Marketing matters more than ever now that almost everyday products are being developed and introduced to the market. In a sense, innovation is not enough to sustain a business. A game console, despite having the latest bits of technology and the best specifications in consideration of the market won’t make a sure sell. This is where marketing comes into the picture. If such great innovation is partnered with a well-planned marketing strategy, sales will surely climb up to the roof.
Marketing is a widely known concept, yet its power is often undervalued. Most people think that marketing is just about commercializing a product. While it is not entirely wrong, it is also more than that. Marketing is about connecting the right item to the right client following their expectations, value, functions, etc. It must undergo a whole process that is smartly crafted to get potential clients and sell the products and services being offered. In summary, marketing entails product innovation and development, market research, distribution, sales promotion, public relations, and customer experience.
Often misunderstood as one or the other, it is hard to execute a plan without drawing a line between the two. As explained above, marketing is a process, from creating the product itself to delivering customers’ overall experience. It doesn’t start once an idea is made, but rather, it’s a part of that business idea.
As for advertising, it is merely a component of marketing. It is the exercise of promoting a particular product, service, or offer through paid mediums such as, but not limited to, newspapers, television, magazines, radio, billboards, emails, and various social media channels.
Hence, marketing is definitely not about what happens after the product and/or service is ready to launch—this can pertain to advertising, but it is the whole system from the start to the present.
Now that it is clear that advertising is just a slice of the pie that is marketing, event planning is another component to introduce to this whole concept.
Event planning is the process of managing such occasions to promote a certain product or service. It can be carried through an online platform or in the form of a traditional offline setting. In the post-pandemic world, a hybrid option is becoming a thing—it’s the combination of online and in-person events. The latter may be a meeting, seminar, ceremony, trade show, team-building activity, or convention.
In either form, event planning includes the following:
- creating a timeline from the planning stage up to the event proper
- selecting and obtaining the chosen location or channel
- coordinating food, transportation, and the staff
- inviting guests, speakers, and prospective audience
- arranging the facilities, equipment, and the set design
- making a contingency plan
It is no doubt that event planning is one of the most effective ways of promoting in the marketing field. One can easily build a brand presence and its value through an event. It can also generate immediate customer feedback, which leads to increased client engagement, satisfaction, or retention. But remember, an event can either make or break your offered product and/or service. Thus, planning for such can be a bit of a handful for most. Here are some tips that can help you with that success in mind.
Communication, in whatever field, is an important key to success. In this case, a centralized communication channel would help the event management team in planning. They can use this channel for minutes of various meetings, plans, announcements, details, updates, and records. That way, no team member misses out a thing.
Decisions and options will somehow harass you during event planning. And so, it is important to choose accordingly—from selecting the event format that aligns with your target audience and the message you are giving to choosing a group of people you’d want to work with. It all affects the success of your event, so choose wisely.
The planning stage can be a bit disorienting due to the number of things to do, and at times, you may feel that you are led astray with all the preparation. That is normal. Event planning can become hectic, especially if you are preparing for a big occasion. But as long as you have your goals set, you’ll be on the right path.
In event planning, you will be dealing with a lot of people. Thus, it’s best to prepare your soft skills for a large variety that awaits you. There will be coordination with the people behind the curtains, your team, guests, speakers, invitees, and many more. This is to say that some of it may not go well and could lead to some minor or even major miscommunication, so it is advisable to always prepare.
Being a pessimist won’t help, but keeping the options open for what could go wrong is a handy tip in event planning, especially in the sales and marketing field. Your desired place for the occasion might be booked already, the audio-visual team may encounter a technical problem, or even your guest speaker will back out at the last minute. So, prepare for the worst, and know how to face them head-on.
The best tip for a successful event is to have fun. Even though event planning sounds like a handful (well, it indeed does), it is also fulfilling, with a lot of learning taking place. And if you do it while having fun? It can be cathartic!
Event planning is a systemic way of promoting and selling a product or a service. If done right, the detailed marketing process will pay off, and sales will flourish. Nonetheless, these tips are written with this in mind and ought to be shared with those who need them!