Functions and Frameworks is dedicated to helping business owners innovate

Saturday, April 30, 2011

Events Marketing - An Overview

Events Marketing by definition is an activity of designing or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization. 

When I started my career in marketing, I was given a chance to work for the marketing services department of a Telco Company and we handled the end-to-end execution of all consumer events nationwide. These events were executed to meet two objectives:

  1. Increase brand awareness - which we quantified as an increase in area sales pre, during and post event.
  2. Increase in network usage - during and postmortem.
Objective setting for Events Marketing depends on what type of events the company are staging and off course, the industry these companies belong to. As an overview, here's a presentation we did in class two terms ago about events marketing. The presentation shows the different type of events a company can execute to meet their marketing or business objectives.

And if you want to learn how an Events Agency operates, you can watch our Expert Interview for Events Marketing by clicking here

Nicco Joselito Lopez-Tan is currently pursuing post-graduate studies at the De La Salle University - Taft Manila, taking up Master of Marketing Communications