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8/6/2019 Ch5 Marketing
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Overview
The success of an event is largely based upon
how the Event has been Marketed.
It help to attract the Audience.
For a successful Marketing , event managerMUST understand the audience decision
making Process.
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Nature of Event Marketing
Event generally include a Combination of
Goods and Services.
The major Part is a Service.
Here the challenge for Marketers is topromote a concept which is Purely Intangible.
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Nature of Event Marketing
As event in majority part is a service, this
have four special characteristics.
1. Intangibility2. Inseparability (Simultaneous production and
consumption)
3.
Heterogeneity4. Perishability
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Process of Event Marketing
A. Establish features of the Product
B.Identify customers. (Segmentation)
C.Plan to meet audience needs.
D. Analyze consumer decision making processa. Competitive pressure (Positioning)
b.Motivation
c. Timing
d. Purchase or attendance (Tickets etc)
E. Establish Price and Ticket programme
F. Promote the Event, Differentiation, Packaging
K. Evaluate Marketing efforts : Prior/During/After.
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A. Establish features of the Product
Each event offer a range of potential benefits
to event audience.
These may be: Entertainment, Experience,
Opportunity to meet others, etc.
People attending an event generally look for a
package of benefits.
Try to add some vale addition activities beforeof during the event.
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B. Identify customers
Identify who are the potential customer group
among the population
Then try to identify who is the DecisionMaker, Influencer, Follower, Purchaser.
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C. Plan to meet audience needs
Once target audience identified, then
necessary to ensure that all their needs are
met.
They need food and beverages, which may be
or may not be a high priority, depend upon
the type of event.
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D. Analyze consumer decision
making Process Following is need to consider:
A. Competitive pressure (Positioning):
Competition from other forms of Entertainmentfor Disposable income.
B. Motivation:
If event attract teenagers, they try to influencetheir parents to purchase the passes, but
discourage them to attend the event. Here
Motivation in form of convincing them about
safe Environment can click.
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D. Analyze consumer decision
making ProcessC. Timing : Right timing for promotion is the key
that money should be spent wisely.
Some event encourage Impulse purchase whilesome encourage well thought process.
D. Purchase and/or Attendance:
Desire to purchase need to translated intoaction.
So marketing efforts and Timing for this is very
critical
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E. Establish Price and Ticket
programme
Event, if possible should be tied to some tour
and travel programme, which can be offered
either solely or as a part of package.
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F. Promote the Event,
Differentiation, Packaging of IMC
How to promote?
How to Differentiate ?
How to package IMC Efforts. : Right andsufficient combination of different media, to
create synergistic hype.
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G. Evaluate Marketing Efforts
Research can be conducted Prior/ During/
After the event.
Qualitative or Quantitative Questions could be: Where did you find info.
about the event?
Why/ When did you decide to attend theevent.
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The Marketing Mix of Event
The marketing efforts need to be analyzed in
terms of Marketing Mix (4 Ps)
and should be consistentwith the event.
1. Product: It includes
- Event venue- Quality of food
- Quality of Entertainment
- Cleanliness of venue
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The Marketing Mix of Event
2. Price : It Includes
- Cost of Ticket
- Cost of travel
- Time taken to travel
- Other costs
Pricing is very tricky for an entertainment event.
It depends upon:
- Size of potential audience- Venue
Pricing of food and beverage is also an important consideration.
Customer become annoyed if markups are excessive.
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The Marketing Mix of Event
3. Place: It includes distribution channels for
selling tickets.
- Ticket sellers- Tour wholesalers
- Tourist information offices
- VenueEffectiveness of channels through which event is
promoted and sold , is a crucial aspect in its
success.
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The Marketing Mix of Event
4. Promotion: It includes
- Advertising
- PR
- Sales promotions
Promotional activities must be chosen carefully
and Timed carefully.
Look for most economical media like banner
ads, featured article in local newspaper,
handouts, internet, tie up with tourist bodies,
etc.
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Sponsorship It is one of the Most common source of
funding for staging an event.
Sponsorship may include Cash, Value in Kind,
Prize Money/Gifts sponsorship, Free ad spacein Print, Free Publicity on Radio, etc.
Sponsorship identifies with event , mainly
through the use of itsN
ame and Logo andexpects a ROI.
For a long term and sustainable relationship
with sponsors, always ensure that the
ob ectives of s onsors fulfils.
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Sponsorship
To create a lasting relationship with sponsor ,
event manager must answer following
questions.
1. What are the Benefits?
2. How long will the association last ?
3. How much exposure will the sponsor
achieve?
4. Will the sponsorship be exclusive?
5. Is there compatibility?
6. Will there be Ambush marketing?
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Sponsorship
To create a lasting interest of sponsor in the
event, the event manager must ensure:
1. SponsorsN
eeds and Benefits2. Detailing of all the promotional efforts you
did for him during the event
3. Recognition of ROI
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