3

CHAPTER 08 11/6/2018
 1.1 Characteristics of a exhibition

• Only medium that brings the whole market together- buyers,

sellers and competitors.

• Product can be seen, Demonstrate and Tested

• Face to face contacts

 1.2 Exhibition planning
1 • Prioritize exhibition objectives
2 • Develop an exhibition strategy
3 • Select the right show

4 • Agree a design strategy

5 • Determine pre-show promotional tactics
6 • Train exhibition staff

7 • Finalize exhibition operational plan

8 • Ensure follow-up
9 • Evaluate-post-show
 1.2 Exhibition planning cont.

• Clearly defined
Launch a new
objectives are required to focus the
product
effort.
Maintain the
sell presence

Reinforce Press
relationships coverage
 1.2 Exhibition planning cont.
Market
research

Support local Test new

distributors ideas

Staff
motivation
 1.2 Exhibition planning cont.

An exhibition strategy summarizes the frequency

and types of show selected.

integrated marketing
support provided
 1.2 Exhibition planning cont.

• As with advertising or any marketing activity,

Type
exhibitions of careful targeting.
need Timing
exhibition
Selection
checklist
Target
audience
Facilities
 1.2 Exhibition planning cont.

Costs Previous success

Selection
checklist

Endorsement
 1.2 Exhibition planning cont.

• Design is a key factor in the overall exhibition

strategy.
visualize benefits

announce
It should be
product and
present,
service

right corporate
image
 1.2 Exhibition planning

• Careful pre-show promotions can ensure a steady flow of visitors on to

a stand.
• Pre-show promotional activities are,
1. Direct mail invitations
2. E-marketing
3. Telesales key customers
4. Press activity
5. Sales force briefing
6. Sponsored activities
 1.2 Exhibition planning cont.

• How to deal with people How to How to

physically approach
stand a visitor

How to
Exhibition How to
qualify a
prospect demonstrate
Training
helps staff
to know
How to How to
close a present
sale records
 1.2 Exhibition planning

• Everything, from staffing to samples and sales promotion , has to

be meticulously planned
• How many visitors are expected?
• How many staff will be required?
• How many senior and junior staff ?
• Who mans stand and when?
• How individual performance on the stand?
1.2 Exhibition planning
 1.2 Exhibition planning
Ensure follow - up strategy
This is where the organization can earn its return from the
exhibition

Leads
Enquiries
Quotations Follow up in a professional manner
Sales
After sales discussion
 Evaluate - post - show1.2 Exhibition planning
Post- show evaluation measures performance against the
preset objectives
Some post-show questions

What percentage How effective was

of the potential each staff
How many leads?
number of member’s
visitors? performance?

How was the cost What percentage

per contact? of contacts?
 1.2
Exhibition value analysis
Exhibition planning
A type of survey that includes both a multi client survey and a
confidential private survey

The survey covers

 Visitor potential
 The percentage that saw, stopped or visited a particular stand
 Visitors’ performance, intention to buy
 Stand’s strength and weaknesses
Costs 1.2 Exhibition planning
The amount of money needed to do, or make exhibition

Rent of the exhibition space

Stand design
Staff cost - accommodation
catering
Promotional materials – mailings etc.
 1.2 Exhibition planning
COST PER ENQUIRY
A common Cost per Inquiry refers to the ratio of actual amount spend by an organization
for promotions and advertisements and the number of actual enquiries made or generated.

method of calculating cost per inquiry which the

total cost of the mailing is divided by the number
of resultant enquiries received.
Ex . if 1000 enquiries were generated by a 5000
mailing operation costing .

cpe is 5
 1.2 Exhibition planning
COST PER ORDER
Total exhibition cost can be divided by the number of orders taken to find the cost per
order,

Total exhibition cost / number of orders= cpo

 1.3 Twelve reason for poor performance

1. Inadequate statement of purpose and objectives – nobody quite knows

what they are supposed to do

2.Poor quality visitors

3. Bad location of the stand

4. Ineffective quality and design of the stand

5. Undistinguished performance of personal running the stand because of

poor selection ,traning.motivation and management
 1.3 Twelve reason for poor performance

06. Lack of follow up of leads and enquiries

07. Ignoring the competition and letting them steal your

prospective visitors

08. poor recognition of company by buyers

09. poor corporate identity leading to low recall of your stand by

visitors
 1.3 Twelve reason for poor performance

10. Inadequate arrangement made for staff working on the

stand

11. Inadequate control of costs and budgets

12. Breakdown organization control

 25

• Does it always mean reducing the advertising budgets ,or can they
come out some corporate fund?

• How much should be spent?

• How much is too much?

• When does it become less value for money?

• How it is measured?

What exactly Sponsorship mean?

CHAPTER 08 11/6/2018
 26

CHAPTER 08 11/6/2018
 27

2.1 WHAT IS SPONSORSHIP?

It is a Relationship in which an organization provides

funds or in-kind resources to an event or activity in
exchange for a direct association with that event or activity.

CHAPTER 08 11/6/2018
 28

2.1 WHAT IS SPONSORSHIP?

a) Arts

b) Education

c) Community

d) Sport

CHAPTER 08 e) Broadcasting 11/6/2018

 29

2.1 WHAT IS SPONSORSHIP?

Sponsor an expedition

Sponsor a species

Sponsoring peace

CHAPTER 08 11/6/2018
 30

2.1 WHAT IS SPONSORSHIP?

It can be cost effective

It can achieve many objectives

It offers creative opportunities

CHAPTER 08 11/6/2018
 31

2.1 WHAT IS SPONSORSHIP?

Use of Funds

Loss of Control

Involuntary Endorsement

CHAPTER 08 11/6/2018
 32
2.2 HOW TO RUN A SPONSORSHIP PROGRAMME

1. Analyzing and summarizing the current sponsorship situation

2. Define sponsorship objectives
SOSTAC
3. Clarifying strategy + 3Ms approach
4. Develop the tactical details of how it all fits together
5. Defining target audience
6. Considering men, money and minutes
7. Building in some form of measurement or evaluation to see whether the
programme is worth repeating.

CHAPTER 08 11/6/2018
 2.2 HOW TO RUN A SPONSORSHIP PROGRAMME

1. Define the objectives

2. Define and analyze the target audience/s
3. Sponsorship policy and programme selection
4. Fix budget
5. Sponsorship strategy
6. Detailed plan of tactics
7. Test or run a pilot scheme
8. Implement the (modified) programme
9. Monitor and measure
 34

2.3 AMBUSH MARKETING

CHAPTER 08 11/6/2018
 35

AMBUSH MARKETING
• Ambush literally means a surprise attack by someone lying in wait in a
concealed position. Ambush Marketing is a marketing strategy where a
company ambushes its competitor’s marketing efforts to gain an upper
hand in terms of exposure by stealing the spotlight from him.
• It is a marketing technique in which advertisers work to connect their
product with a particular event in the minds of potential customers,
without having to pay sponsorship expenses for the event.
• More often, however, ambush marketing involves more subtle forms of
confusing or misleading the public about who are actually sponsoring
the event.

CHAPTER 08 11/6/2018
 36

EXAMPLES OF AMBUSH MARKETING

• Pepsi ambushed Coca Cola in 2014 Football World Cup.

• Coca Cola signed a contract and became the official
marketing partner of FIFA and had a marketing, branding
and activation exclusivity in the category relating to FIFA
and World Cup efforts of every Football World Cup.
• Pepsi ambushed this marketing effort of Coca Cola by
signing 19 renowned football players
including Argentinean Lionel Messi and Sergio Agüero,
Englishman Jack Wilshere and Brazilian David Luiz, etc.
and launching its ‘Live for Now’ Campaign. Though not
associated with the actual event, Pepsi’s marketing
activities made it look like it was associated with it and
this affected Coca Cola.
CHAPTER 08 11/6/2018
 37

CHAPTER 08 11/6/2018
3.1 what is event management

3.2 Event management process

3.3 creating an event (5W concept)

3.4 Importance of event management

 3.1 What is event
management
Designed experience created in order to achieve
a given purpose or objectives
 1.CORPARATE
• Conference
• Meetings
• Team buildings
• Seminars
• Annual dinner
• Board meetings
• Product launches
 2.PRIVATE

• Wedding Dinner
• Wedding ceremonies
• Wedding anniversaries
• Birthday parties
• Festival gathering
What is Event
Management
 Event Management

Application of the management practice of project

management to the creation and development of
festivals and events.
 The Aim of Event Management
To bring all factors together to
produce a workable event
 3.2 Event planning process
Initiation

planning

Implementation

Control and monitoring

Shutdown

Evaluation
 46

3.2 Event planning process

Initiation
• feasibility study- select an
event
Evaluation Planning • concept development- timing,
skills
• contextual factors- budget,
PESTEL factors
Shut down
Implementation

Control and monitoring

CHAPTER 08 11/6/2018
 47

3.2 Event planning process

Initiation
• determine the task in detail
• establish the time table
Evaluation Planning
• development of operational
plan
• assessment of resource needs
• budgeting
Shut down
Implementation

Control and monitoring

CHAPTER 08 11/6/2018
 48

3.2 Event planning process

Initiation
• Schedule
Evaluation Planning • checklist
• people management

Shut down
Implementation

Control and monitoring

CHAPTER 08 11/6/2018
 49

3.2 Event planning process

Initiation

• setting standards
Evaluation Planning

Shut down
Implementation

Control and monitoring

CHAPTER 08 11/6/2018
 50

3.2 Event planning process

Initiation

Evaluation Planning • key task

• Integration of shutdown into
key event tasks

Shut down
Implementation

Control and monitoring

CHAPTER 08 11/6/2018
 51

3.2 Event planning process

Initiation

Evaluation Planning
Why evaluate event?
• To determine the success of the
event in relation to its objectives
• To enable feedback and
improvement
Shut down • To report stakeholders
Implementation • To ensure future and reputation of
the event
• To contribute to overall date on
Control and monitoring
event
CHAPTER 08 11/6/2018
 3.3 Creating an event

5W concept
why What do you want to get from the event?
(event objective)

What are you going to do in the event?

What will be the,
what • Event name
• Promotional campaign
• Program menu
• Event budget

when When are you going to organize the

event?
(date and time)
 3.3 Creating an event

Where you are going to organize the

event?
where (venue)

Who will be your organizers, sponsors,

who
partners, clients and target audience?
 3.4 Importance of event
management

• Event
management
• Contests and
sweepstakes
 3.4 Importance of event
management
• Event management has become a good sales promotion tool
• Build equity and gain attraction of target audiences
 56

CHAPTER 08 11/6/2018