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How-to-Guide - Executing an Event Marketing Plan

Event Marketing is used to support a variety of marketing programs and initiatives. Deciding what types of events to attend and/or host, identifying the content you will present, initiating promotion to attendees, and evaluating every detail of your event(s) are just a few components of the overall event marketing process. Meticulous planning and effective promotion of your event will ultimately lead to ease of execution and, in turn, a positive response. This How-To Guide is designed to provide practical advice on planning, promoting and executing your event marketing plan. This guide outlines the event planning process, provides tips to promote your events, and explains how to execute a successful event. It is intended for use after and in conjunction with our Fundamentals of Event Marketing How-To Guide. Read this brief 7-page guide to understand the following: - What Does the Event Marketing Planning Process Involve? - Key Steps of Event Promotion - Essentials to Successful Event Execution To obtain this document, visit us at http://www.demandmetric.com/register

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How-to-Guide - Executing an Event Marketing Plan

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  1. How-­‐To  Guide                                                                                                                                                                 Executing  an  Event  Marketing  Plan     By  Kristen  Maida,  Research  Analyst   November  2013         EXECUTIVE  SUMMARY   Event Marketing is used to support a variety of marketing programs and initiatives. Deciding what types of events to attend and/or host, identifying the content you will present, initiating promotion to attendees, and evaluating every detail of your event(s) are just a few components of the overall event marketing process. Meticulous planning and effective promotion of your event will ultimately lead to ease of execution and, in turn, a positive response. This How-­To Guide is designed to provide practical advice on planning, promoting and executing your event marketing plan. This guide outlines the event planning process, provides tips to promote your events, and explains how to execute a successful event. WHAT   DOES   THE   EVENT   MARKETING   PLANNING   PROCESS  INVOLVE?   After you have committed to an event or an event strategy, you will enter a planning phase. To make the best possible impression, events require extensive planning. Here are some items that need to be considered: 1.Selecting Events -­ When considering tradeshows and industry conferences to choose from, there are some key factors that should influence your choices: ©  2013  Demand  Metric  Research  Corporation.    All  Rights  Reserved.  

  2. How-­‐To  Guide   ?The types of events your customers & prospects attend ?Which events show reputation & quality ?The presence of competitors ?Cost ??? ???? ????? ??? ?????????? ?? ?????? ?????? ???? ??????? ???????? Tradeshow Evaluation Matrix to determine the best fit. 2.Choosing a Venue (if hosting) ? When choosing a venue for your event it is important to consider: ?Capacity ?Amenities ?Parking ?Pricing/Fees ?Storage ?Availability ?Maintenance ?Food & Beverage ?Technical Requirements 3.Staffing Your Event -­ Determine the optimal staffing requirements to ensure success. Elements to consider include: ?Staffing Level -­ At tradeshows, staff for peak traffic flows ????????????????????????????????????????????????????????? your team is busy. ©  2013  Demand  Metric  Research  Corporation.    All  Rights  Reserved.  

  3. How-­‐To  Guide   ?Set-­up -­ Create a team just for set-­up and take-­down to allow staff involved in the actual event to focus on the purpose of the event and potential clients. ?Length -­ At day-­long events, plan to have enough staff at peak times and schedule breaks accordingly. ?Type -­ Bring customer-­facing staff (sales, marketing and support) to the event. Personable and/or outgoing team members are generally best. To read the rest of this How-­to Guide, become a Demand Metric member today!   ©  2013  Demand  Metric  Research  Corporation.    All  Rights  Reserved.  

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