In this post I will bring up few important matters, which should be included when planning an event. I have used The Event Marketing Playbook written by Lyyti.
The Event Marketing Playbook gives you instructions that are really easy to understand. It tells what marketing and concept creation requires of you before, during and after the event.
Why I decided to read this?
First of all I want to tell you, why I picked up this playbook. The interesting clear title gave me a strong picture of what the subject is dealing with. Additionally I’m very interested to plan my own event some day. I knew that there would be a lot good advice for it.
Secondly the topics in the text are clear. They raise important points and examples making it easy to understand the topic. The text provides practical advice as well. As studying to be a restonom, it’s good to know what the marketing of the event and concept creation holds. By reading this book, I got more knowledge of the topic.
The topics of the Playbook
The heading in the book starts in the way why should continue reading the playbook. The five most important reasons of the book are listed here:
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Increasing event results
Detailed scheduling and planning can increase event results and bring out the best of them. The Playbook gives you good keys to schedule marketing at different stages of event execution. The text provides a clear basis for what it is good for the company to take advantage of when creating events. (Lyyti 2022.)
The book serves as a good manual and a step-by-step guide for event marketing.
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How good event marketing increases your business value
An event can be made successful by reaching optimal participants. For the event to be relevant, customers must be satisfied. Especially with satisfied customers, the familiarity and value of the company increases. These contribute to the operation of the company in the bigger picture. In other words the planned marketing of the event will indirectly affect the company’s value. (Lyyti 2022.)
Making a comprehensive marketing plan requires strong investment and human resources from the company. The company should believe on the event and their marketing. With that the company can reach their customers even better and sell them products and/or services.
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Marketing after the event
You should not forget the post-event promotion, as it is as important as promoting an actual event. Advertising makes good use of the same avenues, making sure that potential customers are reached. Marketing content is based on information collected at the event. It allows it to be directly targeted to the desired target audience. (Lyyti 2022.)
I think that several companies might not notice the importance of after-sales service, thus leaving it out from the marketing plan. The advice and guidance provided by the playbook encourages to contribute on the entire process from start to finish.
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Modern marketing techniques
The playbook gives you lots of different modern marketing techniques that the book recommends for companies. A good example is to use only one software when planning an event. The software contains all plans and information included in the event. Other good techniques included are a hybrid event and exploiting the use of modern technology. (Lyyti 2022.)
Using only one software makes sense. But on the other hand, the when the playbook brings it up, at the same time they advertise their own software. It makes me think about the goals of the playbook. Am I, the reader, part of their own marketing target audience?
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Get inspired!
While reading the playbook, I was wondering how does the reader draw inspiration to produce the marketing of the event. In conclusion practical instructions and ready-made bases lead towards inspiration. In my opinion the author’s way of bringing up instructions makes the text interesting.
Reflection
I now know that marketing and concept creation is a lot of work when planning an event. There are many important phases that can’t be left out in event marketing as creating a concept. Also, each stage play an important role in creating a successful event.
The writing style made me read the book from start to finish. Also the interesting titles made me read the text forward and forward. I can tell that every event organizer, designer and marketer should read this book.
Sources
Lyyti. 2022. The Event Marketing Playbook – How to Make Your Event a Success. Referenced 7.2.2022. The Event Marketing Playbook