2. 2 KINDS OF “EVENT MARKETING”:
Promoting your event
to maximize attendance or revenue
(event planner’s perspective)
Using events as a tool
for promoting your brand or product
enabling 2-way connection with a target audience
(sponsor’s perspective)
4. For events:
The Product:
the Program & overall Experience
The Price:
registration , tickets, subscription
time invested by attendees
The Place:
destination, venue
Date & time
6. Case Study:
THE LEMONADE STAND
Moral of the story:
If you create a good match between the first 3 “P’s”
(product, price, place) and your “People”...
you won’t need to do much with the 4th “P” (promotion)
16. Three big questions:
Where are they hanging out?
Why am I communicating (objective)?
What is my message?
17. Communication strategies:
Paid Media Advertising (print, broadcast)
Online media (websites, search, ads)
Publicity (a.k.a. “earned media”)
Social Media
Personal Selling (example: Sponsorships)
Event Marketing (using other events!)
18. The Publicity Arsenal
Press release
Social media campaign
Images/B-roll/YouTube channel
Celebrities, featured guests,
“experts”
Press kit (print and/or electronic)
19. The key to “earned media”:
“If you want people to talk about you,
you have to give them something
to talk about.”
(works for visuals
or video, too.)
20. So what’s your story?
People are interested in people...
so good stories are
almost always about people.
Brainstorm!
22. DONOR – donates money or goods/services,
typically for the good of a non-profit organization or
cause (a philanthropic relationship)
SPONSOR - provides money, goods or services in return
for advertising & promotional benefits and/or access to
a targeted audience , as a marketing expense (a
business relationship)
Difference between
a “Donor” and a “Sponsor”
23. Types of Sponsors:
Title Sponsor – sponsor is part of the name of the
event: “KeyBank Vermont City Marathon”
Presenting Sponsor – mentioned after the name of
the event: “The Rose Bowl, presented by AT&T”
In-Kind Sponsor – provides goods or services, rather
than cash (airline tickets, food & beverage, media
exposure)
24. Sponsor types, continued…
Official Sponsor – a product that is an event’s
exclusive sponsor
Media Sponsor – print, radio, television or website
sponsors
Co-Sponsor – shares sponsorship of event with other
sponsors
25. Name/Logo Visibility in event promotional
messages and/or on-site at the event
Opportunities to interact with a target audience
Face-to-face networking & selling opportunities
Demonstrate or distribute sample product
What you have to sell at your event:
26. Opportunity to host key customers, clients or
employees at event
Naming opportunities for places or activities
Preferred location of a booth or presentation
Promotional rights - posters, t-shirts, brochures,
special offers, etc.
What else can sponsors get?
27. The key to kick-ass
sponsorships:
“Activation”
What opportunities do you have
to enhance your event experience
by integrating sponsors ?
How can sponsors engage with your
attendees?