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Events Marketing


Master of Marketing Communication Students of De La Salle University presented a comprehensive report on Events Marketing

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Events Marketing

  1. 1. Events Marketing De Jesus | Fidel | Sta. Cruz |Tan
  2. 2. Events Marketing and Sponsorships
  3. 3. Designing or developing a 'live' themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization. Events Marketing
  4. 4. Event sponsorships include supporting athletic events, entertainment tours and attractions, arts and cultural institutions and festivals, fairs and annual events. Events Sponsorship
  5. 5. Advantages of Event Marketing and Sponsorship  Minimizes clutter in advertising media  Helps companies respond to consumers’ changing media habits  Sponsorships help companies gain approval of its stakeholders.  Enhance brand equity and image, increase consumer awareness  Better chances of tapping target market of specific segments, regions or lifestyles.
  6. 6. Factors to Consider in Creating and Sponsoring Events  Image Match-up  TargetAudience fit  Sponsor Misidentification  Clutter  Alignment to other marcom elements  EconomicViability
  7. 7. Advantages of CreatingCustomized Event  Customized event provides a brand total control over the event  Customized event is sometimes less costly but more effective.
  8. 8. Ambushing Events Takes place when companies that are not official sponsors of an event undertake marketing efforts to convey impression that they are.
  9. 9. Cause Sponsorships Involves supporting causes deemed to be of interest to some facet of society such as environment protection and wildlife preservation,fund raising campaign and rights promotion.
  10. 10. Benefits of Cause Sponsorship  Enhances corporate brand or image  Generate incremental sales  Thwart negative publicity  Increase brand awareness  Broaden customer base  Increase brands retail merchandising activity
  11. 11. ADVANTAGESAND DISADVANTAGES of TRADE shows Advantages Disadvantages 1.Access to a large number of potential buyers at one time and in one place 2.Instant feedback on products and pricing 3.Learn about markets, products, trends and product competition 4.Identify new market opportunities 5.Experience the market in the country where the show is held 6.Learn about booth display techniques 1.Expensive 2.Time consuming 3.Very competitive 4.May not be cost-effective 5.Takes time to become established at a show 6.No instant results or guarantees 7.Difficult to assess if benefits outweigh costs 8.If you are unprepared, you could lose buyer's confidence
  12. 12. Pre-Production
  13. 13. Creating the event concept 5Ws WHY is the event being held? WHO will be the stakeholders of the event? WHEN will the event be held? WHERE will the event be staged? WHAT is the event content or product?
  14. 14. Pre-Production activities  Site surveying  Staffing  Budget drafting  Cash flow management  Supply chain identification  Procurement  Scheduling  Site design  Technical design  Health & Safety
  15. 15. This Is It (2009) The movie showed the pre-production of what was supposed to be Michael Jackson’s comeback concert tour
  16. 16. The making ofT-Mobile Big Dance  Led by the Mayor of London in partnership with Arts Council England, plus hundreds of other organizations, it featured 9 days of dance events in unusual places throughout the city - shops, parks, galleries and museums - showcasing the diversity of dance styles, as well as cultural attractions in the capital from 3 - 11 July.
  17. 17. Purpose,Vision and Mission PURPOSE STATEMENT  Required to provide sufficient direction and focus Mission Statement for Brain Awareness Week: “BrainAwarenessWeek is a worldwide celebration of the brain that grows more successful every year. It is an opportunity to let people know what is being done to diagnose, treat and prevent disorders o the brain such as Alzheimer’s, Parkinson’s, stroke, schizophrenia and depression, which affects the lives of millions of people.”
  18. 18. Purpose,Vision and Mission  VISION STATEMENT – What the event seeks to become and to achieve in a longer term Vision statement for Liverpool’s International Music Festival: “be a festival that will celebrate diversity, tolerance, tradition, history and story-telling; by women through music and song…”
  19. 19. Purpose,Vision and Mission MISSION STATEMENT – Describes in the broadest terms the tasks that the event organization has for itself – If the event has established a vision, then the mission needs to be viewed in terms of fulfilling the vision. – acts as the basis upon which goals and objectives can be set and strategies established – tool for establishing a common direction in a team, and promoting unity among its members
  20. 20. Purpose,Vision and Mission Mission Statement for Boscombe Arts Festival: “Boscombe Arts Festival works to promote participation, enjoyment and creativity for all Bournermouth residents through an annual Boscombe based festival.”
  21. 21. Goals and objectives  Goals  broad statements that seek to provide direction to those engaged to the organization of the event  Objectives  used to quantify progress towards an event’s goals and as such set performance benchmarks and allow event organizations to assess what aspects of their planning have succeeded or failed (on post production).  Goals and Objectives are often used interchangeably but they are really distinct concepts.
  22. 22. BEZEQ – Live 3DTransatlantic Performance  For the first time in the world, a live performance, broadcasted in 3D on a fixed line, between two continents.The performance was screened in Israel in front of the general public. Bezeq, Israel's largest telecommunications company, wanted to show the public the capabilities of its new broadband: the "next generation network", or in short: "NGN".
  23. 23. Staffing  Types of organizational structures
  24. 24. Functional Structure • Departmentalizes,encourages specialization of labor • Avoids overlap of responsibilities • Includes employing multi-skilling strategies that require rotation of staff • Regular meetings and communications
  25. 25. Programme-based Matrix Structure • Treats various aspects of an event programme as separate (but related) entity • Ex: Multi-venue sporting event
  26. 26. Multi-organizational or Network - enlists services of variety of other firms and organizations - creates ‘virtual organizations’ which disappear immediately after the event has finished
  27. 27. EventTasks and Responsibilities
  28. 28. Programme  How long should the event run for?  Do you need to produce a programme for your event?  Do you need an emcee – if so, who would be appropriate?  Is entertainment required / appropriate, what sort of entertainment is appropriate, can you afford to provide entertainment?  Should you leave time for networking?
  29. 29. Programme  Gifts or acknowledgement for presenters or entertainment  Bump in and bump out – who’s going to set up your event and who’s going to do the clean up?  Will you sell tickets, who’s doing ticket sales, how much?  Equipment requirements for entertainers  Parking forVIP’s Sponsors and entertainers  Do you need to provide transport?
  30. 30. Facilities and equipment / Logistics  Will it be indoors, outdoors or both?  If an outdoor activity, will you need to ensure there is adequate shade from the sun or from possible rain?  If outdoors, do you need power?  Site decorations?  Traffic management and reserved parking?  Site layout, what will the floor plan look like?
  31. 31. Facilities and equipment / Logistics  Waste management, are there adequate toilets for the number of people attending, clean up of the site, are there enough bins?  What equipment do you need for the event e.g. microphones and amplifier tent, podium, audio visual etc?  Seating requirements?  Will you require security on the day of the event? Do you require any Council Permits for your event?
  32. 32. Marketing and promotions  Do you need to advertise your event more broadly than your organisation?  Do you want the media at your event?  Do you require media prior to the event, on the day, post the event or all of the above?  Do you want to consider selling merchandise e.g. t- shirts, badges etc?  Invitations, who gets invited, who do you want to attend,VIP’s special guests?
  33. 33. Catering  Do you provide catering for this event?  Do you provided a full meal or finger food?  Will you have to hire crockery and cutlery if you’re providing catering?  Is it appropriate to have alcohol?  Vegetarian’s special dietary requirements  Will you require catering staff to serve?  Will you require a kitchen?
  34. 34. Finance and budget  Assign a person to take responsibility for the budget  Details on budget elsewhere in this guide  Ensure all committee members that are responsible for tasks are aware of their budgets  Ticket sales, how much?  Sponsorship – can you get some form of sponsorship?  Ensure people keep receipts
  35. 35. Risk management / Contingency  Do you have / require public liability insurance?  Does your public liability cover you for this event?  Do you need to do a risk assessment for this event (information on risk assessment later in this guide?)  Do you have contingency plans if things go wrong?
  36. 36. Volunteer management  Will you require extra volunteers above and beyond the event committee both in preparation for the event and on the day?  If so, how will you recruit volunteers?  Ensure your insurance policy cover volunteers  How will you recognise and thank them?
  37. 37. Post-Production
  38. 38. Post-Event Evaluation  Evaluation of your event is an important tool to assist you in planning and running future events. It is also important to get feedback from participants when it comes to event format and content that can be provided to any partners and sponsors who have contributed to the event taking place.
  39. 39. Post-Event Evaluation  Questions to keep in mind concerning event evaluation: 1. How effective was the event?To what extent did the event impact the target public in the desired manner? 2. Did the event change the targeted public in unexpected ways, whether desirable or undesirable? 3. How cost effective was the event? 4. What was learned that will help improve future events?
  40. 40. Publicity after an event  Post-event press releases extend “buzz” about a recent event and provide the brand with additional media mileage  Newspapers  Magazines  TV show features  Blogs  Website releases
  41. 41. Publicity after an event
  42. 42. Publicity after an event
  43. 43. Other things to do after an event  Final accounting – review expenses, allocated budget vs. actual amount spent  Inventory of materials  Documentation – clippings of press releases, receipts from suppliers, compile photos/videos
  44. 44. Types of Events
  45. 45. Business dinner
  46. 46. Media Drive
  47. 47. Media Drive
  48. 48. Tournament
  49. 49. Invitational
  50. 50. Themed event – Exclusive screening
  51. 51. Product Launch
  52. 52. Sports
  53. 53. Sports
  54. 54. Conferences
  55. 55. Seminars/Workshops
  56. 56. Team Building
  57. 57. Cause-Related
  58. 58. Trade show – Expo
  59. 59. Trade Shows
  60. 60. Cultural Events
  61. 61. Musical Events
  62. 62. Corporate