Event Marketing Glossary

The Definitive Guide To Terminology In The Event Industry
Hey, we admit it, our industry is rife with buzzwords, but we like to keep it simple in our speak. And in fact, we often translate the “crazy” for our clients. See below for our glossary of buzzwords to help you decode the event and experiential marketing industry:


One or more demographic profiles that a sponsorship property, event or creative execution impacts.

Brand Ambassadors

Temporary staffers who are hired by a company to represent a brand or company during an event. Brand ambassadors typically provide high level product information, while steering event attendees toward a certain action – data capture, participation in an engagement, etc. Great brand ambassadors who position the brand in a positive way are key to any successful event marketing activation.

Brand Experience

Advantage defines Brand Experience as any marketing activity which leverages consumer passion to ignite action.


A real-time measurement mechanism to track event marketing performance.

Environmental Design 

The combination of graphic design and material selection for event marketing exhibits to achieve a certain persona (premium, edgy, etc.).

Experiential Marketing 

Creating one-on-one engagements with consumers through temporary physical activations which immerse consumers in a brand persona or thematic. Experiential marketing can come in the form of mobile tours, mega events, launch events, sampling, pop-up stores, 10’ x 10’ builds and everything in-between. Depending on objectives, brands often use experiential marketing to create meaningful engagements with attendees, generate social media and word of mouth conversation, and to capture content. Experiential marketing is a form of event marketing, with event marketing covering all marketing events including tradeshows and hospitality programs.

Event Production

Every major and minor element that goes into making a memorable successful event. That includes everything from attendee registration to set design. Check out how we used our event production expertise at the NYX FACE Awards!


The area in which your event marketing activations are being conducted. Often space is dictated in square footage. For example at event X, company Y may contractually have a 10’ x 10’ footprint as part of their agreement.

Guerilla Marketing

Marketing activity to give the impression of association with a property, without the actual legal rights to use that association and intellectual property. Brands may use experiential guerilla marketing to drive consumer impressions and engagement in proximity to sponsorship events (e.g. Final Four Fan Fest) where their competitors are an official sponsor.


Hosting of customers, clients or VIPs often around major sport, entertainment or cultural events, typically with premium white glove service. Take a look at how we gave LG Electronics executives and customers “The Ultimate VIP Treatment” during the NCAA Final Four.

Incentive Trip

The end result of a reward or recognition program. Clients design incentive trips to motivate their employees to become more successful, and to help them achieve business goals and objectives. Incentive trip packages can consist of travel, accommodations, and activity arrangements, typically in a desirable location.


In event marketing, we define an interaction as a one-on-one engagement with a consumer. An interaction may entail taking part in a photo experience at a fan fest event or engaging with a brand ambassador for a free product sample. Interactions go beyond the simple impression and give personality to a brand, product or service.

Key Performance Indicators (KPIs)

KPIs are specific quantitative results that a brand is looking to accomplish through event marketing, and often-times are not financial based but rather objectives-driven. For example, brand X may have a primary objective of generating qualified leads with a KPI of capturing 10,000 qualified leads over the course of a given experiential marketing program.

Launch Event

An event tied to the release of a product or service for the purpose of announcing this release to the public in a big way.

Lead/Data Capture

Consumer information captured from an activation which can be followed up upon by the brand to generate additional awareness, consideration or sales. Depending on the product or category, a lead may only be an email address, while in other circumstances it may include name, phone, email, address, etc. To further segment leads, brands may ask questions in the data capture process to determine whether leads are qualified or not.


Methodologies exist to effectively evaluate and judge whether or not event marketing activations are driving results and helping the business meet its overall objectives. The best models and frameworks share some fundamental characteristics. Return on Investment (ROI) is a sophisticated approach for those who already employ marketing mix analyses and econometric modeling and must use sales data to accurately be measured. Return on Objectives (ROO) is an approach which qualitatively evaluates the impact of events on specific business objectives.

Mobile Tour

A form of experiential marketing where the experience travels from location to location. Mobile tours can run from one week to multiple years, depending on objectives and geographies.


Predetermined goals that a brand is looking to accomplish from event marketing. Primary and secondary objectives should drive the activation plan and creative to maximize the return on objectives for each event and experiential marketing program.


Merchandise with a brand logo used as giveaways during event activations or promotions.

Press Event

An event created for the purpose of driving awareness to a product, brand, or content, by generating media publicity. Check out our work with Smithsonian Channel for the Bug Bites Press Event.


Attitudinal and behavior statements that help define profiled targets. Psychographics can help lead to insights that define activation planning.

Request For Proposal (RFP)

In our industry, request for proposals are sent from client to agency to assess the creative thinking and capabilities of a prospective agency partner. While some agencies dread and avoid the RFP, we see the RFP process as an opportunity to show our passion and prove to them we have the right people, tools and fresh thinking to bring smart solutions to the next level. Have an upcoming RFP or RFI in sponsorship, experiential marketing, creative or hospitality? Send us a note!


The process of letting consumers test your product during an event experience or one-on-one interaction. Sampling is often used to introduce a new product, thus increasing awareness and purchase consideration through the trial and the residual word of mouth. See how we used sampling to drive consumer engagement for Nestle’s Cailler Chocolate.

Street Team

A street team is just what you’d think it is, a team of people who “hit the streets” promoting your event, brand or product. This tactic is used to get in front of your target audience where they live and play.


Underlying message that weaves through all communications and touch points of a campaign. For experiential marketing programs, a thematic will often be developed to immerse consumers into brand storytelling.

Thoughtful Design

Taking both tangible and intangible goals and end results into consideration, in an effort to design events and campaigns that are meaningful, objective-driven, and positively impactful. Thoughtful design can range from planning events that measure their environmental impact, to designing a meaningful and impactful logo, slogan, and mission for an emerging brand.


The type of program where the provider undertakes the entire responsibility, from design through completion. A turnkey program provides clients with a full service experience, where the agency handles any and all elements involved, both big and small.

White Glove

An upscale, meticulous level of special care, personal attention, and professional expertise. White glove service provides clients and event guests with a feeling that the level of service received exceeded their expectations.

3D Rendering

Creative visualization of a proposed event exhibit used in the planning process, built using specialized software. 3D renderings can be created for any type of experiential marketing activation and help to guide the fabrication process.
Hopefully this helps you better understand what you’re looking for, but feel free to drop us a note if you want to chat and learn more about our way of thinking. Be sure to check out the other glossaries to fully verse yourself on definitions of keywords across our business: creative/content (hyperlink), sponsorship consulting (hyperlink).