Ch5 Marketing

8/6/2019 Ch5 Marketing

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Overview

The success of an event is largely based upon

how the Event has been Marketed.

It help to attract the Audience.

For a successful Marketing , event managerMUST understand the audience decision

making Process.


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Nature of Event Marketing

Event generally include a Combination of

Goods and Services.

The major Part is a Service.

Here the challenge for Marketers is topromote a concept which is Purely Intangible.


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Nature of Event Marketing

As event in majority part is a service, this

have four special characteristics.

1. Intangibility2. Inseparability (Simultaneous production and

consumption)

3.

Heterogeneity4. Perishability


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Process of Event Marketing

A. Establish features of the Product

B.Identify customers. (Segmentation)

C.Plan to meet audience needs.

D. Analyze consumer decision making processa. Competitive pressure (Positioning)

b.Motivation

c. Timing

d. Purchase or attendance (Tickets etc)

E. Establish Price and Ticket programme

F. Promote the Event, Differentiation, Packaging

K. Evaluate Marketing efforts : Prior/During/After.


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A. Establish features of the Product

Each event offer a range of potential benefits

to event audience.

These may be: Entertainment, Experience,

Opportunity to meet others, etc.

People attending an event generally look for a

package of benefits.

Try to add some vale addition activities beforeof during the event.


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B. Identify customers

Identify who are the potential customer group

among the population

Then try to identify who is the DecisionMaker, Influencer, Follower, Purchaser.


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C. Plan to meet audience needs

Once target audience identified, then

necessary to ensure that all their needs are

met.

They need food and beverages, which may be

or may not be a high priority, depend upon

the type of event.


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D. Analyze consumer decision

making Process Following is need to consider:

A. Competitive pressure (Positioning):

Competition from other forms of Entertainmentfor Disposable income.

B. Motivation:

If event attract teenagers, they try to influencetheir parents to purchase the passes, but

discourage them to attend the event. Here

Motivation in form of convincing them about

safe Environment can click.


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D. Analyze consumer decision

making ProcessC. Timing : Right timing for promotion is the key

that money should be spent wisely.

Some event encourage Impulse purchase whilesome encourage well thought process.

D. Purchase and/or Attendance:

Desire to purchase need to translated intoaction.

So marketing efforts and Timing for this is very

critical


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E. Establish Price and Ticket

programme

Event, if possible should be tied to some tour

and travel programme, which can be offered

either solely or as a part of package.


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F. Promote the Event,

Differentiation, Packaging of IMC

How to promote?

How to Differentiate ?

How to package IMC Efforts. : Right andsufficient combination of different media, to

create synergistic hype.


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G. Evaluate Marketing Efforts

Research can be conducted Prior/ During/

After the event.

Qualitative or Quantitative Questions could be: Where did you find info.

about the event?

Why/ When did you decide to attend theevent.


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The Marketing Mix of Event

The marketing efforts need to be analyzed in

terms of Marketing Mix (4 Ps)

and should be consistentwith the event.

1. Product: It includes

- Event venue- Quality of food

- Quality of Entertainment

- Cleanliness of venue


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2. Price : It Includes

- Cost of Ticket

- Cost of travel

- Time taken to travel

- Other costs

Pricing is very tricky for an entertainment event.

It depends upon:

- Size of potential audience- Venue

Pricing of food and beverage is also an important consideration.

Customer become annoyed if markups are excessive.


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3. Place: It includes distribution channels for

selling tickets.

- Ticket sellers- Tour wholesalers

- Tourist information offices

- VenueEffectiveness of channels through which event is

promoted and sold , is a crucial aspect in its

success.


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4. Promotion: It includes

- Advertising

- PR

- Sales promotions

Promotional activities must be chosen carefully

and Timed carefully.

Look for most economical media like banner

ads, featured article in local newspaper,

handouts, internet, tie up with tourist bodies,

etc.


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Sponsorship It is one of the Most common source of

funding for staging an event.

Sponsorship may include Cash, Value in Kind,

Prize Money/Gifts sponsorship, Free ad spacein Print, Free Publicity on Radio, etc.

Sponsorship identifies with event , mainly

through the use of itsN

ame and Logo andexpects a ROI.

For a long term and sustainable relationship

with sponsors, always ensure that the

ob ectives of s onsors fulfils.


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Sponsorship

To create a lasting relationship with sponsor ,

event manager must answer following

questions.

1. What are the Benefits?

2. How long will the association last ?

3. How much exposure will the sponsor

achieve?

4. Will the sponsorship be exclusive?

5. Is there compatibility?

6. Will there be Ambush marketing?


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Sponsorship

To create a lasting interest of sponsor in the

event, the event manager must ensure:

1. SponsorsN

eeds and Benefits2. Detailing of all the promotional efforts you

did for him during the event

3. Recognition of ROI


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Ch5 Marketing

Documents

Transcript of Ch5 Marketing