conference,
marketers can tailor their messages to a particular group.
Events as a Marketing Communication
• Market Research Opportunities:
• Events provide a platform for businesses to gather direct feedback from
customers, understand market trends, and conduct informal market research.
• Competitive Advantage:
• Successful events can differentiate a brand from its competitors. A memorable
and well-executed event can leave a lasting positive impression on attendees,
contributing to a competitive advantage.
 Diverse Marketing by Events
• Brand Awareness:
• Events provide an excellent platform to introduce or reinforce brand identity.
Through live experiences, brands can make a memorable impact on attendees,
contributing to increased awareness.
• Product Launches:
• Events offer an ideal setting for launching new products. Attendees can
experience the product firsthand, ask questions, and provide immediate
feedback. This creates buzz and excitement around the product.
Diverse Marketing by Events
• Lead Generation:
• Events allow businesses to capture leads directly. Whether through sign-up
sheets, QR codes, or interactive activities, events facilitate the collection of
valuable contact information for potential customers.

• Customer Engagement:
• Engaging with customers in person fosters a deeper connection. Events
provide a platform for meaningful conversations, addressing customer
inquiries, and creating a positive impression of the brand.
Diverse Marketing by Events
• Relationship Building:
• Events are conducive to building and strengthening relationships with clients,
partners, and stakeholders. Networking opportunities at events can lead to
long-term collaborations and partnerships.
• Market Research:
• Events enable companies to gather real-time feedback and conduct informal
market research. Direct interactions with attendees can provide valuable
insights into consumer preferences and trends.
• Educational Initiatives:
• Seminars, workshops, and demonstrations at events allow companies to
educate their audience about their products, services, or industry trends. This
positions the brand as an authority in the field.

• Community Building:
• Local events or community outreach initiatives help build a sense of
community around a brand. This fosters loyalty and can turn customers into
brand advocates.
Diverse Marketing by Events
• Employee Engagement:
• Internal events, such as team-building activities or company conferences,
contribute to employee engagement. This can boost morale, enhance company
culture, and align employees with the brand's mission.
• Crisis Management:
• In the face of a crisis, events can be a platform for transparent
communication. Addressing concerns directly with stakeholders can help
manage and mitigate potential damage to the brand.
Diverse Marketing by Events
• Sales Opportunities:
• Events provide opportunities for direct sales, especially in a setting like trade
shows or product expos. Attendees may make on-the-spot purchasing decisions
or follow up with purchases post-event.
• Media Coverage:
• Well-executed events can attract media attention, leading to coverage in
traditional and online media. This can significantly amplify the reach and
impact of the event.
Diverse Marketing by Events
• Social Media Amplification:
• Events generate real-time content opportunities for social media sharing.
Attendees often share their experiences, providing user-generated content that
can be leveraged for ongoing marketing efforts.
• Differentiation in a Crowded Market:
• In competitive industries, events can be a unique selling point. A well-
designed and memorable event can set a brand apart from competitors and
create a lasting impression.
 Brand Building
• Brand building is the process of marketing your brand, whether that
be for the purpose of building brand awareness, promoting products,
or simply connecting with your intended audience for the purpose of
establishing a relationship with them in their day-to-day lives.
• Understanding the 4 Key Steps to Brand Development
• Step 1 – Understand your company.
• Step 2 – Learn your audience.
• Step 3 – Select your brand message and positioning.
• Step 4 – Track brand growth.
Brand Building
• brand identity
• brand image
• brand culture
• brand personality
Brand Building
• Clarity
• Consistency
• Creativity
• Customer Focus
• Commitment
Focusing the Target Market
• A target market is the specific group of people you want to reach with
your marketing message. They are the people who are most likely to
buy your products or services, and they are united by some common
characteristics, like demographics and behaviors.
• Target audience refers to the specific group of consumers most likely
to want your product or service, and therefore, the group of people
who should see your ad campaigns. Target audience may be dictated
by age, gender, income, location, interests or a myriad of other
factors.
Focusing the Target Market
• A target market can be translated into a profile of the consumer to
whom a product is most likely to appeal. The profile considers four
main characteristics of that person:
1) Demographic
2) Geographic
3) Psychographic
4) behavioral.
Implementation of Marketing Plan
The 4 Steps of a Successful Marketing Process
• Discovery.
• Strategy
• Implementation.
• Measurement.
• The plan should focus on the creation, timing, scheduling, and
placement of specific campaigns. The plan will include the metrics
that will measure the outcomes of your marketing efforts.
Guide to using the marketing plan
• Conduct market research.
• Profile your target markets.
• Identify your unique selling proposition (USP)
• Develop your business brand.
• Choose your marketing avenues.
• Set your goals and budget.
• Nurture your loyal customers.
• Monitor and review.
Relationship building
• Relationship building is the ability to establish strong personal and
professional bonds. Communication, trust, support and equality are
some important features of relationship-building abilities. Learning
how to build relationships can help you discover new skills and
achieve career success .
Relationship building
Relationship building
• Get to know yourself.
• Put in the work.
• Set and respect boundaries.
• Talk and Listen.
• Let go of control.
• Reflect and learn.
 Creating Opportunities for Better Deals with Different
Media
• Digital Marketing:
• Social Media Campaigns: Engage in social media marketing to increase
brand visibility and promote special deals or exclusive offers.
• Email Marketing: Build targeted email campaigns to reach specific audience
segments with personalized deals and promotions.
• Traditional Advertising:
• Print Media: Negotiate better rates for print advertisements, especially if you
commit to a long-term advertising partnership.
• Radio and TV Advertising: Seek bundled deals or sponsorships that provide
additional exposure and promotional opportunities.
Events and Economy
• For festivals and events, this is spending by attendees. It includes
spending both at the festival/event and at other businesses around
the community. Indirect and induced effects are the economic activity
generated by businesses throughout the region, even if they do not
have visitors from the festival or event.
 Creating Opportunities for Better Deals with Different
Media
• Content Marketing:
• Blogs and Articles: Collaborate with influencers or industry experts to create
content that highlights your products or services, potentially securing better
promotional terms.
• Guest Posts: Contribute guest posts to reputable websites, leveraging their
audience to negotiate better deals.
• Public Relations:
• Press Releases: Regularly issue press releases to garner media attention,
increasing the likelihood of positive coverage and partnerships.
• Media Interviews: Offer your expertise to media outlets, positioning yourself
or your company as an industry thought leader.
 Creating Opportunities for Better Deals with Different
Media
• Event Marketing:
• Sponsorship Opportunities: Sponsor events related to your industry,
negotiating comprehensive sponsorship packages that include promotional
opportunities.
• Experiential Marketing: Create memorable experiences at events to attract
media coverage and enhance your negotiating position with sponsors.
• Influencer Marketing:
• Partnerships with Influencers: Collaborate with influencers to promote your
products or services, negotiating mutually beneficial terms that may include
special deals for their followers.
 Creating Opportunities for Better Deals with Different
Media
• Search Engine Marketing (SEM):
• Google Ads and PPC Campaigns: Optimize your paid advertising strategy to
improve ad visibility, click-through rates, and overall campaign performance.
• Keyword Negotiation: When purchasing keywords for search ads, negotiate
with search engines or platforms for competitive rates.
• Affiliate Marketing:
• Affiliate Partnerships: Work with affiliates to promote your products or
services, negotiating commission rates based on performance and sales
generated.
Creating Opportunities for Better Deals with Different
Media
• Direct Marketing:
• Direct Mail Campaigns: Negotiate bulk mailing discounts with postal services
to reduce costs for direct mail marketing campaigns.
• Telemarketing: Explore bulk rates for telemarketing services to reach a wider
audience at a lower cost.
• Collaborative Campaigns:
• Cross-Promotions: Partner with other businesses for cross-promotional
campaigns, sharing marketing costs and expanding your reach.
• Co-marketing Initiatives: Collaborate with complementary businesses to
create joint marketing initiatives, negotiating cost-sharing arrangements.