Event Marketing is used to support a variety of marketing programs and initiatives. Deciding what types of events to attend and/or host, identifying the content you will present, initiating promotion to attendees, and evaluating every detail of your event(s) are just a few components of the overall event marketing process. Meticulous planning and effective promotion of your event will ultimately lead to ease of execution and, in turn, a positive response. This How-To Guide is designed to provide practical advice on planning, promoting and executing your event marketing plan. This guide outlines the event planning process, provides tips to promote your events, and explains how to execute a successful event. It is intended for use after and in conjunction with our Fundamentals of Event Marketing How-To Guide. Read this brief 7-page guide to understand the following: - What Does the Event Marketing Planning Process Involve? - Key Steps of Event Promotion - Essentials to Successful Event Execution To obtain this document, visit us at http://www.demandmetric.com/register

1. How-­‐To Guide
Executing an Event Marketing Plan
By Kristen Maida, Research Analyst
November 2013
EXECUTIVE SUMMARY
Event Marketing is used to support a variety of marketing programs
and initiatives. Deciding what types of events to attend and/or host,
identifying the content you will present, initiating promotion to
attendees, and evaluating every detail of your event(s) are just a few
components of the overall event marketing process. Meticulous
planning and effective promotion of your event will ultimately lead to
ease of execution and, in turn, a positive response.
This How-­To Guide is designed to provide practical advice on planning,
promoting and executing your event marketing plan. This guide
outlines the event planning process, provides tips to promote your
events, and explains how to execute a successful event.
WHAT DOES THE EVENT MARKETING PLANNING
PROCESS INVOLVE?
After you have committed to an event or an event strategy, you will
enter a planning phase. To make the best possible impression, events
require extensive planning. Here are some items that need to be
considered:
1. Selecting Events -­ When considering tradeshows and industry
conferences to choose from, there are some key factors that
should influence your choices:
© 2013 Demand Metric Research Corporation. All Rights Reserved.

2. How-­‐To Guide
The types of events your customers & prospects attend
Which events show reputation & quality
The presence of competitors
Cost
Tradeshow Evaluation Matrix to determine the best fit.
2. Choosing a Venue (if hosting) When choosing a venue for
your event it is important to consider:
Capacity
Amenities
Parking
Pricing/Fees
Storage
Availability
Maintenance
Food & Beverage
Technical Requirements
3. Staffing Your Event -­ Determine the optimal staffing
requirements to ensure success. Elements to consider include:
Staffing Level -­ At tradeshows, staff for peak traffic flows
your team is busy.
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3. How-­‐To Guide
Set-­up -­ Create a team just for set-­up and take-­down to
allow staff involved in the actual event to focus on the
purpose of the event and potential clients.
Length -­ At day-­long events, plan to have enough staff at
peak times and schedule breaks accordingly.
Type -­ Bring customer-­facing staff (sales, marketing and
support) to the event. Personable and/or outgoing team
members are generally best.
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© 2013 Demand Metric Research Corporation. All Rights Reserved.