Transcript Professor Alan Fyall

INTERNATIONAL EVENT
MARKETING
Dr Alan Fyall – Module 8
Social Media Communication
Questions?



How may the marketing of international events differ to the
marketing of domestic events?
How has social media changed the landscape of event
marketing internationally?
How may B2B and B2C marketing vary in the context of
international events?
Content
Motivations to Attend Events
Marketing Communications
Social Media Communication
Branding
Marketing Budget (Funding)
Marketing Partners
Marketing Timetable
Motivations to Attend Events
Motivations to Attend Events

Delegates’ Motivations

Professional development

Advancement

Cultural interaction

New contacts

Information sharing

Social

Recreational
Motivations to Attend Events

Association Sponsor’s Motivations
 Member
interaction
 Conduct
association business
 Educate
members
 Recruit
new members
 Provide
exhibitor exposure
Motivations to Attend Events

Corporate Sponsor’s Motivations
 Inform
and motivate employees
 Introduce
 Establish
 Inform
products and services
new markets
or acquire global affiliates
 Conduct
shareholder meeting
Motivations to Attend Events

Exhibitors’ Motivations
 Exposure
 Lead
to new markets
generation
 Product
 Social
introduction
interaction
Marketing Communications
Personalisation
Luxury
Simplification and Speed of Change
Authenticity
Global Responsibility
Generational Cohorts
Communication Process

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Attention – Interest – Desire – Action
Awareness – Knowledge – Liking – Preference –
Conviction – Purchase
Awareness – Interest – Explanation – Trial –
Adoption
Designing the Communication

Message strategy

Creative strategy

Message source

Global adaptation
Creative Strategy

Informational and transformational appeals

Positive and negative appeals
Fear
 Guilt
 Shame
 Humor
 Love
 Pride
 Joy

Message Source

Expertise

Trustworthiness

Likeability
Mass Communication Guidelines

Analyze market demographics and perceived needs of market audience

Assess cultural differences and motivations to attend

Consider deterrents to attendance

Research available media

Aim for multiple impressions

Reach out with multimedia program

Multiple languages

Creation of a dynamic theme

Audience segmentation

Continuous marketing
Factors in Setting Communications Mix

Type of product / service market

Buyer readiness stage

Life cycle stage

Objectives

Income / revenue targets

ROI, ROM, ROE, ROO …….
Select Communication Channels

Personal
 Advocate
 Expert
 Social

Non-personal

Integration
Advertising Communication Platforms

Print and broadcast advertising

Billboards / Posters

Packaging (outer and inserts)

Display signs

Motion pictures

Point-of-purchase displays

Brochures and booklets

Audiovisual material

Posters and leaflets

Symbols and logos

Directories

Videotapes

Reprints of advertisements
Sales Promotion

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Contests, games, sweepstakes and
lotteries
Premiums and gifts
Sampling
Fairs and trade shows
Exhibits
Demonstrations

Coupons

Rebates

Low-interest financing

Entertainment

Trade-in allowances

Continuity program

Tie-ins
Characteristics of the Marketing
Communications Mix
Advertising



Pervasiveness
Amplified
expressiveness
Impersonality
Sales Promotion

Communication

Incentive

Invitation
Personal Selling

Sales presentations

Sales meetings

Incentive programs

Samples

Fairs and trade shows
Public Relations and Publicity





Press kits
Speeches
Seminars
Annual reports
Charitable donations

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


Publications
Community relations
Lobbying
Identify media
Company magazine
Characteristics of the Marketing
Communications Mix
Public Relations and Publicity



High credibility
Ability to catch buyers off
guard
Dramatisation
Personal Selling

Personal interaction

Cultivation

Responses
Events and Experiences

Sports

Entertainment

Festivals

Arts

Causes

Factory tours

Company museums

Street activities
Characteristics of the Marketing
Communications Mix
Events & Experiences

Relevant

Involving

Implicit
Direct and Interactive Communications

Catalogs

Mailings

Telemarketing

Electronic shopping

Blogs

Fax / Email

Voicemail

apps

Websites
Word of Mouth (eWoM)

Person-to-person

Chatrooms

Blogs

Twitter
Characteristics of the Marketing
Communications Mix
Word-of-Mouth
Direct Marketing

Credible

Customized

Personal

Up-to-date

Timely

Interactive
Starting a Buzz Fire

Identify influential individuals and devote extra
attention to them

Supply key influencers with samples

Work with local influencers

Develop WoM referrals

Provide compelling information that customers want to
tell others
Social Media Communication
Social Media Communication
Social Media vs. Social Networks

Social media …. online
applications, platforms
and media which aim to
facilitate interaction,
collaboration and the
sharing of content

Social media is a
broader term than social
networks that describe
online systems that allow
users to become
members, create a
profile, build a personal
network connecting them
to other users with whom
they exchange on a
frequent basis …..
The Official Southwest Airlines page! We
will not address specific Customer Service
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immediate concern you can write:
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P.O. Box 36647 - 1CR
Dallas, Texas 75235-1647
Or call 1-800-I-FLY-SWA
925,389
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The “Ideal” Campaign
The “Ideal” Campaign!



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The right consumer is exposed to the message at the right time and
place
The ad causes the consumer to pay attention
The ad reflects the consumer’s level of understanding and behaviors
with product
The ad correctly positions brand in terms of points-of-difference and
points-of-parity

The ad motivates consumers to consider purchase of the brand

The ad creates strong brand associations
World’s Best Job!

http://www.youtube.com/watch?v=iTUUWOV4Vns
World’s Best Job!

Viral video

Classified advertisements

Online recruitment advertising

Branded Twitter

Branded Facebook

Youtube Channel
World’s Best Job! Campaign Impact

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Global news coverage (i.e. CNN, BBC, Time Magazine). Estimated media coverage
approx. AUS$332 million
Audience coverage of over 3,000 million
Campaign ranked 8th on the international list for the world’s top 50 PR stunts of all
time
34,684 one-minute video job applications from 197 countries
Web stats of 8,001,900 visits (6,800,046 monthly unique visitors), 53,889,455
page views with an 8.25 minutes average time spent
A Google search for “best job in the world island” achieves about 43,603 new
listings and generates 231,355 blogs
Social networks have been established carrying masses of new digital content
Branding
Branding Decisions

Relation to ‘High’ and ‘Low’ involvement purchase decisions

Facilitate choice and customer efficiency

Indication of product quality

Facilitate launch of new products

Contribute to a loyal and profitable customer base

Provide legal protection

Facilitate segmentation of markets

Higher prices
Brand Repositioning

Genuine repositioning

Augmenting the brand

Psychological repositioning

Reweighting values

Changing preferences (heavy use of media)

Competitive de-positioning (Virgin and BA)
RCI: Brand Positioning

Positioning




New, Younger, fresher Cruise
Experience
4-Star Mass Premium



Attributes







Appetite for life
Informal
Active
Friendly
Freedom
Innovative
Variety
Supports




Friendly service
Worldwide itineraries
Choice of activities & facilities
Cuisine
Fleet modernity
Entertainment
Proposition

“The Ultimate Holiday
Experience”
RCI: Brand Positioning
Fleet Brochures
62
Mailing
63
Loyalty
64
Loyalty
65
Loyalty
66
Previous Tier Structure
Current Tier Structure
Silver (1)
Gold
(1-4)
Gold (2-4)
Platinum (5-9)
Diamond (10+)
Platinum
(5-9)
Diamond
(10+)
Co-op Advertising
67
Flybe: Positioning
‘A regional low fares airline provider which
achieves a £10-£15 premium per sector
above the prices of hardcore low fares
airlines, by providing convenient local
departure points, and the flybe. product
differentiators’
Flybe: an established aggressive
retail brand
Aggressive retail
headline
Timetable
countdown – call
to action
The direction to
Internet channel
Hero routes
Route substantiality
The brand
The brand bar
Marketing Budget (Funding)
Affordability
Percentage of Sales
Competitive Parity
Objective and Task
Marketing Partners
Corporate
Charity
Governmental
NTOs, DMOs, CVBs
International and Domestic Airlines
Hotels
Marketing Partners
Marketing Partners

Official guides

Brochures

Printed shells

Videos, DVDs, USB “image” sticks

Souvenirs
Marketing Timetable
Long-term planning
Continuous marketing
WTM – 18 month lead time
Questions?



How may the marketing of international events differ to the
marketing of domestic events?
How has social media changed the landscape of event
marketing internationally?
How may B2B and B2C marketing vary in the context of
international events?
Questions
Office: 219C Rosen College
Tel: (407) 903 8808
Email: [email protected]