Event marketing

What it means

Event marketing promotes a brand or product through events such as conferences, workshops, store openings, trade fairs or client evenings. It offers personal contact with customers that no online campaign can replace, and builds brand awareness and trust.

Events may be the company's own, organised by itself, or third-party events where it takes part as an exhibitor or partner. At third-party events this often takes the form of sponsorship, with the company paying the organiser for promotion at the event.

In B2B, event marketing is a strong source of leads. A specialist workshop or conference attracts people interested in the topic, and contacts from the event can be developed further in the CRM through e-mails, meetings and offers.

How it works in practice

For tax purposes, costs must be split correctly. Venue hire, equipment, product presentations and promotional materials can be deductible as advertising, whereas food, alcohol and entertainment for business partners are entertainment costs, which are not deductible.

Promotional items bearing the company logo worth up to 17 euros excluding VAT each are deductible and not subject to VAT as a gratuitous supply. More expensive gifts are not deductible, and VAT payers must consider VAT on a gratuitous supply.

An event in a public space requires permits and payment of the public space tax. Success is measured by attendees, contacts gained, meetings and later deals, not just by a sense of good atmosphere.

What to watch out for

Registering attendees involves processing personal data, often along with photos or videos from the event. Attendees should be informed about the processing and filming, and marketing e-mails after the event need consent or another legal basis.

Event budgets are easily exceeded by unexpected items such as equipment, insurance or cancellation due to low turnout. Supplier contracts should cover cancellation terms, and the company should have a plan B for bad weather or lower interest.