PPT GUIDELINE:

Event Marketing: Hosting or sponsoring events to engage

with the target audience and showcase products or
services
ST. LAWRENCE COLLEGE KINGSTON

Students Name:

Carolina Ortega

Alejandra Jaramillo

Tanya Alban

Subject:

MARK 20

Professor:

Pam Armstrong

Date:

March 15th, 2024

Slide 1:
Title: Event Marketing: Hosting or sponsoring events to engage with the target audience and
showcase products or services.

Slide 2: Introduction
- Meet our Team:
Tanya Alban, Alejandra Jaramillo, Carolina Ortega. We are extremely excited about to
explore together “Event Marketing”

Slide 3: Agenda
✓ Key aspects of event marketing.
✓ E-Sponsorship Categories in Event Marketing.
✓ Hosting or Sponsoring Events.
✓ Applications of Event Marketing in Business.
✓ Typical Target Market - Ideal Segment from Prizm.
✓ Best Practices in case study.
✓ Team's Opinion.
✓ Closing Remarks.
✓ Bibliography

Slide 4: Key aspects of event marketing

Event Marketing “refers to the creation or involvement of a brand in an experience or
occasion that heightens its awareness, creates positive associations, and generates a
desired response” (Kerin et al., 2021, p. 319).
These events entail meticulous planning, strategic positioning, creative execution, and
successful advertising to promote a brand, product, or service that promises maximum
impact and return on investment.
Organizations are the ones who mostly use promotional events to interact with the target
audience, increase brand awareness, drive sales and ultimately achieve marketing
objectives.
Marketing events are a crucial tool for marketing strategies, giving the opportunity to connect
with the target audience in a personal and closer way, creating connections with the brand
and loyalty to it.

According to McCullough (2023) Marketing Events can take many forms, such as:

• Trade exhibitions: Ideal for networking with colleagues in the sector and exhibiting
items. They provide opportunities for corporate collaboration as well as in-person
interactions.
• Conferences: Great for exchanging ideas, fostering in-depth conversations, and
bringing experts together. Holding conferences can help you become known as an
authority on a subject.
• Webinars are a great way to educate your audience, share skills remotely, and
generate leads. Webinars can reach a large internet audience at a reasonable cost.
 • Seminars and workshops: Good for developing skills and encouraging face-to-face
communication. Meaningful connections are facilitated by these smaller-scale events.
• Virtual events: A flexible way to reach a worldwide audience without being physically
confined, they make imaginative digital experiences possible.

• Product launches, exhibitions, sponsorships and experiential marketing activations.

In this presentation, our focal point pertains to the examination of hosting or sponsoring events
as a strategic approach to fostering engagement with the target audience and highlighting the
merits of products or services.

Slide 5: E-Sponsorship Categories in Event Marketing

According to Hoyle (2002) forming alliances or sponsorships with other organizations is an
amazing method to increase visibility and revenue, there are two ways in which this process
can function, you can place your event on other Web sites, as well as opening your site up to
others. This could involve the exchange of money (e.g., the selling of advertising space) or
could involve a “trade-out” where no money is exchanged. When developing your strategic
partners, you can promote one another through banners, buttons, text, links, and direct on-site
sales. Partners can even develop co-branded pages where they promote each other together.
The five primary categories of electronic sponsorship are as follows:
1) Branded Content: The publisher oversees producing and molding the content; the
advertiser has no say in either of those processes.
2) Event promotions: Together with the publisher, the advertiser contributes to the
content development process.
3) Advertorials. This is different from traditional print approaches in that the display of
content that appeals to the advertiser is more likely.
4) Microsites: This option extends the concept of the advertisement across several
ad/content pages, akin to special pullout sections found in periodicals.
5) Portals: Out of all the sponsorship opportunities, this one is possibly the most
unclear. In this scenario, a website consents to combine its content with that of
another website to provide Web users with a service, thereby generating value for the
content provider's brand.

Slide 6: Hosting or Sponsoring Events, Advantages and Drawbacks

Analyzing the benefits and cons of organizing or sponsoring events can provide insightful
information for making smart business decisions. Comprehending the advantages and
disadvantages offers a well-rounded viewpoint that is essential for successful event
coordination.
According to Adobe (2022) event marketing can benefit your business in a variety of ways:

• Build brand presence before, during, or after an event

• Generate leads
• Raise brand value
• Create new opportunities
• Promote a specific product or feature
 • Increase customer engagement, satisfaction, and retention
According to the Ortho Consulting Group (2022) event marketing also may pose challenges
and drawbacks for a business:

• Expenses
Companies invest a lot of money in both attending and exhibiting at events, but achieving a
good return on investment can be challenging to quantify and require attendance at several
events over time. Make sure your event strategy covers how you will follow up with new
connections and close leads, and that it goes beyond the last day of the congress or
gathering.

• Time Consuming
Plan to fail if you don't plan for the most important event in your business calendar. It can be
difficult for smaller organizations to deliver an effective event marketing campaign since it
takes a high level of collaboration with defined goals and open lines of communication
between the leadership, sales, and marketing teams. The secret to your success will be
knowing what the opportunity is and deciding up front how you will seize it.

• Competition
Your competitors will probably be present at the bigger conferences if you are. It will be
crucial to make sure you stand out from the competition, whether that is through creating a
visual brand identity that connects with your target market and aids in the achievement of
your positioning objectives or through the branding of your brochures, packaging, social
media, billboards, emails, and more.

• Low Attendance
Attendance has not increased over 2020, since the globe is still recuperating from the
pandemic and each country is seeing a gradual return to business. Therefore, be sure to
take advantage of this by spending more time and developing deeper relationships with the
important individuals in attendance.
Slide 7: Succes Case of Study, we will show a video

Slide 8 y 9: Applications of Event Marketing in Business - Ideal Segment from Prizm

Our study focuses on sponsorship's application in business, particularly within social media
contexts. Sponsorship entails a company remitting a fee in exchange for inclusion in events,
involvement in advertising opportunities, or exposure within the event itself. According to
Hoyle (2022), the media's pivotal role in event marketing is underscored by stiff competition
among various outlets, prompting media entities to distinguish themselves by sponsoring
community events. This sponsorship extends beyond mere advertising to encompass
integration into news coverage, with television stations featuring events in news stories and
coordinating live broadcasts. Furthermore, leveraging celebrities and VIPs at events and
festivals emerges as a strategic tactic for enhancing credibility and overall event success.
Modern Suburbia is a predominantly suburban area attracting:

• Young,middle-aged
• Culturally diverse families with children.
• Many are 1° and 2°generation Canadians from Asia
• Upper-middle incomes.
• Active lifestyles
• Rely on their mobile phones for everything from streaming videos to entering
contests.

To promote Barbie movies to the "Modern Suburbia" category, focusing on their likes and
traits, marketing campaigns should emphasize inclusive themes, positive sentiments, and
diverse characters.

• These films are ideal for culturally mixed families with small children, making them
suitable for the Modern Suburbia segment.
• Digital marketing channels like social media and mobile advertising can be used to
reach this tech-savvy audience, who rely on mobile phones for information and
entertainment, targeting ads with interactive promos, behind-the-scenes videos, and
trailers can encourage interaction with Barbie movie material.

Slide 10: Team's Opinion on Insights

• Utilized innovative event marketing techniques to create immersive experiences.
A great example of event marketing done right is the recent promotion for the movie "Barbie."
The campaign took the audience on an exhilarating trip and cleverly leveraged relationships
to go well beyond normal movie marketing.
• Collaborated with brands for unique exposure like Airbnb, ALDO, Forever21, CROCS,
Xbox, Homesick, NYX, Impala Skates, Pinkberry, among others.
Barbie's marketing team successfully engaged their audience with unforgettable
connections, from turning a real-life Malibu estate into a life-size Barbie Dream House that is
accessible for Airbnb stays to working with a variety of brands for unusual tie-ins like fashion
and gaming.
• Utilized innovative event marketing techniques to create immersive experiences.
The campaign gained an immersive element via themed events, freebies, and unusual
products like roller skates and surfboards designed in the likeness of Ken. By encouraging
interaction and participation, these offerings gave the audience a sense of being an essential
component of the event. This event-based strategy electrified people and transformed
marketing into a cultural movement in addition to promoting the film.
• Capitalized on Barbie's iconic branding and celebrated girl power.
The efficacy of strategic branding and narrative is a fascinating aspect of Barbie's marketing
initiatives. Barbie's signature pink color scheme, her embrace of girl power, and the
campaign's celebration of the character's development throughout time made it appealing to
a wide age range of consumers. They cleverly took advantage of the general nostalgia and
combined it with a contemporary element that honors the power of women.
• Transformed traditional movie promotion into a cultural movement.
Furthermore, to ensure that the campaign reached a wide range of people, the campaign
cleverly made use of several platforms, including social media, traditional media, and
partnerships with merchants, to maximize visibility and interaction.
• Utilized multiple platforms for broad visibility and engagement.
Barbie's movie marketing campaign revolutionized traditional strategies by offering
immersive experiences, collaborating with renowned brands, and fostering community
engagement, creating a cultural movement across diverse platforms.

Slide 11: Team's Opinion on Insights

The presentation delves into the fundamentals of hosting or sponsoring events to engage
target audiences, examining the advantages and drawbacks, understanding the ideal target
market through Prizm segmentation, exploring event marketing applications in business,
showcasing best practices and examples, and offering insights from the team. It covers
strategic planning for effective engagement, considerations for event investment, and
leveraging market segmentation for targeted approaches. Additionally, it illustrates the
transformative potential of event marketing through real-world examples like Barbie's
campaign, highlighting the importance of creativity, collaboration, and adaptation in driving
successful marketing initiatives.

Slide 12: Conclusion

The presentation explores event hosting and sponsorship, its advantages and drawbacks,
Prizm segmentation, event marketing applications, best practices, and insights. It highlights
strategic planning, investment considerations, and market segmentation, emphasizing
creativity, collaboration, and adaptation.
Slide 13: Bibliography

References:
1) Adobe Experience Cloud Team. (2022). Event Marketing: Everything You Need to
Know. Adobe Business Blog. Retrieved from:
https://business.adobe.com/blog/basics/event-marketing.
2) Hoyle, L. H. (2002). Event marketing (How to successfully promote events, festivals,
conventions, and expositions). America: Jhon Wiley and Sons, INC. Retrieved from:
https://www.academia.edu/8037446/Event_Marketing_HOW_TO_SUCCESSFULLY_PROM
OTE_EVENTS_FESTIVALS_CONVENTIONS_AND_EXPOSITIONS
3) Indeed. (2022, September 30). What Is Event Marketing? (And How to Promote an
Event). Retrieved from:
https://ca.indeed.com/career-advice/career-development/event-
marketing?aceid=&gad_source=1&gclid=Cj0KCQjwncWvBhD_ARIsAEb2HW98UEnjByilN_Z
ewLY3vLCqQ06eSnjv_uNkuqr7OjEjiu-pXG6nfOYaAtwkEALw_wcB&gclsrc=aw.ds
4) Kerin, R. A., Hartley, S. W., Bonifacio, A., Dumont, D., & Bureau, C. (2021).
Marketing: The Core (6th ed.). McGraw Hill.
5)
6) McCullough, L. (2023, August 25). The complete guide to event marketing for 2024.
Bizzabo. Retrieved from:
https://www.bizzabo.com/blog/event-marketing-guide
7) OCG. (2022, April 25). Event Marketing: Do the pros outweigh the cons?. Ortho
Consulting Group. Retrieved from:
https://orthocg.com/advantages-and-disadvantages-of-event-marketing/