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Many a marketer has passed on event marketing as the cornerstone for an IM program. Is it the
perception of exorbitant costs, limited resources and low return on investment that keeps them
away… or is it a reality?
When I think of successful event marketers, brands like American Express, Visa, Coca-Cola,
Marlboro and Budweiser immediately come to mind. All have deep pockets, extensive resources and
talented marketing executives which together result in high profile integrated marketing programs
that more often than not deliver against desired objectives.
Okay, so you’re grumbling to yourself right now, “Well I’m talented too. But I work on a brand
that is short on budget and lacking in resources. Is event marketing beyond me?”
Not necessarily.
Consider utilizing event marketing as the cornerstone for an on-going, fully
integrated marketing effort versus implementing the “traditional plan” of independent, unrelated
and smaller-in-size promotional programs that attempt to cover all of the bases.
Also known as lifestyle marketing, event marketing is a form of value-added, equity-building
marketing that leverages the psychographic interests of the target audience. It aims to
differentiate the brand from its competition by using an event or series of events to help
establish a meaningful relationship between the brand and its targeted consumer base.
Complementary Element
 When done well, event marketing utilizes other elements of the marketing mix like advertising,
direct marketing, public relations and/or a variety of promotion tactics to get the message out
and motivate consumers to participate. Generally, an effective event is one that is “ownable,”
original, newsworthy, memorable, repeatable and appeals to the target audience. It should also
generate incremental media exposure for the brand.
Let’s take American Express and its “Share Our Strength” program as an example. Established in
1984, “Share the Strength” has become one of the nation’s largest anti-hunger, cause-related
fundraisers.
Since 1988 it’s “Taste of the Nation” galas have raised more than $18 million in the U.S. and
Canada. Its format is simple and straightforward: in each participating city, consumers pay to
sample culinary tastes at or from local restaurants, meet celebrity chefs, and visit with wine
experts. Other events include premium-priced executive chef dinners, daily wine tasting
opportunities and silent auctions at top-rated restaurants…all of which raise monies for citywide
hunger-related efforts.
The program’s on-going success stems from its ability to generate goodwill and awareness for the
American Express brand by marrying the cardholder’s altruistic interests with American Express’
trade establishments’ business-building goals. A “win-win” for everyone!
If you’re interested in learning more about how you can make event marketing work for your brand,
take a look at these 12 Steps to Successful Event Marketing:
1. Define Overall Marketing Objectives
Be sure to have complete agreement to and management’s support of your clearly defined and
measurable marketing objectives.
2. Establish the Role for Event Marketing
Determine if and how it fits within your brand’s marketing mix; evaluate the potential for
“pooling” marketing dollars, and establish a budget.
3. Research Your Target
Understand what makes your current and/or targeted consumers “tick.” Utilize such tools as
research studies, Spectra data, and focus groups to obtain a target audience profile and
psychographic analysis of their lifestyle interests and activities.
4. Evaluate Event Marketing Options
Do your homework in exploring all of the possibilities. If necessary, consider tapping your
advertising, promotion and/or public relations agencies for help. Determine what value each
event option will bring to your brand and company. Will the event(s) help… build brand
equity?… generate new users?… stimulate loyalty?… provide long term solutions vs. short term
awareness?… deliver incremental exposure? Are any of the events “ownable?” These are important
considerations.
5. Select The Right Event(s)
Based upon your research and the answers to those questions (Step 4), choose the event(s) that
you believe will best meet the overall marketing objectives you have previously established. The
more successful ones will be those that effectively integrate and leverage consumers’ lifestyle
interests and hobbies, rather than blatantly advertising a commercial message.
6. Build On The Event
“Brainstorm” with your team on making the event into a fully-integrated marketing program that
will generate significant consumer involvement and enable you to get the most “bang for your buck.”
7. Develop An Implementation Plan
You’ll need to assign responsibilities and develop timelines for all aspects of the total IM
program including: advertising, promotion, publicity, trade marketing, packaging, direct
marketing, etc. Continue to obtain costs for each component.
8. Establish And Monitor The Budget
The total IM program should have a comprehensive budget with a detailed breakout by element for
cost tracking purposes. Determine who will be the “keeper” of the budget and have overall
responsibility for providing spending updates and a reconciliation of expenses.
9. Utilize Available Resources
Don't try to be a hero and manage it all by yourself. Tap into the appropriate agencies, vendors,
co-workers, team members and event marketing experts to help develop, implement and evaluate your
IM effort.
10. Define Measurement Criteria
Before implementing your event marketing program, gain approval from senior management on the
qualitative and quantitative criteria you plan to use to evaluate “success.” Qualitative measures
might include consumer or trade feedback, image and equity enhancement, and goodwill - to name
just a few. Quantitatively, consider points of measurement like: gross consumer impressions gained,
media value generated, sales results, percentage change in share of market and increases in brand
awareness.
11. Execute The Program
Now it’s time to make it happen. Supervise your resources and let them do what they do best! Be
sure to attend the event(s) to see for yourself what’s working and what’s not. Chances are it won’t
be perfect the first time around. Make the necessary adjustments and get back on track.
12. Evaluate The Program
A post-event program analysis is critical! Record what you have learned and communicate them to
appropriate members of your organization. Include pros and cons, your point-of-view regarding the
“success” of the program, and a recommendation on whether to renew or discontinue it as part of
your brand’s future marketing efforts.
Now you’re poised to give event marketing that good ol’ college try! So when the cry rings out for
“integrated marketing,” keep an open mind and consider using event marketing as the cornerstone
for your next program.
It’s really not beyond you. You just have to reach out for it.
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