This time, I will write a material that I’ve picked from other marketing site. The topic that is discussed is event marketing.

Event marketing is important, because it is one of the traditional marketing method and it is next marketing generations also.

The description of the event marketing is a way to connect brands with customers and to increase a customer experience level.

The activities are employee training and motivation, online marketing, social marketing, loyalty program, and experiential marketing.

Therefore, proportion of marketing budget invested in event marketing.

By implementing event marketing, company want to increase sales, strengthen brand awareness, differentiate from competitor when launch a new product, educate consumer, train employees, etc.

Event marketing provides the greatest ROI when compare to other tactics such as mall marketing or guerilla marketing, and other traditional marketing.

Why it’s stated that event marketing provides the greatest ROI? Because it’s powerful tool to attract new customer and keep existing ones to loyal.

Example of the event marketing is trade-show. Trade-show is used at very beginning of the sales cycle as a way to build interest among the target audience and provide education about feature product and service.

How to measure event marketing to prove that this event succeed or not? We can measured at monitoring sales increases, lead quality and quantity, on site survey, traffic counts, post event survey, audit, consumers and media impression.

It’s enough for today. Have a nice day.

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My Update knowledge about Event Marketing theory

In the last writing, I've explained about conventional marketing. I wrote about the related thing to conventional marketing. It is event marketing.

The definition of event marketing

Event marketing is a promotional occasion performed to attract and involve a company's target audience. (Definition from Tom Duncan in his book "Principles of advertising and IMC")

Why is Event marketing so effective?

Event marketing is one of the powerful way in disseminating a message by engaging customer to involve in a particular event.

Event marketing can be so effective when the event has an good impact and the event is so memorable for all participants including customer and potential customer.

Some advantages by performing event marketing

Below are several benefits from event marketing:

- increasing brand or company awareness
- increasing product or band image
- increasing sales
- direct communication with customer and potential customer by involving them in an event
- increasing customer loyalty
- introducing new product in the event to loyal customer and prospective customer
- closer to the customer
- etc.

Several factors that determine the success of event marketing

- event concept: must have a strong concept
- marketing communication: company must convey the right message to the right people
- Human resource: not only marketing team who involve the event but also another team in the company.
- Event organizer: if the company outsources the event to the EO, the company must select the best EO (event organizer).
- Location: consider the place where your target market likes.
- Time: consider the right time and moment to hold the event.
- Tim readiness.
- Good coordination among team, event organizer, and all event participants
- and so on.

Key performance Indicator for an event marketing

A good marketer must observe the impact (or the result) after holding an event.

Below are the example of KPI for an event marketing:

- The amount of transaction.
- The number of participants (visitors)
- Visitor satisfaction
- The brand awareness level
- The number of new customers
- The success level of the event
- The relationship with customer
- Does the event trigger the next event?

Performing an event marketing in the digital era

An event can be held online via internet.

Online event marketing can be run for attracting new customer, build a brand awareness, and increase the sales.

The event can be held in the company website or in another media, such as webinar, Google Hangout, teleconference, and so on.

Event Marketing Plan 

As I told you before, the key to success running an event marketing is a good concept.

A good concept means the event match with the appropriate the audiences (people who will participate in the event). Therefore, you have to develop an effective plan for determining theme, program, mission, and so on.

Planning is very necessary to reach the right audience at the right time and deliver the right message.

There is a tool to develop an effective event marketing, namely EMP (Event Marketing Plan).

You can use below EMP template for drafting your plan.

Generally the plan contains:

- Event summary, the summary comprises the idea to answer these questions: who, what, where, when.
- Big idea: Answering the why question
- Goals
- Outcomes
- KPI (Key Performance Indicator)
- Target audiences
- Profit plan
- Timeline
- Success keys
- Notes
- Appendices: encompasses budget plan, form, questionnaires, sponsorship form, etc.

Kinds of events

Online events:

- Webinars
- Virtual events
- Live streaming events

Offline events:

- Tradeshows
- Seminar
- Conferences
- Exhibition
- Breakfast, lunches, dinner
- Games
- Gathering