Transcript Event Marketing

052320 Event Marketing
Integrated Marketing Communication
(IMC)
Sale
Promotion
Event
Marketing
Packaging
&
Designing
Advertising
Brand
Public
Relations
Point of
Purchase
(POP)
Direct
Marketing
/Online
Marketing
Customer
Relationship
Management
(CRM)
IMC At a Glance
Advertising
• Create awareness
• Through mass media i.e. TV, printing, radio
Public Relations
• Build positive image for org., product, or brand
• Through column in the magazines or newspaper, press conference,
or CSR activities
Sales Promotion
• Increase sales volume
• Through discount, free sample, premiums, sweepstakes
IMC At a Glance
Direct Marketing/Online Marketing
• Personal and group contact
• Through direct mail, e-marketing (E-mail), SMS, MMS, social media
Customer Relationship Management (CRM)
• Create brand loyalty
• Through newsletter, community or membership activities
Point of Purchase (POP)
• Remind & stimulus customer purchase
• Through push girl, shelf talker, product display or sampling, beauty
advisor
Definition of Event Marketing
• “Event Marketing is the tool to bring your brand to life,
giving the total brand experience to your target
consumers”
Unilever
• “Event Marketing is the tool to communicate the
uniqueness of the particular brand which effectively
generates the brand experience that could be
acknowledged through 5 sensory of target consumers”
Kreingkrai Kanjanapokin
(Event Expert in Thailand)
Roles of Event Marketing
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Create brand experience
Deliver any messages
Gain more attention from specific target
Lead, support and amplification for any
Integrated Marketing Communication (IMC)
tools
Benefit of Event Marketing
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Specific target
Interactive (2-way communications)
Controllable
Cost effective
Amplification
Flexibility
Quick feedback
Brand experience
Evaluation