Tag Archives: different perspectives
What is the Definition of Event Marketing?
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, like those listed above, to engage perspective 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.”
Top Best Practices
- Consider your audience/attendees when scheduling your event. Can all your attendees get to your event? Where and when is the most convenient location and time? Your event should be accessible to everyone.
- Have two clear goals for the event: what you hope to accomplish and what you hope attendees will gain. This will help you to plan the most effective event possible.
- Send a “Save the Date” email. You want to make sure people keep the date open for your event and this information can also appear in your regular newsletter too.
- Send a personalized invitation to your contacts, don’t just put event info on your website. Sending an invitation makes your event feel more special. Emphasize this by including invitees’ names, not just their email addresses, in your invitation.
- In your invitation, include enough information to answer the following questions:
o What is the event?
o When is the event? (and deadline to register).
o Why should I attend the event?
Make it as easy as possible for the invitee to say, “Yes, I want to attend this event."
- Use a good subject line for your invitation email for you want people to be excited about your event.
- Use social media websites to promote your event. Posting regularly to Facebook, Twitter, and other social media sites (and linking to your event homepage) will increase excitement and build interest in your event.
- Make sure all information on your event homepage is accurate and up to date.
If you keep all information about the event in a centralized location, you’ll avoid extra questions and can spend more time on making the event the best possible experience for attendees.
- Include a “Join My Mailing List” box on the event homepage. This is especially important if attendees are not already on your regular mailing list.
- Remind your attendees about your event in your newsletter or a separate email communication, and through social media.
- After the event, send timely follow-up communications to both attendees and no-shows. You’ll want to thank people for attending the event, or say you’re sorry they couldn’t attend. It’s also recommended to send links to slides or relevant information that attendees requested, or pictures from the event.
- Seek feedback after the event in the form of a survey. Keep it short, include at least one open-ended form box for people to share all opinions, identify what your measure of success is and ask a question to identify it, and ask for suggestions about what would make the event more rewarding/relevant/successful.
- Follow up with any unsatisfied participants. Constructive comments are always welcome if you hope to make the next event even better.
- Post event highlights in the next issue of your newsletter. This reminds attendees of what a great time they had, and shows people who didn’t attend what they missed. Maybe they’ll want to come next time.
- Update your event homepage after the event is over (the page is live for 30 days post-event). Some attendees may still be looking for information even after the event is over. Include details about your next event, a link to your website, or a special offer for attendees.