Event Marketing 5 Pillars for Success

;l[dj CWha[j_d] + F_bbWhi \eh IkYY[ii I?CFB; IJ;FI JE :;B?L;H 7D 7C7P?D= ;L;DJ C7HA;J?D= 97CF7?=D EDB?D; 7D: E<<B?D;

=HEM I7B;I" I7L; J?C;" CED;O" 7D: 7LE?: KDD;9;II7HO >;7:79>;I$

(/,=$%(7+0$5$6&2 &20

&WFOU .BSLFUJOH 3,//$56 )25 68&&(66

3URMHFW *RDOV DQG %XGJHW 3ODQ IRU 6XFFHVV

3URGXFW DQG %XVLQHVV 0HVVDJH %UDQGLQJ

2QVLWH 'HWDLOV DQG (YHQW 'HVLJQ /RJLVWLFV

3UH DQG 3RVW (YHQW 2QOLQH DQG 2IIOLQH 0DUNHWLQJ

6DOHV )XQQHOVb &OLHQW &RQQHFWLRQ ¦©1 1Ý1v¾ ¦j vvUvI tUvU IÅU(1 ä © (ä1Ý1v¾± v( t ©h1¾UvI ! ¦ä©UIP¾ ȑȏȑȏ ĞśŃǞóďĞƭľŤóƙóơĐŲɔĐŲŤ

%FGJOF JU :+$7 $5( <285 *2$/6" :+$7 ,6 <285 %8'*(7

3 5 . ) +

3ODQ IRU 6XFFHVV

%UDQGLQJ

3 Ǖ 5 . + Ǖ $

2QVLWH 'HWDLOV DQG (YHQW 'HVLJQ /RJLVWLFV

3UH DQG 3RVW (YHQW 2QOLQH DQG 2IIOLQH 0DUNHWLQJ

6DOHV )XQQHOVb &OLHQW &RQQHFWLRQ

¦©1 1Ý1v¾ ¦j vvUvI tUvU IÅU(1 ä © (ä1Ý1v¾± v( t ©h1¾UvI ! ¦ä©UIP¾ ȑȏȑȏ ĞśŃǞóďĞƭľŤóƙóơĐŲɔĐŲŤ

X Ò Ò UÒ W ±¾ I1± H 1Ý1v¾ ¦j vvUvIɏ t ©h1¾UvI v( 1ã1!žU v

35( (9(17 3/$11,1* (1HUv1 I j (1HUv1 Å(I1¾

© v(UvI H © 1Ý1v¾ (1±UIvɏ ¦© f1!¾ v( ! ttÅvU! ¾U v±

(1¾1©tUv1 Ý1v( ©±ɏʉj IU±¾U!± v( ±!P1(ÅjUvI

35( (9(17 0$5.(7,1* HHjUv1 t ©h1¾UvI ¦Å jU! ©1j ¾U v±

vjUv1 t ©h1¾UvI ± !U j t1(U

1Ý1v¾ (1±UIv H !ű1( v !jU1v¾ v( I j

(9(17 /2*,67,&6 6(783 ¾© v±¦ ©¾ ¾U vɏ !! tt ( ¾U v±ɏ ¦ ©hUvI

H !UjU¾ä j IU±¾U!± 1v¾1©¾ Uvt1v¾ɏ (1! ©ɏ H ( v( 1Ý1© I1

±¾ HH ±Å¦¦ ©¾ !ű¾ t1© ¾© !hUvI ±ä±¾1t±

(9(17 /$81&+ !ű¾ t1© 1ã¦1©U1v!1 v( 1vI I1t1v¾

±P Þ! ±1 ¦© (Å!¾ɚ űUv1±± (U±¦j ä

! ¦¾Å©1 !jU1v¾ UvH ©t ¾U v

3267 (9(17 )2//2: 83 !jU1v¾ʉ¾ ©I1¾1( ± j1± HÅvv1j !jU1v¾ ©1j ¾U v±

vjUv1 v( HHjUv1 t ©h1¾UvI

© Uv±¾ ©tɏ (1HUv1 j1±± v± j1 ©v1( H© t 1Ý1v¾

¦©1 1Ý1v¾ ¦j vvUvI tUvU IÅU(1 ä © (ä1Ý1v¾± v( t ©h1¾UvI ! ¦ä©UIP¾ ȑȏȑȏ

ĞśŃǞóďĞƭľŤóƙóơĐŲɔĐŲŤ

3ODQ IRU 6XFFHVV 'HILQH (YHQW *RDOV 9LVLRQ DQG 5HVRXUFHV

:KDW DUH \RXU JRDOV"b 6DOHV" 5HODWLRQVKLSV" 1HWZRUNLQJ" 3URGXFW $ZDUHQHVV" 'HILQH \RXU JRDO EH VSHFLILF DV SRVVLEOH

:KR LV \RXU WDUJHW PDUNHW IRU WKH HYHQW" &OLHQWV ZLWK DQ H[LVWLQJ UHODWLRQVKLS RU QHZ SRWHQWLDO FOLHQWV"

:KDW DUH \RX EULQJLQJ WR WKH PDUNHW WKDW LV XQLTXH LQQRYDWLYH DQG RU KHOSIXO WR FOLHQWV"

:KDW LV \RXU EXGJHW" )DFWRU H[SHQVHV IRU HYHQW IHHV SURGXFW DQG VHUYLFH GLVSOD\V GHFRU RQVLWH HYHQW VWDII DQG SUH HYHQW DQG SRVW HYHQW PDUNHWLQJ

¦©1 1Ý1v¾ ¦j vvUvI tUvU IÅU(1 ä © (ä1Ý1v¾± v( t ©h1¾UvI ! ¦ä©UIP¾ ȑȏȑȏ ĞśŃǞóďĞƭľŤóƙóơĐŲɔĐŲŤ

X M

3/$11,1* 0$5.(7,1* &+(&./,67 'HILQH %XGJHW

127(6

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¦©1 1Ý1v¾ ¦j vvUvI tUvU IÅU(1 ä © (ä1Ý1v¾± v( t ©h1¾UvI ! ¦ä©UIP¾ ȑȏȑȏ

ĞśŃǞóďĞƭľŤóƙóơĐŲɔĐŲŤ

35( (9(17 3/$11,1* 0,1, *8,'( %< %5$'< (9(176 $1' 0$5.(7,1* &23<5,*+7

&[ àà Ò Ò 0 Ò à Ò Ò ß Ò 2Ü 1 K à :( +23( 7+,6 +(/36 <28 &5($7( 68&&(66 12: ,6 7+( 3(5)(&7 7,0( 72 -2,1 285 21/,1( 75$,1,1* 352*5$0 &+(&. 86 287 21/,1( HOL]DEHWKPDUDVFR WLPHWR%($0 NXGRVPDJD]LQH FXSRINXGRV

(/,=$%(7+0$5$6&2 &20