Definitive Guide to Event Marketing

Roles at an Event
Hosting
When you host an event, you gain full
control over the event’s branding and
content – and the audience you want
to draw in. Being in this position gives
you extraordinary power to define how
you want your company to be
portrayed and the audience you want
to attract. If you are diligent about
targeting your attendees, the payoff
will be in the self-selected audience
already interested in you and your
message – buyers who are primed to
be your customers. You’ll have access
to a captive audience that is exposed
to your brand and message at every
turn. Moreover, these attendees are
actively seeking to participate in the
programs and activities you provide
during the course of the event.
#DG2EM
While online events pale in comparison
to live events, the cost to host a live
event can be prohibitive. That said,
the value of hosting an event cannot
be understated. When you consider the
unprecedented opportunity to engage
and influence your target market, it’s
easy to see why you should consider
working at least one live, hosted event
into your marketing budget.
Be aware that when you host an event
you will be responsible for driving
attendance versus when you sponsor
and attendees are brought to you.
Because of this, hosted events are best
for companies that maintain a large
database they can leverage, or a large
team and budget to devote to a robust
promotional plan.
A great way to offset the cost of hosting
your own events is to offer sponsorship
opportunities to partners. If you are
interested in doing this, you should
create a sponsor prospectus. We do
this at Marketo when we embark on our
Marketing Rockstar Tour, using the
template to the right to showcase our
sponsorship packages to our partners.
Event Partner
Sponsorship Template
Your Event Name:
An explanation of your
event and target audience:
Location(s):
Actual Agenda or Sample Agenda:
9am:
10am:
11am:
12pm: Break for Lunch/Keynote
1pm:
2pm:
3pm:
4pm:
5pm:
$X,XXX (Sponsorship Package 1)
• 6 - fo ot t a ble
• Logo on event landing page
• 1-page collateral piece as a chair
drop and/or premium location on
promotional table
22
$X,XXX (Sponsorship Package 2)
• 6 - fo ot t a ble
• Logo on event landing page
• Signage at the event
• 1-page collateral piece or swag
item as chair drop and/or premium
location on promotional table
• 1 sponsored email blast
$X,XXX (Sponsorship Package 3)
• 6 - fo ot t a ble
• Logo on event landing page
• Signage at the event
• 1-page collateral piece or swag
item as chair drop and/or premium
location on promotional table
• 1 sponsored email blast
• 1 session speaking opportunity
Sponsor Agreement
Company Name:
Contact Name:
Title:
Mailing Address:
Email:
Phone:
Signature:
Date:
Terms & Conditions (add your own)