Event Marketing[ Trade Show Design | Event Promotion | Video & Multimedia ]
Event marketing is the experiential marketing of a brand, service, or product through promotional events. It typically involves direct interaction with a brand’s representatives. Trade shows are an example of event marketing. Event marketing is a strategy marketers use to promote their brand, product, or service with an in-person or real-time engagement. These events can be online or offline, and companies can participate as hosts, participants or sponsors.
Event marketing is one of the best ways to: Build brand awareness.
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.
In conceptualizing an event, it is important to determine the following:
The WHY of the event. Is it to inform and/or educate the community about a cause, or to raise funds, or is it an award ceremony, a funeral rite for a departed loved one or even a wedding? Whatever it is the event is to achieve must be stated very clearly from the onset.
The WHO of the event i.e. the major stakeholders of the event. This also dictates the type of event to conduct and helps with the necessary information to bring together the creative elements of the event.
This is the planning phase of every event. The activities in this phase include developing a theme, budgeting, establishing timelines, selecting and reserving event venues, planning the food, selecting speakers, arranging for equipment and facilities, coordinating transportation, contingency planning and so on. It is taking note of and giving attention to every detail that makes up the event.
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Having defined the scope of your event, it is highly important to put control measures in place. Event control compares event progress to the actual plan, measures resources with scheduled work and adjusts what needs to be done to avoid scope creep and to ensure that event is delivered on time and within budget. Event control also deals with conflict resolutions as well as supplier and vendor relationship management.
This is the highest point of every event, the coordination of the event day itself where the result of all the previous planning is seen. The activities in event culmination include event team management, supplier/vendor coordination, crowd control, security, frontline management, backend management and communication. All of these define the event experience for the attendees, whether or not the event is a memorable one.