{"id":905,"date":"2014-03-06T15:07:15","date_gmt":"2014-03-06T23:07:15","guid":{"rendered":"http:\/\/www.janusdialogs.com\/?p=905"},"modified":"2014-03-30T18:40:50","modified_gmt":"2014-03-31T01:40:50","slug":"the-ps-of-event-marketing","status":"publish","type":"post","link":"https:\/\/www.janusdialogs.com\/?p=905","title":{"rendered":"The P\u2019s of Event Marketing"},"content":{"rendered":"

Event teams can adopt a classic marketing model to focus efforts and achieve their objectives<\/a>.<\/p>\n

In early 2013, Harvard Business Review posted an article<\/a> titled, \u201cRethinking the Four P\u2019s\u201d suggesting that the classic marketing mix model1 (product, place, price, and promotion) should be retooled to better address the needs of B2B marketers. The article was based on a five-year study of more than 500 B2B marketers worldwide, and suggested a model that explicitly emphasized more \u201ccurrent\u201d commodities such as solutions and value.<\/p>\n

\"4p_small\"<\/a>The \u201cFour P\u2019s\u201d durability over time is arguably due not to its rigidity, but to its flexibility. It often expands to six or more P\u2019s, folding in such concepts as people, packaging, positioning, process, performance\u2026the list goes on.<\/p>\n

The \u201cP\u2019s of Event Marketing\u201d defines parameters that can be used to ensure that all aspects of event strategy, experience design, and execution support core marketing objectives and are aligned with broader marketing strategies.<\/p>\n

The P\u2019s of Event Marketing include the following elements: Place, Purpose, Pride, and Promotion. At a glance, these may seem more similar to the original Four P\u2019s of Marketing than they actually are.<\/p>\n

Sense of Place \u2013 <\/strong>\u00a0sense of place for an event marketer is not about geography or venue. It\u2019s about \u201cowning\u201d the space as if it was yours, your office or your \u201chome\u201d. When the audience arrives do they get the feeling that this is your place or just a venue you rented that you will be leaving soon? Does it feel like an executive visitor center, your ideal game room, your best research facility, or lobby to your global headquarters? Is it unique, organized, and special? It should be. <\/b><\/p>\n

In designing a live event, you need to craft a place for experiences, conversation, information sharing, influence, and dialog that is worth the time your audience will carve out to participate. This may sound slightly esoteric, but it just might be the \u201csecret sauce\u201d that makes live events such an effective and desired component of the marketing mix.<\/p>\n

The objective is to ensure that the question \u201cWhere am I?\u201d is answered firmly with \u201cat ____\u201d, not just with \u201cat a _____ Event\u201d, or worse \u201ca conference\u201d.<\/p>\n

A Clear Purpose \u2013 <\/b>A sense of purpose, not generically but with regard to serving defined audience segments, is an important criteria for attracting attendees and delivering an experience that resonates. It is critical to understand Purpose in terms of what strategic marketing initiative an event needs to support (lead generation, product awareness, perception change, revenue generation, community.)<\/b><\/p>\n

It is equally important to design the experience with a sense of purpose tailored to each audience member, with the increased levels of personalization and participation that event audiences have come to expect.<\/p>\n

Purpose can \u2013 and should \u2013 change over the course of the event \u2013 from initial awareness to considering a purchase; from arriving to learning to departing \u2013 so the purpose may need to change over time as well. Different messages entering and leaving, on day one to day last.<\/p>\n

 <\/p>\n

\"pride\"<\/a>Pride \u2013 <\/strong>Nothing kills a bad product faster than good advertising, and nothing says \u201cYou don\u2019t need to care\u201d more than saying \u201cI don\u2019t care.\u201d The pride and passion of the host needs to shine from every corner and mountain top. How the temp staff greets the audience, how the cables are laid and how clean the venue is, how fast the social media comments are responded to. Pride is contagious, as is the lack of it, and as events are one of the most engaging live experiences the audience may have with a Brand, they need to feel the pride.<\/b><\/p>\n

 <\/p>\n

Cross Promotion <\/b>\u2013 Traditional B2B marketing has evolved to a more Person-to-Person approach, a truism has emerged \u2013 inside every commercial business or technical decision maker is a consumer. Further, consumers are often fans<\/a> of the products they buy, a state of engagement those who market to commercial buyers should look to achieve.<\/b><\/p>\n

The art is in the mix of primary and secondary message, ensuring that the reasons the audience is participating are meet, and adding some unexpected, relevant cross promotions.<\/p>\n

 <\/p>\n

Note: This topic is a derivative of a recent <\/i>Trends and Innovations article released by Microsoft\u2019s Global Events and Production Studios team.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

Event teams can adopt a classic marketing model to focus efforts and achieve their objectives. In early 2013, Harvard Business Review posted an article titled, \u201cRethinking the Four P\u2019s\u201d suggesting<\/p>\n","protected":false},"author":2,"featured_media":908,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25,4,29,30,7,24],"tags":[],"class_list":["post-905","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-differentiation","category-general","category-marketing","category-all","category-social-technical-economic-political","category-trdom"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.janusdialogs.com\/wp-content\/uploads\/2014\/03\/4p_small.jpg?fit=2024%2C1296&ssl=1","jetpack_shortlink":"https:\/\/wp.me\/p2huoI-eB","jetpack_sharing_enabled":true,"jetpack_likes_enabled":false,"_links":{"self":[{"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/posts\/905","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=905"}],"version-history":[{"count":8,"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/posts\/905\/revisions"}],"predecessor-version":[{"id":915,"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/posts\/905\/revisions\/915"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/media\/908"}],"wp:attachment":[{"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=905"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=905"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.janusdialogs.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=905"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}