And what's the difference?
What is event marketing? And what's the difference between Event Marketing and marketing an event? If you are an Event Organizer, this may be pretty simple for you. However, if you are an Event Marketer at a company and you happen to be in charge of marketing your company’s products, it may not be so clear.
Is your product the event?
Let’s say you work for the beloved but bygone Cat Fancy media company. Every year, your company holds a conference for cat lovers - CatCon. It’s a cross between a convention, conference and celebration of all things cats and those who love them. Your team works hard all year promoting, marketing and making sure all the logistics are in order for an amazing event. Your goal is to sell out and see 20,000 excited attendees pounce through the doors on the first day. Your product is the event.
CatCon is your product and culmination of all your work throughout the year. When it’s over you count the ticket sales and determine if you hit your attendee revenue goal or not. Hopefully your team just organized and marketed the heck out of an amazing cat conference. Congrats!
If you’re an Event Marketer, your product is not the event.
On the other hand, let’s say you are on the marketing team at Caturday Treats, a hip new catnip company. You and your team will be attending CatCon as a sponsor and hosting a catnip tasting event on the convention floor.
You’re expecting 500 cat lovers and (and maybe their cats!) to attend your event, try your catnip and love it so much they’ll tell their friends. This could be the event that launches your company. You’re an Event Marketer and catnip is your product.
For you, CatCon is a marketing channel to drive awareness and sampling of your catnip. You're an event marketer because the event is a way to tell people about your real product.
There's a big difference between event marketing and marketing events.
To recap, CatCon needs both a marketing team to attract attendees and sell sponsorships. They're selling tickets and the opportunity to get in front of thousands of cat-loving attendees. As an event organizer, they also have to do quite a bit of marketing.
Event Marketers buy those sponsorships, but they're not responsible for the success of the event themselves. Event Marketers sponsor and exhibit at events to ensure to grow their real business, which is something probably related to the event (like catnip at a cat confab) but not the event itself.
Ultimately, it's a symbiotic relationship that benefits both event organizers and Event Marketers. So the next time someone asks, "What's Event Marketing and how's it different than just marketing an event?" You'll know the difference!
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