Event Marketing: Using the 4 Ps Effectively

The popular four Ps approach to marketing was proposed by Jerome McCarthy in 1960, and has been used ever since by successful businesses worldwide. The four Ps – product, price, promotion, and place – have been tweaked to fit a larger range of businesses, including those who do live events. The “new” four Ps are place, purpose, pride, and promotion.


When it comes to a marketing event, place can make or break it. You may be meeting in the basement of a church or renting out a dance hall, but all the same, your guests should know what company’s event they are attending immediately upon entering. Decorations and signs are everything in a place not your own, so do not be afraid to jazz up the space to fit your company.


The last thing you want your guests to be asking is, “why are we here?” The purpose of this event needs to be clear right off the bat. Many marketing events will have stages to them, so being able to adapt quickly to change the purpose of the event is a must. What one guest comes in for will probably not be the only thing they want to leave with, and the company needs to be able to identify these needs ahead of time.


Do you and your company take pride in their work and in what you offer to the guests at the event? This is a large part of any live event and guests will know immediately whether you are confident in yourselves and in your products and/or services. The venue can be one telling sign, as you might want to invest a bit more in a nicer place to meet to show your guests that you really care. You want your attendees to come away from the event with a sense of pride as well, so getting your guests involved in the event as much as possible is important. Let them know that their time was not wasted, and that your purpose is their purpose.


This is where the products and/or services of your company will come in. Promotion at a live event is about much more than showing off what your company has to offer – it is about engaging your guests and getting them to feel invested in the company. An attendee who listened in on a seminar or used a certain product at the event is much more likely to feel connected to the company. They are offering up their time, and maybe even their money to attend, so the least that you can do is offer up the use of your own time and resources.

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