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03 Mar 2016

What is an event, really?

The event - an introduction

You have probably found this text because you are thinking of arranging an event of some kind. In that case, your marketing strategy is on the right track. Events are a rapidly growing form of communication and their emergence is perhaps a reaction to all the passive information flows, where the range of choice of media channels is immeasurably large. An event has greater potential to capture the target group's attention than any other form of marketing today.

"Event" is a broad term. It can be anything from the local car dealers' drinks party to worldwide happenings such as the Olympic Games and the Oscars ceremony. We will, of course, not be able to teach you everything about event marketing, but we can offer you the most essential knowledge and give some useful tips that can be handy to know when you arrange your event.

We guess that the readers of this course are planning for an event that is closer to the car dealers' drinks party than the Olympic Games. The example of a drinks party is not meant to belittle the local level - but this small guide will be able to be applied at higher levels than that.

What is an event, really?

An event is an arrangement or occasion that aims to promote or communicate something. The event is often part of a plan for how a company or an organisation intends to market itself, and the different parts of the event are carefully thought-out so that the company's ideas and values are given full expression.

The event as a marketing tool is a fairly new phenomenon. It is said to have got its breakthrough in the 1984 Los Angeles Olympics, where the organisers let sponsors not only expose their brands during the event itself but also in their other marketing. Penetration was so great and the effects were seen so quickly, that sponsorship of even small events has increased sharply ever since. Events became quite simply an essential element in most major companies' communication plans. A report by the Swedish Institute for Advertising and Media Statistics, showed that sponsorship and events accounted for 13.2 percent of media output in 2009.

Why is this? A reasonable explanation can be found in today's increasingly crowded media landscape. More and more TV channels are available every year. Interactive solutions and social media take up an ever larger part of people's lives. The web, where a swarm of marketers fight for our attention, has become mobile.

But we can ignore all such messages if we want to. Today, we can pick and choose from the information market and take that which we feel most entertained by. This makes it necessary to come up with something special to capture attention.

An event should be an outstanding experience. The idea is to offer your target group something extra special. He or she should feel specially chosen. If you succeed in this, you will have your customer's undivided attention for the entire event. This presents good opportunities to build relationships by letting the customer experience your message with all their senses. 

A newspaper advert appeals to only one of our senses - the sense of sight. Radio advertising only does so to our sense of hearing. TV advertising is said to be more effective than both of these, because it appeals to two senses simultaneously. An event does not limit itself to a couple of our senses. It takes into account all our senses: sight, hearing, touch, taste and smell.

But the most successful element of an event should still be the most basic part of human communication - the meeting. And here we're talking about real meetings. We have the opportunity to meet anyone we want on the internet nowadays. But the meetings we remember, and where we form the most persistent relations, still (and probably always will) take place in real life.

In coming sections, you will find out the key ingredients to have a successful event and to give you the best results in your relationship-building.

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Event planning & management made easy

Yes, this is it. Here is the ultimate event planning and management tool, serving you with structure and sharp functions while easy to use. Manage your event within every step of the way using Magnet event management tool online. 

Online event planner – for any event

Use Magnet as your online event planner whether you are a professional event planner, planning business events from time to time, or setting out to create a meet up free of charge.

If you want to send out invitations and set up an event registration page for a free event, you can use Magnet event planning tool for free. If you aim to sell tickets, you will find a highly flexible ticket sales system within the tool, and a range of payment solutions to connect with.

Allowing you to manage events in every detail

To promote and manage your event and ticket sales you will have a strong line up of smart functions behind you.
This will save you time when getting as many attendees as possible to your event.

Manage everything from printing name tags to communicating important updates by SMS and checking in the guests at arrival.
All using the same software.

When the event is over, you will also have access to relevant data, such as metrics. And the opportunity to easily follow up on the experience of your attending guests.

Different types of tickets

Provide Early Bird tickets, discounts and discount codes on one or more tickets. Set timed tickets, add products to your ticket such as admission along with a T-shirt.
Offer a waiting list when fully booked.

Check in app

Using the check in app at the entrance you will also keep track of which and how many guests that has arrived.

Select payment method

Choose which payment method to use for each event, and set a preferred method if you have a first option.
Visa and Mastercard, Payex, Payson, Billogram, Invoicing, Economy.

Different VAT rates

Admin interface for sales, revenues and VAT, receipts, reports.

Distribute, market, and sell more tickets

Create your own event page with individual event URL, retrieve automatic map, add videos or pictures, embed on website.
Send invites, share on social media, send SMS.

Follow up on sales statistics and orders

Are there any tickets left for sale? Have a closer look at the orders, number of attendees and checked in attendees.

Tracking

Facebook pixel and LinkedIN.

Time to create an event?

Let’s try it out; sign up for free and start exploring. Once you’ve created an account you will have access to our help center with FAQ:s and guides.

Go create your first event.

At the centre of event & digital marketing – blog & news letter

Get in tune and keep up to date with events and digital marketing. You will find good advice, checklists and relevant reads
featured in both our blog and news letter (sign up below). If there is anything in particular you would like us to cover, please feel free to make a request.