Scribd
Upload
122 views30 pages

Chapter 8 Marketing Events

This document discusses key aspects of marketing events, including the marketing mix (location, product, price, promotion), target groups, market research, SWOT analysis, and promotional strategies. The marketing mix for events includes considerations for the place/location of the event, the product or activities of the event, the appropriate price, and promotional strategies like advertising, media relations, and branding with a logo or mascot. Market research should identify relevant target groups, and SWOT analysis evaluates strengths, weaknesses, opportunities, and threats. Promotional strategies cover advertising, media relations, press conferences, photo opportunities, merchandising and selling opportunities.

Uploaded by

Ricka Jean Ba-ay
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
122 views30 pages

Chapter 8 Marketing Events

This document discusses key aspects of marketing events, including the marketing mix (location, product, price, promotion), target groups, market research, SWOT analysis, and promotional strategies. The marketing mix for events includes considerations for the place/location of the event, the product or activities of the event, the appropriate price, and promotional strategies like advertising, media relations, and branding with a logo or mascot. Market research should identify relevant target groups, and SWOT analysis evaluates strengths, weaknesses, opportunities, and threats. Promotional strategies cover advertising, media relations, press conferences, photo opportunities, merchandising and selling opportunities.

Uploaded by

Ricka Jean Ba-ay
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 30

CHAPTER 8:

MARKETING EVENTS

GROUP 3
MARKETING

*integrated process of producing,


distributing and selling goods and
services.

* Is a management process responsible


for identifying, anticipating and
satisfying customer requirement
profitability.
CUSTOMER CARE

• Is an essentials element of event marketing.


• The of event customer must be given special
attention.
• Must be begins as soon as the customer arrives
at the event.
Important factors in
marketing
1. LOCATION
*Environment factors such as traffic and
scenery as well as attractiveness and
accessibility of the location .

2. SOCIAL FACTORS
*the attitude of people to what is appropriate
might be affected by the attitude of friends and
colleagues
3. CULTURAL INFLUENCES

*different group in society such as ethnic origin. social


class will see different events in different ways

4. FASHION
* During certain historical periods, certain types of events
will be poplar and will attract many participants
5. POLITICAL FACTORS
*local and central government will support events
that fit with their beliefs .

6. ECONOMIC
FACTORS
*assess how much money is available at the corporate and
individual level .
7. PHILOSOPHY
*the beliefs and attitudes of groups , individuals and other
agencies will affect the range of events that are provided.
MARKETING CONCEPT
* Which are applicable in commerce can also be applied
to events these market research , self analysis , target
groups and marketing mix.
MARKET RESEARCH
* Is the objective gathering, recording and analysis of all facts
relating to the provison services for the approiate consumer.
SWOT ANALYSIS
 *is a framework used to evaluate a company's competitive position and to develop
strategic planning.

Strengths: characteristics of the business or project that give it an advantage over


others.
Weaknesses: characteristics of the business that place the business or project at a
disadvantage relative to others.
Opportunities: elements in the environment that the business or project could exploit to
its advantage.
Threats: elements in the environment that could cause trouble for the business or
project.
POSSIBILITIES THAT ARE APPLICABLE TO EVENTS.
Strengths
1.Staff ability
2.Detailed specialist knowledge
3.Local reputation
4. Political support
5.Enthusiasm and commitment
Weaknesses
1.Poor transport facilities
2. Limited financial resources
3.Lack of general management skills
4.Poor public image
Possibilities that are applicable to events.
Opportunities
1.Increased public awareness
2.Developing partnership
3.Financial returns
4. Changing attitudes
5.Offering new possibilities
threats
1.Lack of commercial support
2. Compettion from similar promotion
3.Changes in funded priorities
4.Economic trends
TARGET GROUPS
* a good market research should identify the target
groups or persons who are relevant to particular events .
1.Place
MARKETING MIX
Venue
Accommodations
• Is a combination of factors
Ancilary facilities
to get the coorect balance
for an enterprise and the Signposting
4’Ps Maps
• 1.Place Car park
• 2.Product Catering
Transportion
• 3.Price
Emergency access
• 4.promotion
Host town
Region
Country or administrative subdivision
Environmental conditions
Geograpical location
PRODUCT – IT IS THE END RESULT, IT MAY BE THE TOURNAMENT,
EXHIBITION, SEMINAR OR SHOW

PRICE- THE COST OF THE EVENT WHICH IS ACCEPTABLE TO THE


CUSTOMER

PROMOTION
ADVERTISING
MEDIA RELATIONS
PUBLICITY
MERCHANDISING
PAMPHLETS
POSTER
LOGO
DISPLAYS
ASPECT TO PRODUCE AN EFFECTIVE MARKETING MIX

*people
-Are very import in producting a good event.
*packaging
-It is the method of presenting events.
*Partnership
-It is the support of other which is very beneficial to the sucessof ann event
*programming
-It is the way an event is scheduled it is an important marketing tools
PROMOTION

*Promotion is the method of bringing the product to the attention


of the public and the prospective participants.
LOGO
*A sustainable is a vital part of a public image.
*Its is advisable to consult reliable agencies and authorities before
finalizing the design
MASCOT
*An event should have a mascot . A mascot is a person or animal
or thing considered to bring good luck.
ADVERTISING
* Television advertising is expensive but it is very effective in reaching
the mass audience.
MEDIA RELATIONS AND PUBLICLY
*It should be done immediately to enable the potential participants
to book early and to prevent conflicts with rival attractions.
RULES OF MEDIA LIAISON

1. It is better to be proactive than reactive when dealing with the media


2. Write the name of your contact person instead of writing “To whom may it concern”.
3. Think in headlines when writing a press release. This may be eye-catching.
4. When talking to journalists, it is safe to assume that nothing is off the record.
5. Look for the best spokespersons for the event promotion and appoint them as the
media contact.
6. Retain copies of all radio, television and other media coverage. This is important for
the event and will help make the sponsors happy.
PRESS CONFERENCE

*A press conference can be a very effective way of getting important press


coverage and briefing several journalist at the same time
REASONS FOR HOLDING A PRESS CONFERENCE

1. To launch the event or conference


2. To relate genuine news about a famous person who is taking
part in the event
3. To explain a controversial issue about the event because
media speculation can be damaging
4. To reveal major exclusive
PHOTO OPPORTUNITIES
*It is essential to create visual as well as verbal impression.
Photographs can attract much attention
RELEVANT MEDIA
*It is possible to convince a local radio station to set up its own
stand within the event and own stand within the event and provide
live publicly.
PUBLIC RELATIONS
* Effective public relations can be achieved by influencing people
through the influential individuals
SELLING
*Some of the direct sales which can greatly contribute to the
income of the event are: merchandising, souvenir sales, franchising
and trading
EVENT
PRESENTATION
* To generate interest, the presentation must be accurate, thorough,
and error-free

You might also like