Description
This presentation about Event Marketing and it covers what is event marketing, event categories, reach interaction matrix, event concept and various event marketing strategies. It also explains event marketing execution, evaluation and measurement.
Event Marketing
Types of customers
Revenue generating • Clients • Target Audience Non revenue generating • Influencers • Regulatory bodies
Identify
• Segmentation • Targeting • Positioning
Segmentation
Client Depends on audience. • Benefit • Reach , interaction. Niche •Sports •Artisic Audience • Demographic • Geographic • Psychographic…..
Targeting
• Select one or more segments. eg: College festivals • Cultural • Artisic
Positioning
Brand • Differentiate Event Property • Organized Perpetually • Difficult to steal the concept.
Event Categories
• • • • • • Competitive Events Artistic Expressions Cultural Celebrations Exhibition Events Charitable Events Special Business Events
Category-wise Event Infrastructure
Event Category
Competitive
Core Concept
Challenge of skills and strategies between two or more people Expression of talent for entertainment Gettogethers,joy
Core people
Core talent
Core structure
Very organized
SportsSpecific persons,athlets games
Artistic expression
Musicians, dancers and other creative professionals Performers & professional of participating client organizations
Artistic creativity and expertise Rituals & informality
Professional circuits yet to be organized Organized in individual communities
Cultural celebration
Event Category
Exhibitions
Core Concept
Core people
Core talent
Core structure
Very organized
Display & sale Manufacturers, Workmanship artists Making available for giving more than what one can Philanthropists
Charitable
A feeling, an Not urge to help & organized. raise funds.
Special Making a business event difference for commercial gain
Celebrities,mod Creative and els,marketing marketing professionals savvy
Highly organized
Reach-Interaction Matrix
REACH High H i g h Exhibitions Detroit Car Show Special Business Red-Bull Speed Link Low
I N T E R A C T I O N
Cultural Navratri
Competitive Olympic Games
L o w
Charitable Charity matches
Artistic Concerts
Event Marketing Plan
IMC Plan
Event Marketing Plan Concept Objectives Strategies Execution
Advertising and PR Strategy
Evaluation and Measurement
IMC PLAN
• 1. Market : To whom is the communication to be addressed?
– Ex. National and International Audience, Sponsors, Tourists, Investors etc.
• 2. Mission: What is the objective of the communication?
– Ex. Creating awareness for event.
• 3. Message: What are the specific points to be communicated?
– Ex. Green Games, Chakra
IMC PLAN
• 4. Media: Which vehicles will be used to convey the message? – Ex. Audio-Video, Print, Online, Billboards etc. 5. Money : How much will be spent in the effort? – Ex. Total budget in approx. 1000 cr. 6. Measurement : How will impact be assessed after the campaign. – Ex. People association.
• •
Event Concept
Event Concept and Design
Number of and extent of decisions depends on size and scope of the event.
Theme Venue $ Resources Timing Rooms & Layout Technical & A/V Suppliers Accomodations
Event Objectives
Objectives are essential in order to justify investment. Some possible objectives include:
• Size of audience reached • Ability to reach target • Sponsor recognition levels • Potential sales • Economic Impact Objectives are included in an event proposal along with organizational details and a timeline.
Event Marketing Strategies
An event is much like a product so the marketing strategies are similar.
• Define
the product (the event)
• Establish price (of tickets) • Distribution (of passes)
• Marketing Communications
Marketing Communications
Name, logo, colour, and image. Event needs a consistent look.
Branding
Advertising Strategy
Message and media strategy to create interest and reach target effectively.
PR Strategy
Press releases and conferences in pre-event stage.
Event Marketing Execution
Delineating all of the details associated with the event.
• Site
Selection
• Staging • Catering and Accommodations • Staffing • Operations and Logistics • Safety and Security
Evaluation and Measurement
• • • • • On-Site Surveys Post Show Surveys Media Impressions Sale of Tickets Traffic Counts
doc_414783131.ppt
This presentation about Event Marketing and it covers what is event marketing, event categories, reach interaction matrix, event concept and various event marketing strategies. It also explains event marketing execution, evaluation and measurement.
Event Marketing
Types of customers
Revenue generating • Clients • Target Audience Non revenue generating • Influencers • Regulatory bodies
Identify
• Segmentation • Targeting • Positioning
Segmentation
Client Depends on audience. • Benefit • Reach , interaction. Niche •Sports •Artisic Audience • Demographic • Geographic • Psychographic…..
Targeting
• Select one or more segments. eg: College festivals • Cultural • Artisic
Positioning
Brand • Differentiate Event Property • Organized Perpetually • Difficult to steal the concept.
Event Categories
• • • • • • Competitive Events Artistic Expressions Cultural Celebrations Exhibition Events Charitable Events Special Business Events
Category-wise Event Infrastructure
Event Category
Competitive
Core Concept
Challenge of skills and strategies between two or more people Expression of talent for entertainment Gettogethers,joy
Core people
Core talent
Core structure
Very organized
SportsSpecific persons,athlets games
Artistic expression
Musicians, dancers and other creative professionals Performers & professional of participating client organizations
Artistic creativity and expertise Rituals & informality
Professional circuits yet to be organized Organized in individual communities
Cultural celebration
Event Category
Exhibitions
Core Concept
Core people
Core talent
Core structure
Very organized
Display & sale Manufacturers, Workmanship artists Making available for giving more than what one can Philanthropists
Charitable
A feeling, an Not urge to help & organized. raise funds.
Special Making a business event difference for commercial gain
Celebrities,mod Creative and els,marketing marketing professionals savvy
Highly organized
Reach-Interaction Matrix
REACH High H i g h Exhibitions Detroit Car Show Special Business Red-Bull Speed Link Low
I N T E R A C T I O N
Cultural Navratri
Competitive Olympic Games
L o w
Charitable Charity matches
Artistic Concerts
Event Marketing Plan
IMC Plan
Event Marketing Plan Concept Objectives Strategies Execution
Advertising and PR Strategy
Evaluation and Measurement
IMC PLAN
• 1. Market : To whom is the communication to be addressed?
– Ex. National and International Audience, Sponsors, Tourists, Investors etc.
• 2. Mission: What is the objective of the communication?
– Ex. Creating awareness for event.
• 3. Message: What are the specific points to be communicated?
– Ex. Green Games, Chakra
IMC PLAN
• 4. Media: Which vehicles will be used to convey the message? – Ex. Audio-Video, Print, Online, Billboards etc. 5. Money : How much will be spent in the effort? – Ex. Total budget in approx. 1000 cr. 6. Measurement : How will impact be assessed after the campaign. – Ex. People association.
• •
Event Concept
Event Concept and Design
Number of and extent of decisions depends on size and scope of the event.
Theme Venue $ Resources Timing Rooms & Layout Technical & A/V Suppliers Accomodations
Event Objectives
Objectives are essential in order to justify investment. Some possible objectives include:
• Size of audience reached • Ability to reach target • Sponsor recognition levels • Potential sales • Economic Impact Objectives are included in an event proposal along with organizational details and a timeline.
Event Marketing Strategies
An event is much like a product so the marketing strategies are similar.
• Define
the product (the event)
• Establish price (of tickets) • Distribution (of passes)
• Marketing Communications
Marketing Communications
Name, logo, colour, and image. Event needs a consistent look.
Branding
Advertising Strategy
Message and media strategy to create interest and reach target effectively.
PR Strategy
Press releases and conferences in pre-event stage.
Event Marketing Execution
Delineating all of the details associated with the event.
• Site
Selection
• Staging • Catering and Accommodations • Staffing • Operations and Logistics • Safety and Security
Evaluation and Measurement
• • • • • On-Site Surveys Post Show Surveys Media Impressions Sale of Tickets Traffic Counts
doc_414783131.ppt