Summary
Samenvatting Event Marketing
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Volledige samenvatting van het vak Event Marketing (colleges, lessen) Ik zelf had een 14/20 met deze samenvatting
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,InhoudstafelHoofdstuk 1: introductie......................................................................................... 5
Keybegrippen...................................................................................................... 5
Content marketing kanalen................................................................................. 6
Taak 1 :................................................................................................................ 7
Hoofdstuk 2: Van Strategie naar Concept...............................................................8
8DNA Elementen................................................................................................. 8
Real time event + conversatie event..................................................................9
Taak 2.1:............................................................................................................ 10
Event strategie.................................................................................................. 10
Strategische eventwaarden............................................................................12
Hartslag.......................................................................................................... 13
Taak 2.2............................................................................................................. 13
Strategie naar concept...................................................................................... 13
Waarde creatie............................................................................................... 14
Taak 2.3............................................................................................................. 16
Hoofdstuk 3: Productie van het conversatie-event...............................................17
Actievatie plan.................................................................................................. 18
Stap 1: bepalen van objectieven....................................................................18
Stap 2: zoeken naar communities (observeren).............................................18
Stap 3: faciliteren van de eventbelevers...........................................................19
Stap 4: Structureren van het observeren.......................................................20
Stap 5: Opmaken contentplan, storytelling en campagne content................20
Stap 6: Drie contentchecks en –optimalisaties...............................................21
Stap 7: staat niets van in de dia’s..................................................................21
Stap 8. Bijsturen activatieplan in functie van de objectieven.........................21
Stap 9: : voorbereiden van het conversatie-event tijdens en na het realtime-
event.............................................................................................................. 22
Stap 10: Het après-conversatie-event: (1) herbeleven door eigen content en
als contentcurator.......................................................................................... 23
Waardevolle content & contentmarketing.........................................................23
Content marketing......................................................................................... 24
Event marketing tools.................................................................................... 25
Taak 3:............................................................................................................... 25
Hoofdstuk 4: Marketingplan.................................................................................. 26
1. Doelgroepanalyse: segmentatie....................................................................26
2. Positionering & USP....................................................................................... 26
, 3. SMART-doelstellingen.................................................................................... 26
4. Actievatieplan............................................................................................... 27
5. Customer journey.......................................................................................... 27
6. Marketingcommunicatiemix..........................................................................29
7. Marketingplan en content kalender...............................................................31
Taak 4:............................................................................................................... 31
Hoofdstuk 5: Gastcollege Mortier.........................................................................32
Hoofdstuk 6: E-mailmarketing.............................................................................. 33
Fundamenten van E-mailmarketing...................................................................34
Segmentatie................................................................................................... 34
Datacaptatie: opbouwen van een e-maillijst..................................................34
Databeheer: belang van een kwalitatieve e-maillijst......................................34
Doeltreffende E-mails........................................................................................ 36
Onderwerpsregel............................................................................................ 36
Boodschap...................................................................................................... 36
Eerste indruk.................................................................................................. 37
Vormelijk........................................................................................................ 37
Voor je op verzend klikt.................................................................................. 38
Automatisering.................................................................................................. 38
Meten is weten.................................................................................................. 40
Kpi’s............................................................................................................... 40
Testing en Analyse......................................................................................... 41
Taak 6................................................................................................................ 43
Hoofdstuk 7: Digitale marketing...........................................................................44
Website............................................................................................................. 44
Sociale media.................................................................................................... 45
Promoot je event............................................................................................ 46
Voor, tijdens en na het event.........................................................................46
Taak 7................................................................................................................ 47
Hoofdstuk 9: Guerrillamarketing & brand activation............................................48
PR...................................................................................................................... 48
PR als onderdeel van de marketingcommunicatiemix....................................48
PR: mogelijke doelen...................................................................................... 48
Marketing PR.................................................................................................. 48
Guerillamarketing as een vorm van marketing PR.........................................48
Brand activation/experiential marketing...........................................................49
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