Mona Kastrup

20069928

Event Management Assignment
Bellahøj Kræmmermarked

04-12-2015

Sponsorship and Event Marketing
Event Marketing Assignment
Submitted to: Anthony McCarthy
Submitted by: Mona Kastrup – 20069928

Submission date: 4th December

0 | Page

................................................................................................................................................................................ 4 Integrated promotional methods.............................................................................................................................................................................................................................................................................................. 4 Sources of funding and finance........................ 6 Contemporary Promotional Media................................................................................................................................................................... 2 Overview and background................................................................... 3 Services conducted by the organization.................................................................................................................. 6 References..................................................................................................................................................................................Mona Kastrup 20069928 Event Management Assignment Bellahøj Kræmmermarked 04-12-2015 Agenda Bellahøj Kræmmermarked......... 5 Suggestion to new promotional tools............................................................................. 5 Traditional advertising.............................................................................................................................................................................................. 5 Sales Promotion...................................................................... 5 Current use of advertising............................................................... 8 1 | Page .......................... 4 Stalls.................................................. 2 Target audience..................................................... 6 New target audience.................. 6 Social network marketing.................................................................................................................. 3 Product and services..................

This market therefore support this organization and their projects. so they can have a normal life like every other kid in Denmark. The organization was founded in 1904. taking up three places throughout the whole weekend it can be up to €380.000 kids placed outside of home in Denmark. There are at least 15. “Help the kids’ day”. secondly is the Royal beer. The organization want to help these kids in need. and it has been through many changes the last 23 years. The organization works with helping placed kids from all over Denmark. Through the 23 years. I have myself been a part of the event for 10 years and it is important to mention that most of the information used in this paper is from own experience from participating as a volunteer in the event. which is a company providing rides both for kids but also for the older audience. This paper is going to focus on an organizational event. There is room for approximately 101-200 stalls. but if you are a company that choose to have a big stall. Bellahøj Kræmmermarked is an annual market held in the town Bellahøj just outside of Copenhagen. The market has existed since 1992. If you choose only to have one private stall on a Sunday. 2 | Page . it would be around €40. food stands etc. they have made agreements to corporate with other companies and organizations. The biggest partner is Ankers Tivoli. to the event. the size of your stall and how many days you are going to be at the market. there are four types of events all with different purpose. and every stall cost money. the prices depends on where you want to place your stall. which is the local newspaper.Mona Kastrup 20069928 Event Management Assignment Bellahøj Kræmmermarked 04-12-2015 Bellahøj Kræmmermarked This paper will provide you the knowledge of a Danish local event called Bellahøj Kræmmermarked. The three main business partners in the event is Brønshøj-Husum Avis. In 2015 the event were held on the 14th to the 17th of May. The objective of the market is to raise awareness of a Danish organization called “Børnehjælpsdagen” if you do a rough translation it would mean. and lastly the most important one Ankers Tivoli. Overview and background Categorizing event can be useful. which objective is to raise money for a charity (Shone & Parry 2004). and they started to raise money to their project through the event in 1992.

When using emotional promotion tools they try to reach this specific need. An important cultural value in Denmark is being together and experience things as a family. and thereby attract families to the market. Product and services The actual benefits of the products would be the experience. Target audience Choosing the right target audience for an event you will need to combine different factors to be sure to reach to the right target audience. This include the behavior of the target audience. going together to a market. there is a specific Children’s area. the market ticket for one day is €2. where the organization’s staff and volunteers are ready to welcome the kids. The traditional methods is usually used in event marketing context where the primarily focus is on gender. in form of three different music tents. it is obvious that they are mainly targeting families in the local area. The focus in the promotion of the event is primarily on the hedonic needs. age and geographic segmentation. and try all the exiting things there are.Mona Kastrup 20069928 Event Management Assignment Bellahøj Kræmmermarked 04-12-2015 It cost money to enter the market. There are also activity for the older audience. In each tent.60 and if you buy a ticket valid for everyday. To do a more effective analysis of the target audience it is evident to combine the traditional methods with contemporary segmentation techniques. When looking at Bellahøj Kræmmermarkeds way to promote the event. The children are able to get a free balloon.30. it would only cost you €3. All the profit goes to Børnehjælpsdagen. The augmented product will be all the extra services such as a children’s tent etc. I would say for that reason that they are more likely to communicate to families. so the main purpose of the event is to yield a profit for charity. They only promote through the local newspaper and through posters in the local area. participate in fun competitions and design their own badges. 3 | Page . there will be a variety of themes for example in 2015 there were an Irish music tent and an Old Danish music tent. At the market.

but later on to be sure to get a profit they choose to sale entrance tickets. security people.Mona Kastrup 20069928 Event Management Assignment Bellahøj Kræmmermarked 04-12-2015 The next section will be looking at the products and services provided in the event. However. drink and food stalls. and then the other part that includes all the different stalls. To generate funding for the event the organization found it necessary to use ticket pricing. but you are also likely to find shops with new product to low prices. music tents. Services conducted by the organization At the market. The first part is the services and products conducted by the organization itself that includes the volunteers and the partners. they also have other services such as rides. children’s tent and lastly in the middle of the market you will be able to find an information building where you can go if you have lost something or someone. The stalls profit do not go directly to charity. The stalls differs from every year. The first 10 years were the event took place the entrance were free. these include toilet facilities maintained by the local girl scouts. the company that attend the market is most likely to go the year after. There are many different products and services sold at the market. the stall prices and entre prices should be able to cover this cost. These services are all free. these services and products cost money. Stalls There is a variety of different stalls with a high range of products for all ages. How much of the profit goes to the charity is not identify anywhere. where it would be easier to buy a ticket for everyday than for two days separately. which means that they are generating revenue through ticket sales for the event. Sources of funding and finance The market is located at a camping ground. however. there will be a variety of free services conducted by the organization itself. the price of renting this area is unidentified however. Most of the stalls sells second-hand products. 4 | Page . To make a structural overview of the different services and products it would be appropriate to divide them into two sections. They use price bundling as the main marketing method. but I believe that a big part of the profit from these stalls are going directly to charity.

5 | Page . together with media and influencers gives an important opportunity to the organization to gain awareness and raise money to the charity. Integrated promotional methods It is important for an organization as Børnehjælpsdagen to adopt an integrated marketing communications approach when promoting the event. However having a low budget should not be an obstacle for an organization. the revenue from the partners and the event in general will all go to cover the cost of renting the area. The profit that the stalls are going to have after the 4 days will be their own benefits and not going directly to charity. and thereby a good cause.Mona Kastrup 20069928 Event Management Assignment Bellahøj Kræmmermarked 04-12-2015 As mention earlier the stall prices differs from €40 to €380. the newspaper promote the event the weeks up to the start date. Nevertheless. Current use of advertising Bellahøj Kræmmermarked do not have a wide range of communication tools which mainly is a result from a low budget. Traditional advertising The traditional advertising is an important communication tool however. sometimes as an organization you need to think more creative to reach the target audience. promoting the event and then the last profit will go to the charity. The event corroborate with the local newspaper. instead you will need to look at clever and cost effective methods of reaching the target audience. Accordingly. The objective for a company or private households that choose to rent a stall is mainly to increase sale or awareness of the company. This is mainly because getting people together all in one place has proven to be an effective way to get the focus towards a common goal (Fehrnstrom & Rich: 2009). An Integrated Marketing Communication approach involves a wide range of communication tools with a consistent message for the event (Fehrnstrom & Rich 2009). This section will concentrate on the event’s use of promotional tools with following ideas to make the promotion even more effective. Having an entire community of consumers.

which makes it hard to change consumers’ attitude towards the event. the problem with this is. These artists do have a wide range of fans in many ages. The same poster is seen different places throughout the local area. so it would be a good opportunity to get more of the youth to enter the market. It would be more appropriate to reach a new target audience. This practice is seen in the event by offering 2 days free if buying a full pass to the event. the event have been there for 23 years. they use consumer schemes. To reach a younger audience you are more likely to reach to people with weak ties who tend to be more open. they are most likely to attract the younger audience.Mona Kastrup 20069928 Event Management Assignment Bellahøj Kræmmermarked 04-12-2015 The event usually have a big poster in front of the camping area in the weeks up to the event. There will always be a risk by changing the lineup. The retro style and second-hand shops are really popular between the younger audience in Denmark. When reaching the younger generation it would be apporirate for the event to interact with the 6 | Page . this could for example be Barbara Muleko. At this event. that the people in the area already are familiar with the event and loyal consumer who choose to go anyway. with a wider geographic focus. Mads Langer or Noah. to remind people of the date of the event. New target audience However. especially now where the social media have a huge impact on promotion. Suggestion to new promotional tools The event are mainly using traditional marketing tools in a specific area. Social network marketing Social network marketing is an important tool to use. Børnehjælpsdagen could be interest in this audience because they have many contacts and are therefore more likely to use word of mouth. because you might lose the loyal consumers. however. If the event get a better lineup of artists. To connect with the younger audience and making the event attractive could be through the music. the younger generation. Sales Promotion Sales promotion is a tool primarily used to boost sale. If you choose to buy a ticket for the whole event the price will be cheaper than if you buy separately tickets every day. There are a lot of Danish artist that are likely to play concert for charity. I believe that especially these artists would be able to connect with the wide range of consumers. The only thing being visualized on the poster is the organizations logo and the date of the event. With consumer schemes means that there primarily focus on the consumers and they hope to increase sale by offering the consumers discount.

the only way you can find information about the event and the charity is through the organization itself and its partners. the event could use some contemporary promotional media.Mona Kastrup 20069928 Event Management Assignment Bellahøj Kræmmermarked 04-12-2015 consumers through the Social Medias. For example by having. so it is easier for them to find details about the event and the charity. They do not have any website for the event themselves. Contemporary Promotional Media In general. it could be a good thing for the consumers to have it all in one place. competitions on Facebook that get the consumers to share the event with others. 7 | Page . Nevertheless.

(2009). Hentet fra Chron. (2. Definition of 'Sales Promotion'. & Rich.. Using Events to Drive an Integrated Marketing Model.com/definition/sales-promotion 8 | Page . M. 8 2014). Kbh. Journal of Integrated Marketing Communications (s. B. (5.A practical handbook (3 udg.com/definition/sales-promotion Børnehjælpsdagens Kræmmermarked i Bellahøj.Mona Kastrup 20069928 Event Management Assignment Bellahøj Kræmmermarked 04-12-2015 References Blazejowski.: a division of Cengage Learning.. Sam Ashe-Edmunds. (5. (2004). inc. W. I N. Times. Hentet fra Børnehjælpsdagen: http://economictimes. E.indiatimes. Kræmmermarked. May 2015). Hentet fra Børnehjælpdagen: https://bhd. (1.NV. Northern Western University: MEDILL.chron. (2015. & Parry.dk/marked/show/bornehjaelpsdagens-kraemmermarkedi-bellahoj-kbhnv Fehrnstrom. S.dk/nyheder/730-kraemmermarked-pa-bellahoj Børnehjælpsdagen. Festlig forårsmarked for hele familien. E.html Shone.com: http://smallbusiness. 37).indiatimes.com/traditional-marketingcommunication-tools-61325. 12 2015). 11 2015). A. D. Hentet fra The Economic Times: http://economictimes. Retrieved from Markedskalenderen: http://markedskalenderen. Traditional Marketing Communication Tools. M. Successful Event Management .). T. May 1). M. D. University. SOUTH-WESTERN.