USING EVENT MARKETING

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Using event marketing to increase brand awareness and generate sales is one thing, but using public relations to promote the event and then maximizing the after buzz to create even more interest on the consumer's part is helping companies leverage their event marketing dollars in ways previously unimaginable. And when those companies can turn to a single source to handle the project from concept to completion, the value proposition becomes even more compelling.

The world's largest entertainment company, Harrah's Entertainment, Inc. found this out recently when it hired Chicago-based XA - The Experiential Agency to create a comprehensive marketing campaign for its casino in Hammond, Ind. The casino is located 20 minutes from Chicago and is currently undergoing a $550 million expansion that will wrap up in August 2008.

Using a mix of event marketing, public relations and nontraditional marketing, the agency kicked off the campaign with several strategic meetings and focus groups through which it identified the casino's target market and key obstacles to reaching that market. Geography was one challenge, for example, namely due to confusion over whether the casino was located across the Illinois or Indiana state line.

"Our first charge was to attack and break down those types of obstacles by educating them about the proximity of the casino to Chicago, just 20 minutes away," says Jean Wilson, XA's Chief Operating Officer. To attract prospective employees to the newly expanded establishment, the agency invited them via email to a career networking event at an exclusive venue in downtown Chicago. Once there, invitees used laptops to apply online while learning more about the casino.

"This event planted a good impression of the Harrah's brand in their minds," says Holly Babich, XA's account manager for integrated campaigns. Other events included an event for young professionals at one of Chicago's most hip, exclusive clubs, and another gathering on the city's Magnificent Mile, where tastemakers (the local movers and shakers, bankers and stock brokers, among others) from the local area will converge to learn about the casino while enjoying up and coming entertainment.

With offices in Chicago, Los Angeles and New York, and international reach in a number of foreign countries, XA is also engaging "street teams" throughout Chicago, positioning them at various festivals and sporting events to distribute mock concert and entertainment tickets. On those tickets are phone numbers that consumers can text the message "go big" to enter contests to win the real tickets for themselves and a guest. This and other promotions will allow Harrah's to measure its campaign's effectiveness, and to continue dialog with current and future casino customers.

"By using an integrated campaign that includes nontraditional mediums like text messaging and mobile marketing, we gain access to tools for comparing and measuring the impact of the marketer's efforts," says Babich.

Another client that's reaping the rewards of a comprehensive event marketing campaign is the Apollo Theatre in New York City, with which XA recently collaborated to organize the annual fundraising gala. After completing research on the evening's target audience and offerings, the agency created two distinct messages: one to appeal to luxury ticket buyers, and another to solicit interest among the press.

"By having A-list talents and attendees including Denzel Washington, Janet Jackson, Congressman Rangel and legend Ruby Dee present, XA was able to solicit massive media attendance and maximize the event's visibility," says Jake Spitz, account director. The ticket buyers received invitations focusing on the gala, while press invitations emphasized the hall of fame induction. We saw the exponential growth in coverage when we created this special messaging for the media. The latter message attracted talent and national media outlets intent on covering the event, all in the name of blending event marketing with PR for the most effective results.

"Whereas the typical event marketing firm strategizes the event and the PR agency promotes it, we're able to combine the two and maximize our clients' results," says Valerie Morel, XA's executive vice president of marketing and international development. "When the name of the game is increased response rate, improved brand exposure and a higher number of sponsors, the combination of PR and event marketing is the ticket."