Social Media: Make sure you set a dedicated hashtag for your event for all your social media promotion, checking first to ensure it’s not already in use. 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. Create thoughtful content that positions your event brand as a thought leader or shows your audience how great of a time they could have if they attended. That can include radio, TV, newspaper and magazine advertisements. Please accept cookies or get more information. I Agree. So, what can you do to stand out among a sea of lookalike brands? Event management is the oversight of many administrative details for events such as conferences, festivals, or weddings. All our latest data stories and insights straight to your inbox, Copyright © 2020 Brandwatch. While event planners tend to work on the overall event concept, event managers deal with the details of its execution. © 2020 Forrester Research, Inc. and/or its subsidiaries. For Brandwatch, we hire a film crew and take video testimonials, which allows us to create a compelling recap video that we’ll be able to use in future promotions. This is an unpublished work protected by federal copyright laws. Stay tuned for updates from the Forrester blogs. This should be where you’re driving all your promotional work, so make sure your event site includes all the necessary information to drive ticket purchases. So you’re at the event—now what? Different types of emails will call for different audiences. Looking for an event or experiential marketing agency? Successful marketing for events relies on carefully laid plans. In addition to email invites and social promotion, consider employing direct mail tactics for your VIPs by sending a physical invite to the event. A/V – This includes all the equipment such as microphones, speakers, WiFi, cables, projectors, etc. By taking into consideration your event goals, content management, promotion efforts, engagement activities, and the technology you use, you will be sure to create a great marketing plan for your event. Once your goals and measurement tools are in place, it’s time to kick off your event marketing plan. Duties of an Event Manager . Discover how consumers are approaching plastic waste during the pandemic. to spotlight their involvement in the Now You Know conference. Brandwatch did this by. Creative execution is the way an advertising appeal is presented. This way, we knew we had the exact group we were looking for and didn’t waste resources or budget on the wrong audience. But, it can also be a stressful and challenging one, since the competition that you’re usually able to hide behind a screen from is now standing right next to you with their own shiny booth. The event might be over but your work still isn’t done. Make sure they’re clear across every team involved in promotion. So with an eye on great party planning and the small question of an improved return on investment, make sure that the shows or events your organization attends or organizes are planned and executed efficiently and in a repeatable manner. For NYK, we measured everything from click-through rates on emails to social media impressions, engagement, paid ad performance and more. With the evolution of marketing platforms to include owned media (websites, social media channels and blogs or podcasts), the definition of event advertising has expanded beyond traditional media and even social media, to include all digital marketing strategies that an eventprof may leverage to drive awareness, engagement and revenue generation for an event. The Brand Marketing Manager ensures brand integrity by guiding efforts across multiple channels and functions. Promoting an event or conference is an enormous task, crossing multiple disciplines and requiring a good amount of foresight and strategic thinking. The holidays are virtual for many of us this year, and people are starting to think about how to make these interactions meaningful. Subscribe to keep your finger on the world’s pulse. To avoid either of these situations, organizations must review how they currently plan and execute their event strategy with respect to people, process and technology: Every year, I hear marketers say that, owing to the expense and poor lead return, they are “planning to spend less money on events this year.” Some evidence suggests a slight budget spend reduction in trade shows. The expression “Suppose you gave a party and nobody came” translates into a truly awful scenario for a B2B marketing team that pins its hopes on a live event or trade show to drive business. If you’re an existing customer and you want to know more, your account manager will be happy to help. The Brand Manager also takes part in the development of short-term tactical Sales and Brand Management marketing plans. Event-driven strategies have multiple methods of execution. The first step toward creative execution indeed, the first step of any execution–is … Another word for execution. Before you start posting, it’s smart to establish some goals. Be sure to take stock of what you have and find ways to market it. [Breaking News] Brandwatch named a Leader in Forrester Wave™, Before you start promoting your event, it’s important to. In this event marketing guide, we reveal the strategies we used to promote our first conference and outline how you can use these techniques for your event. Because the agency had done a similar event the year before, they knew how many conversions they previously achieved and decided to choose a modest (but realistic) goal. To rise above the noise in journalists’ inboxes, you need to make it clear why the public will care about your event’s story. The next thing you’ll want to to think about is what you want to measure and how you’ll do so. Offering up analysis and data on everything from the events of the day to the latest consumer trends. Content marketing is a must. Allow for sneak peeks of the agenda to help create a buzz. And with people being more selective in how they spend money, y… List the basic details of your event. Once the specific advertising appeal that will be used as the basis for the advertising message has been determined, the creative specialist or team begins its execution. For NYK, we try to send out something related to that year’s theme and include a special ticket discount offer. We want to see enthusiastic candidates with fresh ideas and the organizational skills required to not leave anything about an event to chance. Web pages--You probably would not have seen this means of advertising on a list of advertising methods if you had read a list even two years ago. Event Marketing is used to support a variety of marketing programs and initiatives. Event Marketing Execution Planning a successful event is more than location, theme and goal. That can include radio, TV, newspaper and magazine advertisements. For others, it may be creating a buzz. In my town, spring and summer are a busy time for local events. The money spent on trade shows represents 8.3 percent of total marketing spend for companies with less than $500 million revenue companies and 6.1 percent for those above $500 million. Once your goals and measurement tools are in place, it’s time to kick off your event marketing plan. Sponsoring a booth at another event is a strategy companies typically use to build brand presence, as well as to drive leads, and it can be quite an effective one. Next up is to determine some of the key elements of your event: Date … If you engage them now, they’ll be more inclined to attend the next conference. Your event will focus on a specific audience, so your advertisement should as well. Using Brandwatch Audiences, we were able to locate the right people to direct our social promotions to, especially our promoted social ads. Event Budget Template (Click on … We use cookies to improve your experience and give you personalized content. A marketing timeline allows your entire marketing team to see all projects, events, campaigns, and sales that will be happening throughout the year. Do you agree to our cookie policy? People who specialize in event management work with budgets, schedules, and vendors to create the best possible events for their clients. Use engaging visuals, videos and animations to draw attention to your tweets promoting the event. By using our site you agree to our If you are advertising a rock concert, you don’t want to target elderly audiences. Use these 10 simple steps to make your event PR efforts drive interest and attendance. All feedback is helpful, so be sure to encourage your attendees to give honest feedback and make sure to take actionable steps based on what they say. If you’re lacking or interested in more feedback, you can find out what went right and what went wrong through a post-event survey. Establish a "hook" in your script to grab the audience. Certification Programs For Teams And Individuals, The Ideal Partner Profile — A Channel Sales Leader’s North Star. Executive Summary. Adapt and win with Consumer Research, our new digital consumer intelligence platform. In order to commit to a new campaign, a marketer will need to clearly define the goals of the event and how those goals will be achieved. Goals. Execution plans aren't just for launching a business. use of cookies If you’re an existing customer and you want to know more, your account manager will be happy to help. Responsibilities. Great event marketing needs goals to be set in advance. These 15 creative ways to market an event will show you how to advertise an event before it starts and provide event marketing ideas during events. Understanding Event-Driven Strategies . For Brandwatch, we hire a film crew and take video testimonials, which allows us to create a compelling. Take stock of what you’ve got and use it to help you in your future endeavors. From May 8th, all Crimson Hexagon products are now on the Brandwatch website. The situation is equally nightmarish when you give a party and everyone comes…but the planning is poor, the location dreadful, the AV system fails, and the wrong speakers are in the wrong place at the wrong time. Read on to learn some of the top event marketing strategies and tools you can use to create buzz and increase attendance at your next industry event. It’s important to take all your promotional efforts and close out the event in a way that can be used for future events. There is no need to reinvent the wheel here – what’s important is that you work to align your activities to aid in promotion. At the NYK Conference, we hold a Twitter contest awarded the top tweets at the event with trophies. It’s important to not forget about leveraging your existing marketing activities to promote your event. They should act as the eyes and ears on the ground and report back using social media. These will inform the rest of your … Before you start promoting your event, it’s important to make sure you know what your goals are. We use cookies to enable website functionality and to tailor content to your interests. At its most basic, event management is the process of using business management and organizational skills to envision, plan and execute social and business events. However, SiriusDecisions benchmark data shows that around 45 percent of all field marketing budget spend still goes to “event” expenditures, of which roughly 20 percent is devoted to trade shows. Different types of emails will call for different audiences. B2B channel chiefs often forget or overlook the impact that partner profiling has on the indirect business. Volunteers: A big event needs a big crew of people to get it … We’re talking about a sizable investment in events in general. Whether you host it on your existing website or build something new, the goal remains the same. These can include: The Brand Marketing Manager ensures the efficient execution of business plans in order to meet future brand expectations and targets. 1st Floor, Sovereign House, Church Street, Brighton, BN1 1UJ Event Marketing and Execution Your time is limited. Just think of them as B2B wedding planners – a team or external agent that takes care of execution-planning logistics, acts as event advisor and ensures consistent process adoption within an organization. Enterprise event marketing campaigns generally require a heavy investment and opportunity cost. 10 Enterprise Event Marketing Best Practices. This includes, but is not limited to, detailed agenda, speakers, hotel and transport information and all other activities. The best way to do this is with a multi-faceted approach. Here's 10 successful trade show tips. Direct Mail:  In an era where digital is king, it’s easy to forget to power of physical marketing tactics like direct mail. Step 2: Incorporate a strong theme and be creative, whether in person or online. For most, it will be both. All rights reserved. In fact, it should be the home base for all related information. We only realize the issue when our pipeline dries up and we’re wondering where the next client is coming from. The goal of event PR is to generate interest and registrations for your event. They can be used for any new project or endeavor. It encompasses a wide variety of disciplines, which in turn requires a lot of work across multiple teams within an organization. Brandwatch mainly used social to highlight big announcements and generate buzz surrounding the Conference, such as new speakers, updates to the agenda, special events and more. Organizations must review how they plan and execute events with respect to people, process and technology. You’ve likely collected a metric ton of photos, videos, feedback, testimonials and more during your event. Reminder emails to those already RSVP’d will not be pertinent and people you are still selling tickets to will require these frequent updates to maintain buzz. Successful businesses create a marketing system that help them stay on top of marketing activities. It is too easy to fall into the client work mode and forget that we need to keep our businesses and ourselves visible so that we continually attract new clients. The hook will bring your audience into the script and hold them while the important information is given. All Rights Reserved. Establish the event essentials. Overall, being creative is very important, but before one can be creative in the right direction, the purpose of the campaign and the target audience needs to be determined. during your promotion period, share information about your own event and encourage people to get involved. 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