This semester in HOSP 170: Event Sponsorship & Promotion has taught me more than I signed up for. I really feel like it prepared me for my future career. I don't know what I expected to learn in an event marketing class but I guess I thought it would be a bit more dry.
I learned much more than just how to plan and promote and event. I learned more than how event sponsorship worked. I learned more than event marketing jargon.
I experienced a big charity event and learned about their sponsorship. I learned about the event planning business. I put marketing into my own words on my blog.
Biggest takeaway: creating a brand for myself and my business and not selling myself short. Such an important lesson to learn; I'm glad I got the chance to be in this class and listen to the wisdom of my professor, Nicole Matthews, owner of The Henley Company.
Big ideas for my future in events!
The event industry is booming in many different areas. And marketing is the basis of their success. Let's look at a few different types of events and see what they're doing to stay hot in today's market.
Nonprofit: Krochet Kids International
This nonprofit uses marketing to its advantage. They have commercials on TV, a YouTube channel, a website, Facebook, Instagram, Twitter, Pinterest, and a blog. If it's a social media trend, they're there. It totally fits their mission, who they are, and who their target market is. Their product is placed in popular stores of the generation they market to as well. I'd say they know what's hot and they're doing it right over at Krochet Kids.
Corporate: Forte Events
This corporate event planner in Colorado must be doing something right as well. With clients including FedEx, ConAgra Foods, Canon, and GE, they have to know their stuff and do it well. I was particularly impressed with the Forte Events website as well as their Twitter profile. To stay hip in today's market, a corporate event planner needs to offer it all but also do so in a well-organized and presented way. A professional website and relevant Twitter page is a great way to do that.
Conference: Engage!12
Today concluded this amazing wedding business conference in Palm Beach. I wasn't there but I still know it was amazing. Why? It was all over Twitter and I knew about everything that was going on and heard about everyone who was there. (Way to make an aspiring wedding planner really jealous!) When a conference has it's own #hashtag, (and it's actually used frequently), you know its good. The wedding industry icons that were at this event prove that Engage!12 knows what it's doing and is definitely a hot event. This event was featured on The Breakers hotel blog and of course, had it's own well put together website with tons of information.
Sponsorship is an interesting relationship for businesses. It has to be a win-win to work properly for both parties. If I were drafting a sponsorship letter for a potential sponsor, it would go something like this.
Dear [insert sponsor here],
My company, SoCal Events, is interested in having your company sponsor an event we are producing in honor of Earth Day. We would like to invite you to help put on this event by sponsoring an activity or concession stand at our Earth Day Festival.
The event will be held on Monday, April 22nd, 2013 at the Torrey Pines State Reserve in San Diego, California. The event will consist of various local cleanup activities including a beach cleanup and roadside cleanup as well as various booths selling food and providing information on environmental care. This will be the third annual Earth Day Festival presented by SoCal Events and we are excited to expand our attendance and participation this year with your help.
Your generous sponsorship would be highlighted by the following:
~ A complimentary booth at the event
~ Your company name on all printed materials and the website
~ Your choice of environmentally friendly water bottles or tote bags with your company name and logo
The estimated 800 participants would benefit tremendously from your generosity. The cost to sponsor this event would be $1000. I would greatly appreciate your phone call to further discuss your partnership with SoCal Events and this great event.
My telephone number is (888) 555-2121 and I look forward to talking with you. Thank you for your kind consideration of this request.
Sincerely,
[Me]
