Positioning the event

• represents the way in which the

event is defined by consumers

• or the place an event occupies

in consumer’s minds relative to
competing products

Positioning
 10 different ways to achieve event
positioning
1. The existing reputation or image of the event

2. The charisma of a director or leader

3. A focus on event programming

4. A focus on performers

5. An emphasis on location or facilities

6. Event users

7. Price or quality

8. The purpose or application of the event

9. The event category or the product class

10. Multiple attributes

Hypothetical examples of marketing
objectives for an event (happened in
2006)
increase the
percentage of seats
retain 90% of
sold in all ticketed
sponsors for 2007
events to 80% in
2007

increase publicity
generated in print increase box office
and in media by a receipts in 2007 by
further 10% from 10%
2007
 Choosing generic marketing strategies for
events
Growth strategy
• Product-market matrix – most commonly cited tool

Integration strategy
• An event producer may decide to formally integrate with a
venue provider or integrate with other events or festival
• Finding an event that complements the existing
programme and brings new partnership to a larger festival
can be very attractive.

Diversification strategy
• Can lead the marketer to add new events or support
services to its stable entertainment or go into
complimentary business
 Product-market matrix
Current products New products

Current markets Market Product

penetration development

Market
New markets Diversification
development
 Selecting the event’s
“services marketing” mix
• event’s programming • its physical setting (the
(different event components, venue layout relative to
their quality or style) and its consumer needs) and on-
packaging (a mix of site event processes
opportunities within the (queuing and so on)
event or marketing of the
event with other external
attractions, accommodation
and transport)

Event product The place (location/s

experience where the event is
held and its ticket are
(the core service) distributed)
 Selecting the event’s
“services marketing” mix

• people • the exchange of • media and

(cast, audience, hosts value to experience messages employed
and guests) the event to build relationships
• partnership with the event
(stakeholders such as markets and
sponsors and media) audience

Integrated
People and
Price marketing
partnership
communication
 Planning event “product”
experiences
Events, as service product experiences,
contain 3 elements:
2. Supplementary
features/ augmented
3. The delivery
services that
1. The core service process
differentiate an event
and benefits that the (ex. the role of the
from its competitors
customer experiences customer in the
(ex. artists, service
(ex. performing arts or experience, length of
quality, type of visitors,
sporting event) the event, level and
different modes of
style of event)
transport and
merchandise)
 The “product” of

Developing the event

Developing the event

The
an event is the development of
set of intangible an event can be
leisure easily modeled
experiences on the
and tangible processes used
goods to satisfy to plan, create
the needs of the and deliver
event market. services.
 Product life cycle concept

Introduction

Growth and maturity

Decline or rejuvenation in a new form

 Evidences on creation of new
service experiences:

1. Major 2. Major
“event” process
- new events for
innovations previously undefined innovations
- use of new processes
markets to deliver events in new
ways with added
(ex. extreme sports customer benefits
events)

- extremely hard to
identify in an already
- the Internet has
crowded and innovative
played a central role in
events sector, in which
innovating event
variety of events serve
delivery
existing, rather than
new leisure segments
 Evidences on creation of new
service experiences:

4. Process
3. Product
(event
(event) line
delivery)
extensions
- additions to the extensions
- adjustments to the
current event
way in which existing
programmes of existing
events are delivered
events or festivals

- the use of Internet

ticketing agencies and
on-line booking of event
space by food and
beverage vendors, have
enhanced event
delivery processes.
 Evidences on creation of new
service experiences:

5.
Supplementary 6. Service
service improvements
innovations - modest changes that
- extra services that improve the event
build on the event performance or the
experience way which it is
delivered

- examples are
- examples are on-site
fashion festival
childcare facilities,
featuring the work of a
automatic teller
wider array of
machines and public
designers, and more
telephones at event
outlets being provided
sites
for ticket purchase
Evidences on creation of new
service experiences:

7. Style
changes
- simple forms of
product
development for an
event

- examples are
improved seating
arrangements, a
new event logo and
improved costumes
4 key elements in programming
success
2. The need to marry the
1. The need for a
event programme with its
distinguishing core
physical environment or
concept in the programme
site
• What is it that actually • What kinds of
you are presenting that performances will really
actually has meaning to be spectacular in this
the audience? setting?
• What kinds of
performers and stage
structures (existing and
created) will shine in this
environment?
4 key elements in programming
success
3. The role and operational
4. Established criteria for
approach of the artistic
programme content
director/ producer
• the producers are both • criteria include
programme gatekeepers compatibility of
(selecting event performers to a festival’s
participants from market, the history of this
proposals submitted by type of performance at
performers) other events, and a
• and poachers (travelling performance technical
around to pick the best quality
performers)