WF SEMII - Obj 2.06

Part C: Explain considerations in using special events as a sales-promotion strategy

Part D: Plan special events for sports/entertainment

Define Special Event

• A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body

• To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience

According to The Special Event guruhttp://specialeventguru.blogspot.com/2007/11/seeking-definition-of-special-events.html

Types of Special Events

• Pre-game autograph session/meet & greet• Pre/post- game concert for fans

– Blake Shelton concert prior to Belk Bowl in Charlotte• Giveaways to fans

– Walk-In (first 100 people in the gate get free t-shirt)– In-Stadium (pom-pom on every seat in the stadium)

• In-game contests– Half-court shot for $1,000,000 during halftime of Final Four

game• Community Service Project

– Donations for V Foundation collected at door– Toy for Tots contribution gets discount on ticket

Benefits of Using Special Events• Creates excitement for main event• Builds additional fan base• Maintains existing fan base• Creates goodwill• Increases revenue (ticket, merchandise,

concessions)

Barriers to Using Special Events

• Takes away attention from main event• Disappointment from fans not included– Not enough of the giveaway item for all the fans

that arrive early– Traffic to bad to get to pre-game concert on time

• High cost of some events– Paying performers– Paying for giveaways

Creating Special Event Plans

• Develop strategies for success– Define the purpose– Start planning well in advance– Think about evaluation process after event

• Make a detailed checklist to ensure organization• Create a budget (and stick to it)• Consider logistics

– Traffic, start/end time, shipment of giveaway items from manufacturer, set-up/clean-up, staffing, etc

• Plan advertising/publicity• Evaluate the event

– SWOT Analysis