Transcript Reach - Pioneer Institute of Professional Studies

► Pushkar
Mela
► Whisper
Design
► Conceptualizing
event according to the
product and target audience specification
► Event
Professional
► Philip
Kotler:
► Events as occurrences designed to
communicate particular message to target
audiences.
► Suresh Pillai MD Eventus Management
Considers Events as an additional media
whereby two way or interactive
communication is possible.
► Deepak
Gattani Director Unirapport: Events
as something noteworthy which happens
according to a set plan involving networking
of a multimedia package, thereby achieving
the client’s objectives and justifying their
need for association with events.
► An
Event is a live media package carried out
with a preconceived concept customized or
modified to achieve the client’s objectives of
reaching out and suitably influencing the
sharply defined specially gathered target
audience by providing a complete sensual
experience and an avenue for two way
interaction.
Event
Reach
Right communication
Desired Impact
From the client
Live Interaction
with
Live Audience
Creates
► The
population of the target audience that
the event is exposed to is called reach.
► The
live interaction process facilitates
communication between the clients and the
audiences
► Strengthens
possibilities of mutually
beneficial transactions occurring in tune
with the desired objectives of the event
► Events also termed as experimental
marketing.
► Planning
► Organizing
► Staffing
Leading
► Evaluation
► Venue selection
► Stage Design
► Infrastructural facilities Required
► Liaison with artists/Performers
►
► Canvassing
for clients
► Customized package for clients keeping brand
values and target audience in mind
► “State of focused event strategy managed
consistently over a period of time to reinforce
aspects of brand character”
► EM involves Simultaneous canvassing and
studying brand prints, understanding what the
brand stands for, its positioning and values,
identifying target audience and liaison with the
►5
C’s of Events
► Conceptualization of the creative
idea/ambience
► Costing i.e. cost of production and margins
of the event
► Canvassing for client/sponsors, customers
/audience and networking components.
► Depending in the customers’ needs and
marketing objectives, Customization of the
► Event
Designing
Sequence may or may not be strictly
followed
Final concept to be carried out is a
derivative of a series of modifications to
the initial concept.
► Reach
Implies exposing the event to the right
number of the right audience.
► External Reach from event networking
► Interaction
Is a process in which there is an
exchange of various types of
information between the clients and
their audiences.
► Interaction points
► Direct Interaction
► Indirect Interaction
Built around event and not during the
Dominant
Strong
Favorable
Tentative
Weak
Introductio
n
Growth
Mature
Decline
► Events
Why Events?