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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 3 5 6 6 7 10 13 18 19 20
2. RESEARCH METHODOLOGY 2.1 OBJECTIVE OF THE STUDY 2.2 NEED OF THE PROJECT 2.3 SCOPE OF THE PROJECT 2.4 METHODOLOGY
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3. EVENT MANAGEMENT A PROMOTIONAL TOOL 3.1 EVENT DESIGNING 3.2 COMMUNICATION EFFECTS OF EVENT MARKETING 3.3 EVALUATION OF EVENTS 3.4 RETURN ON ONVESTMENT 3.5 KEY PROSPECT ANALYSIS 3.6 HOW TO BUILD A SUCCESSFUL BUSINESS PROMOTION AND MARKETING PLAN
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3.7 RISK Vs RETURN MATRIX 3.8 APPICABILITY 3.9 ADVANTAGES OF EVENT
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4. ANALYSIS AND RESEARCH FINDINGS 4.1 PRIMARY DATA ANALYSIS 4.2 INTERVIEWS AND DETAILED DISCUSSIONS 5. ANNEXURE 5.1 QUESTIONNAIRE 63 5.2 KEYS TO SUCCESFULL EVENT MARKETING 5.3 CASE STUDY
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6. RECOMMENDATIONS 7. CONCLUSION 8. BIBLIOGRAPHY
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“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. high profile industry worth over $20 billion annually. 4 . sales promotion. Event marketing is a lucrative game of “what’s in a name”. as consumers purchase tickets and expose themselves to everything. The Olympics sell sponsorship on a local and global basis. Corporations both large and small have grown this industry at a rate of 17 percent per year.Olympics and its renowned five rings are “the world’s most effective property” in terms of marketing tools. and one of the most successful marketing strategies. The Atlanta games in 1996 have a reported $3 billion in the bank as a result of negotiating sponsorship. broadcast. The world of event marketing is a fast growing. and they have achieved a high level of success. Event marketing integrates the corporate sponsorship of an event with a whole range of marketing elements such as advertising. The Olympics represents the creme de la creeme of event marketing and corporate 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. and licensee fees.
telephone directory.1. 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 5 . Listing in the yellow pages. All sport and recreation organizations undertake marketing. offering and exchanging products of value with others. offering a discount and special offers etc.1 CONCEPTUAL FRAMEWORK What is Marketing? Marketing can be defined as a process by which individuals and groups obtain what they want through creating. are all forms of marketing. placing information in the local newspaper. although they are often unaware that they are actually doing so.
therefore the requirement for intelligent media buying. advertisers are demanding the beat return from every ad-rupee spent. of TV channels and the greater no. direct sales. Event Marketing is not a substitute 6 . 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. Media cost inflation – Due to rising inflation which has been eroding the advertising budget. print and other media. 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. sales promotion.V.1. Other marketing tools that goes under this section are advertising. public relations. 1.2 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: 1. Event Marketing fits under promotion in the marketing mix. of programs have led to fragmentation of the viewer-ship. The increasing no. 2. and sponsoring. the need for narrow-casting of campaigns to the sharply defined target audience. personal sales. Hence. 5. To successfully use Event Marketing the marketer must understand how Event Marketing fits together with the other parts of the marketing strategy. price and promotion play an essential role in Event Marketing. 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. This has given rise to a need for avenues. 4. Proliferation of various media channels. which provide exclusivity to the sponsor while not sacrificing the benefits of reach and impact. people. place. Too many advertisements have led to a cluttering on T. 3.3 RELATION BETWEEN EVENT MARKETING AND THE 5PS The five Ps of marketing: product.
savvy event marketing professionals are therefore focusing the majority 7 . An example of this could be how a car producer can have advertisements to inform about a new car launch. It takes an imaginative mix of all the communication tools available to extend the impact of the event. depending on how it is used. Event Marketing If an organization uses Event Marketing. 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.4 EVOLUTION OF EVENT MARKETING From its origins in event planning.1: Marketing Mix vs. One of the main advantages with Event Marketing compared to the other channels is that the objective can both be direct sales. and after the event. and image building. The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers.it is a complement. and then use events to get people to test drive the new car. and then follow up with direct marketing with a discount coupon. Not surprisingly. 1. they still need to use the other parts of the promotion mix before. Fig 1.for any of the other components. during.
marketing and specifically event marketing professionals cannot lose sight of the fact that the sales cycle only begins at lead generation and that current and prospective customers must also be nurtured even beyond purchase. customized or modified to achieve the clients objective of reaching out and suitably influencing the sharply defined.of their efforts and budgetary spend on lead generation tactics such as trade shows. 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. specially gathered target audience by providing a complete sensual experience and an avenue for two-way interaction. EVENT S REACH LIVE INTERACTION Right Communication from the client WITH Live Audienc e CREATES Desired Impact 8 . 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. EVENT MARKETING An event is a live multimedia package with a preconceived concept. While it is important to garner leads.
In fact. PUBLICITY AND PROMOTION If one knows how to organize an event he should also know how to market it. timing etc. Sometimes it could be an event like an award ceremony. In that case the product is advertised through banners and media and even door to door canvassing. Effort is taken to ensure that people sit up and take notice of the event. reach and live interaction between the target audience and the client to achieve the desired impact. 9 . 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.This is a diagrammatic representation of the above definition. its positioning and values. ideally event marketing involves simultaneous canvassing and studying the brand prints. understanding what the brand stands for. A product launch for example requires a sales promotion campaign either before or after the launch. From the model it is evident that an event is a package so organized has to provide. 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. If there is something very peculiar or special about the event then that main point has to be highlighted. identifying the target audience and liaison with the creative conceptualizes to create an event for a prefect mesh with the brand’s personality. This is the way publicity and promotions work. 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. keeping the brand values and target audience in mind.
When buying a car. since she. Most managers today only see the brand as the company’s logo and corporate identity program. In the capital goods industry. However. where high involvement decisions are taken and more reliable information is needed. The importance of having people working that truly understand the brand was emphasized by almost all the interviewees. However.1.5 KEY ISSUE FOR EVENT MARKETING The Human Dimension A key issue for Event Marketing is having the right human resources communicating the brand values. it is most likely that she will repeat the behavior in a similar situation. she will not change her way of acting. Unless she experiences a situation. The models keep us in the same pattern of both thinking and acting. Everything the human being experiences will affect the way she interprets situations. by placing someone who is familiar with and can communicate the company brand and product. The Human Context To add a human dimension might sound an easy solution in order to communicate the brand identity. What makes the 3D advertisement more unique is adding a human dimension. the human being is rather complex in her way of learning. is characterized by her context. Mental Models are deeply ingrained assumptions and generalizations that influence how we understand the world and how we take action. the consumer is making one of his/her biggest investments. the consumer is more sensitive and might require more than one-way communication to convert to another brand. which requires new behavior and this behavior is positive. interaction serves as a great function. but in the future the company “brand” will have to encapsulate and 10 . especially for highinvolvement purchases. interpreting and understanding. 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. The human dimension of Event Marketing is what creates the uniqueness to the brand in an event. 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. By questioning the Mental Models people see matters from a different perspective and openness.
and combine the behavior to the specific situation. rather they are persuading how great the business idea of the company is. Since it is the human dimension that adds the value to a customer/prospect in an event. Several interviewees supported this when mentioning that there has to be a match between the individual values and the company values. we most often only see specific components and are puzzled by that we cannot find good solutions to our greatest 11 . It is as important to win a distinguished and distinctive place in the perception of a company’s actual and perspective customers. Integrated Organization When working with Event Marketing it is important to have a well-integrated organization. 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. since they are not teaching the employees. 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. “that internal marketing builds service quality”. Since we are a part of this network. Therefore the manager must change the interpretation of the brand. therefore we agree. A company itself is a complex system that is connected by a series of contacts and the components in this system are highly integrated. 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 a common fact that people are different and cannot adjust to all situations. By learning how different components in a system interact will increase the understanding of how the entire system works. Understanding just one component by itself that is isolated from the others will not be enough. One crucial factor might be the individual’s ability to learn. as it is the same with the employees. These definitions might be too static. 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.communicate what an organization is and what it stands for. Internal marketing can be defined as selling the firm to its employees.
which show their worth in extra profit. System thinking is a term that contains knowledge and different tools. offer sample products (give-always). really. you are looking for reach and you are selling a low cost product with wide general appeal. It is a commercial relationship and the entire better for it. The Children’s Hospital. AIDS research is another one. 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. the Red Cross or the environment. Event marketing provides a cost-effective approach to making a more hard-hitting. fail to provide any guarantee of reaching a targeted audience. Event marketing also continues to thrive as traditional advertising rate skyrocket and. such as retail outlets. put your sponsorship money into good causes. emotional. Charities need funds. sports sponsorship may be the avenue for you. to name three. and tangible pitch to consumers. understand and influence the entire patterns in an organization. science-type sponsorships would be possibilities and if your main aim is to be seen as a good corporate citizen. and build strong relationship with various channels of distribution. 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. music and arts represents a combined 35 percent of event spending as compared 45 percent for sports-related events.problems. and the businesses need promotions. artistic events could suit you better. The meteoric history of event marketing is based in sports marketing. In fact. If your have a technical product. If your product is an up market one. 12 . If. for example. It also gives companies the opportunity to cross-promote (promote with other companies that have related products or services). which can help us.
the need for cutting down the budgets associated with the media campaigns. For Example. 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. IMTEX. of launches also leads to need to overcome the “ooh-yet-anotherproduct” syndrome. Similarly innumerable new music albums. It helps in generating feelings of brand loyalty in the products’ end user by treating them as royally as possible. The large no. is an event used by most machine tool manufactures to explain and highlight the new and improved features of their product. films. This tends to create clutter of product launches. Brand Building Creating awareness about the launch of new products/brand Enormous nos. 13 .1. the Industrial Machine Tools Exhibition. of brand/product are launched every month. To convey this via traditional modes of communication to the existing and potential customer base may sometimes be futile. while at the same time maintaining the customer base is felt.6 WHY EVENTS 1. Meticulously planned events for the launch of a product/brand seldom fail to catch the attention of the target audience. Special service camps of exhibitions are the perfect events that provide the opportunity for a two way interaction and error free communication. And events offer the best medium for such a focused approach. etc get released periodically. The need to therefore catch the attention of the target audience at the time of launch becomes very important. By the time the product reaches its maturity/decline stage. 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.
An exhibition-cum-sale event organized exclusively for Citibank credit card holders. By becoming the official sponsors of Australian cricket team on its India tour. small merchandisers get to do business with the Citibank customers.Helping in communicating the repositioning of brands/products Events help in repositioning exercises to be carried out successfully. Foster’s hoped to achieve its goal of brand identity building and positioning itself at the premium end of the market. as well as build and maintain a premium image for themselves. Coors Light tries to find the distinguishing “look of the leader” in each market. Associating the brand personality of clients with the personality of target market Citibank is an elite bank where people do banking with pride. events can be designed to assist in changing beliefs about firms/products/services. Marketing Manager for Coors Light (Beer Company) explains that in order to increase awareness and personality of the brand. 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. In other words. other premium brands would like to associate themselves with the same audience so as to benefit from the rub-off effect. Coors Light select events that are fast paced and young minded. Rennie Solomito. for example. Coors Light Silver Bullet Concert Series featuring artists like Bryan Adams and Celin Dion 14 . Hence.
the rationale behind this is similar values and ideologies: International peace.2. the Armada. M&M charts out an off beat route that emphasizes the difference between normal and four wheel driving. events still provide and effective means of being spotted. Femina Miss India. are an attempt to build a specific image of not only the corporate. brotherhood. one feels when steering and navigating an Armada. Title sponsorship of a major event provides the sponsor immense benefit since the sponsors name is mentioned along with the event like Hero Cup. standard of excellence and fun. Lux Zee Cine Awards. exclusively for the owners of their four wheelers. to let owners experience the thrill of four wheel driving. 15 . For example. Coke is associated with Olympics since 1928. Focusing the Target Market Helping in avoidance of clutter Even though some events do get congested with too many advertisements. but also the product. Image Building Over and above the brand identity that a company encourages. Fig 1. and lets the participant experience the high.3: Constructing the Brand Value Chain 3. events such as The Great Escape conceived by Mahindra and Mahindra.
Nescafe 3-in-1 treasure hunt. The seller can identify exactly the traits and other characteristics that are desired. For example. Burger King received onsite signage and distribution of bounce back coupons. Enabling focused sales and communication to a captive audience In an event the audience is more or less bound to witnessing one particular event. For example. thereby creating opportunity for test marketing of products for authentic feedback. They also provide a foundation for exchange and sharing of knowledge between professionals.Enabling interactive mode of communication Events generally provide an opportunity for buyers and sellers to interact. Implementation of Marketing Plan Enabling authentic test marketing Events bring the target audience together. For example. 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. Burger King wanted to reach a young demographic in the New York area. Such a situation is very valuable given the ineffectiveness of traditional modes of communication in holding on to the attention of the audience. Increasing customer traffic in stores Events can be conceptualized to increase customer traffic. They can be customized to make available. In such a situation it is very favorable for sellers to put forth their presentations without any diversions. Example: Bang!Linux2000. concepts ranging from retail store specific events to mega events like one day international cricket tournament. 4. Auto Expo. EMG (Event Marketing Company) helped them to create a 30-concert series at the New York Palladium. marketing events that the Frito-Lay Company used before it launched its WOW! brand of potato chips. co16 .
17 .sponsored 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. 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. This resulted in conversion of almost all of its employees into sales person. For example: Techfest organized by IIT Bombay. This is especially popular amongst pharmaceutical and other FMCG companies. the Olympics give the company the opportunity to identify its product with the foremost special event in the world. As coke does business in over 200 countries. 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. Coke is sponsoring the Olympic since 1928. 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. 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. For Example. Relationship building is not restricted to end user customers but also targeted at enhancing new distributors and sales representative relations. 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.
EVENT MARKETING However. 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. The e-commerce start up Half. Enabling market database assimilation. 1.7 SPONSORSHIP vs. When using Event Marketing. 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. 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. event sponsors can assimilate and authentic database. Events can then help in maintaining and updating the database. When sponsoring an event. Books. which wanted to sell products such as CDs. The database can be used to track various marketing trends. the organization buys exposure during the event at different levels of the event itself.Generate immediate sales Most events let firms install and exclusive boot and give the permission to exploit the opportunity to merchandise. Generating instant publicity An event can be designed to generate instant publicity upon the implementation of marketing strategy.com. Movies and Games over the internet was up against major and strong competition. Authors seem to mix up the concept of Event Marketing and sponsorship. The result of this publicity stunt started the ball rolling towards getting this company purchased by eBay for more than $300 million. the organization works with the event as part of the marketing strategy.” 18 . 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. although there is a difference between the two.
Regional Events Regional events are designed to increase the appeal of a specific tourism destination or region. the sponsor could associate the brand and have an effective selection of the target group to market themselves to. The association makes the brand synonymous with the sponsored happening. which are generally targeted at international markets. All such events have a specific yield in terms of increased tourism. 2. cultural. 4. 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. Example: Chinese New Year Celebrations.8 SIZE OF EVENTS In terms of size events maybe categorized as follows: 1. Example: The Olympic Games. Major Events These events attract significant local interest and large no of participants as well as generating significant tourism revenue. 1. In addition to annual events.By using the commercial right. Example: Delhi Half Marathon. Maha Kumbh Mela. musical and dance performances. World Cup Soccer. and thereby the sponsoring has been called association by event. Minor Events Most events fall into this category and it is here that most event managers gain their experience. media coverage and economic impact. Annual events fall under this category. Mega Events The largest events are called mega events. there are many one time events including historical. Super Bowl. 3. 19 .
2. who would promote the tour of the clients or potential purchasers.9 TYPES OF EVENTS 1. The media is usually invited to these events so that both the impact and the risk are high. states and throughout the nation. Meetings & Exhibitions The meetings & convention industry is highly competitive.Meetings. Many conventions attract thousands of people. award ceremonies. perfume. 4. The aim of promotional events is generally to differentiate the product from its competitors and to ensure that it is memorable. 20 . This includes musical concerts. celebrity performances. conventions. celebrations. Chandipur Beach Festival 1. movie releases and mahurats etc 3. whereas some meetings include only a handful of high profile participants. alcohol or motor cars. often for computer hardware and software. cities. Most frequently they include product launches. exhibitions. parties. Sporting Events Sporting events are held in all towns. Entertainment Arts and Culture Entertainment events are well known for their ability to attract large audience. Example: Annual Trade Fair organized in Delhi. Success is vital. They attract international sports men & women at the highest levels. Commercial Marketing and Promotional Event Promotional events tend to have high budgets and high profiles. The audience for a promotional activity might be sales staff such as travel agents. sporting events and many other community and social event fit into this category.
it is important that rides and other such contracted activities contribute to. speeches and even entertainment. Family Weddings. rather than reduce. 21 . As their general aim is raising funds. wild flowers.5. Wine and food festivals are the most common events falling under this category. 7. teddy bears all provide the focus for an event organized in United States. It is important for the event manager to keep track of these changing social trends. 6. horses. Potatoes. dogs. walnuts. roses. Funerals are increasingly are becoming big events with non traditional coffins. Religious festivals fall into this category as well. 8. revenue. which are common in most communities. divorces and funerals all provide opportunities for families together. are frequently run by enthusiastic local committees. The effort in the organization required for these events are often underestimated. anniversaries. Festivals Various forms of festivals are increasingly popular providing a particular region the opportunity to showcase its product. Fund Raising Fairs. Miscellaneous Some events defy categorization.
Pt. models taking part in the competition and other performers during entertainment slots such as well known classical musicians. Core Talent: Physical looks and proportions.. Core People: Participants i.e.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.KEY ELEMENTS OF EVENTS Organizer Event Infrastructure Venue EVENT Target Audience Media Client Fig 1. Core Structure: Annual event of beauty pageant. Shiv Kumar Sharma accompanied by Ustad. Shafat Ali Khan and popular music by Sweta Shetty and Stereo Nation. 22 .
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. Example of Key Elements of Event: Event L’Oreal Femina Elite Model Look’98 Venue Shoot location: The Retreat. They help in increasing the customer traffic. 23 . it may be open for favorable negotiation. Marve Official Host: Taj Mahal Hotel Target Audience Youth and Family though with a younger mindset or young at heart. Example: Hotels. Most in-house venues do not need to be paid or even if a payment is involved. The use of such venue is reserved for the employees of the company or the residents of the campus. etc… Importance of Event Venue Events are venue driven. Stadium etc. Venue has a say in the very feasibility of a event concept.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. These are venues open for the general public. Festivals such as Valentines Day or Holi sea venue playing the clients’ role for the event organizer.
Bosh and Lomb. Trussardi. Estelle. Interviews and appearance of winner on shows sponsored by L’Oreal on the electronic media. The Orchids. During Event: Live coverage on DD2 for widest coverage. Catwalk Shoes. Media Pre-Event: Magazines and news papers to inform about event and call for entries with entry forms in them. Clients Main Sponsor: L’Oreal Gifts Sponsors: Onida. Electronic Medium: TV and FM Radio to inform target audience about event coverage. Akbarallys Department Store. Siemens. Ground Transportation: Adarsh Rent-a-Car – an H. Report on the event in the print media. Sony Music. Lakme. Post Event: Re-telecast on Star Plus. Communication Convenience: Global Tele-systems Beverages: Coca-Cola 24 . Global Tele-systems.B Kedia/Anil Kedia Enterprise. date & time.
which need further attention. The objective of this study is to understand the concept of event marketing. the Corporate and the customer. its benefits and implementation process. Launching a product or a service. To evaluate the effectiveness of Event Marketing as a promotional tool. 3. 2. RESEARCH METHODOLOGY 2. Communicate to a particular target audience. To offer suggestions for improvement to make it a more productive investment.1 OBJECTIVE OF THE STUDY To study Event Marketing as a Generic Promotional Tool: 1. The objective of this study is to understand the event management as a communication tool. 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. plan and execution of an event 2. To make proper strategy .2. 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 identify the problems associated with event marketing in the Indian scenario. 25 . 4. Also to study Event Management for organizing and managing the event in best way: 1. 4.
12. 11. To judge your products against the competition. To promote positive product trends. To present your products to buyers face-to-face. 2. 8. 7. To understand customer attitudes. The few reasons for choosing event marketing as a promotion tool are as follows: 1. 2. To network with customers not normally called upon. 5.3 SCOPE OF THE PROJECT 1. 4. To meet potential customers for new applications. 13. Understand and manage the event in the best and effective way. 10. To invite special customers to increase business 26 . To accelerate your product into new markets. To understanding the short coming of event marketing and event management. 4. To launch new products/services. To make more sales calls in a shorter time cycle. To target markets by types of visitors. To reposition your company in a market. To appeal to special customer interests. 15. 14. Problems faced by Indian event agencies. 9.2. 6. To select a new approach to marketing your product. 3. To change or improve the perception of your product. How these are perceived today. 3.
The secondary information was gathered from various marketing journals and books on event marketing. Canvassing for sponsors. The information gathered was studied and analyzed. sales promotions and publicity. the Corporate and the customer. customers and networking components 4. Costing involves calculation of the cost of production and safety margins 3. Customization of the event according to brand personality. Daily newspaper reading in order to keep track of various kinds of events also proved helpful. Subsequent additions were made to the interview schedule to suit the specific events under study. Conceptualization of the creative idea/ambience 2. 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. EVENT MANAGEMENT AS A PROMOTIONAL TOOL 3.2. 3.1 EVENT DESIGNING 1.4 METHODOLOGY The methodology followed for the research: Primary research detailed discussions with event management firms and the corporate clients. etc 27 . budgets.
7: Event Designing Concept Example: Event Event Category : Holi : Fairs & Festivals 28 .5. Carrying-out involves execution of the event according to the final concept Canvassing Initial Concept Conceptuali -zation Customization Costing Final Concept Carry-Out EVENT Fig 1.
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. Event Organizers : A2Z Events Core Concept of Holi It is a celebration to mark the onset of spring and the harvest season. 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. 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. 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. celebrating good harvest and fertility. The leads generated through canvassing for sponsors and negotiation with venue owners gave a 29 . It’s a symbolic gesture.
the 30 . 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.strong impetus and indication of success for a particular variation. The source is the organization. 2lakhs per center and the event was to be simultaneously conducted in 5 locations spread across the country. channel. Customization The target audience of the soft drink company was pre-dominantly was fun-seeking youth. of participants. there would be hardly anything else actually happening. the message could be a new car launch. red and blue.2 COMMUNICATION EFFECTS OF EVENT MARKETING Communication is the process of moving a message that includes different elements. 3. message. The show was fully customized to give pre-dominant importance to the sponsors’ colors viz. 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. Those elements include source. Now the event was fully sponsored show for a single sponsor with invitations to a limited no. The initial concept needed to be changed from a family oriented event to a youthful event. It was also decided to use the event coverage as software for future use by the channel. A leading soft drinks company could be persuaded to fully sponsor the event. The interaction revolved around a popular VJ anchoring the show and except for dancing. The carry out stage gets completely taken over by the music channel. receiver and the process of encoding and decoding. The budget was needed to be drastically reduced to Rs. 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”.
The first one is the emotional communication method.channel could be the event. and thereby influence the effect it has on the customer. it is said that “an event is an activity that gathers the target group in time and room. Fig 1.” This means that the event is eliminated from the noise. 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. The direct communication with the customer is one of the main advantages with Event Marketing compared to other marketing channels. and attendees are the receivers.8: Communication Process in Event Marketing Event Marketing is marketing communication in four different dimensions. he/she is informed of the value of the product. They do this not by “pushing” their products at the customers. where the organizations try to get closer to the feelings and emotions of the customers. The 31 . but by touching the customers’ emotional feelings. When the customer gets a feeling from a product. The third dimension is the intellectual dimension and it regards the relevance of the event for the customers. In the definition of Event Marketing. An example of this in the car industry is the test-driving of new cars. The Event Marketing is a form of “pull” marketing. The second dimension touches the customers by involving them in activities.
The DART & TRP ratings that rate the popularity of programs on air and around which the promotion is slotted. how to get the three prior dimensions into action and to inform the customers through all marketing channels. since events require massive external publicity.3 EVALUATION OF EVENTS 1. radio. External reach can be measured by using the circulation figures of newspapers and promotion on television and radio. press. Ideally. the event and the character. which in turn give the customers the possibility to create their own value for the product. 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.fourth dimension is the spatial dimension. 3. 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. A ratio of the external reach to the actual event reach is a very tangible and useful measurement criteria. This is because the target audience is derived from the target population which is invariably very large. television and other media are needed to ensure that the event is noticed and the benefit of reach is provided to the client. It is impractical to assume that all the constituents of the target population can make it to the event. Some researchers say that in the future. customers will not buy just the product. The above ratio is usually found to be greater than 1 in practice. Measuring Interaction 32 . External Reach Actual Reach >1 2. but the meaning. Measuring Reach Reach is of two types – external and actual.
If the goal is challenging. the easiest one to evaluate is the one that is expressed and quantified. measurable. it is much more difficult to access the interaction between the audience and the event and the benefit that accrues to the client. result oriented. of interactions Quality of interactions Time duration of interaction Important Points To Consider When Evaluating Event Marketing 1. but at the same time it has to be realistic. The one reason why Event Marketing is not measured also depends on the objectives. compared to reach. The cornerstone in the evaluation of events lies in the objective of the event. Quantified Objectives 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. Time limit and measurable goals give a possibility to do a qualitative study. of interaction points No. These are as follows: No. If it is too. A certain amount of quantifiable data can be of help in measuring interaction for an event from the clients’ point of view. is challenging. it is more interesting to try to reach it. The most common criteria for a goal to be valid is that it has a time limit. simple it is not inspiring to work for. but that they are short-time objectives. 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 33 .In most event categories. realistic. Whatever the goal is. clear and that it could be followed. Event Marketing can have different objectives and it is usually not directly to increase direct sales.
This section shows that depending on the brand-awareness and how the product is positioned. Through the event. where three concepts for group development need to be filled in order to create group belonging. The Image is on the receiver’s side. The Value community creates groups. The event in Event Marketing can be seen as a value community. and to myself?” The brand of a product can symbolize a part of the individual customer’s identity. they can sell more products. is to specify the brand’s meaning. The purpose of identity. In regards to Maslow’s thoughts. the happening and the message will give the individual a picture of him/herself. The differences between identity and image are that identity is as mentioned earlier what the franchiser intends to represent. “who am I in regards to the surroundings. 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. on the other hand. Event Marketing can offer the individual a short-track to belonging by letting the individual attend an event. Image. Identity Identity is what the organization wants to stand for. Event Marketing can have both a communicative as well as a teaching approach for the customer. and the product gives the brand the physical proof of that promise. In regards to Event Marketing it could be said that the organization sends away an Identity at the event and the customers receive it as an image of the product or organization. Identity. Using Event Marketing can also differentiate the product for the customer by making the value of the brand stronger for the customer’s identity. aim and self-image. Positioning vs. humans have needs that need to be satisfied.2. The identity for a customer means. while the identity is on the sender’s side. Evaluation Event Marketing is often used to create brand awareness. 34 . while the image is how the consumers experience the brand. Identity comes from Latin and means “same”. image and identity for the products. and a sense of belonging with other individuals. The brand can create a promise for the customer.
engagement in social and local happenings.” An event can give the customer a clear picture of the corporate identity that the company is striving for. and a definition is “how the consumers experience the brand. there is a possibility to differentiate the brand from other brands. This is especially true when the differences between the brands are 35 . service. social responsibility. The brand is seen as an independent method of competition.This shows that part of the brand advantages lies in the possibility to influence the individual’s identity. Usually the image consists of different key factors that the customer receives during different times and in different places.0: Image Building The experience at the event may of course result in direct sales. and the behavior of representatives from the organization Fig 2. These key factors could be the communication that the organization has the physical environment. Image Image is how the customer understands and looks upon the product. ethics. By doing this. but normally they help to build image and create positive associations around the brand that will lead to more sales later on. products. and to make possible his/her relation to other individuals and in this way strengthen their value community. Image can create lots of competitive advantages compared to other brands.
more value for money. The positioning distinguishes brands from each other and creates a place on the market and in the consumer’s minds for a particular project. increase the tolerance of customers. Products are becoming more and more alike. produces 36 . A positive image can lead to not only increased sales. According to Kotler. 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. It is important to create an image and a correct positioning for customers that create differentiation between products. which ideally leads to long-term brand loyalty. However. but it can also strengthen the relationships with all interesting parties within and outside the organization. An organization has three main perspectives for differentiation. The idea behind positioning is to create brand awareness. it is extremely important to have a specific positioning in the customer’s mind. there is always a possibility for the customer to change his/her opinion and image of the organization. and facilitate crises. They are: total 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. A company needs to diversify its product from competitors´ products. even though the main objective with the event is not to change or build image. Exposure Rate: A way to measure the Image that the event has created could be done by looking at their exposure rate. benefits and to see if the media is available to deliver the appropriate message. and the positioning of the product. However before using and trying to get media attention to an event it requires a careful analysis of the purpose. facilitate new employment. The positioning is a two-stage process.small. indicating which category the brand should be placed in and the differences between the brands in this category. Positioning & Branding 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.
trustworthy products at a reasonable price, product perspective, offer a better product that is newer, faster, cheaper, with unique selling attributes, and customer perspective, to know the customer better, and thereby reply to their needs faster. The last perspective, the customer perspective, involves the relationship between the customer and the organization. An event is the physical meeting between customer and organization, and thereby Event Marketing can be used as a tool to build relationships and create differentiation. 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. The value of the brand lies in the mind of the potential buyers, and not with the business itself. Branding is part of the marketing strategy and product differentiation. The brand can communicate more directly with the consumer than the product itself can; if the brand is seen as having a personality and symbolizing certain values. This is due to the fact that the brand has an emotional appeal to the consumers. A trend within Event Marketing is to involve more cultural aspects at events. The cultural aspects of events are not used extensively today. He further argues that culture and brand strategy go hand in hand. Over time, a relationship between the customer and the product can be developed into brand loyalty. This loyalty is characterized by a positive attitude towards the brand, and over time continued purchase of the same brand. A company seeks high brand loyalty because it creates stability and provides an opportunity to gain high market share and profit. The development of brand loyalty can be seen as a three-step model. The first step is to create an interest for the product in the consumer. When time has past, the consumers will simplify their buying detour through the product and the connection between the brand and the target audience is strengthened. The third step is where brand recognition is created, which is important for creating the long-term brand loyalty.
Events Less Complex To Evaluate According to the interviewees, depending on the purpose and objective of the event, some of them are easier to evaluate than others. The interviewed people said that the 37
depending on the relationship between event and the customer, the contact and knowledge of whom exactly attended the event decides weather it is easy or not to evaluate the event. Most brand-awareness events focus on the long-term success of the organization. Events that are easier to evaluate are, according to Orreving, events where you know exactly who was there, and where you can control the environment. If it is a VIP event at a dealership where it is possible to see who was actually there, it is easier to follow up with questionnaires and to see if they actually bought a product.
The Complexity Of Evaluating Event Marketing An event is concerned with a message, an interaction and integration. A message creates something valuable for the customer, and gives the customer some kind of experience. The interaction between the organization and the customer will create a relationship. The integration part is concerned with how the Event Marketing is part of the other marketing strategies. Event Marketing are not being evaluated to full extent due to lack-of time, ignorance and due to the fact that it is hard to evaluate it. Some of the interviewed persons agreed with this theory, and believed that ignorance made evaluation complicated. Furthermore, evaluations not conducted due to lack of time. The interviews also discussed that Event Marketing is only one of the possible marketing channels that can be used when marketing a product, and therefore it is hard to evaluate it separately from the other marketing tools. The more complex the marketing strategy, the harder it is to see what influenced the customer to buy the product. Other reasons why it could be hard to evaluate the event is because someone’s experience cannot be valued on a scale, and the interaction as a relation is not measurable. Furthermore, depending on all other marketing aspects it is hard to see why the customer has a specific feeling for a product. Kotler claims that the easiest marketing channel to evaluate is direct marketing. By using direct marketing it is easy to follow up exactly where the customers have seen the coupons, brochures etc. However, none of the interviewed persons mentioned that it would be easier to evaluate direct marketing than Event Marketing.
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. 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. As long as more than one tool of the marketing mix is used, there is always a possibility that the customers can be affected by them, and thereby there is no 100% accurate evaluation tool. 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. When asking the interviewed people to elaborate on intangible factors, such as the weather affecting the event, most of them were sure that that just the weather was not of importance for the success of the event, and therefore there was no need to try to evaluate it. There are factors that can not be evaluated, and that instead the focus should be on the factors that can be evaluated. This could be interpreted in the following way: since there is no possibility to evaluate the event comparing to the external social happenings, the only way to elaborate on the example weather is to work with the weather and use it. If possible, the external factors should be eliminated, but if that is not possible the event should try to use them and thereby work for the event.
Event Venue Category Event Organizer Client Theme
: Olympic Games 2000 : Sydney, Australia : Competitive – Sports : IOC : General Electric, NBC : Amateur sports competition to promote world peace.
Measurement Criteria: Reach increase for cable mediums MSNBC & CNBC, % increase 39
CNBC’s reach in terms of the subscriber base expected to increase from 74 million to 80 million. Leveraging your sponsorship includes an integrated marketing program involving product sampling. 18. Too many companies spend the big bucks to get into the event marketing business and then never do anything with it. ROI MEASUREMENT TOOLS: 1. MSNBC’s reach in terms of the subscriber base expected to increase from 59 million to 70 million. Quantitative 40 . In other words. Reach External Actual : Global (over 197 countries) : Prime time audience (approx. As a rule. this can be accomplished by spending at least two or three rupees per rupee invested in the sponsorship. the sponsorship fee is just a mere ante.4 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. 3.25 million) Event Evaluation Advertisements sales increase from $ 680 million at the 1996 Atlanta Olympic Games to $ 900 million for the Sydney Olympic Games 2000. on-site signage. and myriad multilevel cross-promotions. and you must budget to properly exploit the product that you have just purchased. event logo usage.revenues for client. The need to leverage the maximum benefits of the sponsorship is of the highest priority.
Pre-Post Show Surveys Often used to measure less tangible variables like brand awareness or perceived competitive positioning. and requests that they answer some quick questions. surveys are a frequent choice for evaluating results. 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? 41 . Prepost surveys are effective in measuring changes in variables such as: 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. An interviewer intercepts visitors on their way out of the booth. an exit interview can be helpful. and then sample another batch as they are leaving the exhibit hall toward the end of the event. Even if you use lead generation forecasts or gross margin from show sales to measure ROI on an event.In the world of trade shows and corporate events. pre-post surveys sample a group of attendees on their way into the exhibit hall at the beginning of the trade show. a survey can help you understand the reasons why the business event performed the way it did. especially for exhibitors using a sizable booth footprint.
or the group that participated in a certain activity at the business event. Depending on your information needs. signage Competitive comparisons 42 . 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. is that it allows mid-course correction of any problems uncovered. how likely are you to add the company to your short list of considered vendors? One of the big advantages of the exit interview. 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. you may want to survey the entire attendee population. design. How useful was the product demo? As a result of your visit to the booth. the people who visited your booth. staff. when done early in the business event.
3. Such comments as “Booth was crowded. and other marketing tactics during the trade show. can be helpful in assessing your performance. Following are a few of the more beneficial qualitative approaches. especially at trade shows where you expect a relatively high level of current customer attendance. Which products are most effective to exhibit or demonstrate Effectiveness of promotions and premiums Audience attendance/experience at other trade shows 2. and a rich source of data on most elements of interest. 43 . while not projectable to the entire population.5 KEY ACCOUNT OR KEY PROSPECT ANALYSIS Keeping track of key account attendance can be an important success metric. exhibit effectiveness. Many trade show consultants offer this service. Mystery Shopping If you’re looking for an objective means of analyzing your booth’s effectiveness. placement. consider hiring a professional evaluator to “mystery shop” your booth and assess the experience from the point of view of a customer or prospect. Staff feedback forms can be used for continuous improvement in training.” “Mostly junior people. 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.” and “Felt light to me” can do more harm than good. Staff Feedback The booth staff is your first line of customer contact. Qualitative Tools: Qualitative metrics.
and make other comments. or sponsoring events. visitor experience.Make a list of key accounts. Provide them with a form to fill out that covers such items as booth size and location. Fig 2. staff size. noting which were invited in advance by the sales team to visit the booth or attend a business event. etc. Assign competitive sleuthing duty to several of your booth staff and other company attendees. 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. if possible. Ask them to check off any who were engaged in conversation. speaking. products featured. Check the trade show guide to see who among your competitors is exhibiting.2: Business Event Objectives and Associated Metrics 44 . Distribute the list to booth staff and other company representatives at the trade show. Competitive Analysis Assessing the presence of the competition is best approached qualitatively.
along with a discussion of key issues facing the company. 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? Where will you implement your marketing spending plans? When will marketing spending plans occur? How much sales. 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. and profits will you achieve? The financial projections contained in your business plan are based on the assumptions contained in your marketing plan. where. and how and when advertising and promotional expenditures will be made. price strategy versus the competition.3. competitive market segments the company will compete in. marketing spending 45 . what. The marketing strategy section provides the company's marketing strategy statement. when. spending. It is the marketing plan that details when expenditures will be made. what level of sales will be achieved.6 HOW BUILD A SUCCESSFUL BUSINESS PROMOTION AND MARKETING PLAN A good marketing plan summarizes the who. the reasons why it is unique or compelling to buyers. 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. 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.
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.g. it may contain a summary of quarterly promotion and advertising plans. or other publications which might welcome an article written by you. newspapers. it may contain a summary of quarterly promotion and advertising plans. timing. timing. Keep your eyes open for "specialized" newsletters. and share or shipment goals for each program. bookmarks or pens) that are useful and give details of your business. and possible R&D and market research expenditure strategies. 46 . Get on the Internet and connect to the world with your own home page.strategy with advertising and promotion. with spending. radio and TV shows. Send news releases about your products and your business to local papers. and share or shipment goals for each program. The sales and marketing plan outlines each specific marketing event or action plan to increase sales. Take out an ad in a publication of a local group. on a topic related to your product or service at appropriate fora. For example. Have give-aways (e. Offer to make presentations. The sales and marketing plan outlines each specific marketing event or action plan to increase sales. For example.
3. Marketing is becoming an ever important tool in the present competitive scenario. tell what your product or services can do. but don't promise what you can not deliver. highlighting uniqueness and quality of the product.Remember marketing is the face you show to public. Check the content and layout before releasing an advertisement or distributing pamphlet.7 RISK VERSUS RETURN MATRIX 47 .
. the gradations of which can vary from zero risk to very high risk as shown in the Fig 2. Events based on time can be divided into pre-planned i. those that are taken up on the spur of the moment.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 2.7. On the basis of finance. 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.e. 3. events can be fully sponsored. Each decision carries with it an element of risk.e.8 APPLICABILITY 48 .. events carried out after thorough planning with enough time for taking conscious decisions and ad-hoc events i.7: Risk vs.
spreading several messages in many different magazines. On the other hand. or the event just happens. On the other hand mean that Event Marketing can also be used when focusing on specific target groups. the result might not cover investment. Of course. For companies using differentiation as a competitive advantage. the companies have a possibility to control who will attend. Depending on how Event Marketing is used both differentiation and focus can be achieved. When using general events. the company can still gain on the situation since they have a chance to adjust the added value to specific customers during the event. when advertising in a magazine. 3. For example. for companies using focus as a basic strategy. different types of consumers will be reached. although they might not be interested in the specific event. The events are pre-communicated. The employees working during the event “read” the situation and adjust his/her behavior.9 ADVANTAGES OFFERED BY EVENTS 49 . whoever is there has an opportunity to be a part of the event. which normal marketing media do not have. meaning that no single target group is invited. a company needs to decide which message they want to communicate as well as with whom they want to communicate.Differentiation and Focus in Event Marketing Event Marketing has several advantages with multiple purposes. the cost for gathering information about the specific target group must match the possibility to actually reach the right segment. There are two major differences when using events. depending on which place the company selects for the event. Further the event itself might also communicate an added value to other people.
Events have the ability to bring together sharply defined participants since the capacity for a particular event is usually limited. Thus. impact and tangible immediacy of measurement. the option of control reach can be exercised and ideal audience for narrow-casting of information can be gathered. Live media communication is a complete sensual experience as compared to a press advertisement or TV/Radio commercial.As is clear from the preceding section. The high recall value of live media communication is also a major factor. 50 . 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. 4. 2. Since the audience is actively targeted. 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. The audience that has been specially invited invariably is an ideal audience. This leads to lowering of the media networking budgets and focused communication with the specially gathered audience. Live media scores over conventional advertising in terms of reach. This is so because of press ad is basically a flat piece of paper and a commercial is just an audiovisual experience. 5. Live media also enables interactive communication. An event carried out professionally and cleanly is invariably a memorable experience. This provides an advantage of higher brand recall to the client. The involvement of all the senses in experiencing the event is one of the greatest advantages that events can offer. For the audience. 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. events as a live media offer a certain amount of immediacy to the experience – of being there while it‘s happening. 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. it is undoubtedly a thrilling situation. 3. A specific no.
51 .6. 7. 9. Easily customizable nature of events. No other media can boast of the ability to provide such massive collection of feed back instantly as events. then the same is also reported impartially. 8. Being a live 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. Thus. the localization of events is very easy. This is a double edged sword because. 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. Such software become products by themselves and can be used profitability in the future. 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. it is possible to feel and deduce the reactions of the audience to the aim or objective that the event was conceived for. For such reports there is no extra cost to be borne – neither by the sponsor nor by the event organizer. in case the event is not up to the mark or is dogged y controversies.
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. 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. right time and in front of the right target audience. This survey also gave scope to take necessary steps for organizing an event at right place. if any.4. 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. Let’s have a look at what people feel about Event Marketing. 52 . ANALYSIS & RESEARCH FINDINGS 4. Event Marketing companies were also targeted and their response was also taken which added value to my thesis. 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.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.
53 . 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% are more likely to enter into the buying process even if it’s a new product.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. Surprisingly. about the event 88% are more likely to buy a product just when they were aware of it.
54 . 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. 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.
55 .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.
56 .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.
57 .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. 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 58 .
The next best reason for participation across all age groups is the activity which the attendees enjoy.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 59 .
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 60 .
No post-event analysis is carried out to evaluate the effectiveness of an event. virtually no thought is given to their likely benefit to the company. 4. 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. or even how such a benefit could be measured. In such cases. As a result of which a lot of money is wasted and nothing productive happens. In the late 1980s.Mobile events which demonstrate product features are more likely to generate better understanding about a company or its product. the Hill & Knowlton sports marketing division conducted a survey of Western Australian companies involved in sponsorship. 1. movies & road shows) 5. Sponsorship today should be made as accountable as any other part of the marketing mix. implementation process and effectiveness of event marketing.000 on advertising without monitoring every year stage of the campaign? How many would pay an executive $100. How many of those companies would spend $100. Some forms of sponsorship have long-term networking goals that 61 . 6. Corporate are not fully aware of the concept. Yet a staggering 68% of them had no procedures in place to check the value of their sponsorships. Lately. 4. Many were giving more than $100.000 a year. sponsorships have too often been handed out on nothing stronger than the managing director’s whim. 2. 3. The event marketing industry in India is highly unorganized. music.000 a year without demanding accountability for performance. Even when large sums of money are involved.2 INTERVIEWS AND DETAILED DISCUSSIONS with various event managers and corporate helped me identify the problems in the event marketing industry.
It must tie in closely in theme and message with everything else you are doing. to ensure that your name. 100. you need to spend at least another Rs. It means developing reliable ways of measuring its results. Not all sponsorships are readily measurable. It is always and only a complement to it. and press coverage of the event cannot be equated with success-even if a company’s logo appears often and prominently. staff motivation programs. But if sponsorship is linked directly to a product. The longer you stay with your sponsorship. It also means being willing to keep it going for several years at least. exactly as agreed. will you get real benefit from your sponsorship investment. and put one in touch with people who can do a great deal for the business. Only then. They can create a difference for the product. They can link a company and brand with their customers’ lifestyles and aspirations.000 you spend on sponsorship. T. 62 . 100. 7.don’t lend themselves to immediate measurement.V. It must be an integral part of your total promotional program.000 on more conventional promotional activities. especially in the non-sporting field. product and so on are being featured. hospitality functions and so on. And your sponsorship venture must not happen in isolation from them. If its name chops and changes from one year to the next. 8. we need to take a close look at the sales results and see if they go up during the sponsorship period. Carefully planned sponsorships can be a cost-efficient way to enhance corporate profile. 10. It means thinking about extensions-spin-off consumer and trade promotions. logo. if that’s possible. It means monitoring the event constantly. Sales. 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. for the event too. where it’s almost impossible to establish a direct cause-andeffect relationship between sponsorship and sales. Sponsorship itself never is a major communications thrust. measurement should be possible through the only criteria that ultimately matter. There are many. 9. For every Rs. 11. Instead. the better the results you can expect-and the better. boost the effectiveness of the total promotional program.
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. 15. Event marketing firms do not have retained accounts as advertising agencies. 63 . 12. Event marketing firms in India are very unprofessional and lack integrated marketing expertise. Hence corporate prefer to give their accounts for event marketing also to their own advertising agencies. There is no consistency of operations and quality of events on the part of event management firms. Then its value as a sponsorship property will drop.5% is retained by the advertising agency itself. Hence there is a need to build a more qualified and professional image of the event-marketing firms to gain corporate trust. 14. 13. Situation analysis and TOMA effect which are done by advertising agencies is not done by event marketing agencies. and remove this intermediary to achieve higher profits.its image will become confused and tarnished. This results in lesser profits for the event management firms as a cut off percentage of at least 13. They also provide poor services as compared to advertising agencies.
ANNEXURE 5.1 Annexure. Assuming you had a positive experience.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 3.5. What was it that got you to notice or participate in the event? □ It looked like fun □ 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. 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 65 . 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.
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.5. 66 . 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 5. though new. 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. Which of the following is true? After leaving the mobile event I understood the company/product… □ better □ same □ less 8. the concept has taken off very well with the Indian consumers who are evolving rapidly. How long did you stay at the mobile event? □ 1-15 minutes □ 15-30 minutes □ over 30 minutes 7.2 KEYS TO SUCCESSFUL EVENT MARKETING While marketing an event.2 Annexure. But. Event marketing has been a concept that has only recently been pioneered in India.
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. Event Marketing Hint 4: The giveaways at the event should be relevant to the business being promoted through the event. 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. as well as an advertisement in the event show guide. It is important that least 50-60% of the people attending the event are targets of the product to be promoted. 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. 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. then it is necessary to ensure that the purchase decision-maker attends the event. Event Marketing Hint 3: Before the event is undertaken. since your booth will be tucked away hidden from all eyes. as well as the location of your booth.Some of the tactics and methods are listed below. Event Marketing Hint 1: If the event is meant to market a certain product. Event Marketing Hint 5: The location chosen for the event is perhaps the most important aspect. 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. And make sure you don't give something away for free just for the heck of it. The most ideal locations in any exhibition areas are found at the 67 . Following them can ensure a cost effective implementation of the event marketing. Other value-added benefits that can be expected from the show organizer include: being included in participant email distributions promoting the event.
entryway to the event and near the pathway to the food stations and restrooms. 68 .
The road shows were help for a duration of half a day. Generating leads (Cold calls and from Canopy enquiries) – noting down name and phone numbers of people visiting the canopy. and conducting the road show Cold Calling – distribution of leaflets in adjoining areas.5. – 8 p. Identify a particular location on basis of SEC.m. residential area/ marketplace. either 11 a.m. 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. or 5 p. The road shows were conducted at: Rajender Place (at the main road) Rajender Place (inside the MTNL compound) Bagga Link Petrol Pump DDU Hospital 69 . Setting up the infrastructure – canopy. cinema halls chairs etc. ATM.m. – 5 p.3 Case Study Citi Financial Road Shows Objective : To increase awareness and generate leads Methodology : etc.m. table. providing any required explanations and procuring leads. footfalls.
The number of people visiting the stalls was not very high. conducting a lucky draw of Respondents and contacting the winners through the contact information given by them. Hence compulsory mention on all Publicity material – canopy. Only a very small fraction of people who visited the stalls were ultimately converted.not adequate.00.000. Recommendations To encourage people to give correct names and contact information some incentive/ scheme should be formulated e.g. contact info etc. Banners. 50. Moti Nagar Kali Bari (opposite Birla Mandir) Observations A common request by customers – Personal loan limit of Rs. Canopy should be supported by – o o Mascots Banners 70 . 1. names.000/. It was observed that a lot of people deliberately gave wrong phone numbers. Nevertheless. want limit to be raised to Rs. the road shows were found to be an effective medium for generating awareness and visibility. POP material etc. Canopy should be at least bilingual – SEC segments B and C are more responsive to local lingua franca. Need to leverage existing awareness of the Citigroup Brand – Creates confidence in the customer.
Telecommunication facility should be provided to solve specific queries the spot. if cold calling needs to be done then strength should be three to four. are a must for display and impact. chairs etc.o o POP material Mike system/Music if possible All these also make the job of the team easier. 71 . solution of which may lead to conversion. Road shows should be for a minimum of two days and in summers Should be conducted in the evenings. the need for explanations being reduced. 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. At all times at least two persons are needed at the canopy. Tables.
brand image and positioning clearly. RECOMMENDATIONS To improve the condition of the event marketing industry and make it more professional and profitable. If it is cheapened or its identity threatened. 5. also to assess the top of mind awareness and brand recall.6. 6. Conduct extensive market research to establish which parts of the program are working and which ones are not. 72 . the sponsorship could rebound on the sponsor’s head. 2. In all sponsorship activities. 4. Understand the corporate objectives.and post-event analysis and evaluation to check the success of the event and consumer perception. Create extensive databases of the target consumers in order to conduct pre. 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. Those in the first category should be maintained and strengthened. Conduct a situational analysis for appropriate event selection which synergies with the company objective and brand personality. target audience. the following recommendations have been listed: 1. 3. Those in the second should be relinquished.
It is a benefit that allows depth of exposure. a supplemented advertising budget. 73 . • As CMOs continue to face increasing financial pressures. Defining what an organization stands for. • Event marketing also offers companies the flexibility to reach specific geographic and demographic audiences. To answer this challenge. as well as also adapt events to contribute to branding in more sophisticated ways. These forms of communication synchronize with overall marketing goals through new applications of techniques rooted in traditional event marketing that project the brand more powerfully. mapping out a clear brand strategy. as opposed to the breadth of exposure. a financial partner. and then formulating event activities that align with overall marketing goals is the next great step in the evolution of the industry. and added leverage. 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. also profits. Property or event. • • Brand awareness reinforces the product or service. 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. • 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.7. the event marketing industry must redefine itself to recognize the power of the “brand” to forge deep connections. they must continuously provide higher levels of value. both in pure financial terms and overall measurement of ROI.
branders.com www.flugsimulatoren. Vieira The Fundamentals & Practice of Marketing John Wilmshurst WEBSITES www.net www.TradeshowDisplayPRO.businessknowhow.com www.org www.com/marketing/india-marketing-scenario.8.com www.mobilemarketingjoblist.com www. BIBLIOGRAPHY BASIC COVERAGE Event Management Principles of Marketing Marketing Management Marketing is Business Lynn Van Der Wagen & Brenda R.inventors.marketingnpv.wilsonweb.com 74 .eventmarketer.global-electronics.htm www.com www. Carlos Kotler & Amstrong Philip Kotler Walter E.net/articles.exhibitionsindia.indiatradepromotion.fundsmanagementworld.com www.marketersadvantage.htm?k=Network%20Marketing www.htm www.com www.com www.com www.viewcentral.com/cs/marketing/g/promotion.de/strategic-marketing.about.about.supercommindia2004.sbinfocanada.com/india www.com www.com www.htm www.indianchild.hedgefundsworld.com www.about.clk.
org www. www.pib.india.exhibitmanagement.com www.exchange4media.blonnet.tradeshowplaza.com www.advertising.asia.3rdfloorup.com/india/ www.sulekha.msn.html www.belowtheline.hindustantimes.gov.com www.nic.com/3g/ www.indialine.com www.org/Sports/Events www.biztradeshows.in www.classifieds.com PERIODICALS Business & Economy 4Ps Business & Marketing Business World NEWSPAPERS Times of India Economic Times Mint 75 .ibef.frost.in/business/growing_business.com/events/automotive.php www.com www.dmoz.pag www.com/prod/servlet/events-asia-pac.com www.org/ www.informatm.com www.
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