Event Marketing in Your Marketing Job

For people in marketing jobs, event marketing has come to stay. Event marketing involves promoting brand or business interests by associating with a social activity. Event marketing may or may not be sponsored, though the most visible forms of event marketing still require sponsorship. While sponsorship involves payments to an individual or organization, event marketing involves staging events to associate with activities conducted by an external entity, with or without payments. Event marketing has become popular with people in marketing jobs because it provides direct consumer interaction while achieving the brand's communication goals.


When it comes to choosing between different modes of marketing communications or developing a proper mix for integrated marketing communications, people in marketing jobs are often bewildered. Eric Einhorn, in a 2004 study published in the Journal of Advertising Research, put the problem quite succinctly when he wrote:

We follow our own marketing communications 'disciplines'—advertising, direct marketing, event marketing, on-line marketing, and public relations. And to confuse the marketer even more, these disciplines have traditionally positioned themselves in a competitive context as 'the answer' to building brands—almost as though the others do not exist—each with a different 'philosophy' or secret of success: advertising builds brands by creating desire. Relationship marketing builds brand through one-to-one relationships. Event marketing builds brands by allowing consumers to experience the brand. All of this is true, but each discipline tends to claim just a little more of the business building credit than it really deserves. (And of course they look the other way when things do not quite work out right.) ("How to Fill the Accountability Gap in Demand Creation," Journal of Advertising Research)


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Brand And Success are Always Corelated!

The internet is growing daily with folk who are looking for ways to earn a comfortable living from their home base. However, the sad truth is many online business owners never make a profit online! Sadly, even in today’s online market, many business owners have no idea how to effectively market their internet business. In addition, they don’t understand the importance of “branding” their name to build a quality online presence and reputation.

To welcome online success, “branding you” should be the number one online business owners’ priority. When beginning an online Internet career, it is detrimental to online longevity that the online promoter cultivate a squeaky clean image.

Many online business owners tarnish their name, by promoting worthless downloadable software and eBooks. It is a good idea to test-drive any eBook or software package before you decide to promote the product as an affiliate marketer. It’s not an intelligent idea to promote worthless products to your opt-in list, so be careful what you endorse online.

Another way you can ruin your branded name and good reputation is opportunity jumping or program hopping. To highlight this point, I will talk about only five popular online business programs that are heavily promoted online. The programs are Perfect Wealth Formula, edc Gold, Passport to Wealth, Wealth Magnet System and Roadmap to Riches.

Lets go back a few months to when Passport to Wealth launched in February 2007. Since February I have seen the same top earners, jump from (1) edc Gold to (2) Passport to Wealth to (3) Perfect Wealth Formula to (4) Wealth Magnet System and now to (5) Roadmap to Riches. What a great way to earn instant cash daily! Now. I am not saying, that all these business opportunity promoters are all tarred with the same brush, but in amongst this group of business promoters are a few bad eggs, that like nothing more than to take your hard earned money and thereafter never return your emails or phone calls.

The good news is it doesn’t take long before the online internet community, catches onto these dirty quick cash generating tricks and unlike the offline business world, this type of underhanded home business owner can’t move to another state or country, and start all over again!

To profit quickly on the net, firstly brand and protect your name. Next make sure you do your research and only promote quality products. To explode your success online, in your first year, it is a good idea to find yourself a personal eCoach to educate yourself in online advertising and marketing methods.

To conclude, every new internet business promoter should understand that online marketing success doesn’t happen overnight; sometimes it can take 2-3 years to build a successful online presence. I believe, perseverance is the key to success, with any Internet business and online marketing endeavor.

Ask the Market Maker

1. Where Do I Start?

Dear MarketMaker:

I've just started my own business and am trying to let the world know I exist—but I don't have a huge budget for advertising. Where do I start?
—Built Best Mousetrap

Dear Best:

As you've discovered, it's not enough to have a great product—if the world doesn't know you exist, they can hardly beat a path to your door. In fact, a significant percentage of every small business's budget is spent on advertising.

But there's a better way to start than throwing money at the problem. The top three things you can do are to be noticeable, be available, and ask people you know to help. Specifically:

• Be noticeable: Put a professional sign up outside of your business, choose a memorable name, register for a memorable web address, and buy a memorable phone number, like 1-800-GET-TRAP. The more visible and memorable you are, the less total advertising you'll need to make an impression on your prospective customers.
  
  
• Be available: Be sure your business hours match those of your prospective customers and that you're listed in directories they use. Who cares about the general yellow pages and 9:00 a.m. to 5:00 p.m. if your prospective customer base of trappers works 6:00 p.m. to midnight and only reads Trappers Service Phone Directory?
  
  
• Ask people you know to help: Word of mouth is the least expensive and most powerful advertising you can do. Spend $20 to print some business cards with your company information on them (including a phrase describing what you offer, such as "best traps for mice!"), design some email based on the same theme (with more information), and then send email and paper mail to every friend and family member you have asking them to forward your information to their friends and family. Keep a record of everyone who contacts you and do the same thing again. If you provide great service, soon your base will start to grow to a point where you can engage in more traditional flyers, billboards, rented mail lists, and "traditional" advertising.

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