{"id":5331,"date":"2017-02-06T11:33:15","date_gmt":"2017-02-06T10:33:15","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=5331"},"modified":"2020-06-22T11:52:37","modified_gmt":"2020-06-22T09:52:37","slug":"event-marketing","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/","title":{"rendered":"Buenas pr\u00e1cticas del Event Marketing"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-3840535308\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/\" data-essbisPostTitle=\"Buenas pr\u00e1cticas del Event Marketing\" data-essbisHoverContainer=\"\"><p>Siempre ha habido <strong>eventos<\/strong>: desde los guateques a los que asist\u00edan nuestros padres y abuelos, a las ferias nacionales o internacionales, pasando por las reuniones familiares, desayunos de trabajo, ponencias, mesas redondas o lanzamientos de productos.<\/p><div class=\"blogs-contenido\" id=\"blogs-153186130\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>Son una parte intr\u00ednseca al ser humano, porque adem\u00e1s de permitir que nos relacionemos, nos permite a nivel profesional poder vender m\u00e1s, darnos a conocer&nbsp;y obtener notoriedad.<\/p>\n<p>Hoy en d\u00eda todo esto tiene un nombre concreto: <strong>Event Marketing<\/strong> o <strong>Marketing de Eventos<\/strong>. Vamos, paso a paso, a conocer un poco m\u00e1s sobre el tema.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_Marketing_de_Eventos\"><\/span>\u00bfQu\u00e9 es el Marketing de Eventos?<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab5246120f3e\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab5246120f3e\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/#%C2%BFQue_es_el_Marketing_de_Eventos\" >\u00bfQu\u00e9 es el Marketing de Eventos?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/#Eventos_vs_Patrocinios\" >Eventos vs Patrocinios<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/#%C2%BFPor_que_Marketing_de_Eventos\" >\u00bfPor qu\u00e9 Marketing de Eventos?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/#Las_3Es_del_Event_Marketing\" >Las 3E&#8217;s del&nbsp;Event Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/#Objetivos_de_un_evento\" >Objetivos de un evento<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/#4_beneficios_de_la_organizacion_de_eventos\" >4 beneficios de la organizaci\u00f3n de eventos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/#Como_lograr_un_evento_exitoso\" >C\u00f3mo lograr un evento exitoso<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/#Ejemplos_de_Event_Marketing\" >Ejemplos de Event Marketing<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Es una estrategia especializada que se basa en el desarrollo de una <strong>marca<\/strong> y la conceptualizaci\u00f3n de experiencias memorables para el consumidor.<\/p>\n<p>Resumiendo, el Event Marketing dise\u00f1a experiencias y mundos vivos que permanecen en el recuerdo. Es una manera de hacer llegar nuestros productos y servicios transmitiendo vivencias a trav\u00e9s de las relaciones p\u00fablicas.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-3044796153\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Eventos_vs_Patrocinios\"><\/span><strong>Eventos vs Patrocinios<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><em>\u00bfSon lo mismo? \u00bfSon diferentes?<\/em><\/p>\n<p>Parecidos, pero no iguales. El <strong>Marketing de Patrocinios<\/strong> se relaciona con una persona, grupo o equipo; mientras que el de eventos ocurre cuando la empresa apoya o realiza uno espec\u00edfico, y se relaciona estrechamente con el marketing de estilo de vida.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFPor_que_Marketing_de_Eventos\"><\/span><strong>\u00bfPor qu\u00e9 Marketing de Eventos?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Porque dispone de un efecto multiplicador, ya que los <strong>clientes<\/strong> al vivir una experiencia concreta y \u00fanica (o eso se pretende) lo recuerda en su mente de forma m\u00e1s clara.<\/p>\n<p>El evento en cuesti\u00f3n ayuda&nbsp;a la prescripci\u00f3n de nuestros productos o servicios, a generar una predisposici\u00f3n hacia nuestra marca y ayuda a incrementar el afecto hacia nuestra empresa. No olvidemos nunca que la idea b\u00e1sica es conseguir notoriedad a trav\u00e9s del evento.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Las_3Es_del_Event_Marketing\"><\/span>Las 3E&#8217;s del&nbsp;Event Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Los pilares en los que se basa principalmente, y que har\u00e1n de \u00e9l un proceso c\u00edclico son:<\/p>\n<ol>\n<li>Entertainment (Entretenimiento)<\/li>\n<li>Excitement (Emoci\u00f3n)<\/li>\n<li>Enterprise (Iniciativa)<\/li>\n<\/ol>\n<p>La conjunci\u00f3n de los dos primeros es lo que da origen a la creaci\u00f3n de la imagen que se quiere dar de la marca, y la iniciativa es el punto central e inicial del desarrollo de la <strong>estrategia<\/strong> de event marketing.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Objetivos_de_un_evento\"><\/span>Objetivos de un evento<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Cuando hablamos de la organizaci\u00f3n de un evento, tenemos que tener muy en mente dos aspectos fundamentales:<\/p>\n<ul>\n<li>Qu\u00e9 <strong>resultados econ\u00f3micos<\/strong> esperamos obtener<\/li>\n<li>Qu\u00e9 <strong>objetivos<\/strong> queremos llevar a cabo.<\/li>\n<\/ul>\n<p>Las empresas deciden hacer eventos por varios motivos, como por ejemplo, las peque\u00f1as que muchas veces buscan visibilidad o notoriedad, y las grandes una interacci\u00f3n face to face en una feria.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_beneficios_de_la_organizacion_de_eventos\"><\/span>4 beneficios de la organizaci\u00f3n de eventos<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Independientemente de si hablamos de ense\u00f1as grandes o peque\u00f1as, existen cuatro motivos fundamentales que son los siguientes:<\/p>\n<h4>Generaci\u00f3n de Notoriedad<\/h4>\n<p>Un punto importante por el cual las empresas, las marcas, hacen eventos es para generar notoriedad de marca y <strong>posicionamiento<\/strong> en el mercado en el que operan o quieren operar.<\/p>\n<p>El marketing de eventos nos permite cultivar esta raz\u00f3n.<\/p>\n<p>Gracias a los eventos, podemos generar esa proposici\u00f3n de valor de marca y hacer que se comparta.<\/p>\n<h4>Generar Leads<\/h4>\n<p>Las empresas est\u00e1n concebidas para vender, y sobre todo, para ganar dinero.<\/p>\n<p>La mejor manera para vender es tener un buen embudo de venta con una buena alimentaci\u00f3n de leads de buena calidad si puede ser.<\/p>\n<p>Los eventos, son uno de los medios m\u00e1s efectivos para generar esos leads. Participar en un evento bien segmentado para nuestro negocio nos puede permitir interactuar con los <strong>clientes<\/strong> potenciales y acelerar el proceso de generaci\u00f3n de leads y su cualificaci\u00f3n.<\/p>\n<h4>Generar relaciones<\/h4>\n<p>Los eventos ofrecen un nivel alt\u00edsimo de <strong>customer experience<\/strong>, con la oportunidad de poder generar experiencias interactivas one to one que como principal resultado crean fidelidad.<\/p>\n<h4>Educar a los Clientes<\/h4>\n<p>La mayor\u00eda de los clientes y potenciales que van a un evento, van por uno o por dos motivos principalmente, bien para hacer relaciones (networking) o bien para aprender algo (educated).<\/p><div class=\"blogs-contenido_2\" id=\"blogs-3254358801\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>Si una persona asiste a un evento con el objetivo de aprender, entonces la informaci\u00f3n que se le presente es clave y decisiva, y vendr\u00e1 con la mente y predisposici\u00f3n abierta para escuchar y pensar sobre lo que se le est\u00e1 ense\u00f1ando y ofreciendo.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_lograr_un_evento_exitoso\"><\/span>C\u00f3mo lograr un evento exitoso<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Por \u00faltimo, pero no por ello lo menos importante, a la hora de preparar o acometer un evento tenemos que tener en cuenta una serie de pasos importantes para obtener buenos resultados y aumentar la probabilidad de \u00e9xito:<\/p>\n<ol>\n<li>Marcar unos objetivos (visto anteriormente).<\/li>\n<li>Establecer una correspondencia entre la empresa, los clientes, los proveedores y los empleados.<\/li>\n<li>Promocionarlo: Cualquier evento se debe promover y comunicar utilizando los medios necesarios que nos lleven hasta el target elegido.<\/li>\n<li>Debemos de estar en la mayor\u00eda del marketing que genere el evento. Por ejemplo: si vamos a una feria, deber\u00edamos de aparecer en los folletos, en las gu\u00edas, en los colgantes de las entradas a la misma, ya que todo este material, muchas veces es guardado por nuestros clientes y potenciales.<\/li>\n<li>Seguimiento: Tras el evento tenemos que llevar un control de todo lo que ha pasado y hacer seguimiento: cu\u00e1ntos clientes han venido, cu\u00e1ntos potenciales hemos conseguido, cu\u00e1ntas muestras hemos entregado, cu\u00e1ntos folletos\/d\u00edpticos\/cat\u00e1logos\/\u2026 hemos distribuido, ya que todo esto nos permitir\u00e1 evaluar la conveniencia de la inversi\u00f3n, y si hemos conseguido los objetivos marcados.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Ejemplos_de_Event_Marketing\"><\/span>Ejemplos de Event Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Evento deportivo<\/li>\n<li>Ferias nacionales<\/li>\n<li>Ferias internacionales<\/li>\n<li>Desayunos de trabajo<\/li>\n<li>Ponencias<\/li>\n<li>Lanzamientos de productos en lugares concretos (cines, discotecas), carreras de karts, la fashion week, convenciones, cursos.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/\" data-essbisPostTitle=\"Buenas pr\u00e1cticas del Event Marketing\" data-essbisHoverContainer=\"\">","protected":false},"author":15,"featured_media":5337,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[532],"tags":[322,26,201,939,8772,741,938,258,88,407],"class_list":["post-5331","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-branding","tag-cliente","tag-estrategia","tag-eventos","tag-mercadotecnia","tag-networking","tag-organizacion-de-eventos","tag-producto","tag-publicidad","tag-target"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Buenas practicas del Event Marketing \u00a1Logra un evento exitoso!<\/title>\n<meta name=\"description\" content=\"El Event Marketing se basa en el desarrollo de una marca y la conceptualizaci\u00f3n de experiencias memorables para el consumidor.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Buenas pr\u00e1cticas del Event Marketing\" \/>\n<meta property=\"og:description\" content=\"El Event Marketing se basa en el desarrollo de una marca y la conceptualizaci\u00f3n de experiencias memorables para el consumidor.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/event-marketing\/?o=5657\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Marketing Online\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-06T10:33:15+00:00\" \/>\n<meta property=\"article:modified_time\" 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