Event marketing

Event marketing

1. EVENT MARKETING

2. Marketing definition The Chartered Institute of Marketing defines marketing as  "the management process responsible for identifying, anticipating and satisfying customer requirements profitably . Marketing is defined by the American Marketing Association as  "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

3. Event Marketing  Event Marketing Is Reaching The Target Audience Who Would Be Interested In Attending The Event, Ensuring They Know When It Is, What It Is, How Much It Is, How Long It Lasts, And Getting Them To Tell Others They May Be Connected To And Who Would Be Interested.

4. Nature of event marketing Event products are a combination of goods and services, some industries market Products without a service component, for example soft drinks. Marketing of a service is more difficult than marketing a goods. The features of a service marketing are; Intangibility (such as fun, entertainment, information) Inseparability (such as usher’s service approach to the customers when product and provider are inseparable) Variability (such as different levels of service provided by different ushers or different responses from two or more customers to same experiences)

5. Example for goods and service component of a conference services(intangible) goods(tangible) conference Room set-up Food quality and presentation lighting Audio – visual systems Conference planning Conference support services Information, advice and problem solving General ambience

6. Process of marketing

7. 1.Establish the features of the product : Each event offers a range of potential benefits to the event audience. These includes A novel experience Entertainment A learning experience An opportunity to meet others A chance to purchase items Dining and drinking An inexpensive way to get out of the house A chance to see something unique

8. 2.Identify customers : Market segmentation is the process of analyzing your customers in groups. some groups may enjoy a particular type of country and western music. others may enjoy line dancing .yet others might visit just for the excitement and the atmosphere. It is absolutely essential to analyze the different motivations of the event audience and to develop a profile for each of these groups. 3. Plan To Meet Audience Needs : it is necessary to ensure that the needs of the customers are met. all audiences need food and facilities, but f$b may or may not be a high priority of a particular event audience. For some ,the music is the highlight; for others is the hype of the event.

9. 4.Analyze consumer decision making Motivation: potential customers may have positive responses to some aspects of an event and negative responses to others, such as the distance to be travelled, crowding, and the risk of bad weather. Timing: its is the most important aspect of consumer decision making. Purchase or Attendance: advance ticket selling is a better opportunity to plan for an event as well as substantial boost to cash flow

10. 5.Establish The Price And The Ticket Program: the plan of an event should be finalized long before the event. The planning of the events price determination, printing of brochures and advertising should be done in advance 6.Promote The Event: Having made the decision as to when it is best to promote the event, the next question is how to promote it. promotional activities need to be chosen carefully and time effectively. 7.Evaluate Marketing Efforts: the effectiveness of all promotional efforts needs to be carefully monitored. there are three stages at which research can be conducted: prior to the event, during the event, and after the event.

11. The marketing mix The Marketing Efforts Is Analyzed In Terms Of The Marketing Mix. The Four P’s Of Marketing Mix Are: Product : A product is an item that is built or produced to satisfy the needs of a certain group of people. The product can be intangible or tangible as it can be in the form of services or goods. . Pricing : pricing for an entertainment event is very tricky. it depends on the size of the potential audience and the selected venue. If the ticket price is too high and if the featured artist is not as popular as expected, then the half-empty venue will result in a dismal financial outcome.

12. Promotion: promotional activities need to be chosen carefully and timed effectively. promotion is a costly exercise, radio and television advertising being two of the most expensive. many events are promoted by tourism bodies and by tourism information offices at minimal cost .and increasingly, the internet is being used as a source of information by the event audience. place : The event product is produced, distributed, and consumed at the venue. The effectiveness of the channels through which an event is promoted and sold is a crucial aspect of its success.

13. Components of marketing Market research Marketing management Supply chain management Brand management Marketing communication Internal marketing Consumers relations Market and marketing evaluation

14. Advantages Of Event Marketing Brand Building and sales stimulation Launch new product – trade shows are a good place to introduce a new product or service. Meet in person – meeting face-to-face with potential customers is a great way to start building relationships. Networking - trade shows are a great way to meet potential new customers, suppliers and to learn more about your competitors. 

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