Fundamentals of Event Marketing

Resource Overview

Read this guide to learn the basic principles of event marketing.


Related Resources

Executive Summary

According to the Center for Exhibition Industry Research (CEIR), there are 14,451 tradeshow events held annually in Canada, Mexico and the United States. Tradeshows are just one of a variety of event types that organizations are using to promote their brand and generate leads. Events have strong appeal for many organizations because they facilitate face-to-face interaction with large groups of customers and prospects.

This How-To Guide is designed to provide practical advice for executing an event marketing strategy. This guide outlines use cases for event marketing, event marketing best practices, the keys to a successful event, and a detailed action plan to begin your event marketing initiative. It is intended for use prior to and in conjunction with our Executing an Event Marketing Plan How-To Guide.

Read this brief 7-page guide to understand the following:

  1. What is Event Marketing?
  2. What Constitutes an Event?
  3. Value of Event Marketing
  4. Event Marketing Spectrum
  5. Key Success Factors for Events


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