Event Marketing Notes for 2-1-17

© 2015 Event Management Blueprint

Chapter 6

Event Marketing


Event Marketing Plan The production and coordination of

all advertising, promotional, and public relations campaigns for the event with the goal of maximizing revenue generation and event attendance


Advertising Campaign Utilize any combination of one or more forms of media,

including, but not limited to: – Television radio, print, outdoor, direct mail, mobile, and

digital – Media advertising budget typically represents anywhere from

10% to 15% of projected gross ticket sales Paid Advertising

– Any time cash is spent in return for a specified form of advertising

Trade or in-kind advertising – Any additional media advertising that is secured in exchange

for desired event assets such as event tickets, VIP hospitality or pre-event meet and greets, and is generally a dollar-for-dollar trade


The Promotional Campaign An opportunity to demonstrate creativity,

while simultaneously supporting partnerships and increasing event awareness and ultimately attendance – Consist of special ticket discounts, premium

giveaways, theme nights, and any number of other program elements

– Dover International Speedway executes a sponsored direct mail program the goal of this program is to deliver a valuable direct to consumer offer to Dover race fans from one of its sponsors


The Public Relations Campaign

Publicity– Any news coverage for the event that is

generated with some type of announcement, market tour, or interview


Guerrilla and Grassroots Marketing Guerrilla Marketing

– An aggressive way to market an event and is best be defined as “taking the message to the streets.”

Grassroots Marketing– Marketing an event on a local and personal

level as a way to get the word out on the event – e.g., Major League Soccer (MLS) does an

excellent job of leveraging grassroots marketing as the core of its advertising platform


Advertising Three main staples to promote ticket

and admission sales :– Television– Radio– Newspaper


Television Advertising Majority of people spend more time

watching television than listening to radio or reading newspapers combined– Most experts predict by 2017 more

advertising will be spent on the internet than television

– TV advertising is a key medium to reaching a core audience

– Network Broadcast vs. Cable Broadcast


Television Advertising Reach

– Most expensive form of media available to promoters and influencer in driving ticket sales for events

Production Quality – Generating quality television commercial for a

sophisticated audience Cable and Cost

– Cable is a lower-cost alternative to traditional broadcast television

– Large enough budget to reach target audience


Radio Advertising Extends access to consumers

beyond the home– Attracts listeners while traveling, the

work place or just relaxing– Targeted way to reach the audience and

offers a wide variety of formats


Radio Advertising Radio is a relatively inexpensive way

to reach an audience– Voices, sounds, and music can be used

effectively to create moods – Personal advertising medium

Disadvantage– Smaller audience per radio station

Satellite radio


Newspaper Advertising People expect advertising in

newspapers– Buy just to read the ads in many cases– Examined at a person’s leisure

Convenient because production changes can be made quickly– New advertisement can be inserted on

short notice Budget Friendly Advertising


Digital Advertising Utilizes the internet to deliver

messages – Via computer, smart TV, tablets, and

mobile devices Rapidly growing platform Cost-efficient medium


Digital Advertising Best platforms to reach their target

consumers Explore the wide variety of ways

they can acquire, track, and communicate with their target audience – e.g. tracking cookies, email marketing

Distribute information via social media – Low cost of engagement


Outdoor Advertising Varying forms of advertising

– Transit advertising (buses, light rail, taxi cabs), wrapped vehicles, delivery truck signage, posters, and electronic displays

Connects with the audience as an element of the environment – Works on frequency

Outdoor companies are open to trade agreements

Message has to be short and to the point – e.g., Ohio University beverage partner, Pepsi


Direct Mail Promotional offer or message that

circumvents the traditional forms of media

It can be very targeted Specialized agencies to help design

direct mail campaigns – Find likely individuals to target for a direct

mail campaign Estimate the ROI


“One size fits all” Event managers and sport

executives need to move away from this approach of marketing

Utilize market segmentation using different tactics for different fan/customer segments

Education

Event Marketing Notes for 2-1-17