EVENT MARKETING
OVERVIEW
This lesson will discuss about promoting an event through different media. The students will
understand the different steps in creating a promotional campaign for events.
OBJECTIVES
At the end of the lesson the students will be able to:
1. Choose what media to be use in promoting events
2. Create their own event advertisement using different media
ASSIGNMENT
1. Create a simple event marketing using the different media for the event that you will be organizing
DISCUSSION
…Let us start discussing the Event marketing…
EVENT MARKETING
Steps Involved in Creating a Promotional Campaign for Your Event
*Note: Before creating a promotional campaign get the basic idea of some business and marketing terms.
Step 1: Setup advertising objectives.
Why you want to advertise? What is your objective of advertising? What do you want to
get through advertising?
o to advertise to create awareness about your event?
o to advertise to get sponsors and clients for your events?
o to advertise to thank your sponsors and clients?
Step 2: Decide your promotional Activities
How you are going to promote your Event Company, your organizers, your sponsors, your
clients and your partners, pre-event, at-event and post-event?
Let's get an idea of what is media and what is media vehicle has to do with promotional
activities.
Prepared by: Mary Rose Angelica B. Antero, LPT Events Management
Media refers to various means of communications. Broadly speaking there are five
categories of media:
Print media - newspapers, magazines, press releases, tickets, passes, invitations,
banners, posters etc.
Electronic media - TV, Radio, Internet, Telephone, electronic signage etc.
Outdoor media - Hoardings, Billboards, and Balloons etc.
Prepared by: Mary Rose Angelica B. Antero, LPT Events Management
Transit media - promotion through cars, cabs, buses, trucks, trains, planes etc.
Miscellaneous media - includes everything else like: events, word of mouth
publicity etc.
Media vehicle is a specific medium. For e.g. if 'Internet' is media, then MySpace,
Facebook, Twitter, Google, Yahoo etc. are media vehicles. If 'TV' is a media, then specific
TV program like 'Celebrity Apprentice' is a media vehicle. Similarly if magazine is a media,
then specific magazine say 'playboy' is a media vehicle.
Prepared by: Mary Rose Angelica B. Antero, LPT Events Management
How Print Media can be used for Promotion
1. Promote your event, sponsors and clients through newspapers ads, magazines ads, trade
journals, press releases, tickets, passes, invitations, banners and posters.
2. Imprint you sponsor/client's company name and logo on your staff's shirts and caps and
on the pens, diary, gifts, and exhibitors’ manual and other promotional materials.
How Electronic Media can be used for Promotion
1. Promote your event, sponsors and clients through TV and Radio Commercials
2. Provide free ad space on your company's website where your sponsors and clients can
promote their products and services for particular period of time.
3. Develop an event website just to promote your upcoming event and provide a facility for
online registration. All the details regarding the event must be available on the website.
For e.g. if your event name is say 'spark2009', then come up with a website like
www.spark2009.com
4. Use electronic signage like visual display signage, Plasma Screen, LCD Screen, LED Screen,
Projection Screen, Video Walls etc. to promote your sponsors and clients.
How Outdoor Media can be used for Promotion
1. Promote your event, sponsors and clients through billboards and hoardings ads. A very
large hoarding is known as the billboard. There are two types of billboards: Scrolling
message billboard and mobile billboard. Hoardings can also be front lit, back lit, painted,
poster, mono pole, unipole and tri-vision.
2. You can also do promotion through Kiosk, Canopy, Flex and giant balloons.
How Transit Media can be used for Promotion
1. Road Shows are generally used in transit media.
2. Mobile billboards, mobile LED Display and caravan can also be used for promotion.
Reference:
https://www.eventeducation.com/venue-contract.php
Prepared by: Mary Rose Angelica B. Antero, LPT Events Management
