Event Promotion Final Exam

SWOT analysis

strengths, weaknesses, opportunities, threats

How to creatively differentiate your event through marketing efforts

there can be a need to add traditional marketing methods to the mix to offer the possibility of creative differentiation. For as long as people continue to network via computers and handheld devices, e-communication will be the word of mouth that events need to generate interest, and while there will be subtle shifts in how social networks develop, the basic concept has been normalized in an incredibly short time.

The Six Macroenvironmental Factors

1. Demographics or Demography. 2. Economic Conditions. 3. Competition. 4. Social and Cultural Factors. 5. Political and Legal Factors. 6. Technological Factors.

Event sponsorship practicalities and objectives (pg. 92-96)

event sponsorship is integral to the way this major brand communicates its values to potential customers and existing users alike, very much within a wider traditional marketing communications framework. Event sponsorship provides the opportunity for a brand name or logo to be visible in a location so as to be visible to an anticipated audience. Event sponsorship can be thought of as a way to market to other businesses.

The role of events in internal corporate marketing

internal marketing is the creation of: Goodwill Understanding Cooperation Shared vision within a corporation Planned events are used to achieve this Hearts and minds operations designed to bring people on board

Why activism and partyism are so important to event marketers

it's not what they do but, the way that they do it ◼New breed of events that are intentionally off the radar and communicated clandestinely through opaque social networks ◼Traditional definition of planned events still attached to 20thcentury producer/consumer model ◼Issue of self-organization should be really important to event marketers ◼Largely the vehicle for youth ◼Online communication makes it easier and easier to self-organize

5 ways the past informsthe future

1. Events have always been used to allow people the opportunity to escape their mundane everyday lives. In what way does your event offer this? 2. Events have proven adept at promoting big ideas. What big ideas are represented by your event? 3. Events have been used as a means of demonstrating social alliances and cultural expression. Does your event targeting reflect this? 4. Events have long been a means of providing entertainment. Whatever the nature and purpose of your event, is this fundamental aspect in place? 5. Events have shown themselves to be a means of communication and influence. Is your event selling itself sufficiently to sponsors?

The importanceof having a webpage for your eventand why

A website is the representation of your event •Performs many marketing functions •Websites represent the control of their creators and can be presented or modified in a manner preferred by the site owner...unlike social media •Websitesneed to be carefully conceived •Emphasisonthepreparationoftheinformation •Strategic planning time frame for engaging in social media

Know the various types of associations and the nature of their origin, purpose and/or function

Association (e.g., fraternal, religious, trade, and professional) organizations are heavily associated with events (e.g., meetings, conferences, conventions, and exhibitions), and therefore they represent a major component of the event marketing universe.

The relationship and overlap between entertainment(s) and festivals

Entertainments Theatrical Productions, Musical Concerts, Comedy Venues, Award Ceremonies, Circus, Sports Events These can all be stand-alone or part of wider festival proceedings Festival ...A collection of Entertainments

Why consumer socialization is important to the events industry

Consumer socialization is an intensification of our self-expression via consumption based upon the management of consumer behavior by providers of financial services, products, services, and activities. This intensification is what is generally known as the marketing industry. Marketing theory tells us that the most efficient way to sell people something is to find out about them and base the sale on that information. Consumer socialization is very much concerned with this consumption orientation as a way of life, entwined with all the complexities that life brings. When we therefore apply the concept of differentiation to consumer socialization, we find that as ever it is based upon the fundamental human characteristic of self-differentiation. As society is steeped in diversity, consumer socialization is a representation of that diversity. Events become representative of abstract values. When we consider the use of social networking systems in the marketing of events, it is evident that event marketing practice is well integrated in the consumer socialization process. That is to say that event marketing methods online are well placed to participate in the socialization process, which happens a great deal of the time online. It is interesting to consider the idea of consumer socialization with reference to planned events, as it is not clear how they relate to the idea of materialism. Is expenditure dedicated to the acquisition of memories through the transformational experience of an event classifiable as an aspect of materialism?

The dynamics of corporate culture

Corporate Culture delivers the corporate message to both its employees and its customers Older, more established companies are known for their dress codes and conservatism Corporations are all about shared values = corporations use internal events to solidify these values You MUST know and understand the culture (THIS IS CRITICAL) Knowledge of their traditions will guide: Your ideas Delivery of what you have to offer How you package what you have to offer How you communicate it

Differences betweenassociation and corporate meetings (Associations and Corporations)

Corporate meetings are for profit, association meetings are not for profit. In periods of economic decline, the number of corporate events tends to decline.Comparatively, however, association events often grow in number and scope when economic times are tough.

Benefits of cause-related marketing

Corporate sponsorship of an event/activity designed to bring attention to a social need- helps company establish itself as a sensitive contributor within the country or community For example, corporate events that provide partial proceeds to a cause-related charity :Ancillary feature of a corporate sales meeting Product Introduction eventStand-alone event Cause-related marketing, programs and promotions are great for: Gaining access to the press, churches, community leaders, charities, and the socially networked consumer There is little resistance to corporate marketers who are reaching out to our better selvesDevelop cross-promotions with other companies, associations, community groups, and religious organizations Helps increase the impact and acceptance of the cause Softening attitudes toward a corporation trying to overcome negative public opinionShows humanitarian and community spirited side of corporation Guaranteed positive public relations value and corporate recognition

Types of Competition and how they differ (Direct, Indirect, Abstract)

Direct competition for your event is other events that are somehow similar to your own. Ex:A country music festival competes with other country music festivals. Indirect competition is more difficult to define. It can refer to another event that differs somehow from your own. ExIn relation to the previous example, a country music festival may be up against a larger musical event that contains a country music component. It may compete with agricultural festivals on a more localized level that contain a country music component. To be brief, if people want to go out and enjoy an event that contains country music, they do not necessarily have to attend one dedicated to country music. Indirect competition also refers to other nonevent expenditure that your target market may indulge in. Abstract competition is apathy, lethargy, and habitual behavior. What if your competition is that some people just cannot be bothered to become involved in, as they see it, yet another event?

How should event marketers using the internet keep up with innovation

Event marketers who use the Internet as a major aspect of their marketing effort should keep up with innovation through spending time on research and even consulting relevant blogs (such as Mashable). Diffusion of innovations is the process by which a few members of a social system initially adopt an idea, then over time more individuals adopt until all (or most) members adopt the new idea. •By tracking social networks and behaviors over time, it is possible to determine how the behaviors spread through these networks.

impact of Time Compression on the event marketer

Event marketers will have to keep up with the moment, to keep pace with our fixation of immediacy

5 key things to remember about cause-related sponsorship

Five Things to Remember about Cause-Related Sponsorship 1. Sponsors want to appear socially responsible, and look to events as a means of achieving some measure of this. Make sure your event can provide a media-visible opportunity for your sponsor to look good. 2. Be on the lookout for up-and-coming causes to add value to your event, and be seen as an expert on issues viewed as being media-centric. 3. You need to analyze commercial sponsors to ascertain the causes that are already in their repertoire. 4. When attempting to secure sponsorship, tailor causes to individual organizations; target your prospects appropriately. 5. Never appear cynical or arrogant about cause-related marketing techniques; always appear entirely sincere.

5 key ways to attract event sponsorship

Five Ways to Attract Event Sponsorship 1. Learn what prospective sponsors need from their sponsorship investment. 2. Understand the role of sponsorship within a prospective sponsor's marketing mix. 3. Develop a range of sponsorship packages for different sponsor requirements. 4. Reflect upon what your event means, or could mean, to a range of consumer types as applied to potential sponsors. 5. Analyze the commercial or reputational needs of potential sponsors and market your event to them accordingly.

in-kind sponsorship

In-kind sponsorship (or value-in-kind sponsorship, as is its full name) is a type of sponsorship where the sponsor agrees to provide goods or services (value in kind) instead of cash as part of a sponsorship agreement.

Recognize examples of life events

Majority of Social events are celebrations of the "stuff of life" ◼Births ◼Deaths ◼Weddings Coming-of-ageSocial family events are with us from the cradle to the grave

Event Marketing Promotional Mix / Marketing Communications Mix

Marketing Promotional Mix Advertising->Public Relations->Social Networking->Direct Marketing->Sales Promotions->Web design->Viral Marketing->Experimental Marketing Marketing communications Mix The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives.The marketing communication mix stresses that all aspects of an event represent communication about that event.

Understand the impact of green events on the event industry

Marketing is about adding value...if consumers value ecology, then really add that value to your brand Climate change debate is ongoing ◼Dominates ecological concerns ◼Paris Agreement ◼Ecology has become a central and key topic to the lives of many ◼Youth culture and ecology go hand in hand ◼Young people -will inherit the result of excesses in the 20thcentury ◼Developing into responsible world citizens because they have to ◼Recycling for children is second nature ◼Use of events to promote the message ◼Elementary schools hold eco-events to promote sustainable future World of marketing responding by adding green credentials to their brands ◼Beware of "Green-washing" ◼A phenomenon to add green symbolism to brands that have no green substance ◼spinning what you do to make it seem green ◼Paper manufacturer -boasts planting trees to be planet-friendly; they are just planting trees to make more paper; it's just their crop ◼Robs consumers of the ability to make informed choices about being eco-friendly When we consider events as brands, then eco-viability will become increasingly necessary as a standard event benchmark ◼"Green up your event" ◼Sustainable -simply means capable of being sustained; the ability to replicate in the future ◼Event marketers must adopt a sustainable approach ◼Eliminate environmental impact ◼Supporting ecologically and ethically sound suppliers -versus- ◼Serving fair trade coffee in recycled cardboard cups (talking the talk without walking the walk) ◼Be able to recognize efforts that are truly green versus green-washed ◼Know the eco-expectations of your target marketEvent Marketing. 2nd Edition. Preston, C.A.. Wiley Publishing

How to establish relationships with the media

Media relationships may begin with allies and supporters (not connected with media outlets) Find an ally that can facilitate the right contacts Which franchise in the target market is influential in the community? Which distributor serves on the city council and knows who influences attitudes? Who is capable of providing your marketing department with inside advice and paving the way to new media relationships? Determine the message and match it with the medium that is interested in that message A newspaper's executive editor may or may not be caught by your message A TV producer may or may not pass on your press release to the right desk identify the elements that will have positive impact on the community A unique product introduction A community service A financial contribution or investment in a city asset Analyze the markets reached by each of the media of your target area Larger Corporate Events >> Target national newspapers Television/radio outlets with broad demographics Smaller Corporate Events >> Target State/county newspapers Regional or local broadcasters Local shopping guides Merchants who may hold an interest in the purpose or products of the corporation

Problem map

Take scattered and unrelated problems and turn them into organized and interrelated problems by mapping them Benefits:Study the interrelatedness of event problems See how they are interrelatedIdentify key problems that are both urgent and which are the cause of other problems

When to use an e-marketing approach

The Internet is a burgeoning advertising medium for events, and it can be used as a means of gathering information about consumers through online research mechanisms. It also, of course, is the medium wherein social networking channels operate. All in all, it represents a powerful marketing engine for the event marketer. E-Marketing in events is necessary!

The appeal of DIY events

People can do it themselves ◼Online Services ◼Help of friends and family ◼Activists and hedonists participate in self-generating events that are spawned (not so much organized) Will people pay for a service that they can provide for themselves? ◼What is the cost/benefit assessment in using a service, with a time/resource consideration?◼Status? Affordability? Convenience?

The added value attached to familialsocial events

People use brands to market themselves in a consumer society. So, we can see that familial social events have been a way for a family to market itself within a social context

Difference between sponsorship and philanthropy

Philanthropy is a donation to a cause that the company believes in. In general it is done as a sign of good will, and by the very definition of the act, it is done without any expectation of return. Sponsorship on the other hand is a transaction that is not unlike a media buy. It is a transaction that involves an expectation of return. The company buys a sponsorship position in a project or event in return for a variety of very specific business-related reasons: Appropriate target audience Good fit between event and business Good sampling opportunities Good third party exposure through event Effective peripheral events built specifically for the sponsor Unique client hosting ideas Creative ways to tie the event to the business at POS Significant media coverage Direct product use at event (sales) Direct product use at event (endorsement)

The 6 P's of Event Marketing

Product - What it is that you are offering? Price - Refers to how much you are charging your attendees and how much it is costing them to be charged Place - The venue of the event is equivalent to the idea of packaging for grocery store brands Promotion - Activities that will bring an event to the attention of potential customers Process - Refers to the mechanics of booking and using an event People - Refers to all event operatives who come into direct contact with attendees

Benefits and challengesof using celebrities to market events

Public perceives event as first-class Differentiate event from othersAttracts more sponsors Use for hospitality purposes Meet and Greet with Sponsors/VIPs Pre-dinner reception or luncheon Autograph session Quick fix for media attention for PR and promotion Live TV interviews from the venue Stop by TV stations in the morning of the even Can do a photo shoot at the event (autographs -not as desirable for celebrity) Challenges: Celebrities are NOT Free -Don't like to say "no" to public appearances but, do like to be compensated More responsible and reliable when being paid Celebs have donated their services only to cancel at last minutePoliticians are considered celebrities also -can bring credibility or controversy

The importance of community social events

Social events such as these are: ◼Community spirited ◼Bound by shared values ◼A chance to be a part of something ◼Event marketing efforts must reflect this ◼Community events can be built up to be symbolic of a community ◼Which have the potential for expansion and formalization? ◼Which will be appealing to civic authorities and local businesses?

Understand the basic phenomenon of social events

Social gathering promoting fellowship and social networking among skeptics and critical thinkers

Types of corporate meetings

Stockholders meetings Board of directors meetings Management meetings Training meetings Incentive trips Sales training and product launches Professional and technical training

Festival Marketing Fundamentals

Success of an event depends on how well a marketer is able to motivate a potential audience Location Factors Promote Easy Access Central location New venue Historic or Resort Attributes Competition Promote as unique, different Showcase your competitive advantage CAUTION: Risky to point out differences against competition; Gives them credibility and recognition Weather Success of event depends on good weather (double meaning) Advantage -can set the mood for the consumers of an event Disadvantage -undesirable weather decreases attendanceStrategy -presell as many tickets as possible Cos t"Free" attracts attention (Good thing or bad thing?) Pricing agenda -indicative of quality or desirability Perceived "Status"-makes impressionBasis -Market and Consumer Research (make no assumptions on what consumers are willing to spend) Entertainment Have things changed? Do I need to adapt my design? How are my customers reacting? Media

The communication flow between marketers and users on social media

The communication flow works as long as marketers are not seen as interfering with it. It is therefore extremely important that social media communication is perceived as being generated by the users rather than by marketers. Consumers are always connected •Millennials trade personal information for personalized experiences •The future of shopping is omni-channel•The more you know about your customer, the better your relationship can be •Webrooming is where retail's future winners will dominate •Content may be king, but mobile is definitely queen

Understand the aging population's impact on the event industry

The proportion of people over age 65 is projected to 23% by 2033. ◼The growth rate of the aging population is a consequence of the age structure of the population resulting from people born after World War II and during the 1960's baby boom. ◼When we have ¼ of the population at or approaching retirement, there are a great many issues to be confronted (e.g. how to afford to provide dignified care) ◼We must think of the aging population as representing a continuum of activity that is largely age dependent ◼Whether 68 or 88, individuals may be very youthful and active Elderly have a lot of time on their hands, they want: ◼To do things ◼Keep in touch and be part of things ◼Keep active and interested ◼Remain part of the world ◼Continue to think of themselves as being active citizens What does this mean for the world of planned events? ◼Aging population is becoming increasingly relevant to our lives. ◼World's aging population is something the world is going to have to grow to understand and address ◼More conferences and symposiums on the aging ◼Great deal of expenditure via medical and social care -attracting much attention from the medical, fiscal, governmental, academic worlds and from the residential care industry ◼Large amount of conference event business

Describe the branding process (Corporations and Event Branding Potential)

Whether an organization owns and promotes brands or is itself a brand to be promoted, the corporate mindset considers branding very important Branding - described as activities that alter people's thoughts about a thing in such a way to produce positive associations Brands are a collection of associations Corporate branding is an essential aspect of event marketing imagery, with logos being integral to the adornment of marketing communication The "brand" is a representation not of the car, but of the associations that consumers have WITH the car. All other things being more or less equal, the "brand" is representative of people's thoughts... "Branding" is about the management of these thoughts Corporate marketers are "thought managers" - they realize... The price they attach to their brands or their services creates a certain impression in the minds of consumers Brand advertising is a meaning-transfer process designed to generate a good impression Public Relations is useful to brand reputation

The 5 W's

Who: What: When: Where: Why:

Understand the importance and role of life events within the event industry

Wide variety of social events ◼Weddings ◼Bar and Bat Mitzvahs ◼Anniversaries ◼BirthdaysRepresent "celebrations of family life" ◼Play very important role in cultural identity ◼Increasing opportunities due to the aging population

6 Ps of Event Marketing

product, price, place, promotion, process, and people.