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Event Marketing

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Event marketing is the marketing of specific products/services or brands that takes place as part of an event. This marketing technique is perhaps most often used as a part of a field marketing campaign that takes place outside of standard marketing programs.
Event marketing can be targeted at an audience in various ways. For example, it can be used to:

• Launch a new product/service at a targeted launch event such as a party or conference set up to showcase the company and its products/services.
• Promote a company’s products/services as part of a more general event such as a trade show or exhibition.
• Play a role in other field marketing programs such as in store demonstrations and mobile promotional tours etc.

Event marketing is perceived as being an effective way of getting a message, product or service directly in front of a potential consumer. A company that uses a trade show to launch a new product, for example, will have the ability to market to all of the visitors to the trade show, all of whom should be ‘warm prospects’. Most companies looking to use this kind of marketing will either have experienced in-house staff or will hire specialists to help them out.

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