event marketing
TRANSCRIPT
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INTRODUCTION
WHAT IS MARKETING?Marketing ToolsTools of Promotion
PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA
RELATION BETWEEN EVENT MARKETING AND THE
5P’S
EVOLUTION OF EVENT MARKETING
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EVENT MARKETING
An event is a live multimedia package with a
preconceived concept, customized or modified
to achieve the client’s objective of reaching out
and suitably influencing the sharply defined,
specially gathered target audience by providing
a complete sensual experience and an avenue
for two-way interaction.
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EVENTS
REACHLIVE
INTERACTION
Right Communic
ation from the
client
WITHLive
AudienceCREATES
DesiredImpact
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WHY EVENTS
1. Brand Building
2. Image Building
3. Focusing the Target Market
4. Implementation of Marketing Plan
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TYPES OF EVENTS
Sporting Events
Entertainment Arts and Culture
Commercial Marketing and Promotional Event
Exhibitions
Festivals
Fund Raising
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EVENT MANAGEMENT AS A PROMOTIONAL TOOL
EVENT DESIGNING
Conceptualization
Costing
Canvassing
Customization
Carrying-out
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COMMUNICATION EFFECTS OF EVENT MARKETING
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• EVALUATION OF EVENTS
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• RETURN ON INVESTMENT
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• STRATEGIC ALTERNATIVES ARISING FROM DEFINED OBJECTIVES
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• APPLICABILITY
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• ADVANTAGES OFFERED BY EVENTS
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RESEARCH METHODOLOGY
• OBJECTIVE OF THE STUDY
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• METHODOLOGY
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ANALYSIS & RESEARCH FINDINGS
Q1. Do you participate in events?
84%
16%
Q1. Do you participate in events?1. Yes2. No
Interpretation
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Q2. How do you participate?
29%
33%
38%
1. Own events are organized2. Sponsorship3. Active part through stalls/space in other events
Interpretation:
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Q3. In which type of event do you participate?
0%
10%
20%
30%14%
19%33% 29%
5%0%
Interpretation:
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Q4. What compel you to participate in any event? (You can choose 2 or more)
20%
18%
30%
35%
25%
20%
25%The event matched my interest.
My friend or relative had a posi-tive experience
You believe it is the best way for promoting your product
Earlier Returns from same event.
Cost effective
It is the best way to encourage two way communications
Way to reach the large no. of target audience.
Interpretation:
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Q5. How much do you generally spend on event marketing?
0%5%
10%15%20%25%30%35%
24%
33%
19% 14%10%
Interpretation:
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Q6. Do you think event marketing is better promotional tool
than other traditional tools (Press releases, Articles,
personal sales, sales promotion)?
40%
25%
35% 1. Yes2. No3. Depends on prod-uct
Interpretation:
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Q7. When is the right time as per product life cycle to participate in events?
0%
5%
10%
15%
20%
25%
30%
35%
40%
30%
38%
25%
7%
Interpretation:
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Q8. Does participation in an event helps in generating immediate sales?
26
2425
4
4
215
Immediatelywithin a weekwithin a monthwithin 3 monthswithin 6 monthsMore than 6 monthsDid not purchase
Interpretation:
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Q9. Participation in events helps you in?
36%
41%
33%
1. Building brand image2. Creating awareness of your product3. Building rela-tionship with potential cus-tomers
Interpretation:
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Q10. Do you participate in same events?
48%
35%
17%
1. Same events2. Sometimes try different events3. Always try different events
Interpretation:
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Problems Faced By Event Marketing Industry
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RECOMMENDATIONS
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MY LEARNING
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CONCLUSION
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BIBLIOGRAPHY• BOOKS:• Event Management Lynn Van Der Wagen & Brenda
R. Carlos• Principles of Marketing Kotler &
Amstrong• • • WEBSITES:• http://www.eugeneloj.com/2008/04/what-is-event-m.ht
ml• http://www.eugeneloj.com/2010/02/event_marketing_
strategies.html• http://www.indianchild.com/marketing/event-marketin
g.htm• http://www.businessdictionary.com/definition/event-m
arketing.html#ixzz1pVXOI9pC• www.eventmarketer.com • www.wikipedia.com
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“We Generate Quality Business Leads
We Enhance Your Profile
We Create New Business Opportunities
Everyone Knows Us as EVENTS”