EVENT MARKETING: What are the marketing opportunities behind themed weeks?

Social Media Week kicked off last month and Internet Week Europe 2011 dates have just been announced. Lucy Fisher asks what’s in it for B2B marketers who choose to get involved with themed weeks?

Social Media Week and Apprenticeship Week, both took place last month. Likewise, 12 March 2011 marks British Tourism Week; 9 May 2011 sees Green Office Week; and the dates for Internet Week Europe 2011 have just been released: 7–11 November. But what lies behind such a proliferation of themed weeks, both national and international? And do they present effective marketing opportunities for business brands that choose to get involved?

Those with experience of these types of event agree that themed weeks are only of real value as potential marketing hooks if they promote a worthwhile cause or initiative. If so, they can provide a framework for a marketing angle, help to educate, or tell a story.