Celestino, Angeli

Sandoval, Lovella

GROUP 4
MKTG 4A

EVENT MARKETING: Meaning, Features and Importance

of Event Marketing
WHAT IS EVENT MARKETING?
The increasing competitive pressures brought on by globalization are forcing
business professionals to find new ways to engage customers. There are many definitions
of event marketing. It is defined as the marketing discipline focused on face-to-face
interaction via live events, trade shows and corporate meetings among other event types.
Others define it as designing or developing a live themed activity, occasion, display, or
exhibit (such as a sporting event, music festival, fair, or concert) to promote a product,
cause or organization.
An event is a live multimedia package with a preconceived concept, customized or
modified to achieve the clients objective of reaching out and suitably influencing the
sharply defined, specially gathered target audience by providing a complete sensual
experience and an avenue for two-way interaction.
WHAT IS THE FEATURES OF EVENT MARKETING?
1. Wide range of events:
Event marketing encompasses a wide range of event types:
a. Mega events and local events,
b. Exhibitions,
c. Trade shows,
d. Publicity stunts,
e. Themed and created events,
f. Corporate entertainment,
g. Award ceremonies.
In fact, there are very few events that cannot be used for a marketing purpose, as
all communicate something to the target audience. Events can be used to perform a
number of marketing functions; for example, communications, relationship and loyalty
building, database compilation, targeting, brand enhancement, and personal selling.
2. Goal oriented:
If the event and advertising objectives are not achieved through the event, then no
matter how much people enjoyed the event or how much popularity the event got, it is a
complete failure on a commercial level.
3. Effective promotion and communication:

It is important to get the message across to the target audience, and therefore
enough research about the profile of the attendees is important to be able to
communicate effectively about the product.
4. Proper evaluation:
Event evaluation is necessary to make the team more efficient and effective, the
next time it organizes an event. It helps in finding mistakes and learning from them. Event
evaluation should be done immediately after the event is over or the next day. A meeting
should be conducted with the team members to evaluate the event.
5. Feedback from clients:
One good way of getting feedback is through a feedback form. To get feedback from
the target audience/guests, make the feedback form a part of the gift voucher. A guest can
redeem the gift voucher only when he/she fills the feedback form and give it back to an
attendant. These tactics are required to get feedback, as people are generally reluctant to
give any feedback in writing.
6. Location:
The location chosen for the event is perhaps the most important aspect. The most
ideal locations in any exhibition areas are found at the entryway to the event and near the
pathway to the food stations and restrooms.
IMPORTANCE OF EVENT MARKETING:
1. It helps in brand building that is creating awareness about the launch of new
products/brands.
2. To highlight the added features of the product/services.
3. It helps in rejuvenating brands during different stages of product life cycle.
4. Helping in communicating the repositioning of brands/products.
5. Associating the brand personality of clients with the personality of target market.
6. Creating and maintaining brand identity.
KEY TO SUCCESSFUL EVENT
1.
2.
3.
4.
5.
6.
7.
8.

Effective and Economical Invitations

Custom Communications Reach the Response
Comprehensive Campaign Management
Leverage the Event Web Site
Let Attendees Do the Planning
Avoid the Payment Headaches with Automation
Embrace Technology
Secure the Details

References:
http://www.cvent.com/en/pdf/white-papers/secrets-successful-events.pdf

http://www.slideshare.net/CharlesCotter/strategic-and-impactful-events-management