The world of events is very large and full of offerings and opportunities, and the market for event marketing agencies is equally large and varied. But let’s take a small step back and understand how exactly events fit into marketing strategies and why.

It may seem strange and almost impossible to you, but even today, even with all the mass of information available on the net, there is a lot of confusion when it comes to marketing, advertising and events; let’s not even talk about sports marketing.

But let’s take one step at a time.

Marketing changes and adapts with the times, but when it comes to marketing-oriented companies, we always start from the same principles.

Usually when I am asked what exactly event marketing and sports marketing are and what is a marketing-oriented company, I answer with the classic definitions of historical marketing gurus such as Philip Kotler or Seth Godin, but today I would like to start with a simpler and more practical definition that is more in step with modern times. I often go into bookstores and browse through books on marketing and communication, and I like to see how this topic is treated as the years go by and then also proposed to the general public, not just to experts in the field.

This definition I found, perhaps more of an explanation really, I took from a very funny, simple marketing book with lots of interesting insights and says:

“Marketing is the most important thing you can do in business today, even if your job title does not contain the word marketing. Marketing, in all its various forms, focuses on attracting customers, getting them to buy your product/service, and making sure they are satisfied enough with their purchase to come back for more. “*

Too simple, you will say, but in fact that is exactly what it is, and it applies to everyone. In fact, the basic goal that all companies have is to attract customers/consumers and keep them coming back to buy what you are offering. Whether selling sneakers or financial services, computers or wrinkle creams, multivitamins or cars, every company always has one goal: to attract customers and keep them for as long as possible. What strategy you use to do this, and what tools you choose to use to achieve it, varies from company to company, brand to brand.

And this is where all the tools that marketing offers to promote one’s product or tell about it fit in, so that the target audience knows about it, buys it and possibly repurchases it as often as possible over time.

Why consult an event marketing agency (event marketing agency)? Isn’t an advertising agency enough?

When it comes to promoting their brand, product or service, companies have various tools to use that they find under the popular Promotions umbrella as part of the marketing mix.

If we take Philip Kotler’s definition, “Promotion encompasses all the activities a company undertakes to communicate and promote its products to its target market.”

Promotion thus represents that whole series of activities that enable the company/brand to get in touch with the consumer to communicate something about our product that will stimulate them to choose it over another.

And this is where advertising, promotions, PR, (public relations) including event creation, and sponsorships come in.

Events have become increasingly important because it is crucial to be able to connect deeply with the consumer in order to create a memory that will endure.

In fact, receiving thousands of messages every day, consumers struggle to remember the brands with which the messages are associated.

We usually remember something that interests us or that has made a special impression on us.

Classic advertising (such as advertising on television, radio, the Internet, in transportation vehicles, etc.) alone is no longer enough to capture the consumer’s attention. Often, a plan that also includes events must be flanked so as to bring the consumer closer to the product in a more direct and profound way.

We hear about engagement all the time, and it is just that; creating moments, real or virtual, where the brand and target audience interact in an active way.

This is where event marketing companies (marketing and event companies) come in: their role is to help companies create moments in which to engage the target audience in an effective and memorable way. These moments or events or occasions, ensure that the memory of the brand remains over time and that this is thus remembered or preferred at the time of purchase.

Specialization also exists in event marketing.

The world of events is so broad that agencies have over time specialized in offering specific services to companies.

Based on what the brand or product needs, the specific event marketing firm (event marketing firm) is contacted and selected that will offer a tailor-made project on the individual client.

I’ll give you some examples right away:

There are companies that specialize in large events, trade show events, corporate conventions, and within this segment there are agencies that specialize in medical conventions, rather than conventions or political events; companies that specialize in product launches, those that do samplig activities, those that organize traveling promotional tours, guerrilla marketing, cultural events companies, or music events, or travel-related events companies, and then experiential events agencies. Then also to all those digital event companies, influencers, brand ambassadors, celebrities.

The list is really long.

Think, for example, of all those activities that are organized inside shopping malls or in large supermarkets; there are event companies that have specific experience in just that area.

And how do sporting events position themselves?

Sports events and sports marketing always find themselves thrown somewhat in the middle, between events, promotions, and advertising.

Sports marketing and sponsorship agencies are not event agencies, but are consulting firms that work alongside companies/brands that want to use sports as a marketing and communication tool.

Thus, they do not deal with the conception and creation of a sports event, as is often thought, but define a mktg strategy that sees sports, and sponsorship, as the cornerstone on which to then create all communication and promotion activities, including the famous activations.

An example to better understand: a computer brand decides to invest in sports sponsorships. The agency, as a consultant, helps him figure out which area is best to invest in based on the company’s goals, values, target audience, budget, etc.

We then evaluate the various opportunities and then proceed with the property that most closely matches all the needs of the company/brand.

If, for example, a decision has been made to sponsor a Formula 1 team, the marketing agency assists the client in defining the partner, supports him in the evaluation of the proposed offers, assists him in the contractual part, and proposes the various marketing activities that can be built by taking advantage of the sponsorship.

From the communication of the sponsorship itself and the values behind the partnership (technology, innovation, competitiveness, team spirit, etc…) through the channels that the company defines, to the definition of a social media strategy to create and communicate the partnership content and thus interact with the target audience, to the whole part of the activations, that is, all those virtual or real activities that allow the company or brand to engage more directly with the target audience by leveraging the common passion that binds them through the sponsorship.

Think of all the promotional activities, events, contests, incentive programs, hospitality, and product launches that a company can organize by taking advantage of sponsorship.

All of these activities serve to connect with their target audience by leveraging the common passion that binds the brand and the consumer together: sports.

The sports marketing agency may also be in charge of organizing an event related to the sponsorship in which the company invests.

If, for example, there is a major annual convention or product launch in a specific city or location, the agency may advise the company to organize a special event in which to involve the sponsoring team, or driver, or team manager, or show car/show bike, so as to make the event unique. The consumer or customer is certainly more attracted and enticed to attend events where there is a chance to photograph an F1 or MotoGP bike or be able to get a rider’s autograph, or a team-related gadget.

Thesports marketing agency has experience and knowledge of the industry and the opportunities it offers that a generic event firm (event based marketing firm) often does not.

That is why even when it comes to event marketing, it would always be best to understand what kind of services the company is looking for so that the correct agency can be selected.

If you have any curiosity related to sports sponsorship, please do not hesitate to contact us.

* “Marketing for Dummiesby” – https://www.wob.com/en-gb/books/author/alexander-hiam