7 steps in organizing an successful event marketing

8/6/2019 7 Steps in Organizing an Successful Event Marketing

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7 Steps in Organizing an successful Event Marketing

To market events (Read: Event Management A Modern Strategic Marketing

Tool), one should be well organized, with the required infrastructure that the

target clientele will find it worthwhile to invest their time and resources in

anticipation of assured results. To achieve this objective, a suitable eventstrategy should be designed and developed. There are seven important steps to

organize a successful event.

Step 1: Planning

Prior Planning prevents poor performance. No event manager should be

complacent or procrastinating. Nothing should be left to chance, only to regret

later. Planning, hence, is essential in all respects. Before starting any event, a bit

of research would help. One should start sufficiently early so that there will be

ample time to complete the assigned project. It would help to have a briefing

note or a checklist listing out the objectives and goals of the particular event, the

target clients, the venue, the dates, products to be displayed, brochures to

printed, gifts to be distributed, etc. An appropriate event strategy that improves

the corporate image or the brand identity must be designed and developed. The

way of presenting the event content should also be carefully planned. Whether a

celebrity or an industry expert is needed to kick off the event, to present the

event, engage the audience or tie-in the message, should be carefully thought

over and finalized. If the target clients cannot interpret the event content, or the

event fails to match the market, the whole exercise will prove futile. Since the

relationship between event success and sales could be significant, knowing the

customers and evaluating their needs at the planning level itself is a must for

scheduling the right event.

Step 2: Budgeting

Once the planning is in place, budgeting should start. It could be either a part of

the existing promotion budget or a special budget exclusively for the event.

Whichever be the way, a correlation must be sought between the budget and the

perceived benefits while marketing of a particular product/service. Naturally, all

products, logistics, service and manpower costs, from the beginning till the end,

should be anticipated and taken into account. More than the financial budgeting,

manpower budgeting is crucial. One should consider carefully, whether the

existing employee members can be reallocated duties or a fresh team should be

hired temporarily. Otherwise, one may also consider whether a mix of both can

take place. A wrong choice of the event members can result in disaster. Budget

should provide not only for such arrangements but also for contingencies, so that

there will be peace of mind. Spending short out of a big budget is desirable than

falling short of an inadequate budget.

Step 3: Execution

To translate all the plans into reality, the project/event should be executed. Thefirst task of execution is to assemble the teams, provide multiple interfaces to


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the members and set out tasks. Messaging mechanisms and a document

management system should be put in place. While one of the teams hunt for

sponsorships required, another team should start on site inspections for

recognizing the local conditions. Yet another team should be entrusted in

finalizing and procuring additional products like stationery, gifts, etc., if required.

If the event is to happen at a place other than the base, the team entrusted with

the logistics arrangement should ensure shipping the display products, material

for the delegates, point of purchase (POP) material, gifts for customers,

dignitaries and escorts, higher officials, etc. The distribution system to be put in

place is also planned. One team should be given the task of setting up

communication systems, power, arrangement of conveyance vehicles, water

facilities, food and beverages, etc. If the event takes place in another country,

travel visas should be arranged. Material should be shipped well in advance, so

that no surprises take place like being held up at the customs and not released

till the events last scheduled date for some reason or the other. Once these

things are being put in place, let one team work on the designing of the eventand if need be, support like a good interior decorator should be enlisted. To

ensure understanding the management and strategy, one may resort to

rehearsals. During the reviewing, shortcomings, if any, would surface. These

then could be avoided/rectified and different creative solutions could be found.

Step 4: Publicity and Media Planning

Publicity or promotion is the backbone for any event. The marketing team, in

consultation with the advertising agency, must print good, informative and

attractive literature, posters, calendars, visiting cards, etc., well in advance. The

more creative these materials are in thought, the better they would be in reality,

since they can attract more attention. The media planning should be well

coordinated to release initially teasers and later offers, through a mix of media

vehicles like TV, radio, newspapers, internet, etc.

Step 5: Delivery

With a lot of hard and smart work behind and a prayer on their lips, the members

of the team await the day of delivery, where all their work and efforts are put to

test. They keenly look forward to the success of the event with bated breath, for

success could result in awards, rewards and promotions for the team members.The event should be conducted with uniform discipline throughout the period so

that confusions could be minimized and a professional atmosphere could prevail.

Invitees and visitors should be impressed not only by the setting of the events

but also with the general conduct of business.

Step 6: The End

Once the event comes to a close, the remaining material should be returned to

the base, after a thorough check of the inventory and accounting for all material

that has been used. If any superstructures have been erected or built at the

venue of the event, like in the cases of exhibitions, the same should bedismantled and disposed of, while ensuring a decent and optimum return. Legal


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or statutory or mandatory formalities should be fulfilled without fail to avoid

penalties. At the conclusion time, all the task members must be appreciated

depending on the success or of the event.

Once the event ends, it should be ensured that all the visitors are contacted

again through a thanking note for visiting and making the event a success, whichwill turn out to be a reminder of the event and the esteem of the organization

will also be enhanced resulting certainly in better business prospects in future.

Step 7: Feedback

Once an event is concluded, the effect of the event should necessarily be

measured by a survey. The survey could be informal and oral where one may

question the prospects/clients and await the response. Alternatively, a scientific

survey could be undertaken by designing a suitable but simple questionnaire,distributing it and collecting the data for analysis. The invitees could be added in

the marketing database so that they can receive future communications such as

newsletters and product announcements. Suggestions could also be solicited to

make further improvements in future events.

7 steps in organizing an successful event marketing

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