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Event Marketing

Submitted by Mitch Seigel on Tues, 9/09/2014

In today’s transparent world, marketing to your target customers in their environment is more prevalent than ever. Why create something and hope that they will come, when you can seek out their interests and be there when they get there.

It is not a matter of choosing between one way and the other. With the market so splintered you need to do your homework and only spend money where it hits the bull’s eye. For example why sponsor all racing events when your target customer is only attached to NASCAR? Why sponsor all fashion shows when your target customer is only into evening gowns? This is easier said than done. Because of the segmentation of markets it takes more analysis to determine your best customer’s tastes. The wait is worth the extra time in that it will save you money and make your marketing more effective.

In event marketing, you can attach yourself to an event that is already a success or you can start from scratch and develop an event around your business. There are pluses and minuses to each.

An event that is already a success has a following, and because it is successful probably has all the kinks out and runs like a machine. The down side is that your company may not get the attention it needs because there are other supporters already involved.

An event built from scratch is good because it is all built around your business. You are the central focus. The down side is that it is not proven and has risks, with kinks that may need to be ironed out over the first one or two times of holding the event.

Either way, you are in better shape by doing event marketing than just sitting back and letting your competitors beat you to the punch. Whatever you do, as I have said in past blogs, have fun with it, learn from your mistakes and successes, and you’ll undoubtedly make money!

What are your challenges when it comes to event marketing? I look forward to hearing your comments. Until next time...