1. Event Marketing
BREAKING IT DOWN

2. 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
(sponsor’s perspective)

3. Marketing Basics:
“The 4 P’s”
 PRODUCT
 PLACE
 PRICE
 PROMOTION
PEOPLE!

4. For events:
 The Product:
 the Program & overall Experience
 The Price:
 registration , tickets, subscription
 time invested by attendees
 The Place:
 destination, venue
 Date & time

5. What’s the difference between
“Marketing” & “Advertising?

6. Case Study:
THE LEMONADE STAND
 Moral of the story:
If you create a good match between the first 3 “P’s”
(product, price, place) and your “People”...
you won’t need to do much with the 4th “P” (promotion)

7. The big secret:
“All four Ps need to be aligned
with your target audience.”

8. “Target Marketing”

9. “Segmentation”

10. Is it better to be
“all things to all people”,
or target a Niche?

11. Describing your target audience
Geographic
Demographic
Psychographic
Behavioral

12. Examples of Psychographic Criteria
personal preferences, how we think
Psychocentric
vs.
Allocentric
Nielsen’s Lifestyle Segmentation System

13. “POSITIONING”
 What is unique about your event experience?
 What sets you apart from the competition?
 What do you want to become known for?

14. How would you “position”
your project event experience?
(answers the question, “Why should I come?)
Timeout:

15. the 4th P:
PROMOTION
 Promotion really means
communication with your target audience

16. Three big questions:
 Where are they hanging out?
 Why am I communicating (objective)?
 What is my message?

17. 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!)

18. The Publicity Arsenal
 Press release
 Social media campaign
 Images/B-roll/YouTube channel
 Celebrities, featured guests,
“experts”
 Press kit (print and/or electronic)

19. 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.)

20. So what’s your story?
 People are interested in people...
 so good stories are
almost always about people.
Brainstorm!

21. The other perspective:
EVENT SPONSORSHIPS

22.  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)
Difference between
a “Donor” and a “Sponsor”

23. Types of Sponsors:
 Title Sponsor – sponsor is part of the name of the
event: “KeyBank Vermont City Marathon”
 Presenting Sponsor – mentioned after the name of
the event: “The Rose Bowl, presented by AT&T”
 In-Kind Sponsor – provides goods or services, rather
than cash (airline tickets, food & beverage, media
exposure)

24. Sponsor types, continued…
 Official Sponsor – 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

25.  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
What you have to sell at your event:

26.  Opportunity to host key customers, clients or
employees at event
 Naming opportunities for places or activities
 Preferred location of a booth or presentation
 Promotional rights - posters, t-shirts, brochures,
special offers, etc.
What else can sponsors get?

27. The key to kick-ass
sponsorships:
“Activation”
 What opportunities do you have
to enhance your event experience
by integrating sponsors ?
 How can sponsors engage with your
attendees?

28. Activation Channels:
1. On-Site (the experience)
2. On-Air
3. Online

29. Check it out:
EventMarketer.com