MARKETING EVENTS

By Kimone Leon

After this presentation, you will be able to

1.Define marketing and other core terms 2.Discuss the importance of marketing3.Identify the elements of marketing4.Explore appropriate marketing

techniques which event managers can use.

What is Marketing ?Marketing is a set of activities designed

to influence choice whenever an individual or an organization has a

choice to make.

Target Market The target market refers to the people who come to a particular event.

How is the Target Market selected? Market Segmentation

Market Segmentation focuses on breaking the mass market in segments that have different buying habits and preferences.

Market Segmentation also refers to the decision about which customer groups the event manager will pursue for a particular product-goods or service.

DEMOGRAPHIC

GEOGRAPHIC

PSYCHOGRAPHIC

What is the advantage of segmenting the market?

Who is your potential market Is your event targeted at the general

public, or at a specific group? Can you identify different segments to

attract? Are the different segments likely to be

responsive to different prices?

A catchment area is the area and population from which an event will attracts visitors or customers.

Consideration must be placed in selecting the catchment area travel distance and time taken to reach to and from the event for the various population areas.

Is there a set Formula to marketing ?

PRODUCT/SERVICE

PLACE

PRICE

PROMOTION

PEOPLE

PROCESS

PHYSICAL VIDENCE

Tangibility

Intangibility

Inseparability - Process

Variability - People

PRICE FOCUSES ON:

PRICE OF TICKETS

SOCIAL DECISIONS- EFFORT

BENEFITS

TIME

Individual Expectation of the Event

QUESTIONS THE EVENT MANAGER MUST ASK

1. What is the price (value) in comparison to other

uses for the money?

2.What are the benefits of attending the event?

EMPLOY DIFFERENT

PRICING STRATEGIES

• Promotional Pricing

•Bundle Pricing

EMPLOY DIFFERENT

PRICING STRATEGIES

• Promotional Pricing

•Bundle Pricing

Place is the mechanism through which ticket and information offices can be assessed by the target market.

QUESTION THE EVENT MANAGER MUST ASK

1. How easy is it to get informaton,buy tickets, or have questions answered.

The aim of the promotional strategy is to ensure that the consumer makes a decision to purchase and follow up with the action of actually making the purchase.

Includes Image/branding Advertising Public relation Sponsorships All the tools available to 'marketing

communication'.

NAME

LOGO

SLOGAN

SELECTING COLOUR SCHEME

GRAPHICS

GUY’S HILL HIGH SCHOOL 2010 FAIR

MARKET PRIZE GIVING ATTRACTIONS FOOD SALES STAGE SHOW

1.PARENTS X X

2.STUDENTS X X X X

3.CHILDREN X

4.NEIGBOURING X X COMMUNITY

Advertising media may ranges from- Radio TV ads Internet Print media-brochure Posters Billboard Invitations Newspaper ads Tickets etc. The target market will most likely

determine which media to be used to reach them.

CREATING THE ADVERTISEMENTS INFORMATIVE INSPIRING NECESSARY FACTS LAYOUT CLARITY USE GRAPHICAL ELEMENTS

Public relation role involves managing the events image in the eyes of the audience and public. This is done through the press releases,

interviews, briefings prior to or after the event.

One of the most critical public relations roles is to inform the media whether there is a negative incident of any description which may threaten the success or reputation of the event.

The public relations officer must be carefully chosen because he should possess the necessary attributes to perform the task effectively.

OBJECTIVESOBJECTIVESSYSTEMATIC DETAILED PLANNINGSYSTEMATIC DETAILED PLANNING

ELEMENTS OF THE MARKETING PLANELEMENTS OF THE MARKETING PLAN1.Statement of purpose and objectives including expected results

2.Analysis of the environment, competitors and similar events3.Summary of the event component products or services

4.Overview of the target market5.Marketing Budget

6.Marketing schedule for promotions, public relations and advertising

Organizing and preparing the event (marketing –related Organizing and preparing the event (marketing –related issues)issues)

Development activities,ticketing and enquiry system,preparation and deadlines

Implementing the eventImplementing the eventOrganization of key ceremonies/activities

Recording of incoming marketing information

Closedown:divestment/legacyClosedown:divestment/legacyCollation and analysis of data,post-event marketing evaluation and

feedbackRecording for the next edition (where appropriate)

A sound knowledge of the target market is essential in promoting and ensuring the success of the event.

Solid marketing plan and budgeting along with the proportionaite elements of the marketing mix will help event managers in executing marketing strategies through its image/branding, promotion, advertisement and publicity.

Evalutating an event should also be a core aspect of the marketing plan; this is tied to your aims and targets for the event, and helps you to measure return on investment and return on objectives and make future plans.

THE END`