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Samenvatting Online event marketing
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volledige samenvatting ik behaalde een 13/20 -> examen is heel moeilijk, vraagt details!!
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ONLINE EVENTMARKETING
2022 - 2023
,INHOUDSOPGAVE
wat is een event? event essentials .................................................................................................... 3
8 dna elementen .............................................................................................................................. 3
2 waardevolle evenementen: realtime event (rt) en conversatie event (ce).......................... 4
de eventmanagementcirkel ........................................................................................................... 5
samenvatting .................................................................................................................................... 6
eventmarketing: strategie................................................................................................................... 7
waarom een eventstrategie? ......................................................................................................... 7
hoe kom je tot een eventstrategie? ............................................................................................... 7
wat is de output van de strategische fase .................................................................................... 8
eventmarketing: concept ................................................................................................................... 9
waarom een conceptuele fase? ................................................................................................... 9
hoe kom je tot eventconcept?....................................................................................................... 9
wat is de output van de conceptuele fase? .............................................................................. 11
gastles mortierbrigade ...................................................................................................................... 12
mortierbrigade ................................................................................................................................ 12
who dares wins ................................................................................................................................ 12
the creative process ....................................................................................................................... 13
virtuele evenementen ....................................................................................................................... 14
events in tijden van covid 19 ......................................................................................................... 14
virtuele evenementen .................................................................................................................... 16
samenvatting .................................................................................................................................. 17
productie van het conversatie-event .............................................................................................. 19
waardevolle content en content marketing .............................................................................. 19
eventmarketingtools....................................................................................................................... 20
activatieplan in 10 stappen........................................................................................................... 21
gastles thinkedge .............................................................................................................................. 26
over thinkedge ................................................................................................................................ 26
building a story(line) ....................................................................................................................... 26
disney your event ............................................................................................................................ 27
getting things done ........................................................................................................................ 28
marketingplan .................................................................................................................................... 30
promoot je event via sociale media ............................................................................................ 30
contentplan en contentkalender opstellen ................................................................................ 33
online marketingplan opstellen: social media, mailing, online ads.......................................... 36
workshop event video – niels veeckman ....................................................................................... 39
video................................................................................................................................................. 39
compositie ....................................................................................................................................... 41
1
, beeldtaal ......................................................................................................................................... 43
cameratechnieken......................................................................................................................... 44
gastles wonderweekend................................................................................................................... 47
wat is wonderweekend? ............................................................................................................... 47
communicatiekanalen................................................................................................................... 47
de theorie in de praktijk ................................................................................................................. 47
2
, WAT IS EEN EVENT? EVENT ESSENTIALS
8 DNA ELEMENTEN
1. entertainment
o show
o services = key DNA elementen
2. tijd
3. plaats: unieke locatie? goed bereikbaar? parking? vergunningen? omwonenden?
4. eventnaam: moet in lijn liggen met je eventstrategie, moet passen bij je eventidentiteit
o een bijhorende tagline kan je naam/eventwaarden verduidelijken/versterken
5. doelgroep/publiek: buyer persona’s
6. management: organisatie, partners, sponsors, leveranciers, team, skills, inhouse of
uitbesteden?
7. eventdoel: SMART tool of doel? winst? aantal deelnemers? maatschappelijk belang?
8. klasse: B2B/B2C, indoor/outdoor, uitnodiging/publiek
(MEER)WAARDE VAN HET EVENEMENT = (MEER)WAARDE VAN DE INVULLING VAN
DE DNA-ELEMENTEN
• de waardevolle invulling van de dna - (sub)elementen maakt elk evenement uniek
o centrale vraag bij deze invulling: why? waarom? → “waarom zou iemand willen
deelnemen aan mijn event?” “what’s in it for him/her?”
• hoe groter de (meer)waardecreatie per dna - (sub)element, hoe groter de subjectieve
waarde voor de potentiële eventdeelnemer, hoe groter de kans dat hij/zij deelneemt
• invulling dna-element entertainment: is een vip zone een meerwaarde voor onze
eventbelever? hoe zorgen we voor comfort op de camping zodat de beleving
geoptimaliseerd wordt? (bv. sanitair, luxetenten, afterparty, …)
INVULLING SUBELEMENT ‘SERVICES’ (ENTERTAINMENT)
MUST HAVE SERVICE
• essentieel om een event te doen plaatsvinden
• “showstoppers”
• voorbeelden:
o EHBO
o propere wc’s
BASIC SERVICE
• worden verwacht door de eventbelevers
• zijn niet meteen levensbedreigend en ook niet meteen de “stoefers”
• voorbeelden:
o free wifi
NICE TO HAVE SERVICE
• deze service wordt niet direct verwacht door de bezoekers. hiermee kan je je
onderscheiden. er zit hier veel potentieel!
• ook voor sponsors
3
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