Event Planning Chapter
Main Topics
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Key Questions for Marketing Goals
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The many aspects of marketing
an event can only be touched on here, but some of the key questions
to be asked include:
- Is the marketing
primarily internal (buy-in for training, change in company direction,
etc.) or external (toward customers, media, consumers, professional
associations, etc.)?
- How targeted is the audience, in terms of the creation of marketing
(an all ages, mixed gender crowd from many professions is a different
marketing campaign from that of an event designed for female engineers
under the age of 35)
- Is the event complex enough that marketing
should be outsourced (this may involve a design firm, a PR firm, a
branding agency,
etc.)?
- Are there any logical partnerships for the
event (with a charity, another company, a government
agency, a professional association, etc.) that can expand the
marketing?
- What type of media coverage, and when, will best meet marketing
goals?
Effective marketing will maximize the visibility of an event and
the host organization. Pre-event marketing
is designed to introduce the
event and host agency, create excitement in the target community,
and attract attendees. During the event, marketing should attract
the local media to run positive on air and in print features (at this
point, any flaw in the event may run as a negative news item—hence
the value of a professional event manager). Post-event marketing should
focus on the event successes and can be directed at external media
(print, radio, television) and internal media (newsletters,
company blogs, websites)
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Event Planning 101
Chapter 10: Additional Services
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