• Planner's Pocket Dictionary: Event & Experiential Marketing

    FROM THE Spring 2014 ISSUE

    Print out this one-sheet and stash it in your back pocket for future reference.

WHEN IT COMES TO MARKETING and events, audience is everything. And when the two come together, impact is amplified. We had a meeting of the minds with David St. Martin, production director at agency EA, to review some key words you need to know.

Ambient marketing: atmospheric designs implemented to create brand recognition indirectly with color, texture and other sensory cues.

Affiliate partners: marketing partners that promote to followers/subscribers.

Attendance incentives: small incentives/gifts offered to attendees to discourage drop-offs, (i.e. first 100 guests receive a special gift).

Brand ambassador: model hired to represent a brand at an event, often in uniform.

Click-through rate (CTR): the percentage of recipients who click on a given URL in an e-blast.

Collateral: promotional material for distribution including flyers, postcards, evites, etc.

Cross the streams: shifting conversations between social media channels.

Event marketing: the process of messaging the purpose and value of anevent to drive attendance.

Event page/website: an online home for an event, inclusive of all eventd etails and registration information.

Event sponsor: company/organization that provides funding and/or products for an event in return for deliverables that match the level of investment. Often categorized to avoid competitive conflicts.

Evite: an email invitation inclusive of all event details and registration information.

Experiential marketing: sensory-based activations at live events with an emphasis on attendee interaction and relationship development.

Guerrilla marketing: unconventional marketing with surprise elements that can be implemented for events.

Guest profile/analytics: data captured for all registrants to be managed in an internal database.

Hotlink: click-through on an evite/event page that is offered to sponsors and partners.

Marketing promotional opportunities (MPO): possible areas for logo inclusion.

Media alert: notice sent to industry websites and media outlets.

Media wall: backdrop that showcases content (often logos) for press/red carpet photos (aka step-and-repeat).

Open rate: analytics of email invitations opened.

Opt-in marketing: using mailing lists to reach subscribers who have registered or otherwise provided permission to receive newsletters and announcements.

Point of sale (POS): branded items such as pop-up banners, bar equipment and décor.

PR Door: check-in run by public relations professionals who wrangle and capture photo opportunities of high-profile guests.

Product seeding: planting a product to be seen by influential individuals.

Registration platform: website that manages databases, e-blasts, RSVPs and more.

Street team: a group of people who hit the streets to promote an event, handing out informational flyers and promotional materials.

Spokesperson: celebrity/personality contracted to attend, host and/or presentat an event

Stylized vignette: branded lounge space designed to highlight a specific sponsor.

Social media engagement: using social media prior to and at an event to extend messaging to a wider digital audience and leave lasting online impressions that are tracked by organizer/sponsor handles and event hashtags.

Sponsor lounge: exclusive area with special amenities/services/gifts for selected guests.

Swag: free takeaways such as sample products, branded novelty items, giftcards, etc.

Target registrants: potential attendeesthat are segmented by location, demographic, psychographic and behavioral information.

Verbal recognition: sponsor deliverable for special thanks during presentation at live events.


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