This action might not be possible to undo. Are you sure you want to continue?
1. INTRODUCTION 1.1 CONCEPTUAL FRAMEWORK 1.2 PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA 1.3 RELATIONSHIP BETWEEN EVENT MEDIA AND 5P’s 1.4 EVOLUTION OF EVENT MARKETING 1.5 KEY ISSUES FOR EVENT MARKETING 1.6 WHY EVENT 1.7 SPONSORSHIP Vs EVENT MARKETING 1.8 SIZE OF EVENT 1.9 TYPES OF EVENT 6 8 12 13 14 17 20 25 27 28
2. CRITICAL REVIEW OF LITERATURE 2.1 WATERSHED EVENT 2.2 THE KEY TAKE-AWAY 2.3 ROLE OF EVENT MARKETING IN MARKETING MIX 2.4 ROI DELIVERD BY EVENT MARKETING
33 34 34 35 36
2.5 MEASURMENT IMPACTS ON EVENT MARKETING BUDGETS 37 2.6 TRANSITION TO EXPERIENCE MARKETING 39
3. RESEARCH METHODOLOGY 3.1 OBJECTIVE OF THE STUDY 3.2 NEED OF THE PROJECT 3.3 SCOPE OF THE PROJECT 3.4 METHODOLOGY
41 41 41 42 43
4. EVENT MANAGEMENT A PROMOTIONAL TOOL 4.1 EVENT DESIGNING 4.2 COMMUNICATION EFFECTS OF EVENT MARKETING 4.3 EVALUATION OF EVENTS 4.4 REACH INTERACTION MATRIX 4.5 RETURN ON ONVESTMENT 4.6 KEY PROSPECT ANALYSIS 4.7 HOW TO BUILD A SUCCESSFUL BUSINESS PROMOTION AND MARKETING PLAN 4.8 STATEGIC ALTERNATIVES 4.9 RISK Vs RETURN MATRIX 4.10 APPICABILITY 4.11 ADVANTAGES OF EVENT
44 44 47 50 59 60 63
64 67 74 75 76
5. ANALYSIS AND RESEARCH FINDINGS 5.1 PRIMARY DATA ANALYSIS 5.2 INTERVIEWS AND DETAILED DISCUSSIONS
78 78 87
6. RECOMMENDATIONS 7. CONCLUSION 8. BIBLIOGRAPHY 9. ANNEXURE 9.1 QUESTIONNAIRE 9.2 KEYS TO SUCCESFULL EVENT MARKETING 9.3 SPONSORSHIP CHECKLIST 9.4 CASE STUDIES
90 91 92 94 94 95 97 98
“We GENERATE Quality Business Leads We ENHANCE Your Profile We CREATE New Business Opportunities Everyone Knows Us as EVENTS”
Event marketing is growing at a rate of three times that of traditional advertising. Though relatively small compared to the major components of the marketing communications mix-advertising, sales promotions and P-O-P communications-expenditures on event sponsorship are increasing. Corporate sponsorships in India in 2001 were estimated at $3.9 billion-with 65% of this total going to sports events and most of the remainder spent on sponsoring entertainment tours or festival and fairs. Thousands of companies invest in some form of event sponsorship. Defined, event marketing is a form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social or other type of high-interest public activity. Event marketing is distinct from advertising, sales promotion, point-of-purchase merchandising, or public relations, but it generally incorporates elements from all of these promotional tools. Event promotions have an opportunity to achieve success because, unlike other forms of marketing communications, events reach people when they are receptive to marketing messages and capture people in a relaxed atmosphere. Event marketing is growing rapidly because it provides companies alternatives to the cluttered mass media, an ability to segment on a local or regional basis, and opportunities for reaching narrow lifestyle groups whose consumption behavior can be linked with the local event. MasterCard invested an estimated $25 million in sponsoring the nine-city World Cup soccer championship in the United States in 1994 and will likely sponsor other big events in many countries as well.
and public relations.Olympics and its renowned five rings are “the world’s most effective property” in terms of marketing tools. Corporations both large and small have grown this industry at a rate of 17 percent per year. The Olympics represents the creme de la creeme of event marketing and corporate sponsorship. high profile industry worth over $20 billion annually. and they have achieved a high level of success. and licensee fees. 4 . The Atlanta games in 1996 have a reported $3 billion in the bank as a result of negotiating sponsorship. and every couple of year’s corporation’s line up to pay as much as $50 million to be the lord of the rings. Event marketing integrates the corporate sponsorship of an event with a whole range of marketing elements such as advertising. The world of event marketing is a fast growing. broadcast. as consumers purchase tickets and expose themselves to everything. and one of the most successful marketing strategies. The Olympics sell sponsorship on a local and global basis. sales promotion. Event marketing is a lucrative game of “what’s in a name”.
1. offering a discount and special offers etc. Marketing Tools The “marketing mix” or marketing tools an organization can use can be classified into four categories: Product Price Place Promotion Tools of Promotion Advertising Public Relations Direct marketing Word of mouth Hospitality Advertising 5 . All sport and recreation organizations undertake marketing. offering and exchanging products of value with others. placing information in the local newspaper. although they are often unaware that they are actually doing so.1 CONCEPTUAL FRAMEWORK What is Marketing? Marketing can be defined as a process by which individuals and groups obtain what they want through creating. Listing in the yellow pages. are all forms of marketing. telephone directory.
Radio : Cable. To this end it is important that the event manager maintains control over as much of the public relations as possible. Although PR is mostly proactive. Community. For an entrepreneurial event it would include: Data collection: Preparing a media list of suitable targeted media. The event manager can manipulate the message. It communicates a more complex message than advertising. it is important for an event to have a reactive PR strategy as part of the event risk management. Who will make public statements to the press when there is an emergency? The PR campaign is a plan to gain maximum positive publicity for the event. Free To Air. Brochures : Commercial. Public Relations Often it is part of the event manager's job to gain maximum exposure for the event. Innovative It can be done by the event manager or. Posters. Street Banners. if the event and promotional campaign is too big. Aerial.Advertising It is the controlled method of communicating the message. preparing a contact list and club list such as politicians. It includes the following: Give-Away Radio Internet Television Press : Leaflets. interested people and opinion leaders 6 . It is free but the event manager looses control over the result. A thorough knowledge of the media's requirements and beneficial interaction with the media personnel are sensible methods. Magazines Non-Media Alternatives: Outdoor Advertising. PR is different from advertising in that it is not self praise but carries the strength of disinterested credibility. National : Web Sites. It can be publicity can be positive or negative. by an appointed advertising agency. Satellite : Newspapers.
News releases can be staggered over the planning period to generate increased interest in the event. trade publications and association newsletters. 7 . List ideas for continuous exposure such as interesting media ready stories. when. the ideas prioritized and the story angles determined. Make sure all the spelling is correct – particularly sponsors and main participants. Have all contact details in it and the date. competitions.who can be called on to make suitable comments or actions which promote the event. Milestones such as important editorials at critical times can also be established. what. feeding the chooks. Use liftable quotes.often called media talent . Make it clear and concise with the main features at the very beginning of the release. speeches. The critical path is ascertained to ensure continual and growing interest in the event. the PR strategy can range from organizing a media launch and handing out a press kit to just sending a out a one page media release to selected media. stunts. Identify any media talent associated with the event and give their contact details.. need to be included in the lists. editor or producer is contacted to ascertain the exposure potential of the item. When these lists are prepared. Specialist magazines and newsletters with their highly targeted audience such as in-flight magazines. Put who. public appearances. the journalist. Depending on the size and complexity of the event. Tips on Writing a News Release Make sure it is released at the right time for it to be picked up by the media. Pitch it at the correct level: who will write the story and who will read it. These publicity items are then placed into an overall promotion schedule. business magazines. why and where in it.
If the launch takes place in an interesting area. Direct Marketing This is delivering the promotional message straight to the interested individual. The basis of direct marketing is the establishment of a data bank and a strategy to best reach those individuals. Television requires special facilities such as access.000 on 8 . invitations or smart hooks Although PR involves the event's relation to the public. guest books.finding out what they want and how best to supply it. The effectiveness of direct marketing can be seen in the Port Fairy Festival in southern Victoria.The media launch is used by most large festivals. it is the relations that the event manager develops with the media that can create interest in the event. although it can be used by 'boutique' events that target a specific audience. point of sale information or just by asking the participants if they would like to receive information on other similar events. The database can be created from previous events through competitions. it can be used as an opportunity to take photos and record interviews. What is the Media Kit? Press release including the 5 Ws Press ready photos or video footage Event program Sponsor information Interview possibilities. Networking is possibly the best way to develop this rapport. The Festival has an overall budget of half a million and only spends $6. The mail out is the most common traditional method. power and transmission links. inquiries. It implies developing a rapport with the media . If the manager does not have time or the inclination to do this then the event organization should consider hiring a PR company. times and contact details of any ‘stars’ Press gifts such as complimentary tickets.
The site can give real information.their promotion. A tour of the site can be an effective way of promoting the event. hospitality can be powerful. This has built up a loyal following. such as the program and map. Word of Mouth Bill Hauritz of the Woodford Festival in Southern Queensland estimates their advertising budget at less than $1000. Each person who comes to the festival is given the first rights to buy a ticket. The tickets are sold out five months before the festival begins. Hospitality As part of the promotion tool kit. they have concentrated on the quality of their program and site. Web Sites The latest and increasingly popular method of promoting an event is to create a web site.2 PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA The problems associated with traditional media that has been used for satisfying marketing needs discussed in the previous section are listed below: 9 . The diner for sponsors. The current movement towards virtual reality sites can give the potential attendee a view of the event. An annual event. 1. can be an inexpensive way to promote the event. The advantage is that the site can also capture enquiries and be a point of sale for tickets. It transfers the some of the cost to the customer. The special event or festival has to promote itself to the sponsors. a web site can be used to distribute photos and press releases. Their promotion strategy is just word of mouth. The ticket sales generate over one million dollars. Used in conjunction with a other elements of the PR campaign. for example.
the need for narrow-casting of campaigns to the sharply defined target audience. therefore the requirement for intelligent media buying. 1. Event Marketing fits under promotion in the marketing mix. personal sales. of programs have led to fragmentation of the viewer-ship. Media planning has become more complex and therefore the need for increase the effectiveness in terms of tangible impact which can be instantly evaluated has risen. direct sales. print and other media. place.it is a complement. price and promotion play an essential role in Event Marketing. To successfully use Event Marketing the marketer must understand how Event Marketing fits together with the other parts of the marketing strategy. sales promotion. It takes an imaginative mix of all the communication tools available to extend the impact of the event. 4. 10 .3 RELATION BETWEEN EVENT MARKETING AND THE 5PS The five Ps of marketing: product. Media cost inflation – Due to rising inflation which has been eroding the advertising budget.1. Too many advertisements have led to a cluttering on T.V. 5. 3. Proliferation of low intensity television viewers who view a little of each channel leads to the need for capturing the full attention of the target audience. Kotler describes the organization’s marketing mix as controllable variables that are mixed so that the organization gets the response that they are asking for from the target market. people. 2. The increasing no. advertisers are demanding the beat return from every ad-rupee spent. public relations. which provide exclusivity to the sponsor while not sacrificing the benefits of reach and impact. This has given rise to a need for avenues. and sponsoring. Proliferation of various media channels. Event Marketing is not a substitute for any of the other components. Hence. of TV channels and the greater no. Other marketing tools that goes under this section are advertising.
and after the event.4 EVOLUTION OF EVENT MARKETING From its origins in event planning. and then follow up with direct marketing with a discount coupon. An example of this could be how a car producer can have advertisements to inform about a new car launch. and image building. One of the main advantages with Event Marketing compared to the other channels is that the objective can both be direct sales. 1. the event marketing industry has seen great growth in the last five years and has consistently been one of the most effective tools that marketing professionals have at their disposal in terms of making a tangible connection to current and potential customers. The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers. and then use events to get people to test drive the new car. While it is important to garner leads. marketing and specifically event marketing professionals cannot lose sight of the fact that the sales cycle only begins at lead generation and that 11 . Not surprisingly.Fig 1. savvy event marketing professionals are therefore focusing the majority of their efforts and budgetary spend on lead generation tactics such as trade shows. during.1: Marketing Mix vs. they still need to use the other parts of the promotion mix before. depending on how it is used. Event Marketing If an organization uses Event Marketing.
Companies can benefit tremendously from the deeper event marketing touch points that promote nurturing such as proprietary conferences that provide a controlled environment for delivering messages and closing business. The nurturing process will allow the customers to more effectively be funneled into the subsequent stages of the sales cycle thus creating greater opportunities to develop into repeat customers. customized or modified to achieve the clients objective of reaching out and suitably influencing the sharply defined.current and prospective customers must also be nurtured even beyond purchase. specially gathered target audience by providing a complete sensual experience and an avenue for two-way interaction. EVENT MARKETING An event is a live multimedia package with a preconceived concept.2: Events Definition In-Short 12 . EVENT S REACH LIVE INTERACTION Right Communication from the client WITH Live Audienc e CREATES Desired Impact Fig: 1.
Marketing plays an important role in pricing and negotiations as well as identifying opportunities to define and retain event properties by gathering marketing intelligence with regard to pricing. From the model it is evident that an event is a package so organized has to provide. Effort is taken to ensure that people sit up and take notice of the event. timing etc.This is a diagrammatic representation of the above definition. In fact. its positioning and values. which is to be shown on television and different companies make a beeline for sponsoring their respective products in the due course of the programme. understanding what the brand stands for. ideally event marketing involves simultaneous canvassing and studying the brand prints. Event marketing involves canvassing for clients and arranging feedback for the creative concepts during and after the concept initiation so as to arrive at a customized package for the client. A product launch for example requires a sales promotion campaign either before or after the launch. 13 . If there is something very peculiar or special about the event then that main point has to be highlighted. In that case the product is advertised through banners and media and even door to door canvassing. This is the way publicity and promotions work. Sometimes it could be an event like an award ceremony. keeping the brand values and target audience in mind. PUBLICITY AND PROMOTION If one knows how to organize an event he should also know how to market it. reach and live interaction between the target audience and the client to achieve the desired impact. identifying the target audience and liaison with the creative conceptualizes to create an event for a prefect mesh with the brand’s personality.
Everything the human being experiences will affect the way she interprets situations. where high involvement decisions are taken and more reliable information is needed. Mental Models are deeply ingrained assumptions and generalizations that influence how we understand the world and how we take action. When buying a car. the consumer is more sensitive and might require more than one-way communication to convert to another brand. is characterized by her context. by placing someone who is familiar with and can communicate the company brand and product. However. the consumer is making one of his/her biggest investments.5 KEY ISSUE FOR EVENT MARKETING The Human Dimension A key issue for Event Marketing is having the right human resources communicating the brand values. Most managers today only see the brand as the company’s logo and corporate identity program. she will not change her way of acting. However. The models keep us in the same pattern of both thinking and acting. The human dimension of Event Marketing is what creates the uniqueness to the brand in an event. which requires new behavior and this behavior is positive. but in the future the company “brand” will have to encapsulate and 14 . interpreting and understanding. Unless she experiences a situation. In the capital goods industry. since she. if she is put in a situation in which she has to experience a new way of acting and if the experience is interpreted as positive. especially for highinvolvement purchases. it is most likely that she will repeat the behavior in a similar situation. The importance of having people working that truly understand the brand was emphasized by almost all the interviewees. the human being is rather complex in her way of learning. The Human Context To add a human dimension might sound an easy solution in order to communicate the brand identity. By questioning the Mental Models people see matters from a different perspective and openness. interaction serves as a great function. What makes the 3D advertisement more unique is adding a human dimension.1. But in order to be able to question the Mental Models we first must realize that there has to be something to gain by questioning them.
Several interviewees supported this when mentioning that there has to be a match between the individual values and the company values. rather they are persuading how great the business idea of the company is. and Kotler and Armstrong (1993) view internal marketing as the building of customer orientation among employees by training and motivating both consumer contact and support staff as a team. It is the individual’s perception of the current situation together with how he/she translates the added values to fit to that specific situation that will help or not help the company. since the individual must not only understand the added values in the brand identity but also learn to interpret the different situations that might occur during an event. A company itself is a complex system that is connected by a series of contacts and the components in this system are highly integrated. Understanding just one component by itself that is isolated from the others will not be enough.communicate what an organization is and what it stands for. It is a common fact that people are different and cannot adjust to all situations. Integrated Organization When working with Event Marketing it is important to have a well-integrated organization. as it is the same with the employees. “that internal marketing builds service quality”. By learning how different components in a system interact will increase the understanding of how the entire system works. Since it is the human dimension that adds the value to a customer/prospect in an event. therefore we agree. Since we are a part of this network. It is as important to win a distinguished and distinctive place in the perception of a company’s actual and perspective customers. and combine the behavior to the specific situation. since they are not teaching the employees. Internal marketing can be defined as selling the firm to its employees. These definitions might be too static. we most often only see specific components and are puzzled by that we cannot find good solutions to our greatest 15 . Therefore the manager must change the interpretation of the brand. One crucial factor might be the individual’s ability to learn. all members and functions in the organization must not only be market orientated in general but also market orientated in combination with the brand values.
artistic events could suit you better.problems. sports sponsorship may be the avenue for you. 16 . the Red Cross or the environment. really. If your have a technical product. and build strong relationship with various channels of distribution. such as retail outlets. emotional. which can help us. Charities need funds. System thinking is a term that contains knowledge and different tools. offer sample products (give-always). The meteoric history of event marketing is based in sports marketing. Charities go out of their way to meet both their own fund-raising needs and the profit requirements of the firms they team up with. which show their worth in extra profit. If. and the businesses need promotions. Event marketing provides a cost-effective approach to making a more hard-hitting. AIDS research is another one. and tangible pitch to consumers. If your product is an up market one. to name three. understand and influence the entire patterns in an organization. In fact. you are looking for reach and you are selling a low cost product with wide general appeal. science-type sponsorships would be possibilities and if your main aim is to be seen as a good corporate citizen. put your sponsorship money into good causes. Match The Event To Your Market Choose the kind of event that appeals to your target market suits your product’s image and fits your marketing objectives. It is a commercial relationship and the entire better for it. It also gives companies the opportunity to cross-promote (promote with other companies that have related products or services). The Children’s Hospital. music and arts represents a combined 35 percent of event spending as compared 45 percent for sports-related events. Event marketing also continues to thrive as traditional advertising rate skyrocket and. for example. fail to provide any guarantee of reaching a targeted audience.
1. etc get released periodically. Brand Building Creating awareness about the launch of new products/brand Enormous nos. For Example. the need for cutting down the budgets associated with the media campaigns. Helping in rejuvenating brands during the different stages of product life cycle The massive amount of money that is spent during the introduction stage of products gets drastically reduced over time. And events offer the best medium for such a focused approach. Meticulously planned events for the launch of a product/brand seldom fail to catch the attention of the target audience. It helps in generating feelings of brand loyalty in the products’ end user by treating them as royally as possible. This tends to create clutter of product launches. To convey this via traditional modes of communication to the existing and potential customer base may sometimes be futile. The large no. 17 . Special service camps of exhibitions are the perfect events that provide the opportunity for a two way interaction and error free communication. the Industrial Machine Tools Exhibition. of brand/product are launched every month. By the time the product reaches its maturity/decline stage. IMTEX.6 WHY EVENTS 1. while at the same time maintaining the customer base is felt. films. is an event used by most machine tool manufactures to explain and highlight the new and improved features of their product. of launches also leads to need to overcome the “ooh-yet-anotherproduct” syndrome. Presentation of brand description to highlight the added features of product/services Sometimes technological changes pave the way for manufactures or service providers to augment their products. The need to therefore catch the attention of the target audience at the time of launch becomes very important. Similarly innumerable new music albums.
Associating the brand personality of clients with the personality of target market Citibank is an elite bank where people do banking with pride. small merchandisers get to do business with the Citibank customers. An exhibition-cum-sale event organized exclusively for Citibank credit card holders. as well as build and maintain a premium image for themselves. Here Citibank acts as the event organizer and small merchandisers acts as participants so that they can associate the personality of their products with the personality of Citibank customers. Creating and maintaining brand identity Australia-based Foster’s Brewing Group’s Asian subsidiary in its plan to launch its bear brand Foster’s Lager in India choose the game of cricket – in which the Aussies are known as the best team in the world. Hence. other premium brands would like to associate themselves with the same audience so as to benefit from the rub-off effect. Rennie Solomito. By becoming the official sponsors of Australian cricket team on its India tour. Foster’s hoped to achieve its goal of brand identity building and positioning itself at the premium end of the market.Helping in communicating the repositioning of brands/products Events help in repositioning exercises to be carried out successfully. In other words. for example. Marketing Manager for Coors Light (Beer Company) explains that in order to increase awareness and personality of the brand. Coors Light Silver Bullet Concert Series featuring artists like Bryan Adams and Celin Dion 18 . Coors Light select events that are fast paced and young minded. events can be designed to assist in changing beliefs about firms/products/services. Coors Light tries to find the distinguishing “look of the leader” in each market.
19 . but also the product. to let owners experience the thrill of four wheel driving. standard of excellence and fun. and lets the participant experience the high. the rationale behind this is similar values and ideologies: International peace.3: Constructing the Brand Value Chain 3. one feels when steering and navigating an Armada. events still provide and effective means of being spotted. Femina Miss India. M&M charts out an off beat route that emphasizes the difference between normal and four wheel driving. Fig 1. exclusively for the owners of their four wheelers. Coke is associated with Olympics since 1928. events such as The Great Escape conceived by Mahindra and Mahindra. Title sponsorship of a major event provides the sponsor immense benefit since the sponsors name is mentioned along with the event like Hero Cup. the Armada. are an attempt to build a specific image of not only the corporate. Lux Zee Cine Awards. Focusing the Target Market Helping in avoidance of clutter Even though some events do get congested with too many advertisements.2. Image Building Over and above the brand identity that a company encourages. brotherhood. For example.
Burger King received onsite signage and distribution of bounce back coupons. Increasing customer traffic in stores Events can be conceptualized to increase customer traffic. For example. Burger King wanted to reach a young demographic in the New York area. Implementation of Marketing Plan Enabling authentic test marketing Events bring the target audience together. EMG (Event Marketing Company) helped them to create a 30-concert series at the New York Palladium. 4. Example: Bang!Linux2000. They can be customized to make available. concepts ranging from retail store specific events to mega events like one 20 . They also provide a foundation for exchange and sharing of knowledge between professionals. thereby creating opportunity for test marketing of products for authentic feedback. For example. In such a situation it is very favorable for sellers to put forth their presentations without any diversions.Enabling interactive mode of communication Events generally provide an opportunity for buyers and sellers to interact. Such a situation is very valuable given the ineffectiveness of traditional modes of communication in holding on to the attention of the audience. Enabling focused sales and communication to a captive audience In an event the audience is more or less bound to witnessing one particular event. Auto Expo. The seller can identify exactly the traits and other characteristics that are desired. marketing events that the Frito-Lay Company used before it launched its WOW! brand of potato chips. Unparalleled footwear company NIKE ensures that it sponsors those events which will give it a chance to create an emotional tie with the participants through onsite brand usage and product presentation.
This is especially popular amongst pharmaceutical and other FMCG companies. As coke does business in over 200 countries. 21 . during the cricket world cup held in England HSBC introduced a unique pattern of motivating the sales force by awarding them runs instead of the traditional points system. Motivating the sales team The need for interaction is not restricted to external customers only and end consumers are not always the focus of live media exercises.day international cricket tournament. This resulted in conversion of almost all of its employees into sales person. For example. For example: Techfest organized by IIT Bombay. cosponsored by McDonald’s is a combined effect in increasing the customer traffic as well as increasing the awareness among the upper class of the existence of new McD’s outlets. For Example. Nescafe 3-in-1 treasure hunt. Relationship building is not restricted to end user customers but also targeted at enhancing new distributors and sales representative relations. Coke is sponsoring the Olympic since 1928. is an annual technological festival held by IIT Bombay has helped the sponsors in establishing their relationship with the Institute and ensuring that an image of being interested is created and nurtured. the Olympics give the company the opportunity to identify its product with the foremost special event in the world. Help in relation building and PR activities Practitioners of this marketing function believe that event marketing campaigns have the ability to create long lasting relationships with closely targeted market segments. Enabling sales promotion Weekly events conducted by Crossword Bookstore helps in generating more revenue during the weekends as compared to the revenue generated in the weekdays.
event sponsors can assimilate and authentic database. When using Event Marketing. Events can then help in maintaining and updating the database. The database can be used to track various marketing trends.com. The e-commerce start up Half. EVENT MARKETING However. Events such as the annual limited period discount sales from Wrangler and Van Heusen are authentic stock clearance and seconds sales aimed at generating immediate sales. When sponsoring an event.” 22 .7 SPONSORSHIP vs. although there is a difference between the two. the organization works with the event as part of the marketing strategy. Enabling market database assimilation. the organization buys exposure during the event at different levels of the event itself. 1. Authors seem to mix up the concept of Event Marketing and sponsorship. maintenance and updating By keeping track of the reach and its effectiveness as well as interacting with the audience that actually turns up for the event. The result of this publicity stunt started the ball rolling towards getting this company purchased by eBay for more than $300 million. Generating instant publicity An event can be designed to generate instant publicity upon the implementation of marketing strategy. which wanted to sell products such as CDs. International Events Group (IEG) defines sponsorship this way: “The relationship between a sponsor and a property in which the sponsor pays a cash or in-kind fee in return for access to the exploitable commercial potential associated with the property. Movies and Games over the internet was up against major and strong competition.Generate immediate sales Most events let firms install and exclusive boot and give the permission to exploit the opportunity to merchandise. Books. there are many other marketing tools that can build brand-awareness and create image and not confuse them with event marketing the most common confusion will be explained here.
the sponsor could associate the brand and have an effective selection of the target group to market themselves to. This fig 1. etc. EM (2) and EM (3) the organizations increase their control and also the risk is increased.4: Traditional Marketing vs. Fig 1. There is a concept called the double lever effect. When the control is increased.5 shows how it comes to be a double lever effect: 23 . When organizations move to EM (1). which explains the relationship between different events. This kind of sponsoring limits the possibilities for the organization to market their products since they have no control over the happenings at the event. Usually this is the case when there is a sport competition such as the Olympics or a World Championship. there is also a larger possibility for organizations to use the event integrated with the other marketing strategies. This model shows one way to look at where traditional sponsoring fits in compared to Event Marketing. which Event Marketing does not necessarily have. Event Marketing When the organization is sponsoring an event. (upper left corner) there is always a business agreement between at least two parties.By using the commercial right. Today sponsorship is one of the world’s fastest growing forms of marketing and together with Event Marketing they begin to play a more dominant role in many companies´ marketing budgets. The association makes the brand synonymous with the sponsored happening. and thereby the sponsoring has been called association by event.
24 . Regional Events Regional events are designed to increase the appeal of a specific tourism destination or region.8 SIZE OF EVENTS In terms of size events maybe categorized as follows: 1. World Cup Soccer. All such events have a specific yield in terms of increased tourism. Example: Delhi Half Marathon.Fig 1. The risk associated with the event could be one of the reasons why some organizations choose to use pre-existing events instead of own events. Example: The Olympic Games. There is no possibility to test the event for the target group. which are generally targeted at international markets. 1. Maha Kumbh Mela. media coverage and economic impact. Super Bowl. and everything has to work during the event. 2. there is a risk in using Event Marketing.5: Control & risk depending on activity As we can see. Preexisting events are events that are created by someone else for another purpose. Mega Events The largest events are called mega events.
musical and dance performances. 2. movie releases and mahurats etc 3. Example: Chinese New Year Celebrations. Example: Annual Trade Fair organized in Delhi. cities. In addition to annual events. who would promote the tour of the clients or potential purchasers. Entertainment Arts and Culture Entertainment events are well known for their ability to attract large audience. there are many one time events including historical. parties. Minor Events Most events fall into this category and it is here that most event managers gain their experience. Success is vital. Commercial Marketing and Promotional Event Promotional events tend to have high budgets and high profiles. They attract international sports men & women at the highest levels. Chandipur Beach Festival 1.9 TYPES OF EVENTS 1. exhibitions. Major Events These events attract significant local interest and large no of participants as well as generating significant tourism revenue. alcohol or motor cars. 4. states and throughout the nation. The aim of promotional events is generally to differentiate the product from its competitors and to ensure that it is memorable. award ceremonies. Annual events fall under this category. celebrations. cultural. Meetings. perfume. sporting events and many other community and social event fit into this category.3. 25 . This includes musical concerts. The media is usually invited to these events so that both the impact and the risk are high. often for computer hardware and software. conventions. Most frequently they include product launches. celebrity performances. The audience for a promotional activity might be sales staff such as travel agents. Sporting Events Sporting events are held in all towns.
4. Meetings & Exhibitions The meetings & convention industry is highly competitive. Many conventions attract thousands of people, whereas some meetings include only a handful of high profile participants.
5. Festivals Various forms of festivals are increasingly popular providing a particular region the opportunity to showcase its product. Wine and food festivals are the most common events falling under this category. Religious festivals fall into this category as well.
6. Family Weddings, anniversaries, divorces and funerals all provide opportunities for families together. Funerals are increasingly are becoming big events with non traditional coffins, speeches and even entertainment. It is important for the event manager to keep track of these changing social trends.
7. Fund Raising Fairs, which are common in most communities, are frequently run by enthusiastic local committees. The effort in the organization required for these events are often underestimated. As their general aim is raising funds, it is important that rides and other such contracted activities contribute to, rather than reduce, revenue.
8. Miscellaneous Some events defy categorization. Potatoes, walnuts, wild flowers, roses, dogs, horses, teddy bears all provide the focus for an event organized in United States.
KEY ELEMENTS OF EVENTS
Organizer Event Infrastructure
Fig 1.6: Key Elements of Event Marketing
Event Organizers Femina with Fountainhead: Event Support Banyan Tree: Arrangements for classical music performance Hemant Trevedi with assistance from Noyonika Chatterjee: Choreography and Direction Omung Kumar Bhandula for Opus Planet Construction: Sets
Event Infrastructure Core Concept: Search for new top class modeling talent through a contest and pageant interspersed with entertainment. Core People: Participants i.e., models taking part in the competition and other performers during entertainment slots such as well known classical musicians, Pt. Shiv Kumar Sharma accompanied by Ustad. Shafat Ali Khan and popular music by Sweta Shetty and Stereo Nation. Core Talent: Physical looks and proportions. Core Structure: Annual event of beauty pageant. 27
Importance of Infrastructure Indian business events, particularly large trade fairs, are underdeveloped as a result of poor infrastructure outside Delhi. New exhibition and convention centers developed in Chennai and Hyderabad will help spur the industry’s growth. If a new facility of international standard can finally be built in Mumbai, this will generate a huge opportunity for business media companies. Smaller, traveling events, road shows which move around the country’s many secondary markets will also be significant income generators for some business media firms.
Event Venue The two types of venue are as follows: In-house Venue: Any event that is executed within the premises of the company or institution or in the private homes or proprieties belonging to the client is called an in-house venue. The use of such venue is reserved for the employees of the company or the residents of the campus. Most in-house venues do not need to be paid or even if a payment is involved, it may be open for favorable negotiation. The main advantage of in-house venue is the huge saving in the costs incurred in hiring the venue. External Venue: Any venue over which neither the client nor the professional organizer have any ownership rights is called an external venue. These are venues open for the general public. Example: Hotels, Stadium etc, etc…
Importance of Event Venue Events are venue driven. They help in increasing the customer traffic. Festivals such as Valentines Day or Holi sea venue playing the clients’ role for the event organizer. Venue has a say in the very feasibility of a event concept.
Electronic Medium: TV and FM Radio to inform target audience about event coverage. Lakme. Report on the event in the print media. Interviews and appearance of winner on shows sponsored by L’Oreal on the electronic media. Trussardi. 29 .Example of Key Elements of Event: Event L’Oreal Femina Elite Model Look’98 Venue Shoot location: The Retreat. Estelle. Ground Transportation: Adarsh Rent-a-Car – an H. Post Event: Re-telecast on Star Plus. Sony Music. date & time.B Kedia/Anil Kedia Enterprise. Media Pre-Event: Magazines and news papers to inform about event and call for entries with entry forms in them. Catwalk Shoes. Bosh and Lomb. Akbarallys Department Store. The Orchids. Siemens. Global Tele-systems. Marve Official Host: Taj Mahal Hotel Target Audience Youth and Family though with a younger mindset or young at heart. Clients Main Sponsor: L’Oreal Gifts Sponsors: Onida. During Event: Live coverage on DD2 for widest coverage.
Three key indicators in Chart 1 show. now see the benefits that face-toface interactions can provide to their bottom line. 30 . differentiate from the competition. value proposition and (new) products/ services. Communication Convenience: Global Tele-systems Beverages: Coca-Cola 2. Companies can derive business value from events to strengthen product or brand awareness. Corporate executives. The importance of event marketing has remained virtually constant from the prior year. CRITICAL REVIEW OF LITERATURE EVENT MARKETING SURVEY 2006 – conducted by Fifth Edition of Global Study Shows Steady March of Events Business at the Dawn of a New Era The secret is out. Five years of research has shown that meetings and events can play a strategic role in driving business value within every organization. an interesting change from 2005: 1. educate or train employees and ultimately increase sales. however. both in and out of the world of meetings and events. Current customers and prospects can benefit from meetings and events as they provide the greatest opportunity to learn about a company’s brand.
high level findings from the 2006 global research indicate that overall.1 A Watershed Event While the meeting and events industry may be developing a beachhead within companies’ marketing mixes. Enter the CMO’s white knight in the quest for the enigmatic and much sought after integrated marketing campaign — the evolution from event marketing to experiential marketing — an integrated campaign model offering the opportunity for an audience to “live the brand. The perceived future importance of event marketing has declined less than 3% from 2005. While these results at first glance could be considered disappointing. 2. it continues to face increasing scrutiny as it slides under the CFO’s budgeting microscope. As opposed to potentially being discouraged by these findings. Additionally. none of these indicators should be taken as a sign of a downward trend within the event marketing industry. The proportion of the overall marketing budget dedicated to event marketing decreased slightly from the prior year. 3. CMOs continue to face mounting pressure to show ever-increasing value and return on their investments.2. 2. perhaps due in part to the high visibility gained in years past. event marketing 31 .” Although it is too soon to measure how transformational the evolution to experiential marketing will be for the meetings and events industry. In fact. awareness of and interest in experiential marketing has the opportunity to bring the meetings and events industry to new heights.2 The Key Take-Away Event marketing continues to play an important role in the corporate setting but has seen some minor setbacks in growth patterns from prior years in terms of perceived importance and value. these are clear signs of an industry that is stabilizing and showing signs of maturation.
almost 900 individuals in marketing management positions from North America. 2. Event marketing professionals must therefore develop either more focused traditional tactics or adopt new approaches such as experiential marketing. Between May and June 2006. and financial were interviewed via telephone with hopes of bringing clarity to the events component of the marketing mix as it compares to other elements in a marketer’s arsenal.3 The Role of Event Marketing Remains Important In the Marketing Mix As the world economy continues its 2006 recovery. healthcare. companies face ever-increasing financial pressures to generate additional revenues and improve profit margins. companies large and small. local and global must therefore constantly evaluate the mix of marketing tactics to ensure the best possible approach at reaching both current and potential customers. Globalization has created a myriad of new opportunities for companies but has simultaneously brought with it new challenges in terms of newfound competitors vying for the same pool of clients and the inherent need to communicate one cohesive message to the diversifying marketplace. Europe and Asia Pacific in industries including automotive. It is not surprising therefore to see that almost one third of the marketing professionals surveyed this year stated that their top marketing concern currently is reaching new customers. high technology. coming in at a distant 13%. Due to the increased competitive pressures.professionals should consider these early signs as an insightful call to action to innovate and create opportunities for even greater ROI. Building brand awareness was respondents’ second most frequent concern. It is perhaps because 32 .
Another sign of the evolution of companies’ marketing mix appears in the budget allocations for events. Furthermore. 59% of respondents stated that the majority of their event marketing budget is currently allocated to trade shows while 35% are spent on conferences. 2. This latter figure shows a dramatic drop from the prior year’s figure of 47% and further augments the current shift towards a focus on lead acquisition.of this need to freshen the marketing mix that we see survey respondents’ state that event marketing was either a lead tactic or vital component of the marketing plan slightly less than half the time (49%) — a slight decrease from last year insofar as it was less of a vital component and taken more under consideration with other mediums. 33 . almost 50% of respondents stated that the future importance of event marketing was either increasing or increasing strongly. which is only slightly less than a one percent reduction from last year’s figure. an additional 40% of respondents stated that the future importance would remain constant. the data also shows conflicting information insofar as event marketing remains the marketing element that provides by far the highest returns on investment. This stability in event marketing’s role is corroborated by the fact that event marketing represents more than 25% of survey respondents’ overall marketing budget.4 Event Marketing Continues to Deliver ROI Although the results of this year’s survey suggest that the current role of event marketing may have slipped slightly in companies’ marketing mix. Much like in 2005. Although the current marketing mix shows in Chart 2 a slight decline as compared to last year.
Turning to specific types of events. it is a statistical bragging right that event marketing has held for the last three straight years. the survey results show that Trade shows (40%) followed by conferences and seminars (21%) are the external events that are believed to provide the greatest ROI due primarily to their ability to attract new customers. Survey respondents also attribute event marketing’s high ROI to the fact that it provides one of the only opportunities to reach a large and engaged audience in one venue (28%). as well as four of the five years of this study (see Chart 4).Chart 3 shows that almost one in four respondents to the 2006 survey believes that event marketing provides the greatest ROI in Marketing.5 Measurement Impacts Event Marketing Budgets Seventy-one percent of respondents to this year’s survey (see Chart 5) cite that they do engage in some post-event measurement activities. respondents cited education/training events (41%) followed by sales or marketing meetings (28%) as the internal events those are deemed to provide the greatest ROI. The most common reasons given for event marketing’s high returns on investment come from the fact that it provides the greatest opportunity for direct. When asked to look at their internal events. 2. Although the figure is almost identical to last year’s estimate (and decreasing over time). face-to-face contact (58%) and that it provides the best opportunity to reach a targeted audience (45%). in-person. Not only is this a significant increase 34 .
This data is further proof that tangibly demonstrating the value of an event marketing program can significantly increase the chances of getting increased funding.from last year’s 60% mark. companies who do engage in some form of measurement are three times more likely to see an increase in their budgets than those who do not engage in any measurement. onsite surveys (26%) and post event surveys (24%). The survey data shows that not only has the number of companies who measure increased considerably from last year. this year’s survey does show one striking benefit of measurement. As can be seen in Chart 6. it is also the highest rate of measurement recorded in the history of this study. When asked what key performance indicators (KPI) companies were measuring. with overall communication effectiveness and sales increases each receiving 31% of the votes. over one third of respondents (36%) cited number of qualified leads. This is a clear sign that event marketing professionals and CMOs continue to need to demonstrate the ROI that comes from producing successful events as greater financial scrutiny comes from corporate finance departments. but there has also been a slight increase in the marketing budget allocated to measurement — up one tick from last year — to 12%. Although measurement should not be considered a panacea for event marketing’s need to demonstrate value. The most common tools used to calculate these KPI were sales reports (28%). 35 .
” This year’s research also shows that 80% of respondents are currently adding experiencing marketing in some form or another to their marketing mix.6 TRANSITION TO EXPERIENCE MARKETING As the event marketing industry faces continues to face mounting pressures from the business world to demonstrate value. but a vast majority also feels as if there are tangible benefits to the updated approach. Over half of survey respondents (55%) in fact gave this definition to the term “experience marketing. A remarkable 87% have said that they may eventually transition towards experiential marketing. The second most frequent reason given was that it provides an opportunity 36 . interactive and traditional event marketing. if not revolutionary step within the world of events.2. during and after event(s) through the combination of advertising. direct. while 74% have definitively said they will be moving forward with more experiential marketing within the next twelve months (see Chart 7). CMOs and event marketing professionals are now looking for a solution that can provide a more complete approach to interacting with customers and prospects. event marketing professionals find themselves in need to move towards the next evolutionary. Not only have a significant number of companies tried some experience marketing strategies. Senior marketing professionals are looking beyond traditional event marketing tactics for an integrated campaign that offers the opportunity for an audience to interact with a company’s product/service and its brand before. The most common reason given by survey respondents for moving towards experience marketing was that it provides a better method to convey the persuasive difference between their brand and the competition’s.
experience marketing should be considered a hybrid of many disparate forms of marketing finally coming together looking to cohesively interact with the customer. Marketing and event marketing professionals who can effectively cross this chasm and adapt to this new paradigm have a great opportunity to become leaders within their organizations. Now in its fifth year. The MPI Foundation has co-sponsored this important research since 2003.” Experience marketing provides a unique opportunity to redefine the marketing landscape as well as how companies interact with customers and prospects. Johnson Company. About This Study EventView. Although rooted heavily in event marketing. 37 . providing the insight and guidance corporations and event marketing professionals within this field need to develop strategic marketing programs. was originated in 2002 by The George P. It is as evolutionary as it is revolutionary in as much as it brings new meaning to the term “integrated marketing campaign. EventView is the number-one published event marketing trends report globally and the longest-running study for the event marketing industry. the annual and first-of-its-kind event marketing trends study for senior marketing executives.to leverage marketing spend across all of a company’s marketing disciplines.
38 . The results of the 2006 survey have a +/− 3% margin of error. high technology. 3. almost 900 individuals in marketing management positions from North America.1 OBJECTIVE OF THE STUDY To study Event Marketing as a Generic Promotional Tool: 1. and financial were interviewed via telephone with hopes of bringing clarity to the events component of the marketing mix as it compares to other elements in a marketer’s arsenal. Also to study Event Management for organizing and managing the event in best way: 1. The objective of this study is to understand the concept of event marketing. Europe and Asia Pacific in industries including automotive. 3. To offer suggestions for improvement to make it a more productive investment.Between May and June 2006. 2. healthcare. 4. To identify the problems associated with event marketing in the Indian scenario. RESEARCH METHODOLOGY 3. its benefits and implementation process. To evaluate the effectiveness of Event Marketing as a promotional tool. The objective of this study is to understand the event management as a communication tool.
which need further attention. 4. To launch new products/services. To make proper strategy . To meet potential customers for new applications. 3. Problems faced by Indian event agencies. Understand and manage the event in the best and effective way. The few reasons for choosing event marketing as a promotion tool are as follows: 1. And some suggestions have been given to make the Event Marketing and event management industry more effective in order to utilize its full potential and serve the objective of an event and be mutually beneficial for the Event agency. To understanding the short coming of event marketing and event management. 2.2 NEED OF THE PROJECT The need of the project is to study and analyses certain issues in event marketing and event management. 3. 6. 3. 4. Launching a product or a service. Communicate to a particular target audience. 5.3 SCOPE OF THE PROJECT 1. To appeal to special customer interests. 39 . To judge your products against the competition. 2. How these are perceived today. To accelerate your product into new markets. 4.2. To make more sales calls in a shorter time cycle. 3. plan and execution of an event 3. the Corporate and the customer.
To promote positive product trends. 14. To reposition your company in a market. The information gathered was studied and analyzed. Subsequent additions were made to the interview schedule to suit the specific events under study. The secondary information was gathered from various marketing journals and books on event marketing.4 METHODOLOGY The methodology followed for the research: Primary research detailed discussions with event management firms and the corporate clients.7. Daily newspaper reading in order to keep track of various kinds of events also proved helpful. 40 . To network with customers not normally called upon. 12. the Corporate and the customer. sales promotions and publicity. 11. 9. 13. To target markets by types of visitors. It reveled certain issues in event marketing which need further attention and some suggestions have been given to make the Event Marketing industry more effective in order to utilize its full potential and be mutually beneficial for the Event Marketing agency. To change or improve the perception of your product. To present your products to buyers face-to-face. 15. To select a new approach to marketing your product. To understand customer attitudes. 8. To invite special customers to increase business 3. 10.
EVENT MANAGEMENT AS A PROMOTIONAL TOOL 4.1 EVENT DESIGNING 1. etc 5.4. Carrying-out involves execution of the event according to the final concept 41 . budgets. Costing involves calculation of the cost of production and safety margins 3. customers and networking components 4. Canvassing for sponsors. Conceptualization of the creative idea/ambience 2. Customization of the event according to brand personality.
Canvassing Initial Concept Conceptuali -zation Customization Costing Final Concept Carry-Out EVENT Fig 1.7: Event Designing Concept Example: Event Event Category Event Organizers : Holi : Fairs & Festivals : A2Z Events Core Concept of Holi 42 .
43 . celebrating good harvest and fertility. A leading soft drinks company could be persuaded to fully sponsor the event. 7 lakhs : Partially sponsor and partially ticketed Initial Concept For Holi 2000 A2Z wanted to repeat the previous year’s event ad verbatim Costing Costing for Holi 2000 worked out to Rs.It is a celebration to mark the onset of spring and the harvest season. The leads generated through canvassing for sponsors and negotiation with venue owners gave a strong impetus and indication of success for a particular variation. It draws its origin from the Hindu Mythological event in which Prahalad emerges unscathed from a fire arranged by his father King Hiranyakashyap and aunt Holika to kill him. 10 lakhs Canvassing Many corporates were approached with the initial concept to sponsor the event. Background Title of the Event Place Venue Year Duration Target Audience No. It’s a symbolic gesture. of Audience Ambience Costing Event Type : RANG BARSE : Mumbai : Parking lot of an amusement park : 1997 : 2 Days : City dwelling families : 1500 : Rural Mela : Rs.
4. The initial concept needed to be changed from a family oriented event to a youthful event. channel. The show was fully customized to give pre-dominant importance to the sponsors’ colors viz. The source is the organization. Now the event was fully sponsored show for a single sponsor with invitations to a limited no. and thereby influence the effect it has on the customer. Final Concept and Carrying Out Constraint of budget and specific requirement of the client changed the initial concept of a two day program to a 3 hour forenoon program titled “HOLI GYRATIONS 2000”. Those elements include source. It was also decided to use the event coverage as software for future use by the channel. and attendees are the receivers. The budget was needed to be drastically reduced to Rs. the channel could be the event. red and blue.2 COMMUNICATION EFFECTS OF EVENT MARKETING Communication is the process of moving a message that includes different elements. there would be hardly anything else actually happening. receiver and the process of encoding and decoding. 2lakhs per center and the event was to be simultaneously conducted in 5 locations spread across the country. the message could be a new car launch. The direct communication with the customer is one of the main advantages 44 . The interaction revolved around a popular VJ anchoring the show and except for dancing. A problem many marketers have is to make sure that the noise that can disturb the message going from the sender to the receiver does not interfere with the message. message.Customization The target audience of the soft drink company was pre-dominantly was fun-seeking youth. The carry out stage involved being exceptionally careful and prepared for eventualities such as hazards of drunken misbehavior of the youth even though liquor was not allowed inside the venue. The carry out stage gets completely taken over by the music channel. of participants. The program essentially revolved around a color rain dance and color blast for young people with coverage on a popular youth oriented music channel on the television.
it is said that “an event is an activity that gathers the target group in time and room. The third dimension is the intellectual dimension and it regards the relevance of the event for the customers. he/she is informed of the value of the product. An example of this in the car industry is the test-driving of new cars.8: Communication Process in Event Marketing Event Marketing is marketing communication in four different dimensions. customers will not buy just the product.with Event Marketing compared to other marketing channels. where the organizations try to get closer to the feelings and emotions of the customers. but by touching the customers’ emotional feelings. The first one is the emotional communication method. They do this not by “pushing” their products at the customers. The fourth dimension is the spatial dimension. but the meaning. In the definition of Event Marketing. The Event Marketing is a form of “pull” marketing. When the customer gets a feeling from a product.” This means that the event is eliminated from the noise. Some researchers say that in the future. The second dimension touches the customers by involving them in activities. Fig 1. how to get the three prior dimensions into action and to inform the customers through all marketing channels. the event and 45 .
it is clear that: Traditional ways of marketing communication in the Fig 1.9 are moving from the growth phase into the maturity stage. which in turn give the customers the possibility to create their own value for the product. Event as a strategic 46 . Their effectiveness is lost due to cut throat competition which is leading to undesirable clutter in all kinds of media including internet. An event as a medium is in a tentative/favorable position now and will continue to remain so in the near future and tend towards becoming stronger. Relative Importance Of Events As A Marketing Communication Tool Dominant Relative Position Strong Favorable Tentative Weak Introduction Growth Maturity Decline Life Cycle Stages Fig 1.9: Position of Events and traditional modes of communication vis-à-vis the life cycle stage Events Traditional Modes of Communication With Regard to the competitive position of events as a medium and the life cycle stage it is in vis-à-vis other marketing communication media.the character.
marketing communication tool would gain significant followers and will bite into a much larger portion of the marketing budget. A ratio of the external reach to the actual event reach is a very tangible and useful measurement criteria.3 EVALUATION OF EVENTS 1. Measuring Reach Reach is of two types – external and actual. television and other media are needed to ensure that the event is noticed and the benefit of reach is provided to the client. press. Measurement of external reach should be tempered with the timings of the promotions as effectiveness of recall and action initiated among the target audience is highly dependent on this important variable. It is impractical to assume that all the constituents of the target population can make it to the event. 4. radio. This is because the target audience is derived from the target population which is invariably very large. Ideally. Measuring Interaction 47 . since events require massive external publicity. External Reach Actual Reach >1 2. The DART & TRP ratings that rate the popularity of programs on air and around which the promotion is slotted. External reach can be measured by using the circulation figures of newspapers and promotion on television and radio. External Reach Actual Reach =1 The ideal situation in real life is very rare since the external reach gets drastically reduced in terms of reaching out to the target audience and is therefore impractical in most cases. The above ratio is usually found to be greater than 1 in practice.
The quality of interaction is perceived as good when there is an avenue for two-way interaction Time duration of interaction Every event has a limited time period within which both benefits the other issues such as controversies are effective. of interactions The opportunity for interaction between the client and the audience before. These are as follows: No. of direct and indirect interaction points that have been planned and arranged for an event provide the first important measurement tool. of interaction points the better for the client. of interaction points The no. Quantified Objectives 48 . No. it is much more difficult to access the interaction between the audience and the event and the benefit that accrues to the client. The greater the opportunity for increasing the no. Quality of interactions One-way or two-way communication during interaction has a profound impact on the quality of interaction that takes place. The greater the no. A certain amount of quantifiable data can be of help in measuring interaction for an event from the clients’ point of view. Important Points To Consider When Evaluating Event Marketing 1. during and after the event is also a very tangible measurement criterion.In most event categories. The amount of time that is available for interaction is very important in that the greater the duration of the interaction. compared to reach. the better for the client. more are the chances that there are some meaningful and decisive interaction between the client and the audience. of interaction.
Evaluation Event Marketing is often used to create brand awareness. This section shows that depending on the brand-awareness and how the product is positioned. If it is too. Time limit and measurable goals give a possibility to do a qualitative study. is challenging. but that they are short-time objectives. the easiest one to evaluate is the one that is expressed and quantified. realistic. If the goal is challenging. it is more interesting to try to reach it. The Image is on the receiver’s side. It is important that they are clear so that everyone understands them and that they can easily be followed by developing a strategy for how to reach 2. In regards to Event Marketing it could be said that the 49 . Identity Identity is what the organization wants to stand for. The most common criteria for a goal to be valid is that it has a time limit.The reason why some people think that it is not possible to evaluate events is that they have used Event Marketing without a specific purpose or objective. Positioning vs. clear and that it could be followed. while the image is how the consumers experience the brand. is to specify the brand’s meaning. Event Marketing can have both a communicative as well as a teaching approach for the customer. Identity. Event Marketing can have different objectives and it is usually not directly to increase direct sales. but at the same time it has to be realistic. while the identity is on the sender’s side. The one reason why Event Marketing is not measured also depends on the objectives. result oriented. on the other hand. Image. Image focuses on how certain groups perceive a product or brand and refers to the way these groups decode the signals transmitted by the product service and communication of the brand. simple it is not inspiring to work for. measurable. The purpose of identity. Whatever the goal is. they can sell more products. The differences between identity and image are that identity is as mentioned earlier what the franchiser intends to represent. image and identity for the products. The cornerstone in the evaluation of events lies in the objective of the event. aim and self-image.
This shows that part of the brand advantages lies in the possibility to influence the individual’s identity. and to myself?” The brand of a product can symbolize a part of the individual customer’s identity. Usually the image consists of different key factors that the customer receives during different times and in different places. and the behavior of representatives from the organization 50 . and a definition is “how the consumers experience the brand. products. Using Event Marketing can also differentiate the product for the customer by making the value of the brand stronger for the customer’s identity. Identity comes from Latin and means “same”. The event in Event Marketing can be seen as a value community.” An event can give the customer a clear picture of the corporate identity that the company is striving for. and a sense of belonging with other individuals. humans have needs that need to be satisfied.organization sends away an Identity at the event and the customers receive it as an image of the product or organization. service. there is a possibility to differentiate the brand from other brands. The brand can create a promise for the customer. social responsibility. engagement in social and local happenings. The identity for a customer means. These key factors could be the communication that the organization has the physical environment. Through the event. the happening and the message will give the individual a picture of him/herself. ethics. By doing this. “who am I in regards to the surroundings. Image Image is how the customer understands and looks upon the product. and the product gives the brand the physical proof of that promise. The Value community creates groups. where three concepts for group development need to be filled in order to create group belonging. and to make possible his/her relation to other individuals and in this way strengthen their value community. In regards to Maslow’s thoughts. Event Marketing can offer the individual a short-track to belonging by letting the individual attend an event. The brand is seen as an independent method of competition.
Positioning & Branding 51 . There are many different organizations that are working with observing the media and can deliver the exact amount of times a name of a brand or product figured in the media. there is always a possibility for the customer to change his/her opinion and image of the organization. This is especially true when the differences between the brands are small.Fig 2. but it can also strengthen the relationships with all interesting parties within and outside the organization. but normally they help to build image and create positive associations around the brand that will lead to more sales later on. and facilitate crises. A positive image can lead to not only increased sales. facilitate new employment.0: Image Building The experience at the event may of course result in direct sales. Exposure Rate: A way to measure the Image that the event has created could be done by looking at their exposure rate. Image can create lots of competitive advantages compared to other brands. benefits and to see if the media is available to deliver the appropriate message. even though the main objective with the event is not to change or build image. However before using and trying to get media attention to an event it requires a careful analysis of the purpose. increase the tolerance of customers. However.
and the positioning of the product. The last perspective. An organization has three main perspectives for differentiation. It is important to create an image and a correct positioning for customers that create differentiation between products. it is extremely important to have a specific positioning in the customer’s mind. The value of the brand lies in the mind of the potential buyers. more value for money. Products are becoming more and more alike. offer a better product that is newer. According to Kotler. and thereby reply to their needs faster. the customer perspective. indicating which category the brand should be placed in and the differences between the brands in this category. The brand can communicate more directly with the consumer than the product itself can. produces trustworthy products at a reasonable price. involves the relationship between the customer and the organization.When a company has decided to use Event Marketing they need to understand how Event Marketing can change the perception of the product in the customers mind. 52 . cheaper. The idea behind positioning is to create brand awareness. Direct advantage of using Event Marketing is that it creates high brand awareness around the product. with unique selling attributes. and not with the business itself. An event is the physical meeting between customer and organization. This is due to the fact that the brand has an emotional appeal to the consumers. The idea behind positioning is to create brand awareness. if the brand is seen as having a personality and symbolizing certain values. faster. Branding is part of the marketing strategy and product differentiation. and thereby Event Marketing can be used as a tool to build relationships and create differentiation. The positioning distinguishes brands from each other and creates a place on the market and in the consumer’s minds for a particular project. A company needs to diversify its product from competitors´ products. They are: total perspective. to know the customer better. product perspective. due to the fact that if a similar product has the same positioning there is no need for the customer to buy your product. The positioning is a two-stage process. A trend within Event Marketing is to involve more cultural aspects at events. and customer perspective. which ideally leads to long-term brand loyalty.
and over time continued purchase of the same brand. it is easier to follow up with questionnaires and to see if they actually bought a product. The development of brand loyalty can be seen as a three-step model. A company seeks high brand loyalty because it creates stability and provides an opportunity to gain high market share and profit. When time has past. The interaction between the organization and the customer will create a relationship. the contact and knowledge of whom exactly attended the event decides weather it is easy or not to evaluate the event. and where you can control the environment. The interviewed people said that the depending on the relationship between event and the customer. and gives the customer some kind of experience. according to Orreving. 53 .The cultural aspects of events are not used extensively today. Most brand-awareness events focus on the long-term success of the organization. which is important for creating the long-term brand loyalty. an interaction and integration. The Complexity Of Evaluating Event Marketing An event is concerned with a message. events where you know exactly who was there. Event Marketing are not being evaluated to full extent due to lack-of time. a relationship between the customer and the product can be developed into brand loyalty. Events Less Complex To Evaluate According to the interviewees. Events that are easier to evaluate are. the consumers will simplify their buying detour through the product and the connection between the brand and the target audience is strengthened. Over time. some of them are easier to evaluate than others. If it is a VIP event at a dealership where it is possible to see who was actually there. The third step is where brand recognition is created. He further argues that culture and brand strategy go hand in hand. The integration part is concerned with how the Event Marketing is part of the other marketing strategies. This loyalty is characterized by a positive attitude towards the brand. A message creates something valuable for the customer. depending on the purpose and objective of the event. The first step is to create an interest for the product in the consumer.
the harder it is to see what influenced the customer to buy the product. depending on all other marketing aspects it is hard to see why the customer has a specific feeling for a product. If possible. The reason why it might be considered hard to evaluate an event depends on the fact that it is hard to evaluate the intangible aspects of the event. It is as easy to argue against direct marketing as being the perfect measurable evaluation technique as it is to argue that Event Marketing should be trickier to evaluate. and thereby there is no 100% accurate evaluation tool. Kotler claims that the easiest marketing channel to evaluate is direct marketing.ignorance and due to the fact that it is hard to evaluate it. The more complex the marketing strategy. and therefore there was no need to try to evaluate it. As long as more than one tool of the marketing mix is used. However. By using direct marketing it is easy to follow up exactly where the customers have seen the coupons. there is always a possibility that the customers can be affected by them. such as the weather affecting the event. and the interaction as a relation is not measurable. This is due to the fact that there is a possibility that the customers could be affected by other parts of the marketing as they are when it looks like it is the direct marketing that has made them buy a product. Furthermore. and believed that ignorance made evaluation complicated. and that instead the focus should be on the factors that can be evaluated. the only way to elaborate on the example weather is to work with the weather and use it. and therefore it is hard to evaluate it separately from the other marketing tools. Other reasons why it could be hard to evaluate the event is because someone’s experience cannot be valued on a scale. none of the interviewed persons mentioned that it would be easier to evaluate direct marketing than Event Marketing. The interviews also discussed that Event Marketing is only one of the possible marketing channels that can be used when marketing a product. This could be interpreted in the following way: since there is no possibility to evaluate the event comparing to the external social happenings. There are factors that can not be evaluated. most of them were sure that that just the weather was not of importance for the success of the event. brochures etc. When asking the interviewed people to elaborate on intangible factors. evaluations not conducted due to lack of time. Furthermore. Some of the interviewed persons agreed with this theory. the external factors 54 .
18. but if that is not possible the event should try to use them and thereby work for the event. 55 . Example: Event Venue Category Event Organizer Client Theme : Olympic Games 2000 : Sydney. NBC : Amateur sports competition to promote world peace.25 million) Event Evaluation Advertisements sales increase from $ 680 million at the 1996 Atlanta Olympic Games to $ 900 million for the Sydney Olympic Games 2000. Australia : Competitive – Sports : IOC : General Electric. Reach External Actual : Global (over 197 countries) : Prime time audience (approx. % increase revenues for client. CNBC’s reach in terms of the subscriber base expected to increase from 74 million to 80 million. Measurement Criteria: Reach increase for cable mediums MSNBC & CNBC. MSNBC’s reach in terms of the subscriber base expected to increase from 59 million to 70 million.should be eliminated.
The fact that 56 . Post-event benefits trough highlights aid in the event recall over and above the normal benefits that an event can offer. REACH High Exhibition Cultural Special Business Low INTERACTION Low High Competitive Charitable Artistic Fig 2. Such events have a broad based character and high media coverage. especially so on cricket in India.1: Reach Interaction Matrix Amongst the various categories corporate interest have been concentrated on competitive events. This implies high reach and added excitement through live coverage on various popular channels. However.4. each category can be designed in such a way as to change the degree of reach and interaction.4 REACH INTERACTION MATRIX The reach interaction matrix summarizes the generic characteristics of each of the category to enable a bird’s eye view on events.
Quantitative In the world of trade shows and corporate events. The need to leverage the maximum benefits of the sponsorship is of the highest priority. and then sample another batch as they are leaving the exhibit hall toward the end of the event. on-site signage. Competitive events are closely followed by events for artistic expression. and myriad multilevel cross-promotions. Leveraging your sponsorship includes an integrated marketing program involving product sampling. special business events. then by exhibitions. pre-post surveys sample a group of attendees on their way into the exhibit hall at the beginning of the trade show. ROI MEASUREMENT TOOLS: 1. Prepost surveys are effective in measuring changes in variables such as: 57 . this can be accomplished by spending at least two or three rupees per rupee invested in the sponsorship. Even if you use lead generation forecasts or gross margin from show sales to measure ROI on an event.5 RETURN ON INVESTMENT Solely coming up with the sponsorship fee (cash expenditure paid out to be associated with the event) for a specific event is not nearly enough of a guarantee for tangible business results. Too many companies spend the big bucks to get into the event marketing business and then never do anything with it. and you must budget to properly exploit the product that you have just purchased. Pre-Post Show Surveys Often used to measure less tangible variables like brand awareness or perceived competitive positioning. the sponsorship fee is just a mere ante. As a rule. a survey can help you understand the reasons why the business event performed the way it did. cultural & charitable events in that order for popularity with event-savvy sponsors. 4.interaction is given short shrift is an anomaly that needs to be corrected. In other words. event logo usage. surveys are a frequent choice for evaluating results.
an exit interview can be helpful. the people who visited your booth. Exit interviews can explore such areas as: What prompted you to visit the booth? Were you treated well by the staff? Did someone approach you right away? How useful was the product demo? As a result of your visit to the booth. Post-Event Surveys Contacting a sample of show attendees to ask questions about their experience is another method of evaluating trade show and corporate event results. An interviewer intercepts visitors on their way out of the booth. or the group that participated in a 58 . Depending on your information needs. and requests that they answer some quick questions. especially for exhibitors using a sizable booth footprint. how likely are you to add the company to your short list of considered vendors? One of the big advantages of the exit interview. when done early in the business event. you may want to survey the entire attendee population. is that it allows mid-course correction of any problems uncovered. Brand awareness Memorability or recall of key messages Attitude or image change Message impact New product consideration Audience profile Booth Exit Interviews To measure the immediate effectiveness of the booth and attendee experience there.
consider hiring a professional evaluator to “mystery shop” your booth and assess 59 . Surveys typically support the following event objectives: profile Obtain feedback on your exhibit’s ability to attract and Perform detailed reporting and benchmarking of the attendee communicate with high-potential prospects Benchmark your performance against the competition Provide clues as to the value of your investment in events compared to other elements in the marketing mix Post-show surveys can be used to explore such issues as: Audience quality Audience motivation for attending the trade show Attendee activity at the trade show Strengths and weaknesses of your exhibit. Mystery Shopping If you’re looking for an objective means of analyzing your booth’s effectiveness. design. Following are a few of the more beneficial qualitative approaches. signage Competitive comparisons Which products are most effective to exhibit or demonstrate Effectiveness of promotions and premiums Audience attendance/experience at other trade shows 2. Qualitative Tools: Qualitative metrics. can be helpful in assessing your performance. while not projectable to the entire population.certain activity at the business event. staff.
or sponsoring events. Provide them with a form to fill out that covers 60 . Competitive Analysis Assessing the presence of the competition is best approached qualitatively. Staff Feedback The booth staff is your first line of customer contact. Check the trade show guide to see who among your competitors is exhibiting. 4. and a rich source of data on most elements of interest. Staff feedback forms can be used for continuous improvement in training. speaking. Ask them to check off any who were engaged in conversation.” and “Felt light to me” can do more harm than good. placement. especially at trade shows where you expect a relatively high level of current customer attendance. noting which were invited in advance by the sales team to visit the booth or attend a business event. Subsequent analysis of customer spending correlated to contact points can often then help identify the relative importance of the trade show visit in helping to secure orders from specific customers.6 KEY ACCOUNT OR KEY PROSPECT ANALYSIS Keeping track of key account attendance can be an important success metric. and make other comments.the experience from the point of view of a customer or prospect. Distribute the list to booth staff and other company representatives at the trade show. Many trade show consultants offer this service. Such comments as “Booth was crowded.” “Mostly junior people. exhibit effectiveness. Assign competitive sleuthing duty to several of your booth staff and other company attendees. Make a list of key accounts. and other marketing tactics during the trade show. One Word of Caution Don’t rely too heavily on informal feedback from booth staff and senior management when assessing the value of the trade show. if possible.
when. etc. visitor experience. where. staff size. products featured.2: Business Event Objectives and Associated Metrics 4.7 HOW BUILD A SUCCESSFUL BUSINESS PROMOTION AND MARKETING PLAN A good marketing plan summarizes the who. what. Fig 2.such items as booth size and location. and how much questions of the company: Who are the target buyers? What sources of uniqueness or positioning in the market does your product have? 61 .
The opportunity and issue analysis analyses the major external opportunities and threats to the company and the internal strengths and weaknesses of the company. summarizing the key target buyer description. it may contain a summary of quarterly promotion and advertising plans. Where will you implement your marketing spending plans? When will marketing spending plans occur? How much sales. with spending. and share or shipment goals for each program. spending. 62 . and profits will you achieve? The financial projections contained in your business plan are based on the assumptions contained in your marketing plan. The marketing strategy section provides the company's marketing strategy statement. and how and when advertising and promotional expenditures will be made. price strategy versus the competition. the reasons why it is unique or compelling to buyers. and possible R&D and market research expenditure strategies. what level of sales will be achieved. The major elements of a marketing plan: The situation analysis describes the total marketing environment in which the company competes and the status of company products and distribution channels. along with a discussion of key issues facing the company. The goals and objectives section outlines major company goals and the marketing and financial objectives. the unique positioning of the company and its products compared to the competition. timing. It is the marketing plan that details when expenditures will be made. marketing spending strategy with advertising and promotion. The sales and marketing plan outlines each specific marketing event or action plan to increase sales. For example. competitive market segments the company will compete in.
Marketing is becoming an ever important tool in the present competitive scenario. For example.The sales and marketing plan outlines each specific marketing event or action plan to increase sales. Some of the ways to market your product or service are Write letters (on issues and news items that have SOME relation to your business) to the editors of local papers. with spending. bookmarks or pens) that are useful and give details of your business. or other publications which might welcome an article written by you. Keep your eyes open for "specialized" newsletters. timing. 63 . Get on the Internet and connect to the world with your own home page. highlighting uniqueness and quality of the product. but don't promise what you can not deliver. Send news releases about your products and your business to local papers. Offer to make presentations. on a topic related to your product or service at appropriate fora. Remember marketing is the face you show to public. and share or shipment goals for each program. Take out an ad in a publication of a local group. Have give-aways (e. Check the content and layout before releasing an advertisement or distributing pamphlet. newspapers. radio and TV shows. it may contain a summary of quarterly promotion and advertising plans.g. tell what your product or services can do.
Retrenchment.3: SWOT Based Strategy Matrix Maintenance Strategy 64 . etc Fig 2.4. Liquidation.8 STRAGEGIC ALTERNATIVES: STRAGEGIC ANALYSES ALTERNATIVES ARISING FROM ENVIRONMENTAL INTERNAL STRENGTHS OPPORTUNITIES Maintenance Strategy Utilizing company’s strengths to take maximum advantage of opportunity WEAKNESSES Developmental Strategy Maximize Opportunities by minimizing weaknesses EXTERNAL THREATS Pre-Emptive Strategy Maximizing strengths and their usage to overcome threats Survival Strategy Minimizing both weaknesses and threats by considering options such as: Joint Ventures.
Beyond this. It requires passive and defensive strategy.Arising from a situation of strength and favorable opportunities. Survival Strategy This strategy is used to ensure that the company is alive for a battle on another day when it will have the requisite strengths to grab its share of opportunities in the market. the maintenance strategy provides reasons to carry out activities that maximize available advantages. Selecting which one to tackle requires careful study since some points of strength could get eroded if used unnecessarily. every activity gets focused on maintaining the winning edge and the lead over competitors. Potential threats are nipped in the bird by exercising the full power of the company’s strength. This strategy gives license to take decisions like leasing one’s soul to the devil if only with an 65 . which attacks relevant opportunities in such a way as to cover up on inherent weakness. Developmental Strategy To gin advantage of potential opportunities while not having sufficient strengths calls for gaining a winning edge by using tactical retreats where irrelevant yet not giving up. This is a very powerful and aggressive strategy as it requires foresight to fully understand the threats looming on the horizon. The event company here can well afford to be aggressive knowing very well that it has the relevant strengths to back its claim on the opportunity. Pre-emptive Strategy This strategy is usually used by entrenched market leaders on new entrants on their turf. This is the perfect position to be in. This can be called a developmental strategy where one tries to make the most of the opportunity by not giving in to weakness. Analogy here could be from the game of test cricket where a side that knows victory is impossible also knows that it can ward off a defeat by trying for a draw.
intent to retrieve it later. EVENT CONCEPTS USE EXISTING COMPETE CREATE NEW Sustenance Strategy Manage critical success factors more effectively Rebuttal Strategy Respond to new initiatives by competition with a similar move COMPETITION AVOID HEAD-ON CONFLICT Venture Strategy Accomplishment Strategy Relative superiority Exploit competitor’s weakness Maximize user benefits by using path breaking. In plain words. which can lead to more detailed and in-depth strategic alternatives. STRATEGIC ALTERNATIVES ARISING FROM COMPETITIVE ALANYSIS Further to the strategy from the environmental analysis a mapping of event concepts can be used as a variable component along with decisions on facing competition. Competition Matrix 66 .4: Concept vs. trend setting initiatives to take a lead vis-à-vis competition by being first in the market. Fig 2. it allows one to make drastic decisions in the face of harsh environment.
essentially says that stick to the winning concepts and exploit the fact that competition cannot offer a similar quality concept and thereby wants to avoid a head-on conflict by itself. Successful concepts need to be brushed up and revamped to meet customer expectations in the face of competitive offerings. This strategy. therefore. The disadvantage lies in the fact that the first mover advantage is lost. In this. It becomes essential that the event company manage its resources and advantages in terms of CSFs that have been identified with greater efficacy. Rebuttal Strategy If the competition forces new concepts first than the rebuttal strategy should be used. the event company can launch its own new concepts of a similar vein and regain its dominant position by aggressively promoting the same as a better alternative.Sustenance Strategy This is a strategy to be used when faced with no options but to take on the adversary with the existing arsenal of event concepts that may be out dated or still current but nearing the end of its life cycle. The danger here is that competition may use any of the other strategic alternatives available to a challenger to combat the situation. Accomplishment Strategy This strategy is viable when an existing concept is doing better than any of the competitors’ equivalent offering. This way the education of the market about the new concept is left to the new competition and an advantage gained is that market reaction to certain new concepts is fore known. This may even involve a 67 . Venture Strategy This strategy envisages making use of the first mover advantage by creating new concepts ahead of competition thereby creating niche markets.
re-definition of market segmentation. By maximizing user benefits and creating path breaking trend setting concepts the event company positions itself to take a lead vis-à-vis competition by being first in the market. This is a double-edge strategy in that failure is as devastating as the benefits of a successful launch.
STRATEGIC ALTERNATIVES ARISING FROM DEFINED OBJECTIVES
EVENT CONCEPTS EXISTING NEW
INCREASE PRODUCTIVITY OF CLIENTS
INCREASE PRODUCTIVITY OF CONCEPTS
Fig 2.5: Client/Concept Fit Matrix
The above matrix provides options that event organizers have an offer in terms of concepts and their market. The basic strategic alternatives here revolve around whether 68
the objective is to retain customers or market development. These objectives further lead to the strategic options of achieving them either to customization or new concept development. By offering new concepts to a existing customers, a strategy of increasing business from increasing clients can be discerned. Similarly by offering an existing event to a new client, a strategy of increasing productivity of the event concept can be followed.
PREP MODEL This framework has its roots, in the fact that, events as a business proposition for corporatisation is relatively nascent in nature. Therefore, the concept of strategic perspective to growth through and along with clients is a major decision to be taken by an event agency having major growth plans. This model deals with the strategic options available by playing off objectives relating to market development against growth in competition.
CLIENTS EXISTING NEW
Fig 2.6: PREP Matrix
The above matrix provides the choices before the event company when it comes to a trade off between clients and competition in terms of assigning priorities in decision making.
Predatorial Market Development Strategy If the development of new clients from existing competitors is the need of the situation then the event company would be adopting this strategy. This is essentially an offensive through focused strategy wherein clients of other event companies are targeted.
It is used where the need to maintain an improve the quality of service becomes predominant. Retaliatory Strategy This is basically a defense mechanism wherein the event company tries to defend it self from preditorial strategies of essentially new entrants. Every event category has its own special environmental and competitive structures. Pro-active Strategy The event company here can explore new client bases and stretch the limit of its concepts across untried event categories. This strategy involves taking action aimed at retaining its existing clientele and potential client base. 4.9 RISK VERSUS RETURN MATRIX 71 .In a market situation where the event company is forced to compete fiercely for retaining its market this strategy is followed.
the gradations of which can vary from zero risk to very high risk as shown in the Fig 2. events carried out after thorough planning with enough time for taking conscious decisions and ad-hoc events i..7.10 APPLICABILITY 72 .e.e. events can be fully sponsored. On the basis of finance..7: Risk vs. 4.Time Pre-Planned Type of Finance for Funds & Revenue Partially Fully Sponsored Sponsored & Ticketed Ad-hoe Low Risk Assured Returns (can charge extra since chances of failure are high) High Risk Assured Returns to cover costs but lower chances of profit Very High Risk Very less time to ensure reach Chances of failure & loss are high Zero Risk Assured Returns Medium Risk Assured Returns to cover costs + chances of loss are low High Risk Chances of high profits with equal chances of losses Fully Ticketed Fig 2. those that are taken up on the spur of the moment. Events based on time can be divided into pre-planned i. Return Matrix The above matrix considers two of the most important risk factors as well as the degree to which it can affect the events company – Planning Lead Time and Type of Finance. fully ticketed or partially ticketed and sponsored. Each decision carries with it an element of risk.
The events are pre-communicated.Differentiation and Focus in Event Marketing Event Marketing has several advantages with multiple purposes. There are two major differences when using events. different types of consumers will be reached. the companies have a possibility to control who will attend. For example. The employees working during the event “read” the situation and adjust his/her behavior.11 ADVANTAGES OFFERED BY EVENTS 73 . when advertising in a magazine. Of course. Depending on how Event Marketing is used both differentiation and focus can be achieved. When using general events. for companies using focus as a basic strategy. For companies using differentiation as a competitive advantage. depending on which place the company selects for the event. which normal marketing media do not have. whoever is there has an opportunity to be a part of the event. spreading several messages in many different magazines. On the other hand. although they might not be interested in the specific event. meaning that no single target group is invited. or the event just happens. On the other hand mean that Event Marketing can also be used when focusing on specific target groups. the cost for gathering information about the specific target group must match the possibility to actually reach the right segment. Further the event itself might also communicate an added value to other people. 4. the result might not cover investment. the company can still gain on the situation since they have a chance to adjust the added value to specific customers during the event. a company needs to decide which message they want to communicate as well as with whom they want to communicate.
A specific no. of the target audience could be invited of enticed to buy tickets for a show especially created for a particular profile of the target audience.As is clear from the preceding section. This is so because of press ad is basically a flat piece of paper and a commercial is just an audiovisual experience. 74 . Live media communication is a complete sensual experience as compared to a press advertisement or TV/Radio commercial. Since the audience is actively targeted. For the audience. events as a live media offer a certain amount of immediacy to the experience – of being there while it‘s happening. Live media scores over conventional advertising in terms of reach. 4. Thus. This leads to lowering of the media networking budgets and focused communication with the specially gathered audience. The high recall value of live media communication is also a major factor. The audience that has been specially invited invariably is an ideal audience. it is undoubtedly a thrilling situation. Events can be designed such that the audience is actively involved in every part of the event and made to feel good. Some of the advantages are detailed below: 1. impact and tangible immediacy of measurement. The word-of-mouth publicity that this generates is an advantage that lingers on a long time after the event is actually been carried out. 5. Events have the ability to bring together sharply defined participants since the capacity for a particular event is usually limited. 3. Live media also enables interactive communication. the option of control reach can be exercised and ideal audience for narrow-casting of information can be gathered. use of events as a marketing communication tool not only take care of the problems associated with traditional media but also offer certain advantages because of which events are gaining importance over them. The involvement of all the senses in experiencing the event is one of the greatest advantages that events can offer. This provides an advantage of higher brand recall to the client. An event carried out professionally and cleanly is invariably a memorable experience. 2.
Being a live media. For such reports there is no extra cost to be borne – neither by the sponsor nor by the event organizer. it is possible to feel and deduce the reactions of the audience to the aim or objective that the event was conceived for. then the same is also reported impartially. the localization of events is very easy. 9. The conversion of good events into television software for future use either by the sponsors for their commercials or by media house for programming is also a unique benefit that events offer. 8. Such software become products by themselves and can be used profitability in the future. Easily customizable nature of events. Thus. 75 . No other media can boast of the ability to provide such massive collection of feed back instantly as events. This is a double edged sword because. in case the event is not up to the mark or is dogged y controversies.6. 7. The advantage in terms of post-event publicity that events can offer over and above the paid or bartered media is the benefit associated with reports of the event in the newspaper and news on the electronic media. mean that specific traits of the local inhabitants can be incorporated in the big picture to ensure that the event is socially and culturally in tune with the local culture.
ANALYSIS & RESEARCH FINDINGS 5. 76 . Event Marketing companies were also targeted and their response was also taken which added value to my thesis. Let’s have a look at what people feel about Event Marketing. This survey also gave scope to take necessary steps for organizing an event at right place. if any.1 PRIMARY DATA ANALYSIS The present study has been undertaken to get the first hand exposure on the mindset of people towards Event Marketing concept and their involvement in events as and when they come across. A general survey conducted with a sample size of 100 respondents revealed the following facts regarding the mindset of people towards the Event Marketing concept. When people were asked about the reasons for which they have participated 53% replied that the event appeared amusing which was followed by reasons like a powerful brand or eye catching signs & banners. A questionnaire was designed keeping in mind the requirements for study & analysis of my thesis for comparing the hypothesis with the outcome of this survey. right time and in front of the right target audience.5. When people were asked what they feel about a particular company which promotes its product/service through Event Marketing 82% of the respondents replied that it gives a positive impression about the company and establishes the quality of their product/service.
77 . about the event 88% are more likely to buy a product just when they were aware of it. Surprisingly.Graph A: Buying Behavior after a positive experience of an EVENT 90 80 70 60 50 40 30 20 10 0 88 78 69 29 16 3 10 6 3 More likely less neither likely a More likely less neither likely b More likely less neither likely c Where. 78% are more likely to enter into the buying process even if it’s a new product. a = Product/service you have heard but not checked out yet b = Product/service you have never heard of c = Product/service you already use Interpretation If people had a positive experience.
78 . women are more likely to purchase a product they already use while men are a bit more adventures and may even be inclined to purchase a product that they are not using or haven’t yet heard about that product. a = Product/service you already use b = Product/service you have heard but not checked out yet c = Product/service you have never heard of Interpretation After a positive experience of the events.Graph B: Gender influence on purchase 180 160 140 120 100 80 60 40 20 0 27 67 90 82 87 76 70 11 3 2 32 3 2 8 6 7 18 11 More likely less likely neither a 70 67 3 2 27 32 More likelyless likely neither b 87 90 3 2 11 8 More likelyless likely neither c 76 82 6 7 18 11 Female Male Where.
79 .Graph C: Men are explorers whereas women love samples 70 60 50 40 30 20 12 68 36 24 18 8 10 0 9 5 12 8 I get to touch and I get to learn I get to ask I get a free I get to have fun feel a more about a questions about a sample of a by participating in product/services product/services product/services product/services activities Male Female Interpretation The female folk are drawn towards the event because they love samples which was confirmed when 68% out of the female respondents gave the same reply where as the male counter part are more interested in exploring the product inside out.
80 .Graph D: Create events for right ages 70 70 60 60 52 50 40 38 30 25 21 20 14 10 12 10 7 4 5 13 9 10 8 21 12 6 6 0 I get to touch and I get to learn more I get to ask I get a free feel a about a questions about a sample of a product/services product/services product/services product/services I get to have fun by participating in activities 22-29 yrs 30-44 yrs 45-54 yrs 55+ yrs Interpretation Fun and free best describes the motivation of younger event attendees while education and interaction are what the older crowd is looking for.
Graph E: Events spur immediate sales 15% 26% 2% 4% 4% 25% 24% immediately within 3 months Do not purchase within a week within 6 months within a month more than 6 months Interpretation 26% of the attendees are ready to purchase a product immediately after the event. 81 . 25% within a month and 15% wont purchase the product at all.
Graph F: Reasons for participation in any event 80 70 60 50 40 30 20 60 63 80 66 13 10 0 The product/services matched my interest 9 16 10 3 7 2 3 18 14 13 7 3 The event offered an activity I could participate 3 Other 3 1 The product or company was sponsoring an activity I enjoy My friend/relative had a positive experience 22-29 yrs 30-44 yrs 45-54 yrs 55+ yrs Interpretation 82 .
Over all the age groups it was observed that if the product/service is of interest to the attendees they are more likely to participate in an event. Graph G: People spend time at mobile events 8% 24% 68% 1-15 mins 15-30 mins over 30 mins Interpretation 83 . The next best reason for participation across all age groups is the activity which the attendees enjoy.
68% of the total respondents spend approximately 15 mins on a mobile event and every less people spend over 30 mins. Graph H: Mobile events create better product understanding 1% 24% 75% better same less Interpretation 84 .
6. the Hill & Knowlton sports marketing division conducted a survey of Western Australian companies involved in sponsorship. Sponsorship today should be made as accountable as any other part of the marketing mix. Some forms of sponsorship have long-term networking goals that 85 .2 INTERVIEWS AND DETAILED DISCUSSIONS with various event managers and corporate helped me identify the problems in the event marketing industry. sponsorships have too often been handed out on nothing stronger than the managing director’s whim. Corporate are not fully aware of the concept. event marketing has become a fad and even small entrepreneurs are blindly following the multinationals such as Coke and Pepsi that have presence all over in the event marketing industry (cricket.000 a year. 3. 5. 1. movies & road shows) 5.Mobile events which demonstrate product features are more likely to generate better understanding about a company or its product. In the late 1980s.000 a year without demanding accountability for performance. implementation process and effectiveness of event marketing. How many of those companies would spend $100. No post-event analysis is carried out to evaluate the effectiveness of an event. 4.000 on advertising without monitoring every year stage of the campaign? How many would pay an executive $100. Yet a staggering 68% of them had no procedures in place to check the value of their sponsorships. Even when large sums of money are involved. 2. or even how such a benefit could be measured. Many were giving more than $100. music. The event marketing industry in India is highly unorganized. Lately. In such cases. As a result of which a lot of money is wasted and nothing productive happens. virtually no thought is given to their likely benefit to the company.
logo. 100. It also means being willing to keep it going for several years at least. It means thinking about extensions-spin-off consumer and trade promotions. you need to spend at least another Rs. It must be an integral part of your total promotional program. will you get real benefit from your sponsorship investment. boost the effectiveness of the total promotional program. Sponsorship itself never is a major communications thrust. for the event too. Instead. product and so on are being featured.000 on more conventional promotional activities. measurement should be possible through the only criteria that ultimately matter. And your sponsorship venture must not happen in isolation from them. If its name chops and changes from one year to the next. especially in the non-sporting field.don’t lend themselves to immediate measurement. Not all sponsorships are readily measurable. Commit large amounts of time and marketing expertise to it as well in order to bring about a long-term product association with the event. hospitality functions and so on. 9. It means developing reliable ways of measuring its results. The longer you stay with your sponsorship. They can link a company and brand with their customers’ lifestyles and aspirations. staff motivation programs. 7. But if sponsorship is linked directly to a product. 8. if that’s possible. 100. 11. Only then. Sales.000 you spend on sponsorship. where it’s almost impossible to establish a direct cause-andeffect relationship between sponsorship and sales. and press coverage of the event cannot be equated with success-even if a company’s logo appears often and prominently. They can create a difference for the product. It means monitoring the event constantly.V. the better the results you can expect-and the better. exactly as agreed. For every Rs. T. to ensure that your name. we need to take a close look at the sales results and see if they go up during the sponsorship period. 86 . 10. It is always and only a complement to it. and put one in touch with people who can do a great deal for the business. Carefully planned sponsorships can be a cost-efficient way to enhance corporate profile. There are many. It must tie in closely in theme and message with everything else you are doing.
12. This results in lesser profits for the event management firms as a cut off percentage of at least 13. Hence corporate prefer to give their accounts for event marketing also to their own advertising agencies.5% is retained by the advertising agency itself. 15. Event marketing firms do not have retained accounts as advertising agencies. Situation analysis and TOMA effect which are done by advertising agencies is not done by event marketing agencies. Then its value as a sponsorship property will drop. and remove this intermediary to achieve higher profits. These advertising agencies may further forward the contract to the event management firms in case they do not have the infrastructure and facilities for event management themselves. 14. 87 . Event marketing firms in India are very unprofessional and lack integrated marketing expertise. There is no consistency of operations and quality of events on the part of event management firms. Hence there is a need to build a more qualified and professional image of the event-marketing firms to gain corporate trust.its image will become confused and tarnished. They also provide poor services as compared to advertising agencies. 13.
4. Understand the corporate objectives. Those in the first category should be maintained and strengthened. it is important to protect the integrity of the activity being supported. Do not go overboard with your concept or preference for a certain event. Create extensive databases of the target consumers in order to conduct pre. the following recommendations have been listed: 1. Conduct extensive market research to establish which parts of the program are working and which ones are not. the sponsorship could rebound on the sponsor’s head. In all sponsorship activities. brand image and positioning clearly. Conduct a situational analysis for appropriate event selection which synergies with the company objective and brand personality. 88 . also to assess the top of mind awareness and brand recall. If it is cheapened or its identity threatened. 5. RECOMMENDATIONS To improve the condition of the event marketing industry and make it more professional and profitable. target audience.6. 6. 3. 2.and post-event analysis and evaluation to check the success of the event and consumer perception. Those in the second should be relinquished.
• Event marketing also offers companies the flexibility to reach specific geographic and demographic audiences. both in pure financial terms and overall measurement of ROI. a financial partner. a supplemented advertising budget. as well as also adapt events to contribute to branding in more sophisticated ways. Property or event. they must continuously provide higher levels of value. • As CMOs continue to face increasing financial pressures. as opposed to the breadth of exposure. the event marketing industry must redefine itself to recognize the power of the “brand” to forge deep connections. These forms of communication synchronize with overall marketing goals through new 89 . also profits. marketing professionals must think beyond traditional methods and bring transparency and measurement to their activities in order to demonstrate the fundamental value of their field. It is a benefit that allows depth of exposure. To answer this challenge.7. and added leverage. • • Brand awareness reinforces the product or service. • The perception of events as a form of media is quickly moving away from standalone activities to integrated forms of communication. • When considering the entire sales cycle. CONCLUSION • Event marketing allows a company to break through the advertising clutter and target an audience by enhancing or creating an image through an association to a particular event. and drives sales.
viewcentral.indianchild.exhibitionsindia.supercommindia2004.htm 90 .marketersadvantage.global-electronics. mapping out a clear brand strategy.net/articles.about.eventmarketer. 8.com www.com www. and then formulating event activities that align with overall marketing goals is the next great step in the evolution of the industry.indiatradepromotion.com/marketing/india-marketing-scenario. BIBLIOGRAPHY BASIC COVERAGE Event Management Principles of Marketing Marketing Management Marketing is Business Lynn Van Der Wagen & Brenda R.com/cs/marketing/g/promotion.fundsmanagementworld.com/india www. Defining what an organization stands for.com www.applications of techniques rooted in traditional event marketing that project the brand more powerfully. Carlos Kotler & Amstrong Philip Kotler Walter E.de/strategic-marketing.htm?k=Network%20Marketing www.htm www. Vieira The Fundamentals & Practice of Marketing John Wilmshurst WEBSITES www.com www.sbinfocanada.flugsimulatoren.net www.hedgefundsworld.org www.htm www.mobilemarketingjoblist.com www.com www.branders.com www.
org www.tradeshowplaza.businessknowhow.com www.com www.html www.in/business/growing_business.com www.com www.com/prod/servlet/events-asia-pac.com/events/automotive.org/Sports/Events www.biztradeshows.asia.3rdfloorup.nic.TradeshowDisplayPRO.dmoz.sulekha.blonnet.pib.pag www.india.ibef. www.clk.advertising.about.com www.com www.hindustantimes.frost.com PERIODICALS Business & Economy 4Ps Business & Marketing Business World NEWSPAPERS Times of India 91 .belowtheline.classifieds.com www.com www.informatm.exchange4media.com www.com www.marketingnpv.gov.com/3g/ www.org/ www.in www.com www.msn.about.indialine.com/india/ www.com www.inventors.exhibitmanagement.com www.php www.wilsonweb.
Economic Times Mint 9. What are your feelings about a company that creates or sponsors events? □ They are willing to let people try them out □ Support activities that I enjoy □ They understand my interests and needs □ They like to have fun with me □ They want to know more about me 2.1 Questionnaire Name Age Gender Occupation : : : : 1. would you be more or less inclined to purchase a product or service after having participated in an event? a) Product/service you have heard but not checked out yet More likely Less likely Neither more nor less b) Product/service you have never heard of More likely Less likely Neither more nor less c) Product/service you already use More likely Less likely Neither more nor less 3. ANNEXURE 9. What was it that got you to notice or participate in the event? □ It looked like fun 92 .1 Annexure. Assuming you had a positive experience.
Which of the following is true? After leaving the mobile event I understood the company/product… □ better □ same □ less 8. How soon after attending a company-sponsored event at/near a store did you purchase the product or service being offered? □ Immediately □ Within a month □ Within a week □ Did not purchase □ Within 3 months □ Within 6 month □ More than 6 months Thank you for your cooperation 9. Which of the following is your favorite part of marketing events? □ I get to touch and feel a product/services □ I get to learn more about a product/services □ I get to ask questions about a product/services □ I get a free sample of a product/services □ I get to have fun by participating in activities 5.2 Annexure. How long did you stay at the mobile event? □ 1-15 minutes □ 15-30 minutes □ over 30 minutes 7.2 93 . Which would most likely cause you to participate in a product demonstration or event? □ The product/services matched my interest □ The product or company was sponsoring an activity I enjoy □ My friend/relative had a positive experience □ The event offered an activity I could participate □ Other 6.□ □ □ □ □ I recognize the company/brand running the event Signs and Banners Somebody invited me to participate The crowd that was already taking part in the event Others 4.
Some of the tactics and methods are listed below. there are a few key tactics and methods that can be employed to ensure that the event gains the maximum response and also that event is managed in the minimum cost possible. as well as the location of your booth. Event marketing has been a concept that has only recently been pioneered in India. It is important that least 50-60% of the people attending the event are targets of the product to be promoted. Other value-added benefits that can be expected from the show organizer include: being included in participant email distributions promoting the event. Event Marketing Hint 1: If the event is meant to market a certain product.KEYS TO SUCCESSFUL EVENT MARKETING While marketing an event. 94 . Event Marketing Hint 3: Before the event is undertaken. But. then it is necessary to ensure that the purchase decision-maker attends the event. though new. the concept has taken off very well with the Indian consumers who are evolving rapidly. Make sure you find out if they allow access to the attendee mailing list so you can implement a pre-mailing process in order to promote your one-day trade show special. the cost effectiveness of promoting the product through the event should be questioned by asking yourself event qualifying questions around the “who" instead of the “how many”. Make sure you get participant contact information before the event as well as after. Event Marketing Hint 2: It is also important to evaluate the value-added benefits that the venue or the trade show organizer makes available to your business. It is important to get the message across to the target audience and therefore enough research about the profile of the attendees is important to be able to communicate effectively to them about the product. as well as an advertisement in the event show guide. Following them can ensure a cost effective implementation of the event marketing.
such as naming rights. And make sure you don't give something away for free just for the heck of it. Does the activity or event have a link with your product? 3. onsite displays or merchandise? 10. Will it have PR possibilities that reach beyond the immediate audience into your target market? 11. Is it watched. program advertising. attended. The most ideal locations in any exhibition areas are found at the entryway to the event and near the pathway to the food stations and restrooms. Are you prepared to commit yourself to it for a considerable period of time? 13. Will it give you tangible benefits.3 Annexure.Event Marketing Hint 4: The giveaways at the event should be relevant to the business being promoted through the event.3 A sponsorship checklist has been devised for the benefit of all those who are in the business of event marketing or related to it. Are you clear on your sponsorship objectives? 2. 9. Are you prepared to put a great deal of effort as well as money into it? 95 . Is the public perception of it a positive one? 4. Event Marketing Hint 5: The location chosen for the event is perhaps the most important aspect. since your booth will be tucked away hidden from all eyes. Can you measure its results? 9. Make sure you don't purchase a cheap booth at a popular exhibition because there are strong chances that no one will be visiting you. Will it create good ‘rubbing shoulders’ opportunities for you? 8. Will your sponsorship raise your image in their eyes? 6. Is the activity or event free of close identification with a previous sponsor? 7. 1. shared in or enjoyed by your target market? 5. Will it be a natural extension to your main advertising and promotional activities? 12.
Will your key personnel commit themselves to it enthusiastically? 9. 96 . Mumbai. India December 7 – 10. The 3rd UAE Trade Exhibition in India held in Mumbai. The Expo attracted a record crowd of 5. 2005 The Event has once again set the stage for future co-ventures and Trade links between India & UAE. the Expo featured 45 leading companies & Govt. has once again set the stage for future co – ventures and trade links between India & the UAE.4 Case Studies Case Study (1) Nehru Centre.027 business visitors over 4 days. organizations from UAE with over 80 Stands.500 Square meters at the Nehru Centre. Spread over 2.14.
since it is our first experience in India we are quite happy with the quality response to the show and the interest from the local market” • Mr. Consultants. development in the UAE along with investment opportunities in the entire region. Home Builders Real Estate. “We are very pleased with the organisers and the arrangements of the event. high end Seminars & interactive sessions took place that highlighted the trends. trade leads & deals. Dubai Tourism & Commerce Marketing and JAFZA – Dubai Business Hub. The show featured leading organisations from Banking & Financial Sector. The post event survey has revealed numerous business partnerships. George T. For the first time. Universities. Humaid Alkhatri . SAIF Zone. Food Industry.Finance Manager. Chairman – Indo African Chamber of Commerce & Industry. Marketing & Sales Officer. Property Developers. “The response has been of good quality visitors to our stand and we are happy with the overall arrangements of the show” • Mr. Exhibitor Comments • Mr. etc from UAE.Sr. the UAE Trade Exhibition has proved to be an ideal platform for a host of business possibilities. It also is very fulfilling to know that many UAE companies in the past have benefited through such events by appointing agents and expanding their 97 The Expo provided UAE companies with an effective . Free Trade Zones. C . “We are very happy to organise this 3rd UAE in India trade show that has been growing every year. International Expo Consults LLC. Abdul Rehman Falaknaz – President. distribution set-ups and dealership networks.P Trivedi.Organised jointly by Dubai Chamber of Commerce & Industry. Consumer goods. marketing platform The event was officially inaugurated by Hon’ble Shri Y.
75% 75% . DTCM and JAFZA. The initiative of the DCCI. has been a major factor to us in making the show a success.50% 50% . the support from these government organisations reinforces the commitments to the event this year”. FACTS & FIGURES Exhibitor Survey Reason of Exhibiting Generate New Business Enquiries Secure Spot Orders 6% 0% 38% 31% Launch New Products Meet up Existing clients Promote Corporate Image / Product Image 3% 16% 6% Identify Agents / Distributors Others Objective Met 6% 18% 24% 12% Less than 25% 25% .100% Not met 40% 98 .markets.
Banners & Hoardings at the major parts of the city.027 trade and business visitors who came to: .Seeks investment opportunities in UAE . Direct mail to over 25. 60% of the Exhibitors feel that their objective to participate was met & 25% has expressed their satisfaction in terms of their participation. which included: Eye catching advertisements in leading local newspapers.Form strategic alliances or close deals with new supply contracts. Visitors Survey Importers. Personalized VIP invitations to leading Governmental and private sector figures.Meet joint venture partners .Meet new trading partners .Source new products & technology . Newspaper supplements with leading publications to coincide with the opening of the show. Visitors were attracted by a dynamic marketing campaign. Personalized Tele-calling invitations. including specialist targeted sectors.Note: The above graph states that approx. exporters and trade buyers & visitors from across the length and breadth of India appreciated this “trade show”.Secure agency and distributor agreements . web sites and broadcasting agencies. 99 . The show witnessed an impressive attendance from 5. Public relations involving regional publications.000 industry professionals.
100% 42% Not met Note: Most visitors have given the show a rating of “Good” in terms of quality of the Exhibitors & wished to come back next year as well.75% 33% 75% .Purpose of Visit To ev aluate and place orders To identify possible joint v enture 9% 9% 18% Meet existing Suppliers / Manufacturers To acquire new Agencies / Representations 9% 18% 9% To ev aluate new Products and Technologies To ev aluate the show for next year's participation 28% Others Objective Met Less than 25% 0% 17% 8% 25% . 100 .50% 50% .
The companies were keen to optimise this opportunity to tap the potential that the Indian market has to offer. Feedback: According to the visitor survey done. Visitors: The show attracted 5. 45 companies showcased their products and services at the event.027 trade and business visitors.OBSERVATIONS & ANALYSIS Exhibitors: The exhibition featured well-known and leading names from the UAE belonging to varied industries. The visitor campaign attracted visitors in terms of quality. 101 . whilst at the same time enhancing their brand image in the market. most visitors have given the show a rating of “Good” in terms of quality of the show and business prospects. The feedback received from the exhibitors proves that their participation at the show was a success. Press & Media Coverage: The show received excellent Press and Media coverage both in India as well as the UAE. The Press Conference organized on the first day of the show was well attended by the Indian Press and the event was covered in all leading Newspapers and TV Channels. Feedback: The exhibiting companies were happy with the response they received at the exhibition.
Setting up the infrastructure – canopy. table. cinema halls etc. Generating leads (Cold calls and from Canopy enquiries) – noting down name and phone numbers of people visiting the canopy.Case Study (2) Citi Financial Road Shows Objective : To increase awareness and generate leads Methodology : Identify a particular location on basis of SEC. ATM. residential area/ marketplace. footfalls. chairs etc. providing any required explanations and procuring leads. Follow up – calling up people to know of their decision Implementation: Locations for the road shows were chosen taking into account the SEC of the concerned locality and density. and conducting the road show Cold Calling – distribution of leaflets in adjoining areas. 102 .
The road shows were help for a duration of half a day. Only a very small fraction of people who visited the stalls were ultimately converted.g.m. The road shows were conducted at: Observations A common request by customers – Personal loan limit of Rs. 50.00.000/.000. want limit to be raised to Rs. – 8 p.m.m. the road shows were found to be an effective medium for generating awareness and visibility. or 5 p. Canopy should be at least bilingual – SEC segments B and C are more responsive to local lingua franca. It was observed that a lot of people deliberately gave wrong phone numbers. Rajender Place (at the main road) Rajender Place (inside the MTNL compound) Bagga Link Petrol Pump DDU Hospital Moti Nagar Kali Bari (opposite Birla Mandir) Recommendations To encourage people to give correct names and contact information some incentive/ scheme should be formulated e. conducting a lucky draw of Respondents and contacting the winners through the contact information given by them. – 5 p. Nevertheless.not adequate. names.m. 103 . contact info etc. 1. The number of people visiting the stalls was not very high. either 11 a.
chairs etc. The team at the road show should be informed of aspects such as the rates of interest and time period of loans quoted by the office. POP material etc. the need for explanations being reduced. Canopy should be supported by – o Mascots o Banners o POP material o Mike system/Music if possible All these also make the job of the team easier. Hence compulsory mention on all Publicity material – canopy. if cold calling needs to be done then strength should be three to four. Tables. Banners. Road shows should be for a minimum of two days and in summers Should be conducted in the evenings. At all times at least two persons are needed at the canopy. Need to leverage existing awareness of the Citigroup Brand – Creates confidence in the customer. are a must for display and impact. 104 . solution of which may lead to conversion. Telecommunication facility should be provided to solve specific queries the spot.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.