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While marketing an event, there are a
few key tactics and methods that can be employed to ensure that the
event gains the maximum response and also that event is managed in the
minimum cost possible. Event marketing has been a concept that has only
recently been pioneered in India.
But, though new, the concept has taken off very well with the Indian
consumers who are evolving rapidly.
Some of the tactics and methods are listed below.
Following them can ensure a cost effective implementation of the event
marketing.
Event Marketing Hint 1: If the event is meant to market a certain
product, then it is necessary to ensure that the purchase decision-maker
attends the event. It is important to get the message across to the
target audience and therefore enough research about the profile of the
attendees is important to be able to communicate effectively to them
about the product. It is important that least 50-60% of the people
attending the event are targets of the product to be promoted.
Event Marketing Hint 2: It is also important to evaluate the value-added
benefits that the venue or the trade show organizer makes available to
your business. Make sure you find out if they allow access to the
attendee mailing list so you can implement a pre-mailing process in
order to promote your one-day trade show special, as well as the
location of your booth.
Make sure you get participant contact information before the event as
well as after. Other value-added benefits that can be expected from the
show organizer include: being included in participant email
distributions promoting the event, as well as an advertisement in the
event show guide.
Event Marketing Hint 3: Before the event is undertaken, the cost
effectiveness of promoting the product through the event should be
questioned by asking yourself event qualifying questions around the
“who" instead of the “how many”
Event Marketing Hint 4: The giveaways at the event should be relevant to
the business being promoted through the event. And make sure you don't
give something away for free just for the heck of it.
Event Marketing Hint 5: The location chosen for the event is perhaps the
most important aspect. Make sure you don't purchase a cheap booth at a
popular exhibition because there are strong chances that no one will be
visiting you, since your booth will be tucked away hidden from all eyes.
The most ideal locations in any exhibition areas are found at the
entryway to the event and near the pathway to the food stations and
restrooms.
~ Category editor Sakina Kadiwala. copyright data
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