Fundamentals of Event Marketing

Resource Overview

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

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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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