Marketing Essentials: Grassroots and Event Marketing Strategies

Marketing Essentials

WEEK 4
Event / Grassroots Marketing


•Events / Experiential Marketing
(aka - “Live Marketing” or “Participatory Advertising”)

•Creating your own Events Vs. Participating at
Existing Events

•Evaluating Event Sponsorship Opportunities


Terminology:

• Event Marketing
• Experiential Marketing
• Brand Activation
• Grassroots Marketing


Terminology:

Event Marketing - Direct hand-to-hand
communication, sampling or interactive
displays, targeting specific individuals or groups
at gathering spots where they hope to make
quality, individual connections.


Event Marketing


Terminology:

Experiential Marketing - Creating connections
between brands and consumers in the form of
“one-to-one” or “one-to-many” experiences that
are personally relevant, memorable, interactive
& emotional, AND lead to increased sales &
brand loyalty.


Experiential Marketing


Terminology:

Grassroots Marketing - to market your company,
products or services on a local and on a
personal level, that uses people to spread the
word so the campaign spreads through personal
contact and dialogue.


Grassroots Marketing


Terminology:

Brand Activation - bringing a brand’s core
features or values to life through creating
experiences. Don’t try to communicate every
detail of your brand; the purpose is to build
better brand connection, not increase sales.


Brand Activation - VIDEO


Pros and Cons of Event/Grassroots Marketing

Pros…
• Direct communication with target audience
• Experience your brand/product/service
• Humanize your brand
• Gather warm leads
• Gain immediate feedback
• PR/Media exposure


Pros and Cons of Event/Grassroots Marketing

Cons…
• Costs: Staff & Materials (signage, displays,
booth/tent, travel & transportation, shipping,
labor/unions)
• Time
• Stress
• Measurement & Evaluation


Consumer and Trade Events

Owned Events vs. Sponsored Events

• What are your goals?
• Are there existing events that deliver your
target demo?
• Are they within your budget?


Consumer and Trade Events > Owned Event
Pinpoint the reason behind it -
identify a measurable goal that everything
is geared toward accomplishing.
• Do you want to thank your existing customers
or attract new ones?
• Are you launching a new product and want to
create buzz among influencers?
• Are you looking to associate your brand with
something that resonates in the demo?



How will you market your event?

Create a marketing plan / use the tools…

• Paid Media - Advertising/Direct Mail
• Earned Media - PR/Publicity
• Owned Media - Social Media/Email/Blog



“Anyone can throw a great party,
but this isn't about throwing a party.
It's about hitting business objectives.”
• The product and event should intersect in a
meaningful way
• Give the audience something they weren't
expecting as long as it's “on-brand”


Consumer and Trade Events > Sponsored Event

Types of Events
• Food & Beverage
• Music
• Sports
• Entertainment
• Health/Wellness
• Fashion
• Singles
• Technology
• Industry Trade Shows



Where???

• Nationwide tour
• Regional program
• One key markets
• Series of events



Set a Realistic Budget
• Space, power, lighting, on-site signage,
collateral placement, promo drops, speaking
opportunities
• Booth, signage, collateral, promo items
• Staff; travel, transportation
• Logistics: Shipping, set-up/tear-down, labor
costs, unions



Exercise
If you had an unlimited budget,
what event would you sponsor and why?



Exercise
Using the same theme of that event,
now you only have a budget of $2,500
- what would you do?


Consumer Events

Develop contingencies for
Wild Success and Absolute Failure

• Flexibility is key
• Know what you will do if all or part of your
program begins to fail before the event happens
• Know what you will do if it’s wildly successful


Consumer Events
Example: Wild Success and Absolute Failure


Consumer Events > Tie-in w/Social Media

• Reward/prize for “liking/following” the brand
on their phone
• Exclusive access to existing fans: meeting a
celeb, preferred parking, special promo item
• On-site experiences: Photo scavenger hunt


Consumer Events > Evaluation

• Did you meet your objectives? Why/Why not?
• Did you stay within/under budget?
• What went right/wrong? Prep/On-Site/Staff
• How well did you tie-in with other aspects of
your marketing?
• Have you followed-up with leads generated
from the event? Did it result in new business?


Experiential Marketing = Content Creation

Add to your Content Library/Strategy


Experiential Marketing = Content Creation

Example: Hyundai Uncensored - VIDEO


Resources

Eventmarketer.com
Experientialforum.com
Experientialmarketing20.com
Meetup.com
Eventbrite.com
Plancast.com

Marketing Essentials: Grassroots and Event Marketing Strategies

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