What Is Part of an Event Marketing Plan

Event marketing

Event marketing is a special form of marketing and includes Systematic and targeted planning, organization, implementation and follow-up as well as the controlling of, for example, sports and cultural events, trade fairs or conferences. These events are designed for customers, investors or other stakeholders, depending on the target group.

In the following lesson on event marketing you will learn more about goals, target groups, phases and factors of event marketing as well as the special advantages of this marketing tool. Below the explanation you will find some exercises.

Objectives and target groups of event marketing

One of the most important aspects of event marketing is a clear definition of the goals to be achieved ("Why am I doing the event?") as well as a target group analysis ("Who am I doing the event for?") Right at the beginning.

The soft drink manufacturer "Soda Party" brings a number of new flavors to market. Some sugar-free varieties and an organic version are also introduced.

Now an event to publicize the new varieties is to be planned.
Goal to be achieved: Promotion of new varieties.

The main target group of the "Soda Party" Beverages is 10-25 years old. The sugar-free and organic varieties are now also intended to appeal to older customers. Therefore, the event is advertised as a family day.

What are the goals of event marketing?

Events specifically advertise a company, a product or a service. Sales and branding are the key directions.

Events can have different goals in the context of marketing communication:

  • Sharpening the brand profile
  • Increase in sales
  • Driving forward and enforcing corporate goals
  • Mediation of a reorientation of the company
  • Highlight the company or brand
  • Image building
  • Promote reputation
  • Promotion of products
  • Mediation of product information
  • Strengthening customer relationships
  • Employee retention
  • Stand out from the competition

The organization of events can be:

  • cultural
  • athletic
  • economically
  • sociopolitical
  • scientific
  • touristic
  • Naturally

The orientation depends on the goal as well as the target group.

Regardless of the direction of the event, it is important to address the target group directly, personally and, above all, individually.

What are the target groups of event marketing?

These differ in internal (e.g. employees) and external (e.g. customers, partners, politics, society, general public, media) target groups.

Event marketing target groups:

Each event should have a unique and interactive character in order to achieve the respective goal and the desired target group. This means that individuality and, above all, creativity are decisive in all phases - from the initiation to the implementation of the event.

The "Soda Party"-Event for the introduction of new soft drinks is intended to appeal to both young existing customers and more environmentally conscious (organic version) customers and people who want to consume less sugar (sugar-free version).

Therefore this is an external target group.

If, on the other hand, the employees and their families are invited to the celebration, it is a hybrid of internal and external target groups.

Event marketing phases

Event marketing is based on the following phases and steps:

  1. Initiation of event idea: Event order
  2. Strategic planning (concept): Event concept
  3. Operational planning (organization): Event planning
  4. Operational implementation (implementation): Event implementation
  5. postprocessing: Event post-processing
This is how the company “Soda Party” proceeds with event planning:
  1. The goal and target groups have already been defined.
  2. The contents of the event are selected (live music, free drinks, competitions, speeches, etc.). An agency may be involved at this point to take care of the planning and implementation.
  3. A concrete schedule is drawn up and the event is advertised. Orders are placed and any guests (e.g. musicians) booked.
  4. Specific tasks are assigned for the implementation (e.g. serving, security, customer advice, etc.).
  5. The event is carried out.
  6. The event will be followed up. It is reflected on whether the goals have been achieved, what can be done better, what has worked, etc.

Criteria for the typification of events

Each event has its own characteristics, which differ depending on the budget, time and personnel expenditure. A clear typing of events is therefore essential and should be based on the following criteria:

  • Target group reference: external or internal
  • Purpose orientation: commercial or non-commercial
  • Concept orientation: Brand-oriented or event-oriented
  • Use of budget: low or high
  • Range: regional, national or international
  • Offer orientation: work-oriented or leisure-oriented
  • Stage character: informative, emotionalizing, activating or motivating
  • Time horizon: noon, evening, night, one day, several days
  • Rotation: once, sporadically, regularly

Mixed forms

Often only a mixed form, i.e. a combination of different typification features, leads to a successful event and should therefore be discussed with the client in advance.

The characteristics are important for every event:

  • Experience orientation
  • Interactivity
  • Staging
  • creativity

Important factors

Decisive factors for event marketing are the timely determination and announcement of the date, period or duration and location.

Goals, content and costs as well as the time and duration of the event are determined in advance by the client. What is important here are the human, material and, in particular, the financial resources, which must be agreed in advance between the client and the contractor / organizer.

An event concept should contain all the facts on the following points:

  • Information on the date, time period and place
  • Business plan
  • Schedule
  • Catering concept
  • Guest management concept
  • Security concept

The theoretical and practical elaboration of these points varies depending on the type and size of the event. The various characteristics mentioned above must therefore be specified in advance.

Benefits of event marketing

Even if the budget, time and personnel expenditure for events vary greatly, event marketing stands out as a marketing tool due to the following advantages:

  • Direct communication
  • Personal and emotional address
  • Individual focus on target group
  • Targeted interaction and dialogue (with employees, customers or partners)
  • Creation of an individual experience (for employees, customers or
  • Direct link with company, product or service
  • Combination with other marketing tools

Example graphic for event marketing

All of the points described above come together in parallel in event marketing. The following graphic particularly highlights the interaction between the staging of the event, the concept of event marketing and the target group.

Practice questions