Transcript Event marketing

Special Events, 7th Edition
Creating, Sustaining, and
Celebrating a New World
Professor Joe Goldblatt, FRSA
Chapter Seven:
Marketing and Integrated
Communications Technology
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Photo by the Author.
Agenda
1.
2.
3.
4.
5.
6.
7.
8.
9.
Animated introduction
Opening Activity:
Chapter Six Review
Chapter Seven
Book Report Chapter Seven
Mini case study discussion fourteen
Global event thought leader Robert Sivek
Assignments
Questions, answers, and discussion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Key Terms
• Event marketing: The process through which you use research,
design, planning, coordination and evaluation to market your special
event.
• Online consumer-generated media: Media that is directly
generated by your guests and posted to social media web sites such
as TripAdvisor.com, Facebook, and others.
• Promotion: Advertising where you control the message, the
placement, the frequency and pay for the costs.
• Public relations: The opportunity to generate third-person
commentary about your event through the use of media releases,
audio and video news releases, stunts and promotions.
• Sponsorship: A commercial relationship wherein one party (the
event property) receives money or in-kind products and services
from a public or private sponsor and in return provides
• promotional opportunities for the sponsor.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Lecture Six Review
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Develop and implement the design for your event
Develop appropriate resources
Coordinate catering operations
Use trends in event catering
Coordinate technical resources, including lighting, sound, and special effects
Conduct and analyze the site inspection
Develop and construct the production schedule
Anticipate and resolve operational conflicts
Recognize and comply with standard and customary event regulations and
procedures
Read, understand, and evaluate legal event documents
Access, plan, manage, and control potential event liabilities
Obtain necessary permits and licenses to operate events
Develop and manage risk management procedures
Understand and comply with environmental regulations governing events
Comply with regulations governing sponsorship of conferences and meetings
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Learning Objectives
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Conduct event-marketing research
Develop an integrated marketing program
Use the five Ps of event marketing
Incorporate both internal and external marketing
programs
Develop retail marketing events
Promote fairs and festivals
Launch new products
Develop, design, and execute print, electronic, and
other advertising programs
Develop comprehensive public relations programs
Organize street promotions and creative stunts
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Learning Objectives (cont’d.)
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
Develop and manage effective sponsorship programs
Create and conduct successful cause/event-related marketing programs
Integrate the Internet into the event-marketing strategy
Understand the role, scope, and potential of online consumer-generated
media to advance your event
Establish a powerful and effective event presence through online social
media
Differentiate the major advantages in online marketing
Maximize event Internet marketing opportunities
Determine the major types of Web sites and their characteristics
Identify, prevent, and correct common mistakes in event web site
management
Use best practices in social media to promote your event
Comprehensively evaluate event-marketing programs and measure return
on event
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Photo by the Author.
Discussion
1. Why is marketing a key competency for
event managers?
2. How is technology changing the way event
managers market their events?
3. How do you measure your success through
event marketing?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Conduct Event Marketing Research
1. Conduct secondary research to learn about
the buying habits of your potential guests.
2. Conduct primary electronic survey research
to ascertain their opinions regarding your
future event.
3. Conduct focus panels to hear a wide range
of opinions regarding your future event and
test advertising and public relations ideas.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Develop an Integrated
Event Marketing Program
1. Integrated marketing involves linking
public relations, advertising, Internet, and
other special advertising channels to
achieve efficient and economically
successful outcomes.
2. The entire event marketing program must
be well-integrated and well-coordinated to
strengthen the overall branding of the
event.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Using the Five P’s of Event
Marketing
1.
2.
3.
4.
5.
Product
Price
Place
Public Relations
Promotion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Incorporate Both Internal and
External Event Marketing Programs
1. Internal: Internal stakeholders and
existing customers / guests
2. External: External stakeholders and
potential customers / guests
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Develop Retail Marketing Events
1.
2.
3.
4.
Fashion shows
Side walk sales
Fairs and festivals
Competitions and Stunts
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Promote Fairs and Festivals
1. Highly specialized
2. Culture, Entertainment, or Food and
Beverage
3. Cooperative promotion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Launch New Products
1. Often events are used to introduce new
consumer retail and other products to
target markets
2. These events are usually well-designed
to reflect the product branding
3. These events often include careful follow
up by the event marketers to promote
future sales
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Develop, Design, and Execute Print,
Electronic, and Other Advertising Programs
1. Review your competitors’ advertising
program to differentiate your approach.
2. Select appropriate design partners.
3. Test and revise all advertising collateral
material with typical potential guests prior
to ordering production.
4. Select appropriate media.
5. Measure and evaluate return on
marketing investment (ROMI)
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Develop Comprehensive
Public Relations Program
1.
2.
3.
4.
Research
Information
Education
Persuasion
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Organize Street Promotions and
Creative Stunts
1.
2.
3.
4.
5.
Flash mobs
Parades
Fairs and Festivals
Contests
Competitions
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Develop and Management Effective
Sponsorship Programs
1. What do sponsors want?
2. What do sponsors need?
3. How do you create multi-year
partnerships with sponsors?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Cause Event Related Marketing
1. Links a corporation to a good cause.
2. Your event could be the good cause!
3. Everybody wins.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Integrate the Internet into the
Event Marketing Strategy
1. Identify opportunities to cross promote
your event through Web sites, links,
social media, YouTube, and more.
2. Seek search engine optimization
opportunities to raise your events profile.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Understand the Role, Scope, and Potential of
Online Consumer-Generated Media to Advance
Your Event
1. Identify all consumer-generated media
channels for your event.
2. Determine the best goodness of fit for
your event within specific channels.
3. Create a unified and integrated marketing
presence for these channels to promote
consistency in branding.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Establish a Powerful and Effective Event
Presence through Online Social Media
1. Create buzz about your event by asking
questions, creating polls, and publishing
results in social media
2. Generate referrals by inviting prospective
and recent guests to comment about your
event
3. Seek endorsements through “Likes” on
Facebook or re-pinning on Pinterest
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Differentiate the Major Advantages
in Online Marketing
1. Online marketing creates economies of
scale
2. Online marketing reaches new markets
3. Online market allows you to measure and
evaluate your marketing performance
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Maximize Event Internet
Marketing Opportunities
1. Maximization is a direct result of strategic
targeting and search engine optimization
2. Use your home page to collect visitor
data through a guest book
3. Cross promote various Internet Marketing
sites
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Determine the Major Types of
Web Sites and Their Characteristics
1. Basic
2. Showbiz
3. Utilitarian
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Identify, Prevent, and Correct Common
Mistakes in Event Web Site Management
1. Static
2. Dynamic
3. Engagement
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Use Best Practices in Social Media
to Promote Your Event
1. Gently promote your event through
providing updates on your activities.
2. Direct visitors to additional sites where
they may learn more about your event.
3. If you receive objections or resistance,
find a new way to convey your message
without offending your friends in social
media.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Comprehensively Evaluate Event-Marketing
Programs and Measure Return on Event
1.
2.
3.
4.
5.
Return on Event (ROE)
Return on Marketing Investment (ROMI)
Cost per Thousand (CPM)
Hits, Visits, and Page Views
Conversion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Chapter Seven Book Report
•
•
•
•
10 minute presentation
Everyone participates equally
Overview of the chapter
Three questions from book review group for
class
• Three questions from class for book review
group
• Final question from the instructor for the
entire class
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Mini-Case Discussion: 14
1. How can you add fun activities to this type of
golf course to make it interesting and
challenging for the golfers?
2. What are some of the risk management
considerations when a golf course is located
near or within a horse racing course?
3. How can you promote the historic aspects of
the golf course to increase participation?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Global Event Thought Leaders: Deborah Borsum and
Robert Sivek, Past International Presidents of the
International Special Events Society
1. What do Deborah Borsum and Robert
Sivek believe are key attributes for event
leaders?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Assignment
• Read and be prepared to discuss Chapter
8.
• Read and be prepared to discuss mini
case study 16.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Questions, Answers, and
Discussion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.