MARKETING AT YOUR EVENTS- By Asif Zaidi

“Marketing is no longer about the stuff that you make, but about the stories you tell.”

Seth Godin

Once you decide to be part of an event and set about marketing it, the first thing you need to decide is what message your company wants to communicate to the target audience through the event in question. You will have to be clear who your target audience at the event is, what is that you want to convey to them, and how the success will be measured. In order for your message to be effective, makes sure that it is no longer than thirty words. Anything longer than that will never get through your target audience in a live presentation environment where they are being bombarded with messages. Less is better.

In their book How to Advertise, Kenneth Roman and Jane Maas explain that a good marketing strategy must cover five key points:

  1. Objective. What is your purpose in hosting the event or in participating in it?
  2. Target Audience. What is the profile of the audience you are targeting?
  3. Benefit. How does the target audience benefit from buying your product?
  4. Support. What reason you can provide for the audience to believe in the benefit cited by you?
  5. Tonality.Are the form and terminology of your message a statement of the product’s personality?

An event is an opportunity to leverage your voice in live presence environment. Do not start messaging the market until you have a brand. It is that brand that you want to get out there with consistency and punch. Only when you know what you want your brand to be can you determine positioning and messaging. Once you have the brand vision and know what it is that you want to communicate, you are ready to decide how to talk. The objective is to make the emotional and practical connections among the brand, message, and audience. Find ways to touch the hearts of your audience, it is the emotional connection that will set you apart.

Make sure what you say directly to your target audience at an event matches your company’s overall positioning framework that is at the core of your branding. If necessary, circulate an event messaging document to the concerned departments or people within your company to elicit feedback. Then get consensus on the three main messages you want to convey at your events.  Get a senior executive to present the message to your team, authority has people’s ears.

The representatives from your company will be interacting with the customers, prospects, partners, and media at the event. Makes sure your team knows what to say and they are given tools to communicate effectively, reinforcing what your speakers and advertisement material reflect. The time you invest on the front end will come handy when you actually complete the stuff needed for the event. Get the story straight, use customer testimonials and awards won by your company. As said before, keep messages to a maximum of three and feature them throughout the event.     

MARKETING AT YOUR EVENTS- By Asif ZaidiWhen it comes to the real live event, find a strategic position in a booth located near the busiest area. Be consistent in the words you use for signage, banners, and in the event program guides. Marketing is not just about telling a beautiful story but also about getting it remembered. Creative event marketing has the power to make a brand memorable. Find ways to enhance the most compelling part of your story. Nothing communicates your brand better than a live scripted presentation with powerful visual support. It has to be short and filled with benefits. It has to be aimed precisely at your audience – not above them, not below them. It has to be memorable and engaging, not necessarily entertaining. It has to be interactive – asking questions, provoking thoughts. The people handling or delivering it for you have to be skilled professionals.

If you have an executive thought leader who is an effective communicator, use her, where it is worth her time, to communicate your message at the events. A personal story from a senior voice will make your message a lot more powerful. It will be something completely individual, containing the corporate message, and delivered by an individual of some stature. Nothing builds rapport better than a leader who can communicate. Think of Bill Clinton, Ronald Reagan, or Barack Obama.

 

(For help with your event please write to us at info@meadowvalepartyrentals.com)

 

Spread the love

Asif Zaidi

Asif has authored four widely selling books -Happiness: A way of Life, The Stuff of Life, Sell to Excel, and Face Time. He also blogs at masrif.net and he also blogs about logistics . Subscribe and get Daily Life Tips from this Youtube Channel The Stuff Of Life

48 thoughts to “MARKETING AT YOUR EVENTS- By Asif Zaidi”

  1. My family all the time say that I am wasting my time here at net, except I know I am getting familiarity all the time by reading such fastidious articles or reviews.

  2. Hello everyone, it’s my first pay a quick visit at this site, and post is in fact fruitful in favor of me, keep up posting such content.

  3. Hi there, I found your web site by way of Google whilst searching for a related subject, your web site came up, it seems to
    be good. I’ve bookmarked it in my google bookmarks.

    Hi there, just changed into aware of your weblog via
    Google, and located that it is truly informative.
    I am going to watch out for brussels. I’ll be grateful if
    you happen to proceed this in future. A lot of other people can be benefited from your writing.
    Cheers!

  4. I am extremely inspired with your writing abilities as neatly as with the layout in your blog.
    Is this a paid topic or did you modify it yourself?
    Either way keep up the nice high quality writing,
    it’s rare to look a nice weblog like this one these days..

  5. great put up, very informative. I wonder why the opposite specialists of
    this sector don’t notice this. You should proceed your
    writing. I am confident, you have a great readers’ base already!

  6. Thanks for your marvelous posting! I actually enjoyed reading it, you’re a great author.I will ensure that I bookmark your blog and definitely will comeback very soon. I want to encourage you to ultimatelycontinue your great posts, have a nice evening!

  7. It’s actually a cool and useful piece of information. I am glad that you shared this useful info with us.
    Please stay us up to date like this. Thank you for sharing.

  8. Do you have a spam issue on this blog; I also am
    a blogger, and I was curious about your situation; we have developed some nice methods and we are looking to swap methods with other folks, why not shoot me
    an e-mail if interested.

  9. Superb blog you have here but I was wondering if you knew of any forums that cover the same topics talkedabout here? I’d really like to be a part of online community where Ican get responses from other knowledgeable individuals that share the same interest.If you have any recommendations, please let me know. Many thanks!

  10. I wanted to thank you for this excellent read!!I certainly enjoyed every little bit of it. I have got you saved as a favorite to look at new things you post…

  11. Somebody essentially assist to make severely articles I would state.
    That is the first time I frequented your website page
    and thus far? I amazed with the analysis you made to create this particular put up incredible.
    Wonderful activity!

  12. Heya i am for the first time here. I came across this board and I find It truly useful & it helped me out much. I hope to give something back and help others like you aided me.

  13. I do not even know how I finished up right here,
    but I assumed this put up was once great.

    I do not know who you’re however certainly you’re going to a well-known blogger if you are not already.
    Cheers!

  14. Howdy terrific website! Does running a blog similar to this take a great deal of work? I’ve virtually no knowledge of coding however I was hoping to start my own blog soon. Anyways, if you have any suggestions or techniques for new blog owners please share. I know this is off topic nevertheless I just had to ask. Thanks!

  15. What’s up to every one, because I am really keen of reading
    this website’s post to be updated on a regular basis.

    It consists of pleasant material.

  16. Thanks for the auspicious writeup. It if truth be told was once a entertainment account
    it. Glance complex to far introduced agreeable from you!
    However, how could we communicate?

  17. Hi just wanted to give you a brief heads up and let you know a few of the images
    aren’t loading correctly. I’m not sure why but I think its a linking
    issue. I’ve tried it in two different browsers and both show the same results.

  18. Simply want to say your article is as surprising.
    The clarity on your post is simply spectacular and that i
    can suppose you’re a professional on this subject. Fine
    with your permission allow me to snatch your RSS feed to stay up to date with coming near near post.
    Thanks 1,000,000 and please keep up the enjoyable work.

  19. My brother recommended I might like this website. He was totally right.
    This post actually made my day. You can not imagine simply
    how much time I had spent for this information! Thanks!

  20. Howdy! This is kind of off topic but I need some advice from an established blog.
    Is it difficult to set up your own blog? I’m not
    very techincal but I can figure things out pretty quick.
    I’m thinking about setting up my own but I’m not sure where to begin. Do you have any ideas
    or suggestions? Thanks

  21. We stumbled over here different website and thought I may as well check things out.
    I like what I see so i am just following you. Look forward to
    looking over your web page repeatedly.

  22. Wonderful blog! I found it while browsing on Yahoo News.
    Do you have any tips on how to get listed in Yahoo News?

    I’ve been trying for a while but I never seem to get there!
    Many thanks

  23. Thanks for the good writeup. It in reality used to be a amusement account it.
    Glance complex to far brought agreeable from you!
    However, how could we be in contact?

  24. My relatives always say that I am killing my time here at web,
    however I know I am getting knowledge every day by reading thes
    nice articles.

  25. Have you ever thought about including a little bit more than just
    your articles? I mean, what you say is valuable and all.
    However just imagine if you added some great pictures or videos to give your posts more, “pop”!
    Your content is excellent but with pics and video clips, this site
    could certainly be one of the greatest in its niche. Superb blog!

  26. When someone writes an article he/she retains the idea of a
    user in his/her brain that how a user can know it.
    So that’s why this post is perfect. Thanks!

  27. I’ve read several good stuff here. Certainly value bookmarking for revisiting.
    I surprise how so much effort you place to create the sort
    of great informative site.

  28. This is the perfect web site for anybody who hopes to understand
    this topic. You realize a whole lot its almost hard to argue with you (not
    that I personally would want to…HaHa).
    You definitely put a new spin on a topic which has been written about for
    many years. Great stuff, just great!

  29. Excellent beat ! I would like to apprentice while you amend your web site, how can i subscribe
    for a blog website? The account helped me a applicable
    deal. I have been a little bit familiar of this your broadcast offered vibrant transparent
    idea

  30. Have you ever thought about adding a little bit more than just
    your articles? I mean, what you say is valuable and all.

    Nevertheless imagine if you added some great visuals or video clips to give your posts more, “pop”!
    Your content is excellent but with pics and videos, this site could definitely be one of the best in its niche.
    Awesome blog!

Leave a Reply

Your email address will not be published. Required fields are marked *