1. Event Marketing

2. After completing this course students should be able to:
Learning Objectives
After completing this course students should be able to:
Define marketing, and explain the difference between marketing and the sales function.
Identify the elements of a marketing plan.
Describe market segmentation, define target market, and explain how to reach key audiences.
List the key elements of a timeline or production schedule.
Review event evaluation, and discuss the importance of establishing benchmarks to measure goal attainment.
Discuss the four P’s and explain how the marketing mix is applied to reach target markets.
Identify five common tactics used in marketing plans to achieve marketing goals.

3. Learning Objectives
After completing this course students should be able to:
Discuss the advantages and disadvantages of digital marketing and website marketing strategies.
Explain the benefits of developing a social media marketing strategy and discuss related considerations.
Summarize strategies for targeting and attracting global audiences.
Discuss the forms of sponsorship and promotional opportunities associated with exhibitions and events.
Create a structure to package and present opportunities for exhibiting companies to maximize participation and revenues.

4. Learning Objectives
After completing this course students should be able to:
Evaluate the strength of sponsorship and promotional opportunities programs supporting the core missions of the event, such as exhibit sales and attendance promotion.
Identify different pricing strategies.
Develop an international sales strategy.
Explain the importance of providing exhibitors with measurable ROI

5. Marketing and Sales are the same and the terms
can be used interchangeably.
☐ True
☐ False
 False
Event Marketing

6. American Marketing Association
“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers…”
Event Marketing

7. American Marketing Association
“Marketing is for managing customer relationships in ways that benefit the organization and its stakeholders”
Event Marketing

8. Marketing Communicates the Value of an Event Using:
Branding
Messaging
Promotion
Content
Event Marketing

9. Marketing Should be Used?
☐ In the four months prior to an event ☐ During the event ☐ Following the event ☐ Throughout the year
365-days/Year
Event Marketing

10. American Marketing Association
“Sales is any number of activities designed to promote customer purchase of a product or service. Sales can be done in person or over the phone, through or other communication media”.
Event Marketing

11. Marketing and Sales are Interdependent
Marketing reaches and persuades
prospects and customers
Sales is what you do to
close a purchase transaction
Event Marketing

12. External Factors Marketing Plans Consider
Politics
Economics
Social issues
Cultural issues
Religious calendars and holidays
Technology options
Environmental considerations
Event Marketing

13. Common Parts of a Marketing Plan
Executive Summary
Situational Analysis
Marketing Segmentation
Marketing Mix
Resource Utilization Plan
Evaluation and Outcomes Measurement
Event Marketing

14. Executive Summary A brief overview defining: Mission and vision
Goals and objectives
Unique market proposition
Event Marketing

15. What is a GOAL?
1. ☐ A company-wide slogan designed to motivate employees. 2. ☐ An achievement that will build the company’s assets. 3. ☐ The expression of what will be achieved.
3.  The expression of what is to be achieved.
Event Marketing

16. What is an Objective?
☐ It is synonymous with a goal, it means the same.
☐ An element that is necessary to achieve a goal.
☐ The focus of a promotional message.
2.  An element that is necessary to achieve a goal.
Event Marketing

17. Common Objectives of an Exhibition
Enhance brand awareness.
Position the event favorably compared to competitors.
Increase attendance of qualified attendees or key exhibitors.
Event Marketing

18. The Goal: Increase Meeting Attendance 10%
Objectives might include:
Promote to 50% more qualified prospects.
Launch new telemarketing campaign to all prospects
Enhance social media outreach
Invite first time attendees free
Event Marketing

19. Situational Analysis - Internal
Focuses on the internal factors that can influence planning and execution of an event such as:
Policies defined by leadership.
Results achieved from prior events.
Changes taking place to the event.
Event Marketing

20. Situational Analysis - External
Focuses on the outside issues such as:
Marketplace evolution.
Competition shifts.
Demographic changes.
Event Marketing

21. PEST Issues Political Economic Social/cultural Technology
Event Marketing

22. 10 Minute Group Exercise: PEST Issues
Identify at least three key PEST Issues in each of the four categories that have affected the planning and execution of exhibitions and events in the last five years:
Political
Economic
Social/Cultural
Technology
Event Marketing

23. SWOT Analysis Strengths Weaknesses Strengths Weaknesses
Opportunities Threats
Event Marketing

24. EXPO! EXPO! SWOT Analysis
Strengths Weaknesses
Strengths Weaknesses
Established industry event
Low cost to attend
Reasonable duration
Supported by social media
Struggling global economy
Competing industry events
Limited marketing budget
Competing virtual events
Opportunities Threats
Showcase new technology
Increase membership base
Recruit member champions
Reduced attendance
Disaster impacts attendance
Loss of sponsor support
Event Marketing

25. The Marketing Timeline
Aligns deliverables (tactics) with the project’s deadlines so that key milestones will be met. What is a milestone?
A milestone is a significant achievement among the many other tasks that will be included in a project management plan. Some examples:
Securing venue space
Printing prospectus/attendee brochure
Selecting registration contractor
Event Marketing

26. Common Key Elements of a Timeline
Staff resources
Deliverables
Identifiable steps
Time allocated for each step
Event Marketing

27. Marketing Evaluation
What are attendees/exhibitor’s motivations for attending?
Which promotional tools/resources might be most affective to use in the future?
How did attendees access information about the event?
Response rates for direct mail, , social media
Event Marketing

28. Two Defining Marketing Goals for all Exhibitions
Selling adequate booth space/stand space.
Delivering a credible (qualified buyers) audience of attendees.
Event Marketing

29. Three Categories of Attendee
Buyers
Purchasing agents
Research and development specialists
Event Marketing

30. Attendee Demographics
A key element needed to define target markets.
Unique characteristics attached to a segment of a population that differentiates it from other segments.
Components of attendee demographics differ when planning B2B events or B2C shows.
Event Marketing

31. Demographics Important for B2B Events
Job Title.
Purchasing influence.
Industry sector.
Budget size by bracket.
Event Marketing

32. Demographics Important for B2C Events
Household income by bracket.
Hobbies, interests, activities.
Number of children/pets/autos in household.
Publications read regularly.
Event Marketing

33. Key Elements of the Prospectus
Floor plan.
Unique Selling Proposition (USP).
Benefits derived by participating.
Key milestones.
How to secure space.
Advertising and sponsorship opportunities.
Event Marketing

34. A Decade of Change
Sponsors now desire engagement with key audiences; many will measure ROI before re-signing.
Exhibitors now often multi-national companies who bring cultural differences to events.
Packaging space, sponsorship and advertising is growing common.
Event Marketing

35. Getting the Message(s) Correct
Key messages are developed only when internal and external issues have been analyzed.
Essential to craft effective messages for each audience segment, a difficult challenge.
Message development often out-sourced to marketing professionals.
Event Marketing

36. The Marketing Mix – Four Ps
Product – what is being offered for sale?
Price – what is the value exchange?
Promotion – how will the product be offered?
Place – what media will be engaged?
Event Marketing

37. Key elements of a Marketing Plan will be Driven By:
☐ The bias/personality of the organizer.
☐ The time of year the event occurs.
☐ The event type.
☐ The event’s budget.
4.  The event’s budget.
Event Marketing

38. Business Intelligence Tools
Data mining
Demographics
RFID analytics
Surveys
Focus groups
Telemarketing follow-up
Event Marketing

39. Public Relations (PR) Purposes:
Developing relationships
Monitoring and managing stakeholders
Generating publicity
Promoting organization
Event Marketing

40. Public Relations The focus of public relations is usually short-term.
☐ True
☐ False
False, it is typically longer-term often focusing on the
image stakeholders form of the organization.
Event Marketing

41. Public Relations Risks
The show organizer has little control over how a third party’s messages will be delivered. Uncontrolled media messages such as news, media releases, public service announcements (PSAs) and video news releases (VNRs) are uncontrolled because
It is rare for media to use them without adding their
own editorial spin to the story.
Event Marketing

42. Social Media is a Growing Media Channel
Event Marketing

43. Social Media Value Brand extension Access to online customer networks
Delivers real-time customer service
Collaborative education programming
Advertising, promotion and public relations
Potential savings in marketing costs
Implement green practices
Event Marketing

44. Social Media Key Strategies
Define who is responsible for implementation.
Who is the audience/audience segment(s)?
Nature of content?
Who will monitor/frequency?
A complex and multi-faceted policy is required
Event Marketing

45. Media Relations
Understanding the role of the media and cultivating good relationships with reporters, publishers, broadcast producers, radio and television owners and managers is called media relations.
Event Marketing

46. Media Relations
It is important to learn what is newsworthy and what is not.
About 90% of media releases that journalists receive
are not newsworthy and are discarded.
Align with the media and your stories may be published.
Event Marketing

47. Direct Mail Properly used direct mail remains effective.
Technology allows for personalization which boosts response rates.
A call-to-action increases response and often drives readers to websites were sales take place.
Event Marketing

48. What is A Call-To-Action (CTA)?
Text or a graphic that urges your audience to do something. For example: “See who is attending already and then register today! To register click here”
Event Marketing

49. E-mail Anti-spam laws and spam filters diminish impact.
Opt-in marketing is more effective say pros.
Opt-out allows those who wish to be removed a way to do so.
marketing is cost effective.
fatigue is a growing issue.
Event Marketing

50. Websites: Moving to Mobile
Shifting from websites to mobile platforms.
Mobile apps provide new sponsorship revenue opportunities.
To be fully effective content should be designed for each platform type: web, mobile and tablet.
Websites must be simple and easy to navigate.
Event Marketing

51. Sponsorships Growing in Importance
Provides exhibitors to engage with attendees before, during and after the event.
Aligning with attendees whose demographics match marketing objectives is ideal outcome for exhibitors.
Thought leadership sponsorships underwrite webinars. learning content and White Papers.
Event Marketing

52. Sponsorship Revenue
Sponsorships now represent approximately how much of a typical exhibitor’s show spend?
☐ 5%
☐ 10%
☐ 20%
☐ 35%
3.  20%
Event Marketing

53. According to CEIR Research the primary reason attendees go to exhibitions is to:
☐ Network with others.
☐ Reconnect with vendors and meet new potential providers.
☐ See new products/services.
3.  See new products and services
Event Marketing

54. New Product Award Programs
Sponsored by show organizer, sponsoring association or media sometimes with an entry fee.
Provides winning exhibitors with additional exposure.
Can provide additional show revenue.
Promotes attendance.
Provides post show promotional value for the event and award winners.
Event Marketing

55. Pricing Sponsorships: Key Considerations
Cost to produce including staff time.
Size and quality of the audience?
Is sponsorship offer exclusive?
Cost to produce same results alternatively?
Value for generating attendance and filling exhibit space?
Event Marketing

56. Pricing Sponsorships: Key Considerations
“A la carte” pricing or packaging?
A la carte offers advantage of lower price.
Packaging provides more exposure points at a higher total investment.
Packaging allows for custom-tailoring to suit exhibitor’s specific objectives.
Event Marketing

57. Common Elements of Successful Sponsorship Marketing Plans
Brochure offering full descriptions and all options.
Benefits delineated in bullet points.
Audience reach and demographic details.
How show organizer will support the program.
Names and logos of past sponsors.
Event Marketing

58. Common Elements of Successful Sponsorship Marketing Plans
Marketing begins early and goes often.
Messaging that speaks to booking early.
Year round message concentrated between four and fourteen weeks before the event.
Event Marketing

59. Selling Sponsorships
Space, sponsorships and advertising should be sold concurrently.
Use post event sponsorship reports and metrics to rebook.
Detail oriented customer service staff is vital.
Create a detailed contract containing all relevant information for each sponsorship sold.
Event Marketing

60. Content Marketing Content Marketing is now an essential strategy.
Delivers high-grade, relevant and valuable information.
Exhibitors see exhibitions as opportunities to deliver their own content.
Organizers must mine valuable content for exhibitors and themselves from their events to distribute across several channels.
Event Marketing

61. Priority Points Systems
Award points to exhibitors for their participation in exhibitions and serve as the basis for space selection at subsequent events.
Systems can be simple or complex.
More complex systems recognize booth size, sponsorships, advertising, etc. in addition to participation.
Event Marketing

62. Show Sales Processes On-site/Advance Sales. Space-Draw Sales.
Post Draw-Sales Process
Event Marketing

63. Insta-Quiz The selection of booth/stand space based upon a priority
points system is generally referred to as:
Space-Draw Sales
Event Marketing

64. Insta-Quiz The eight-to-nine month period following the space
draw when sales staff focuses on rebooking previous
exhibitors while also selling to new exhibitors is
referred to as the:
Post-Draw Process
Event Marketing

65. Insta-Quiz It has become common for show organizers to begin the
sale of space for a future event during a current show.
This is known as the:
On-site/Advance Sales Process
Event Marketing

66. Insta-Quiz Establishing long-term relationships with customers by
understanding their needs and objectives is a type of
selling known as:
Relationship Selling
Event Marketing

67. Insta-Quiz Customer Relationship Management (CRM) programs
are important because:
1. ☐ They illustrate where on the show floor a particular booth space is located.
2. ☐ The Internal Revenue Service (IRS) accepts them as evidence of
an existing business deduction.
3. ☐ They permit sales staff to document all contact, conversations,
spending and interactions with customers.
3.  They permit sales staff to document all contact, conversations,
spending and interactions with customers.
Event Marketing

68. Telemarketing an Important Adjunct
While cost is high compared to direct mail it enhances sales efforts.
Effective for:
Prospecting
Setting appointments
Contact follow-up
Telemarketers must be thoroughly trained
and familiar with the event
Event Marketing

69. Lead Generation
Exhibitors want leads with high grade demographic information.
Matchmaking programs and appointment setting are effective ways to create quality leads.
Exhibitors seek leads whose demographics align
with their objectives.
Event Marketing

70. Lead Capture Technology is revolutionizing capture techniques.
Lead retrieval boxes being phased out.
Smartphone and tablet apps replacing boxes.
Near Field Technology Communication (NFC)is rapidly becoming a valued lead capture tool.
Radio Frequency Identification (RFID) is another option but requires scanning attendees’ name badge.
Event Marketing

71. Summary
A sales plan must be developed to establish proper goals and objectives.
Organizer’s team must understand the sales cycle to engage the correct tactics at the right time.
Follow-up is crucial throughout.
Exhibitors want multiple options.
Show organizers should share ROI data broadly.
Event Marketing

72. IAEE Membership
IAEE has 1,300+ member organizations with 9,000+ individuals spanning the entire exhibition and event ecosystem!
Event Marketing

73. IAEE Membership Resources
MemberLink
Resources
Professional Education
Events – Expo! Expo!, leadership training, Women’s Leadership Forum
CEM Learning Program
IAEE Membership Directory
Event Marketing

74. IAEE Membership Resources
Member Discounts at Tradeshowstore.com
Bi-Monthly Webinars
Membership in local IAEE Chapter
Career Center Resources
Exhibition Industry Resource Guide
Event Marketing

75. Thank you for participating in today’s CEM Class!