How to apply event marketing. What is Event Marketing? (purely event layout) What is event marketing

Building and keeping a business afloat is not an easy task. For this, all kinds of marketing techniques, methods and means are used, where the ultimate goal is to make a profit. At the same time, it is no secret that almost all entrepreneurs, especially at the initial stage, face one difficulty: finding, attracting and building relationships with their clients.

Let's dwell on event marketing - a policy of attracting customers and creating a company's image through events. Today Alexey Ivanov, content marketer at Satur-D agency, talks about three main stages in organizing an event.

Three steps to the perfect event

Aleksey Ivanov

Any business is built on sales generated by customers. And if there are none, then there is no business either.

In this article, we will focus on such a customer acquisition tool as event marketing. I note that you should not consider it in isolation, because it is here that there is a full range of offline and online methods combined into one common strategy.

In this article we will analyze:

• What is event marketing?
• Examples of event marketing.
• Organization stages. How it works?
• Promotion tools.

What is event marketing?

Event (event) - translated from English means an event. That is, speaking in Russian, event marketing is nothing more than attracting your potential client through various kinds of events.

The bottom line is to attract the target audience and present your product or service to them, creating an atmosphere and emotional mood that will cause customers an involuntary sense of loyalty to the presented brand.

Types of event marketing:

• Presentations, master classes;
• Holidays, lotteries, drawings;
• Press conferences;
• Discoveries;
• Exhibitions;
• Sponsorship is a separate type of event marketing.

This is just a part of the main types of events. But it is worth remembering that the more creative you approach this issue, the more successful your event will be.

Examples of "marketing" events

A simple example. You have come to a party organized by MTS or Beeline. What's around you? A crowd of the same people, music is playing, balloons are handed out, everyone is in a good mood, famous artists are performing. How not to become a subscriber if the company rolls such evenings? And if he also asks to top up the account with 350 rubles to participate in the car drawing?

This was the case for the twentieth anniversary of OJSC VimpelCom, which represents the Beeline operator on the domestic market. The main prize - a brand new Range Rover Evoque - was drawn in Samara.

Of course, such events are not always profitable - but this is not always the main goal. For many companies, events are a good PR move, the effect of which will last for a long time. And it completely depends on the organization of the event and taking into account the interests of the target audience.

By the way, our radio stations willingly arrange amazing PR events. A good example is Radio Record, which hosts global theme parties to popularize its wave.

SENSATION. "People in White". Tune in to a certain wave, right? When there is a crowd of “white” like you around, a unity is created with this hall, with these people, with this radio station, with the general sponsor of this event ...

And if the "tusa" goes off with a bang, the memories of it will capture the participant for a long time - and he will be on autopilot, will buy the same bottle of "Klinsky", for example, that he drank at a party when he felt good.

That is why sponsorship is viewed as a separate type of event marketing and PR - with the only difference we do not need to go through the stages of organizing the event itself. But in order to squeeze the maximum effect out of the event, the sponsor must also work hard: create actions, distribute balloons, hold promotions - that is, do everything that will attract attention and interest the participants of the event.

And, of course, all this simply has to be recorded on photos and videos.

Now let's get acquainted with the stages that an "eventologist" must go through to organize a successful event.

Organization stages of event marketing. How it works?

Not a single event is complete without a clearly defined goal, scheduled tasks and understanding of the result that the organizer wants to get.

First step

It is important to first define goals and schedule tasks. There are no trifles here - "oh well, it'll do!" it won't work here, it's all about the little things! Therefore, we clearly define what we want and what tasks should be set for this.

The next step at this stage is to define the target audience. Who are you creating this event for?

This is one of the key factors without which the launch will not happen. By ignoring this point, you will increase the budgets that are set for promoting the event.

After analyzing where your target audience is "hanging out", cast your fishing rod there. In our example, these can be business publics and forums in social networks, business newspapers, TV channels, radio programs ...

There is no point in posting an announcement of a business event in the children's magazine Zarya, right?

Then it is important to determine the time and place when the event is best organized. Entrepreneurs and businessmen are busy people, on the one hand. On the other hand, they are their own masters and can get out to an interesting event when they want it, if the value of the event is higher than current affairs.

The venue is also of great importance. An event can be interesting, valuable, useful, and important, but a poorly chosen location will also drain some traffic from your event.

Work hard so that the place, in addition to being prestigious, is also accessible from the point of view of transport - especially the metro. Sometimes, especially during rush hour, it is easier to leave the car in the parking lot at the nearest station and get to the designated place by metro, saving time on traffic jams.

By making the venue and time of the event as comfortable and accessible as possible, you are guaranteed to increase the flow of those wishing to join you.

This was the first stage of preparation for the event. What's next?

Second phase

At the second stage, it is important to prepare the event itself. To do this, you must have an understanding of the content of the event, its scenario, the spectacle.

As in the first stage, there are no trifles here. If you are going to talk about sponsors of the event, then be kind to your host, prepare an advertising text that will reflect the wishes of the sponsor. Otherwise, misunderstandings and discontent may arise.

When the plan of the event has been sorted out, the texts, the show, the show, the closing and all other subtleties have been thought out, we proceed to the next stage, which is called "marketing for marketing".

Stage three

"Marketing for marketing" means that we use marketing tools to increase the interest of potential customers and drive traffic to our event.

As I wrote above, it is important to define your target audience. It depends on this where you will receive traffic from and what you will spend your advertising budget on.

Here is a list of tools that are used offline and online.

The methods described below may not always work for your event. The channels and methods of attracting customers, its promotion and PR will depend on the purpose of the event, its goals, and target audience.

Event marketing promotion tools

Online promotion

By online marketing, I mean a set of actions in the endless expanses of the Internet to attract targeted traffic to your event. These can be methods:

• Website, landing pages
• Direct marketing
• Targeting, retargeting
• Placement of press releases
• Email marketing
• Youtube channel
• Working on forums

If your target audience is diverse, then take the time and effort to create separate ads, banners and landing pages for each target group. Create your unique selling proposition for them. This will be an accurate hit "in the bull's eye".

Otherwise, you will shoot sparrows from a cannon and will not “catch up” enough people to the event.

Offline promotion

This is all about external sources of traffic and generating interest in the event.

• Targeted print media
• A television
• Radio advertising
• Outdoor advertising
• Promotions
• Press conference
• Ticket sales points
• Posters
• Autograph session (if you are promoting a "star")

Here, too, remember that not all channels will suit your target audience.

Stage three

This is post-production, something that needs to be done after the event itself. The end of an event does not mean the end of the work, everything is just beginning!

It is necessary to collect all contacts, photo reports, video reports, launch post-releases, post all information on websites and social networks.

How you interact with the attendees who attended your event will determine how effectively you managed to hold it. If you do not do "post-production", you can get the effect of "draining the budget into the golden toilet".

The same is in the pictures.

Concept, goals and objectives of event marketing

The basis of marketing strategies for the XXI century is customer focus. This is not just attraction, but customer retention and the formation of his loyalty. At the same time, the company does not impose its products, but adapts and guesses the needs and demands of customers. And the most important thing is not annoying with annoying advertising, but creates a holiday out of it.

The idea of \u200b\u200bthe need to use and consume one or another product is presented to a potential client in the form of a vivid and memorable event, in which he is also involved. This new and innovative type of promotion is called event marketing or event marketing.

Definition 1

Event - marketing is the organization of events as a platform for demonstrating a product or service in order to enhance the attention of consumers through emotional impact.

The key goal of event marketing is to effectively promote goods or services through specific events (presentation, flash mob, corporate parties, etc.).

Event marketing objectives:

1. creating a successful brand;
2. company image management;
3. memorizing product introduction into the market;
4. promotion of impulsive goods;
5. forming a group of like-minded people among staff and clients;
6. creating the effect of word of mouth.

Types of event marketing

Remark 1

Exhibitions can be organized for a specific company and its products. Businesses also participate in industry exhibitions. The main purpose of these and other events is to present the product. It is important to brightly decorate the venue of the exhibition; it should also be convenient and accessible to the consumer. To boost memorability, many businesses are giving away free samples and merchandise.

Presentations are private events to which certain people are invited. But open events are also organized. Companies strive to convey the maximum of useful and necessary information about their products to attract the attention of potential consumers and investors. Presentations are designed using multimedia technologies for better memorability and interest.

The opening of a new store or company is organized to attract the attention of the target audience before entering the market. This event should also be remembered by future consumers and customers. The opening should not be too long, but also not short in duration. The time factor, the presence and content of the entertainment program affects the success of the ceremony. People should be satisfied and not leave long before the end of the event.

Holidays are organized in various formats and represent a joyful and spectacular event dedicated to a specific date (anniversary of a company or leader, etc.). Such an event should be accompanied by the distribution of gifts, beautifully and brightly decorated (balloons, flowers, fireworks, etc.).

Event - marketing is not only entertainment events, but also business events to promote the company. This is the organization of conferences, seminars, forums, round tables, days of open doors, as well as meetings with journalists. Such events are held to solve internal corporate problems and to establish relations with representatives of the company's external environment (partners, clients).

Events and event marketing tools

Events held within the framework of event marketing are divided into several types, taking into account the goals achieved:

• tradeevents;
• corporateevents (HR events);
• specialevents.

The first type of event is intended for partners, customers and intermediaries (dealers, distributors). Such events combine not only a business component, but also certain entertainment. The purpose of the organization is to visually present the product with an indication of its merits. These are events such as receptions, presentations, pr-actions, exhibitions and fairs, forums, congresses and summits. They are aimed at sharing experiences and attracting potential partners.

The second type is corporate events, namely the organization of anniversaries, professional holidays, birthdays, employee trips to nature or rest. Such events make it possible to convey the ideas of the enterprise to the personnel. They also serve as an effective way to attract customers and partners. Therefore, external representatives are also invited to such events, who may feel significant for the company.

In addition to these corporate events, they include new types that have recently appeared in practice: family day (family day) and teambuilding (team building).

Family celebrations bring employees together and bring them together on an emotional level.

The formation of a team or a group of employees working towards a common goal plays an important role. Teambuilding is the organization of trainings with modeling business situations under the guidance of a professional trainer (coach). Such trainings help to solve problems and tasks in the organization, while such an event is not only business, but also entertaining.

Special events are understood as holding festivals, shows, organizing advertising tours, press events, concerts, etc. Such events have a beneficial effect on the image of a company or brand. This group of event marketing activities also includes sponsorship, charitable projects and programs whose task is to promote the social reputation of the enterprise.

Remark 2

Recently, there has been an active growth in the popularity of event marketing. Hence the increased demand for event managers. Such specialists should be not just professional marketers, but also good psychologists, creative people, have experience in organizing such events, and also be able to multitask and be stress-resistant.

Event or event marketing is a set of marketing activities aimed at promoting a product or company in relation to a specific event. Most often these are world-famous events or events created especially for the company: for example, thematic flash mobs.

The main idea of \u200b\u200bevent marketing was voiced thousands of years ago: Roman rulers said that the people needed "bread and circuses". It turned into an independent industry about 30 years ago, and the competition from Procter & Gamble, a soap manufacturer, is considered to be the very first modern event marketing event.

Event marketing is used when the target audience the upcoming famous event and the target audience of the product intersect. It makes no sense to advertise agricultural equipment as part of the Olympic campaign, but you can perfectly sell sportswear.

Types of event marketing

Corporate events.This is corporate event marketing. Its main task is to increase labor efficiency and improve the image in the labor market. Such events include corporate anniversaries, including company anniversaries, games, picnics, and various festive parties. It is appropriate to invite both partners and regular customers to such events. The theme of corporate events can be different, but most often they are timed to coincide with some kind of anniversary, holiday or other significant date.

Trade events... These are events and activities for dealers, partners and customers. These include various summits, conferences, rallies, seminars, presentations, various receptions and other themed events. Usually they are tied to the product or the type of activity of the company - for example, a pharmaceutical company conducts a seminar for medical professionals, and a car factory conducts a conference on the automotive industry. Such events significantly increase the company's image in the eyes of the end consumer, because they show expertise.

Special events... This type of event marketing includes all third-party events - advertising tours, festivals, concerts and other entertainment events. And not necessarily organized by the company itself. This type of event marketing increases the reach of the target audience, has a positive effect on customer loyalty and allows, in combination, to increase the number of sales. Particular attention can be paid to sponsorship - the company sponsors a well-known event and advertises with a mention of it. Or simply sponsoring a world famous event like the FIFA World Cup or the Olympic Games.

Event marketing features

Event marketing has several specific features that deserve special attention. The main feature is that the audience of the company and the event must match. It will be impossible to sell a refrigerator at an event related to household appliances, and professional dog handlers are unlikely to be interested in neural networks. More precisely, some of them may be interested in the product, but as a result, the conversion will be low - lower than if the company held an event among webmasters, editors, marketers.

The second feature of event marketing is that the event itself must promote the product. Sometimes mentioning itself as sponsorship isn't enough. Events that are associated with the company itself or its product work much better. Therefore, it is better to use the brand name in the title of the event and also provide visitors with the opportunity to test the product. For example, at the festival “Klinskoe. Promotion ”visitors could not only test themselves on the Sky dive attraction, but also taste beer. And the name indicates the brand, which also had a good impact on the reputation and loyalty of consumers to the company.

Event marketing has other features, and most importantly - advantages:

• At the event-event, you can organize direct sales of the product, thereby obtaining a quick result in the form of sales growth;
• Event marketing can be used in industries in which advertising is impossible or has a large number of restrictions;
• One event lasts for a long time, because mentions of the company appear in announcements before the event and in the media after;
• One product line of a company can be associated with a specific event and thereby gain a competitive advantage;
• Event marketing dramatically increases audience responsiveness because it tends to be closely associated with emotion and provides an element of entertainment.

Event Marketing Tools

The main tools of event marketing are thematic events that allow you to promote a company or its product, or their PR methods. For example, these include:

• Shock promotion... These are original and unusual PR methods that attract attention and create intrigue around a product or an upcoming event. For example, posters with text upside down are the most innocuous embodiment of shock promotion.
• Competitions... They can be conducted for the target audience, regular customers and partners, or for employees, but in this case the goals and objectives of marketing will be aimed at improving the company's image in the labor market.
• Conferences... They are usually created for competing companies or companies with a similar type of activity in order to increase the level of expertise in the eyes of consumers.
• Lottery... This event has a playful element, so it can be used for a wide target audience. For example, you can create your own lottery and advertise it to all customers and buyers to attract participants.
• Festivals... They are organized for the target audience - for example, a music festival for those who sing and love to listen to music, or a beer festival for those who drink a foamy drink.

Event marketing tools are often limited only by the imagination of the marketer. But at the same time, it does not use standard indicators for assessing effectiveness, because conversion it is very difficult to calculate from a thematic event, and sometimes it is impossible.

Event Marketing Examples

One of the most striking recent examples of event marketing is the drawing of a ticket to the 2018 FIFA World Cup and the ability to accompany the referee on the playing field. The well-known brand is not only a sponsor of the championship, but also runs an interesting lottery tied to the upcoming event. To get a chance to win the main prize, it is enough to buy a Coca-Cola can with a special design, take a creative photo with it and post it on Vkontakte. The conditions for participation in the drawing of tickets are similar.

Another good example of event marketing is competition from the Nokia brand. In September 2001, a snowboarding competition organized by BrandNew-Momentum and commissioned by Nokia was held on Vorobyovy Gory. The event gathered over 30,000 people in one place. A special "Nokia zone" was created, where it was possible to vote for participants in the competition, get acquainted with the company's model range or get advice on mobile phones. By the way, the event was repeated several times later, because it had a good effect.

And here is a good foreign example from the Nesquik brand. Nestlé has organized several mobile attractions around the world. They come to different cities to please the children. Each child can interact with the brand's symbol - Roger Rabbit - and have a cup of drink. This greatly increases the reach of the target audience and improves the loyalty of consumers, including the smallest buyers.

By the way, in the field of event marketing, joint collaboration of several brands is common. A good example is the great music festival Atlas Weekend, which took place in Kiev in 2016. It gathered 157 participants - collectives and solo performers - and more than 10 brands. For example, Pepsi opened their Pepsi Stage with electronic music and also held a graffiti battle among the participants. And the ticket agency Karabas organized its own autograph zone, where anyone could get an autograph of the festival participants. Johnnie Walker opened a bar near the Central Stage, Dirol created its own lounge area, other brands also actively interacted with visitors.

Books about the event industry

Despite the fact that event marketing is a relatively young marketing industry, many books have already been written about it. To improve your skill, you can read the following works:

Dmitry Rumyantsev. EVENT-MARKETING. ALL ABOUT ORGANIZATION AND PROMOTION OF EVENTS "

Author and co-author - Natalia Frankel - creators of the largest blog in social networks about event marketing. In the book, they talked about the intricacies of holding and organizing events, how to make everyone happy, about attracting people to events in a highly competitive environment.

Alexander Shumovich. "Great events: technology and practice of event-management"

This is one of the first books written by a practitioner. It describes the process of organizing an event, thought out to the smallest detail. There are even examples of documents, invoices and other important papers.

Show all content

For most business owners, event marketing is a dark forest. One half of entrepreneurs do not know what it is, and the other half believes that it does not suit them at all.

This situation arises due to the fact that there is no clear instruction in which it is written: what, when and why to do in order to get a tangible result from event marketing. Therefore, I suggest you read this article and correct the situation.

A little water

Before explaining everything on the shelves, and even more so implementing event marketing, let's figure out the main points, goals and concept. And I warn you right away, the theory will not be enough and it will be interesting.

Event (event) marketing Is a way to promote a company by organizing certain events (events).

It is often referred to as an element. In many ways, it has something in common with, and marketing. But still, it is an independent marketing communications tool in business.

What is the reason for the effectiveness of events? First of all, it is unobtrusive compared to the traditional one.

Every day gigabytes of advertising information are bombarded on a modern person, and our brain has learned to ignore it, but this does not apply to event marketing.

And all because interesting events always cause positive emotions in people, a sense of involvement in what is happening and a desire to share with friends. So it's a sin not to use it for commercial purposes :-).

Events not only form audience loyalty to the company, but the tool itself creates a viral effect. This means that it advertises and reduces the cost of promotion.

Goals are goals

You might be surprised, but with the help of event marketing, you can solve dozens of problems.

It all depends on the specifics of the business and the tools used. So I've compiled a list of the most popular event marketing targets:

1. Increasing brand awareness;
2. Level increase;
3. Reanimation of the client;
4. Demonstration of a new product;
5. Strengthening the corporate culture;

Most often, event organizers try to perform several tasks at once, which is quite realistic, since they overlap.

But one goal should be given priority and focus on achieving it.

And this is a flash mob, by the way, it also refers to events

TYPES WITH EXAMPLES

To begin with, let's decide for whom such a tool is still suitable. And I can answer you as follows: events are arranged by both B2B and B2C businesses in various niches, the main thing here is to choose the right type of event.

Example: A massage master can gather his clients for a free master class on the topic “Self-massage”.

And in the course of the event or at the end of it, sell training or a subscription for your services.

And all because, each event is unique and pursues its own tasks, so let's figure out who suits what.

1. Corporate events

This is the application of event marketing within the company, that is, mainly for the employees of the company.

The main goals of organizing such events are to improve the attractiveness of the employer (after all, the employees tell you exactly about you).

Another bonus is an increase in labor efficiency, that is, employees. And so, such events include:

1. Corporate events... A kind of parties within the company, usually timed to coincide with some event.
2. Quests... Intellectual and recreational activities to develop and strengthen team action.
3. Sports activities. Games and competitions that are also designed to improve teamwork.
4. Trainings. Educational programs for employees are usually an element of non-financial motivation.
5. ... A general definition of team-building activities, usually as games.

And much, much more ... There is no need to go for examples, because practically every company holds various events for staff.

One of the leaders in this direction is Megafon, they annually conduct motivational programs for employees, where they will give away valuable prizes.

Uh .. and we have a fun corporate party

2. Trade events

These are events for partners, dealers, clients. In addition to increasing loyalty and brand awareness, such events solve another important task - they sell the next step.

This can be an invitation to another meeting, registration in the system, selling a product, and other decisions. In this case, the events are different:

1. Summits. Negotiations of top officials of companies from a specific industry.
2. Conferences. A meeting of people to discuss certain issues.
3. Presentations. It is carried out in order to promote the launch of a new product of the company on the market.
4. Impressions.Often held in the fashion industry to highlight the release of new clothing collections.
5. Seminars... They usually consist of speeches by speakers who share their experience and knowledge.

Through such events, the company improves its image and shows its expertise.

An example of such an event is the annual conference of credit and mortgage brokers, which is held under the auspices of EBC SYSTEM (this is a service that helps with organizing the business of brokers and loan officers).

3. Special events

Here are all those events that were not included in other sections. And more often, these are mass events of an entertainment nature, where the company acts as an organizer or sponsor.

Such events are usually significant for a large number of people, for example, they can be:

1. Sports matches and tournaments... Used to place brand logos on stadiums, players' uniforms.
2. Master classes.Actively demonstrating expertise to potential clients. Serves to work out objections.
3. Festivals.Usually this is an entertainment event for the target audience for the purpose of promoting the company.
4. Drawings and lotteries. As well as festivals, they serve to increase brand awareness and loyalty.
5. Shock promotion. Various events and promotions based on intrigue that make people pay attention to the brand.

Few sporting events do without the help of a business that finances the organization and gets a place to display the logo in return. For example, the insurance company SOGAZ sponsors the KHL.

Sponsorship

Implementation instructions

Well, it's time to move on to practice and tell you how to apply event marketing in your business.

But first, I want to note one specific detail - this is a rather complex method of promotion, which is replete with nuances.

Therefore, it is not worth waiting for the very first event to be held “with a bang”. This is because the effectiveness of event marketing primarily depends on the experience and skills of the organizers. So you have three paths before you:

1. Hire an employee to organize events;
2. Use the services of agencies or other contractors;
3. Do everything yourself, surrounded by books, and stuffing your bumps.

But even if you decide to organize events through third-party hands, then in any case, I advise you to read the instructions. So you will learn all the steps and nuances. Enjoy reading.

Ready to implement

Step 1. Planning

The first and most important thing to do is to plan the event from A to Z. You must work out absolutely all the details as much as possible. There can be no trifles, because everything is important:

1. Goals and objectives of the event;
2. Place and time of the event;
3. Resources, including for promotion;
4. Program or script;
5. Target audience of the event.

And I want to note that the latter is especially important. After all, an error in determining the target audience will negate the result of all the work.

Either the event will not gain coverage, or there will be few of your potential customers among the visitors.

So ... maximum precision

Step 2. Promotion

In order for the organization of the event to bring the desired effect, it is important to notify the audience about it, whet its interest and finally remind about it before its start. So this step is divided into 3 more stages:

2.1 Announcement

This can be done in a hundred different ways. It makes no sense to list all, so we will focus on the most popular ones.

So, for example, you can get by with a small promotion budget if you use for the announcement:

1. Placement on our own media resources: companies.
2. Distribution of printed or other materials to visitors.
3. Implementation of information into employees who communicate with the client.
4. Create a separate group / meeting in for the event.

In principle, this can be done, and, as you can see, the advertising costs are very small.

But to increase coverage, you can immediately add paid promotion channels. We even have a whole article that will help you with this.

VK events

2.2. Promotion

There is usually a period between the announcement of the event and its holding, and it can be from several weeks to several months.

At this time, it is necessary not only to prepare the program, but also to work with the audience in several directions at once.

And the first thing to do is to inform as many of the audience as possible. For this, standard PR and marketing tools are enough.

If you want to collect a high-quality audience and not spray your budget, then use parsers. The TOP - Pepper Ninja (“INSCALE30” +30 days upon payment) TargetHunter (“INSCALE” +2 days of full tariff) Segmento Target (“INSCALE” +30 days upon payment).

If you are promoting a mass event and the main thing for you is the number of audience, then you should turn to entertainment resources. These are Afisha and KudaGo, as well as other city and regional projects.

The second is warming up. And for this purpose it is best to use mailings in / social networks / email in conjunction with.

By the way. If you are planning to do mailing, then I recommend the services: UniSender , MailiGen , SendPuls ... This is, perhaps, the most TOP, moreover, they have been tested from personal experience.

This will allow you to interact with potential visitors for longer with less advertising costs. By the way, heating the audience serves so that people do not forget where and why they need to come.

Promotion example

2.3. Reminder

The peculiarity of open, free events is that people forget about them / are late / postponed.

So if you want to increase your attendance, take the trouble to remind them of the event. And ideally just chew: when, how and what is the best way to get to you.

And the organizers of paid events also need to activate a couple of days before the start of the program.

After all, this is the most favorable moment to use the deadline effect and sell the last tickets.

And in general, it is not difficult to take care of increasing the reach of people to the event.

But the aerobatics of advancing events is to get the ace out of your sleeve just before the start. It could be some kind of cool bonus for visitors, a giveaway, etc.

Anything that can make a person put down the TV remote control and leave the house.

Step aside! I'm late for the event!

Step 3. Interim analysis

Collect statistics of registered users for the event. This way you can assess the success of the campaign and, possibly, improve the lagging places.

But remember that the data can deviate both upwards and downwards. You will learn the actual figure only at the event itself.

And in order to collect feedback from participants, it is not necessary to wait for the end of the program, this can be done at this step. For example, by running a survey of potential participants before the start of the event.

So you can fix the jambs, finalize the event scenario, taking into account the wishes of customers.

For example, you can avoid such fatal mistakes as an inconvenient time or location for most of those who wish, an uninteresting program, lack of value, and others.

Interim analysis

Step 4. Carrying out

So, the same rule applies to events. And it is obligatory. Therefore, note for yourself:

1. You need to make the most of the event, make a video recording, photo report and collect feedback from participants;
2. After, and even better during the event, publish posts from the event on social networks, launch live broadcasts;
3. Encourage members to do the same on their pages, launch a hashtag, set up a photo zone.

Why is this necessary at all? Can't you just sit and chat and disperse? You can't.

After all, this is not a meeting of Alcoholics Anonymous, but a business event. This means that it must pursue commercial goals.

For example, such as increased activity of participants, which leads to sales, registrations and other targeted actions after the event.

All of the above points will help arouse interest among those who did not get to the event, and they will wait for the launch of the next one.

Also, all content can be used to warm up the audience before the next event.

Photo report

Step 5. Results

No matter how cool the event is, it's too early to rest on our laurels. Ahead is the final calculation of statistics.

Even after the event itself, you need to answer three main questions: was this event effective?

Can you improve your performance next time and how? Should you use event marketing further?

Also, do not forget to ask the participants what they liked at the event and what they didn’t, establish communication with the participants.

Collecting and correcting errors will allow you to regularly improve the effectiveness of event marketing, and therefore bring you more benefits.

Analysis

mistakes

The text has already mentioned some of the possible mistakes and why it is important to avoid them. But it will not be superfluous to duplicate such information. So read it carefully and remember:

1. Missing the target audience. The mistake leads to stranded costs for organizing the event and to the conclusion that event marketing does not work;
2. Lack of symbolism and branding. Try to make your company flaunt as often as possible;
3. Insufficient promotion in the media and social networks. Criminal waste is not to use these mechanisms, which can bring huge coverage;
4. No feedback collection. Communication with the audience is generally one of the pillars of event marketing.

This is not exactly the mortal sins of event marketing, but it is better to avoid them. Otherwise, you will not be able to achieve your goals.

And if you have been holding events for a long time and have encountered errors, then write in the comments, share your experience.

I did them ...

Plus for minus

Events as a marketing communications tool have their own advantages and disadvantages. Therefore, study them carefully before implementing this tool.

Pros :

• Wide coverage. Events allow gathering thousands of people using a viral effect;
• Multitasking. With the help of event marketing, you can achieve several goals at once from PR to increasing sales;
• Low costs. Attraction of clients will require a smaller budget than other methods;
• Low competition. Most companies do not use this tool for promotion;
• High response. People love well-organized events and attend them willingly.

Minuses :

• Planning the result. There are thousands of factors that affect how many people show up for an event;
• Measuring efficiency. In addition to the number of participants and% of profitability, it is difficult to implement objective;
• Organization and promotion. And as a result, costs that can both pay off and go to waste;
• Search for equipment and location. You may need additional equipment or a special venue;
• Permission to conduct. For some events it is necessary to obtain permission from the city administration.

And, as always, I will tell you only one thing, the final decision is yours. Therefore, weigh all the positive and negative aspects of the tool and only in the next step introduce it into your business.

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Briefly about the main

So, let's briefly repeat the main points of the article and it's time to wrap up. Event (event) marketing is applicable in almost any business, the main thing is to set goals correctly and decide on the tools.

But I also want to note that this tool will not save your sales and will not make a five-year revenue.

So, for example, good sales can be made through and. And after that, implement event marketing.

Why is experiential marketing and creative communication good? Because with their help you can most effectively convey your idea to the target audience. Their potential is further enhanced when they are simultaneously involved with digital and social media.

Empirical marketing campaigns are primarily about events, but there are no hard and fast rules. Their beauty is that, with proper preparation, such a campaign can become both a separate event and part of some kind of action or promotion, both a street marketing campaign and an advertising campaign on the Internet or social networks with the involvement of a large number of people. To get an idea of \u200b\u200bwhat this means, check out six cool empirical campaigns.

IMG Worlds of Adventure in Dubai: Dinosaur Surprise

One of the largest indoor theme parks in the world, IMG Worlds of Adventure in Dubai opened in September 2016. To open the Jurassic-style Lost Valley area, the Global Event Management Group staged an interactive dinosaur show that instantly caught the attention of viewers and became popular on social media. A few days after the opening, more than 5,000 selfies with dinosaurs appeared on various sites in social media, which helped the newly launched park to declare itself.

Happy Coca Cola Campaign: India and Pakistan

India and Pakistan are two countries, the relationship between which is reminiscent of the ebb and flow. Coca Cola decided to unite their peoples through its "Happy Campaign". Using conventional vending machines, the Internet, webcams and touchscreens, Coca Cola created an interface through which people from these countries could see each other and convey their messages of peace and love without borders. This touching campaign has made millions of people smile and associate Coca Cola with a brand that brings together happiness and peaceful times. The filmed videos managed to earn several million views and great popularity on social networks.

Guinness first class

This campaign is a great example of how a 257-year-old brand was able to apply a fresh marketing ploy without changing its product. In the course of this empirical campaign, the alcoholic maker was to be associated with something luxurious among people. Guinness, disguised as pilots, traveled to pubs and restaurants in the UK, where unsuspecting visitors received a ton of surprises from the brand, including the grand prize of a luxury private jet flight with four other friends. The action immediately gained popularity on social networks.