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Event Marketing WORKSHEET
12/02/2008
This EVENT MARKETING WORKSHEET is a quick look at some of the details required when using an event as a marketing tool. Feel free to COPY it and revise it for your specific needs. -- "MagicBrad"
EVENT MARKETING WORKSHEET
SHOW INFORMATION:
Show Name: ______________________________________________________
Dates: ___________________________________________________________
Location: _________________________________________________________
Show Management: ________________________________________________
Phone: ( ) _______-___________ Fax: ( ) _______-_____________
Email: ___________________________________________________________
Event Regulation/Restrictions: _______________________________________
Scheduled Events (include location and description) ______________________
TENATIVE EVENT INFORMATION:
Date: __________________________________________
Approx Time: ___________________________________
Venue Options: __________________________________
Number of People Invited: ________________________
Number of People Expected: _______________________
What is the General Purpose?
___ Customer Appreciation
___ Product Introduction
___ Sales Meeting
___ Award Recognition
___ Sponsorship
___ Networking/Hospitality
___ Other _________________________________
What is your company’s event history?
Has this event been done in another form?
Describe the results / ROI:
____________________________________________
OBJECTIVES:
What are the event(s) measurable marketing objectives?
____________________________________________
____________________________________________
MESSAGES AND INTEGRATION:
What specific messages (literal and implied) will be communicated? ____________________________________________________
What theme will be communicated, and how will it be integrated with other activities? (tradeshow exhibit etc) ____________________________________________________
AUDIENCE:
Who is the target audience?
___ Current Customers
___ Potential Customers
___ Employees
___ General Attendees
___ Awards Winners
___ Press/Media
Describe audience demographics:
___ % Male
___ % Female
___ % Couples
___ % Individuals
___ % Children
Age Range: ___________________________________
Education Level: _______________________________
Professional Position: ___________________________
What style event is appropriate for this audience?
___ Strictly Business
___ Conservatively Elegant
___ Educational
___ Casual
___ Ceremonial
___ Family Oriented
___ Glitzy
___ Other ___________________________________
LOGISTICS:
How will you distribute invitations?
___ Mail
___ Sales Force
___ In-Exhibit
___ Publication
___ Web
How will you validate individual attendance?
(RSVP, At-Event Lead Card, etc.) ________________________________________________________
How will you establish a guest list? ________________________________________________________
What electronic “form”, will this list take, and how will you manage it? ________________________________________________________
Estimate the amount you’re willing to spend on the following:
___ Invitations (design, artwork, printing, labeling, postage etc.)
___ Catering (food, beverage, linen, etc.)
___ Guest list management (telemarketing, follow-up, etc.)
___ Entertainment (talent, travel, sound, lights, etc.)
___ Decoration (floral, props, etc)
___ Site Expenses (site rental, comfort stations, etc.)
___ Identity (mementos, staff uniforms, signage, etc)
___ Transportation (staff, gratuities, etc.)
DECISION-MAKING:
What is the overall budget? ________________________________________
Upon what criteria does your decision hinge? (budget, creativity, quality, etc.) _______________________________________________________________
When must this decision be made? __________________________________
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