Event Marketing: 5 Surefire Tips for Launching an Event Marketing Program in the Spotlight
I heard the exciting news the other day that my friend, Sam, a crazy (crazy in a good way!) British film director, had chosen his documentary film to feature at several high-profile film festivals. The entire process, from pre-production, filming on location in Africa, and clever editing, required preparation, research, skill, and money.
I realized that no matter the size of a movie (blockbuster, indie film, or documentary), before it gets off the ground, movie producers have to carefully think through the same process as an event marketing program.
Go figure???
Is it really possible that event marketing producers and film producers have a common bond other than a similarity in job title?
Marketers around the world are looking for exciting, memorable, and offbeat ways to connect with their customers.
You are one of them?
It’s challenging enough to keep up with new marketing trends and then try to figure out a way to turn the idea into reality!
Stick with me kid and I’ll show you how to make your event shine!
Here are 5 tips to jumpstart an event marketing program in the spotlight:
1. I will have what she is having
Clearly define your target audience.
Because?
It helps to give your “typical customer” a name and personality: start by choosing a name, then determine age, hobbies and interests, likes and dislikes, and values and beliefs.
A couple of years ago, I created a cool show that appealed to the hip, trendy 18-34 crowd for a national telecommunications company.
Caught in a freak! (my version of your “typical customer”)
Dave is 23 years old, loves action sports and video games, must have the latest tech gadgets, loves clubbing with friends and is new to the world of work full time.
2. Rebel without (without) a cause
Understand the objectives. There must be a reason why an event marketing program is needed. that is, increase brand awareness, drive sales, build brand loyalty, or increase traffic to the store.
Dave’s goal was to build brand loyalty and increase brand awareness, to remove the clutter of traditional advertising, and to reach Dave on a very personal level, inspiring relationship and emotional connection!
If Dave had a amazing experience chances are you’ll remember the event for a long time and tell your friends about it – word-of-mouth rumors are powerful and valuable!
3. Of all the gin joints in town and she walks into mine
research locations where your target spends time away from home: school, shopping malls, festivals, gyms, concerts, night clubs, coffee shops, and sporting events.
It is essential that the location be suitable for both your brand and your objectives to establish credibility.
To contact Dave, I developed a list of upcoming places he’d like to hang out (festivals, concerts, and extreme sports events). The venue that made the cut was a professional wakeboarding and lifestyle festival.
4. Show me the money!
set a budget Or at least an approximate figure. The scale and scope of the entire event marketing program depends on the budget.
Put it this way.
A Hollywood blockbuster with outrageous special effects, Academy Award-winning actors, and an amazing location means big money, moolah, cash… we’re talking MILLIONS baby! Whereas an independent film can produce something creatively brilliant on a shoestring budget.
The sky is the limit in terms of what can be done, but only if you have the dough in reserve to back the idea!
5. Go ahead, make my day
Motivate your client giving up some of their valuable time to learn more about your brand and then getting on with the action.
Whatever it is, it should be considered as much relevant and valuable for your client. Incentives that work well are product samples, contests, interactive games, and branded prizes. Everyone loves free stuff, but it must be appropriated and treasured; otherwise, FORGET IT!
Back to cool boy Dave!
At the professional wakeboarding event, I created the Chill Out Lounge, a special themed area that enhanced the experience for festival goers in swimsuits and bikinis.
The brand’s large dome tent was adorned with:
Think Arabian Nights meets beachside nightclub! Friendly and attractive “brand agents,” wearing trendy shorts, miniskirts, and cowboy hats, handed out ice-cold bottled water and lip balm to thousands of thirsty guests (many, many Daves!).
Guests were encouraged to take cover from the scorching sun at the brand’s sunscreen station and enter a contest for a chance to win a fantastic trip to another customer-sponsored event.
Badda Boom, Badda Bing!
An event marketing program should strive to commits, educate and motivates Your clients.
It should be fun and stand out! The coup is bringing it all together.
Think of it like this: Invest in your customers and they will invest in your brand again! (and that means a lot more money for you in the long run from your EXCITED CUSTOMERS)