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Marketing of Events

The document discusses event marketing and outlines the key concepts and processes involved. It begins by defining marketing and outlining the challenges event marketers face in satisfying customer needs. It then explains how marketing concepts apply to the event industry, noting that events are intangible service experiences. The rest of the document details the importance of human resources, key marketing concepts, the marketing mix, challenges, enhancing customer service, and the process of developing an event marketing strategy.
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100% found this document useful (1 vote)
149 views29 pages

Marketing of Events

The document discusses event marketing and outlines the key concepts and processes involved. It begins by defining marketing and outlining the challenges event marketers face in satisfying customer needs. It then explains how marketing concepts apply to the event industry, noting that events are intangible service experiences. The rest of the document details the importance of human resources, key marketing concepts, the marketing mix, challenges, enhancing customer service, and the process of developing an event marketing strategy.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Event Marketing

INTRODUCTION

 Marketing is more than just advertising and


personal selling.
 Involves ‘identifying, anticipating and satisfying
customers’ requirements profitably’.
 Marketing focus starts with customer needs, not
the product.
THE MARKETING CHALLENGE

 The basic challenge that marketers face is finding


creative and innovative ways of:
 recognising and understanding customer needs
 satisfying customer needs
 in a competitive and commercially viable manner.
 Adopting a marketing focus means that the needs
and wants of the customer come first.
THE APPLICATION OF MARKETING TO THE
EVENT INDUSTRY
 Marketing events can be like a matching process.
 It generally involves the segmentation of markets,
that is, dividing customers into various groups based
on age, income, special interest, or some other
characteristics.
 Segmentation is based on detailed market research and
it allows event marketers to identify a target
audience.
 Once identified, it is the needs of this target audience
that drive the marketing process.
THE APPLICATION OF MARKETING TO THE EVENT INDUSTRY

 Events are services or perhaps more precisely, ‘service


experiences’.
 They generally provide customers with an intangible experience.
 Eg. the excitement of a Grand Prix

 the amusement and enjoyment of a comedy festival


 a community festival that engages the interest of visitors in

some way.
EVENTS AS SERVICES

 It is important to distinguish between the


marketing of products and services. They can be
distinguished in terms of:
 Intangibility
 Simultaneity
 Inseparability

 Heterogeneity

 Perishability
EVENTS AS SERVICES

 Events are perhaps the ultimate in terms of


intangibility and perishability.
 Performances, shows, festivals or contests can’t be
stored and can’t be tested for quality beforehand.
 Event success depends critically on the skills,
attitudes and expertise of human resources.
 Success also depends on the appropriate
application of marketing principles and concepts.
THE IMPORTANCE OF HUMAN RESOURCES

 The quality of products can be improved, worked on


and tested well before a customer ever sees or buys
them. On the other hand, the quality of a service is
only ever tested at the so-called ‘moment of truth’
when a customer actually consumes it.
 The staging of an event represents the
ultimate ‘moment of truth’.
 Event quality depends critically on the ability of key
events people to respond in the right way at the right
time.
KEY MARKETING CONCEPTS

 Marketing as a way of thinking


 applying the marketing concept implies a 100% focus
on what customers want and expect from an event.
 questions about event design should focus on
audience impact rather than what is easiest, what we
are currently best at doing, and so on.
 all aspects of staging the event should focus on
audience engagement, audience involvement,
audience impact and ultimately, audience
satisfaction.
KEY MARKETING CONCEPTS
 Marketing as a way of organising
 from the development of an event concept through to staging
of the event and event shutdown, customer wants, needs and
interests must be paramount
 this involves integrating all aspects of the organisation with
the customer in mind
 the quality of the event needs to be measured from a customer
perspective
 success also needs to be measured and thought of in terms of
customer satisfaction, customer reactions and customer
feedback.
KEY MARKETING CONCEPTS
 Marketing as a set of techniques
 Used to understand customers and their needs
 Market research
 5 C, PEST and SWOT analyses
 Market segmentation
 Identification of target markets
 Positioning the product
 Product development
 Price and ticket program development
 Promotional campaign development
 Evaluation
THE KEY BENEFITS OF MARKETING

 Adopting a marketing philosophy


 Decision-making framework
 Financial implications
 Proposals for funding
 Sponsorship success
 Provide confidence
 Customer focus
 Attractive to potential customers
THE MARKETING MIX
 The 4 Ps
 Product
 Event itself
 Surrounding elements – service, food, theming
 Price
 Set by several factors
 Place
 Venue
 Includes host community and facilities
 Promotion
 Total marketing communication program
THE MARKETING MIX
 The extended marketing mix
 More Ps apply to marketing services
 Participation and people
 Process
 Physical evidence
 Packaging and programming
 Positioning
 Power and partnership
 Public
 Managing the marketing mix
 Need to balance each element for maximum effectiveness
THE CHALLENGES OF EVENT MARKETING

 Intangibility
 Tangible items – customer knows what they are getting
 Intangible events – rely on expectation
 Place a strong focus on people and organisational image
 Can reduce perceived risk and add value
 The people involved can make a difference
 Use physical evidence
 Photos, websites, merchandise
 Use personal sources of information
 People source information from friends – encourage this.
THE CHALLENGES OF EVENT MARKETING

 Simultaneity and inseparability


 Events are performed in real time
 No separation between the event and those who
create it
 People have parts to play at all stages
 The pre-purchase stage
 The purchase and pre-event stage
 The staging of the event
 The post-event stage.
ENHANCING CUSTOMER SERVICE
 In the current competitive environment, advantages
gained from lower price, higher quality, and even better
promotion, can be quickly copied and eroded.
 This dilemma can be addressed by offering exceptional
customer service.
 Rather than treating customer service as an additional
service it needs to be treated as a strategic initiative.
 Hence, rather than an emphasis on price, product, place
or promotion, the focus is on the client experience.
ENHANCING CUSTOMER SERVICE
 Exceptional customer service involves:
 Creating an organisational culture which emphasises
the importance of every customer contact
 Continuously improving customer service by listening
to, and acting on, customer feedback
 Maintaining a positive approach to customers as well as
professional and courteous communications.
 Always delivering what is promised and, in fact, seeking
to give customers more than they expect
 Under promise and over deliver
THE PROCESS OF EVENT MARKETING

 Situation analysis
 Developing an understanding of customer needs
 Identifying opportunities for meeting those needs
 Identifying market opportunities
 5 C analysis
 Company
 Competitors
 Customers
 Collaborators
 Climate
THE PROCESS OF EVENT MARKETING

 Situation analysis (continued)


 PEST Analysis
 A focus on the political, economic, social and
technological factors in the external environment
 Additional models have been developed to reflect
changing needs
 SLEPT – social, legal, economic, political, technological
 PESTEL – political, economic, social technological,
environmental, legal
 STEEPLED – social technological, economic, environmental,
political, legal, demographic
THE PROCESS OF EVENT MARKETING

 Situation analysis (continued)


 SWOT analysis
 Should be carried out around the objectives of an event:
 Strengths
 Weaknesses
 Opportunities
 Threats
 Matching strategy – strength matches opportunity
 Conversion strategy – focusing on unpopular events.
THE PROCESS OF EVENT MARKETING
 Marketing strategy development
 Strategies should maximise ticket sales from target
markets
 Allow resources to be utilised most effectively
 Build on information from situation analysis
 Market segmentation
 Targeting specific parts of the market
 Segmentation allows for better use of promotional materials
 Targeting the appropriate market segment
 Tailoring marketing mix to segments most interested
THE PROCESS OF EVENT MARKETING
 Marketing strategy development (continued)
 Positioning the product within the target market
 How the event will fulfil customer needs
 Unique nature of the event
 Consider
 location
 attention span
 competitive costs
 program
 Developing a value proposition for the target market
 Customer value proposition – price-based and value-based
 Needs to line up with customer needs for that segment.
THE PROCESS OF EVENT MARKETING

 Marketing mix decisions


 Product
 Price
 Place
 Promotion
 Participation and people
 Process
 Physical evidence
 Packaging and programming
 Positioning
 Power and partnership
 Public
THE PROCESS OF EVENT MARKETING

 Implementation and control


 While each stage of the event is implemented it
needs to be closely monitored
 Gaps may be identified between planned and
actual results
 Control measures may then be required.
TRENDS IN MARKETING
 A reduced effectiveness of traditional promotional
methods
 Why ?
 fragmentation and saturation of conventional media channels
  Event management is compatible with the new
trends for marketing
 Guerrilla marketing
 Experiential marketing
GUERRILLA MARKETING

 Unconventional system of promotions that relies on time, energy


and imagination rather than a big marketing budget
EXPERIENTIAL MARKETING
 Cross-media promotional activity which encourages two way
interaction and direct physical immersion into a brand
ADVANTAGES OF EVENT MARKETING AND SPONSORSHIPS

 Minimizes clutter in advertising media.


 Help companies respond to customers’ changing media habits.
 Sponsorships help companies gain approval of its stakeholders.
 Enhance brand equity and image, increase consumer awareness.
 Better chances of tapping target market of specific segments,
regions or lifestyles.

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