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Marketing event checklist


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Marketing event checklist This marketing event checklist is designed for business managers who need to be guided through process of preparing special marketing arrangements to improve and strengthen market positions of their companies, services or products. Given checklist contains recommendations and steps to be taken in order of organizing marketing arrangements and establishing proper management. 

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  • Determine the marketing opportunity that can be realized through marketing event.

What basic ideas you want to communicate to people? How this may improve marketing position of your company/products/services.  

  • Define the character of the marketing event.

For example, if event is supposed to be open to a wide public or established exclusively for club members? Which balance between informing and entertaining the audience should be observed? Will this event be formal or informal? Is it initial or recurring event?

  • Define event target audience.

Give an all-round research to your target audience: Who and what they are? What their average age is? What their beliefs, goals and aspirations are?

  • Reasoning from the event character and target audience, define the best format.

For example, it could be a lecture, public workshop, promotional performance, out-trip, banquet, party etc.

  • Define scope, goals, scale, and success measures.

Finalize preliminary planning with getting clear on the marketing event’s:

1) Mission 2) Conception 3) Purpose 4) Vision 5) Scopes

  • Get clear on scale.
  • Develop a budget and get clear on sponsorship.
  • Determine if any partnership on marketing event is possible/required/desirable.

Probably you can unite efforts with other companies to get mutual assistance

  • Determine the event management office.

Find the appropriate premises; define the equipment required, define the role of manager and coordinator.

  • Determine your event date and duration.

When doing planning think of your target audience, what else they can be doing on that date? Avoid dates and time when conflicts with popular holidays or other important political, social and religious events may happen. 

  • Project your plan.

Compose exact plan and schedule of activities, set up meetings with key contacts.

  • Set up calendar.

Create calendar template to supplement and modify it when required.

Image, promotion and PR:

  • Formulate key marketing messages that will be consistently explained through your promotional campaign and event image.
  • Create visual image.

Logo, colours, mottos, text styles, images, etc.

  • Set up registration desk.
  • Prepare presentations, literature, brochures, handouts etc.
  • Create image-driven clothing and formulate desirable behavior for event staff.
  • Reasoning from event format, create attendee survey.
  • Define if some speakers and special guests may take part in the event.
  • Contact and negotiate with speakers and guests whom you would lead to your arrangement.
  • Create advertising strategy and event promotion schedule.
  • Make sure that all attendees are informed and confirmed.
  • If possible set up a particular web-site for the event, or make a dedicated section on your company’s main web-site.

If possible, set up online registration.

  • Create and distribute promotional materials.
  • Prepare attendee information packages.
  • Communicate calendar to attendees and potential visitors.
  • Use audio/visual, phone and Internet connections to announce the marketing event to target audience.

Facilities, staffing and travel:

  • Realistically estimate marketing event attendance.

Consider minimal attendance required for the event to run as well as maximum event capacity, and try to use data on past event attendance to make your numbers realistic.

  • Define equipment and technical systems required to run your marketing event.
  • Choose and contract an appropriate facility.

Reasoning from your budget, event scale, planned attendance, space and location requirements select an appropriate facility.

  • Determine event staffing.

Design event roles and management levels (administrative hierarchy).

  • Get clear with staff performance measures, objectives and remunerations.
  • Define if specific trainings are required.
  • Arrange meeting and transportation facilities.

If some event participants or important guests arrive from remote places, then organize their travel, meeting, ground transportation and lodging.

  • Recruit required staff through HR services or through the job ads.
  • List, prepare and confirm the staff.

Establish special trainings and briefings for staff members to ensure their knowledge and appropriate behavior.

  • Set up exhibit(s), samples etc.
  • Ensure if all audio/visual infrastructures are workable. 
  • Arrange catering if required. 


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