The other day I heard the exciting news that my friend, Sam a mad British film director (mad in a good way!), had his documentary film chosen to feature at several high-profile film festivals! The entire process from pre-production, filming on-location in Africa and clever editing required preparation, research, skill and cash!

I realized that no matter the size of a film - blockbuster, indie flick or documentary - before it even gets off the ground the film producers have to carefully analyze essentially the exact same process as an event marketing program.

Go figure???

Is it really possible that event marketing producers and film producers have a common bond other than a similarity in job title?

Savvy marketers around the globe are in search of exciting, memorable and unconventional ways to connect with their customers.

Are you one of them?

It's challenging enough to keep up-to-date with new marketing trends and then try to figure out a way to turn the idea into a reality!

Stick With Me Kid and I'll Show You How To Make Your Event Shine!

Here Are 5 Tips To Propel An Event Marketing Program Into The Spotlight:

1. I'll Have What She's Having

Clearly define your target audience.

Why?

It helps to give your "typical customer" a name & personality - start by picking a name, then determine age, hobbies & interests, likes & dislikes and values & beliefs.

A couple years ago I created a cool program that appealed to the hip and trendy 18-34 years old crowd for a national telecommunications company.

Meet Dave! (my version of their "typical customer")

Dave is 23 years old, loves action sports and video games, must have the latest tech gadgets, loves clubbing with friends and is new to the full-time working world!

2. Rebel With(out) A Cause

Understand the objectives. There must be a reason why an event marketing program is needed. i.e. increasing brand awareness, stirring sales, creating brand loyalty or increasing traffic to the store.

Dave was targeted to create brand loyalty and increase brand awareness, to cut through the clutter of traditional advertising and reach Dave at a very personal level - inspiring a relationship and emotional connection!

If Dave had an extraordinary experience he's likely to remember the event for a long time and will tell his friends - word-of-mouth buzz is far-reaching and very valuable!

3. Of All The Gin Joints In Town And She Walks Into Mine

Research locations where your target spends time away from home - school, shopping malls, festivals, fitness centres, concerts, nightclubs, coffee shops and sporting events.

It's essential the location is the right fit for both your brand and objectives to establish credibility.

To reach Dave, I developed a list of upcoming locations where he would like to hang out (festivals, concerts and extreme sport events)! The location that made the cut was a pro wakeboarding and lifestyle festival.

4. Show Me The Money!

Establish a budget or at the very least a ball-park figure. The scale and scope of the entire event marketing program depends on the budget.

Put it this way.

A blockbuster Hollywood film with outrageous special effects, academy award winning actors and a mind-blowing location means big bucks, moolah, hard cash….we're talking MILLIONS baby! While an indie film can produce something creatively brilliant on a shoestring budget.

The sky is the limit in terms of what can be done, but only if you've got the dough set aside to back the idea!

5. Go Ahead Make My Day

Motivate your customer to give up some of their valuable time to learn more about your brand and to then follow through with action.

Whatever it is - must be considered both relevant and valuable by your customer. Incentives that work well are product samples, contests, interactive games, and branded premiums. Everyone looooooooves free stuff, but it must be appropriate and treasured - otherwise just FORGETABOUTIT!

Back To Cool Guy Dave!

At the pro wakeboarding event I created the Chill Out Lounge - a special themed area that enhanced the board short & bikini clad festival-goers experience.

The large branded dome tent was decked out with: cooling misting fans a DJ spinning funky beats tropical plants billowing fabrics comfy seating

Think Arabian Nights meets beachside nightclub! Friendly & attractive "brand agents" sporting trendy board shorts, mini-skirts and cowboy hats were handing out ice-cold branded bottled water and lip balm to thousands of parched guests (many, many Daves!).

Guests were encouraged to protect themselves from the scorching sun at the branded sunscreen station and enter a contest for a chance to win a fantastic trip to another client-sponsored event!

Badda Boom, Badda Bing!

An event marketing program should strive to engage, educate and motivate your customers.

It must be fun and stand out! The knack is putting it all together.

Think of it like this: Invest in your customers and they will invest back into your brand! (and that means way more money for you in the long run from your THRILLED CUSTOMERS)