Event Marketing: What every Event Manager should aspire to master
Before someone volunteers to say that both Event Management and Event Marketing are essentially the same thing, let us quickly make the assertion that it is not the case and there is a definite distinction between the two.
Event Management involves creating, coordinating, and managing different aspects of an event execution, largely achievable through the single ability of delegation. Once the event concept and plan is agreed on, it all comes down to a matter of allocating responsibilities and making sure they are delivered on.
Event Marketing on the other hand, is everything that comes in to ensuring that the most important element of an event; the audience is properly engaged and hyped for what is to come. Let’s face it, the success of any event is how well it’s received by the audience in attendance.
Sadly, in the Sri Lankan context, the inessential trivialities of Event Management always seem to come above the critical necessities of Event Marketing. Remember, no one cares if you have 100 or more lights at your venue. It is about how the lighting compliments your overall theme and experience!
What constitutes great Event Marketing?
The top Event Marketing companies (globally), follow an ethos of making their events experiential more than anything else, and this focus is divided in to three key areas;
Marketing before the event: Building interest and inspiring actions through a finely detailed strategy that considers the different audience personas, in mapping their journey across the entire event experience, and understanding the key touch points of engagement.
Marketing during the event: Maximize attendee engagement and sponsor/exhibitor/event partner satisfaction, by creating an immersive atmosphere that succeeds in making the audience active participants of the total event experience.
Capitalize on content opportunities: An event provides a rich setting for the purpose of content generation. Tapped correctly, Event Marketers can use the multiple forms of content obtained during the event (voice cuts, video edits etc.) for marketing future events.