Event marketing is a valuable tool for communicating your content and knowledge to target audiences at local, national, and global levels. Events are a primary way insiders stay updated on the latest innovations and developments in their industry, and serve as excellent platforms for delivering your core messages.

While the event itself is an important instrument for reaching your target audience, the marketing impact of a seminar, conference or trade show extends way beyond the actual event and includes pre- and post-event exposure for your company in the form of media coverage, advertising, web exposure, and, if applicable, added focus on your company as a featured sponsor or as the provider of a qualified speaker.

Events can typically be classified in two categories: third-party external events, such as conferences, trade shows, and industry association meetings; and company-held events such as seminars. While both serve as excellent platforms for delivering your core messages, each offers a different set of benefits. Once you have chosen the event platform that best suits your needs, Blue Mine Group's Marketing of Innovation program recommends a carefully developed event marketing process comprised of the following components:

External events

"Outside" events are primary vehicles for insiders to stay updated on the latest innovations and developments in their industry. In addition, these events generally attract a large audience, allowing exhibitors and speakers to gain broad exposure. Locating and securing exposure opportunities available to you through third-party special events requires a number of steps, including:

Event research involves finding and prioritizing the best and most relevant opportunities for your company. There may be hundreds of speaking and exhibiting opportunities for your company, but a thorough exploration of these opportunities will ensure that your time and resources are spent on those which are most relevant and will provide the maximum amount of exposure for your business. A number of different factors must be taken into consideration when researching opportunities, including your budget, an event's target audience, competitor participation, and location.

Speaking opportunities are a great way to educate your market, strengthen your industry reputation and credibility, and initiate relationships with your customers, prospects, and business influencers. Trade shows, conferences, lectures, and seminars always need knowledgeable thought leaders to help educate their audiences on timely industry issues and trends. Plus, speaking opportunities are highly cost-effective, as they typically cost almost nothing and sometimes even offer the speaker a fee for presenting.

Exhibiting at and sponsoring trade shows and conferences is a leading means of exposure within event marketing. These events are typically well-attended by a wide range of potential customers within your target market because they provide valuable information on timely industry issues and trends.

Company-held events

Seminars are one of the most highly rated tactics for knowledge-based companies, helping them engage target audiences and generate new business. More than just a one-time presentation opportunity, seminars accomplish a number of important marketing objectives: they position you as an expert in your industry, bring you face-to-face with customers and prospects, and educate your target market about your product or service. Seminar programs also demonstrate your company's usefulness by giving something of value to clients in the form of facts, knowledge, or ideas. Blue Mine Group's approach to developing a successful seminar program includes:

Planning- Defining your target audience, selecting an interesting, relevant topic, deciding how to finance your program, and choosing a specific format, agenda, and time frame.

Marketing- Utilizing direct marketing initiatives, maximizing advertising opportunities, leveraging the media, and incorporating the seminar program into your company's website will provide a way to consistently touch current customers and interested prospects.

Implementation- Securing seminar facilities, developing and producing a presentation and materials, and making sure that each detail of the customer-interaction process- from registration to seating arrangements- maximizes the opportunity to communicate your value to current and potential clients.

In the January issue of Insights, we'll discuss ways to build and strengthen relationships with prospects and customers through a direct marketing program.

TSNN.com
Online resource for planning, executing, and attending trade shows

Trade Show and Event Marketing:
Plan, Promote, and Profit
By Ruth P. Stevens

Event Marketing:
How to Successfully Promote Events, Festivals, Expositions, and Conventions
By Leonard H. Hoyle