Events

Occurrences designed to communicate particular messages to target audiences -Philip Kotler

Event

A package so organised as to provide, Reach and Live Interaction between the target audience and the client to achieve the desired impact.

Event
Events Reach

Live Interaction

Right Communication from the client

With

Live Audience

Creates

Desired Impact

Event Marketing
Canvassing for Clients and arranging feedback Focus on the clients brand values and target audience during and after concept initiation Arranging customised package for the client

Event Marketing

It is a rifle shot approach to ones audience where there is very little wastage.

5 Cs of Events
Conceptualisation Costing Canvassing Customisation Carrying-out

Conceptualisation

Involves conceptualising the creative idea/ambience of the event. i.e. especially the creative aspect

Costing

Calculation of Cost of Production and margins on the event i.e. especially in terms of the financial budget

Canvassing

Canvassing for clients/sponsors, customers/audience and networking. i.e. Determining Reach

Customising

Customisation of the concept depending on the customers needs and marketing objectives

Carry-out

Execution of the event as planned according to the final concept

Why events?
Diverse Marketing Needs addressed by Events BRAND BUILDING Awareness about new launches Presentation to highlight augmented features Rejuvenating brands during the different stages of the product lifecycle

Why events?
Assists in the Repositioning Exercise Creating and maintaining Brand Identity Image Building

Why events?
FOCUSING THE TARGET MARKET Helps in avoiding clutter Enables Interactive mode of Communication

Implementation of marketing plan

Enabling authentic test marketing Enabling focused sales and communication to a captive audience Increasing customer traffic in stores Enabling sales promotion Helps in Relationship Building and PR activities

Implementation of marketing plan

Enthusing and motivating the sales team Provides an avenue to affirm presence Generate Immediate sales Recruit new distributors and sales representatives

Event Marketing
Source: Event Marketing and Management By Sanjaya Singh Gaur, Sanjay V Saggere