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 A Dissertation Report On

“A STUDY ON EVENT MARKETING ADOPTED BY BRANDLAND

ADVERTSING PVT LTD FOR ORGANISING PROPERTY EXPO ”
Submitted in partial fulfilment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Of
BANGALORE UNIVERSITY

Submitted by
NAVANEETH RAO E
(Roll. No 18OTCMD014)
Under the Guidance of
Faculty Guide
DR. SHILPA.K
Asst. Professor
IIPMB, Bangalore

Carried out at

BRANDLAND ADVERTISING PVT LTD

KORAMANGALA

Indian Institute of Plantation Management Bangalore

Jnana Bharathi Campus, Mallathalli Post, Bangalore- 560056
Affiliated at Bangalore University (2018-2020)

1
 CERTIFICATE

This is to certify that Mr NAVANEETH RAO E(18OTCMD014) has successfully completed

the Internship Report on “A STUDY ON EVENT MARKETING ADOPTED BY
BRANDLAND ADVERTSING PVT LTD FOR ORGANISING PROPERTY EXPO”.
This Internship Report is submitted to Indian Institute of Plantation Management, Bengaluru
in partial fulfilment of the requirements for the award of Mater of Business Administration
during 2019-2020.

Date:
Place: Bengaluru DR . SHILPA K

2
 DECLARATION

I hereby declare that the Project Report on “A STUDY ON EVENT MARKETING

ADOPTED BY BRANDLAND ADVERTSING PVT LTD FOR ORGANISING
PROPERTY EXPO” submitted in partial fulfilment of the requirements for the award of the
Master of Business Administration to Indian Institute of Plantation Management Bengaluru, is
our original work and has not been submitted for the award of any other degree, diploma,
fellowship or any other similar title or prizes.

Date: NAVANEETH RAO.E

Place: Bengaluru (18OTCMD014)

3
 ACKNOWLEDGMENT

I am very much beholden to Indian Institute of Plantation Management,

Bengaluru for giving this wonderful opportunity to undertake the project study as a
part of the fulfilment of Master of Business Administration (MBA).
1
I consider it to be my pride and privilege to extend my gratitude to our director DR.
DHANAKUMAR, Indian Institute of Plantation Management, Bengaluru for
giving me this wonderful opportunity of being a part of this prestigious college and
for all the help and assistance extended to me during the course of my study in the
college.
2
A particular word of thanks is due to Prof. Bhaskar K ,Co-Ordinator of MBA and
other faculty members for their useful tips and encouragement. My esteemed guide Dr
.SHILPA K, Faculty Guide, deserves all appreciation and thanks for patiently and
1
effectively guiding me throughout the preparation of this project.
3
Last but not the least I thank my parents my friends for providing me with valuable
inputs as well as other information required for the project and most of all for their
support and cooperation.

NAVANEETH RAO.E

18OTCMD014

4
 INTRODUCTION
"We GENERATE The Quality Business Leads
We Enhance Your Profile
We CREATE The New Business Opportunities
4
What's more, Everyone Knows Us as EVENTS"

Occasion Marketing or Event Marketing is gradually developing at a pace of multiple times

that of customary publicizing. In-spite of the fact that generally little contrasted with the
significant segments of the showcasing interchanges blend publicizing, deals advancement and
P-O-P correspondences consumptions on occasion sponsorship are expanding. A large number
of organizations put resources into some type of occasion sponsorship. Characterized, occasion
5
showcasing is a type of brand advancement that binds a brand to an important athletic,
stimulation, social, social or other sort of high-intrigue open movement. Occasion showcasing
is unmistakable from publicizing, deals advancement, purpose of-procurement marketing, or
advertising, yet it for the most part joins components from these special devices. Occasion
4
development have a chance to make progress on the grounds that, in contrast to different types
5
of promoting interchanges, occasions contact individuals when they are open to advertising
messages and catch individuals in a casual air.

Occasion advertising is developing quickly in light of the fact that it gives organizations options
in contrast to the jumbled broad communications, a capacity to fragment on a nearby or local
premise, and open doors for arriving at tight way of life bunches whose utilization conduct can
be connected with the neighborhood occasion. MasterCard put an expected $35 million in
4
supporting the 9 city World Cup soccer title in the US in 1994 and will probably support other
large occasions in numerous nations too.

Olympics and its renowned 5 rings are "the world's best property" regarding promoting
apparatuses. The Olympics vend backing on a neighborhood and worldwide premise, and each
couple of year's organization's line up to pay as much as $55 million to be the master of the
rings. The Atlanta games in 1998 have revealed $4 billion in the bank because of arranging
sponsorship, communicate and permit expenses

The Olympics speaks to the best person or a particular thing of occasion advertising and
corporate sponsorship. Occasion advertising is a rewarding round of "what's in a name", as
shoppers buy tickets and open themselves to everything. The universe of occasion advertising
is a quickly developing, prominent industry worth over $20 billion yearly, and one of the best
showcasing methodologies.

Occasion showcasing coordinates the corporate sponsorship of an occasion with an entire scope
of advertising components, for instance, publicizing, deals advancement and advertising.
Organizations both huge and little have developed this industry at a pace of 17 percent for
every year, and also they have accomplished an elevated close of progress.

5
 FRAMEWORK of MARKETING

Advertising is characterized as a procedure by which people and gatherings get what they need
through making, subscription and trade-off results of significant worth with others. All game
and entertainment associations embrace publicising, even with the fact that they are regularly
un-informed that they are really doing as such. Posting in the business repository, phone
registry, putting data in the nearby newspaper, offering a rebate and uncommon offers and so
5
forth are for the most part types of showcasing.

Advertising Tools
The "advertising blend" or promoting instruments an association can utilize can be grouped
into four classifications:

• Product

• Price

• Place

• Promotion

Apparatuses of Promotion

•Advertising

•Public Relations

•Direct advertising

•Word of mouth

•Hospitality

Publicizing

6
Publicizing is referred to be as the organised strategy for conveying the memorandum. The
4
occasion director can control the message. It incorporates the accompanying:

• Give-Away : Leaflets, Posters, Brochures

• Radio : Commercial, Community, National

• Internet : Web Sites, Radio

• Television : Free To Air, Satellite and Cable

• Press : Diaries, Newspapers, Journals, Magazines

• Non-Media Communication : Open-air Advertising, Street Banners.

6 4
It very well may be finished by the occasion administrator or, if the occasion and limited time
crusade is too huge, by a designated promoting office.

Advertising/ Advertiourials

Commonly it is a part of the occasion administrator's business to increase greatest introduction

for the occasion. PR isn't equivalent to advancing in that it isn't self-recognition yet passes on
the nature of fair-minded credibility. It passes on a more stunning message than advancing. It
is free anyway the event administrator loses control over the result. It will in general be
introduction can be certain or have the negative impact. To this end it is noteworthy that the
7
event chief keeps up direction over anyway a great part of the publicizing as could be normal.
4
An escalated data on the media's essentials and productive cooperation with the media work
power are sensible strategies. In spite of the fact that PR is generally proactive, it is significant
for an occasion to have a responsive PR methodology as a component of the occasion hazard
the board. Who will offer open expressions to the press when there is a crisis? The PR battle is
an arrangement to increase most extreme positive attention for the occasion. For an innovative
occasion it would include:

. Data group: Arranging a media rundown of appropriate focused on media, setting up

a contact rundown and club rundown, for example, government officials, intrigued
individuals and feeling pioneers - regularly called media ability - who can be
approached to offer reasonable remarks or activities which advance the occasion.

7
 . List of thoughts for persistent presentation, for example, intriguing media prepared
stories, rivalries, open appearances, stunts, discourses, nourishing the chooks.

At the point when these rundowns are readied, the thoughts organized and the story edges
decided, the columnist, editorial manager or maker is reached to determine the presentation
capability of the thing. These attention things are then set into a general advancement plan. The
basic way is found out to guarantee consistent and developing enthusiasm for the occasion.
Achievements, for example, significant publications at crucial occasions can likewise be built
up. Pro magazines and pamphlets with their exceptionally focused on crowd, for example, in-
flight magazines, business magazines, exchange productions and affiliation bulletins, should
be remembered for the rundowns.

8
Contingent upon the size and multifaceted nature of the occasion, the PR procedure can go
4
from sorting out a media jump start and giving out a press unit to simply sending an out a one
page media discharge to chosen media. News discharges can be lurched over the arranging
time frame to produce expanded enthusiasm for the occasion.

9 4
Following steps are to be taken on Writing a News Release

 Ensure it is released at the perfect time and it should reach the media also.

 Make it clear and compact with the essential features at unquestionably the beginning
stage of the release.

 Have all contact nuances in it and the date.

 Pitch it at the correct level: who will make the story out of event and who will get it.

 Identify any media capacity related with the event and give their contact nuances.

 Make sure all the spelling is right – especially patrons and fundamental members.

 Put the requirement of who, when, where and how the activities going to take place.

10
The media dispatch is utilized by most enormous celebrations, in spite of the fact that it very
11
well may be utilized by 'boutique' occasions that focus on a particular crowd. On the off chance
6 4
that the dispatch happens in a fascinating region, it very well may be utilized as a chance to
take photographs and record interviews. TV requires unique offices, for example, access, force
and transmission joins.

What is the Media Kit?

8
Cordiality

As a component of the advancement toolbox, accommodation can be amazing. The unique

occasion or celebration needs to elevate itself to the patrons. The burger joint for supports, for
instance, can be an economical method to advance the occasion. A voyage through the site can
be a compelling method for advancing the occasion.

Web Sites

The most recent and progressively famous technique for elevating an occasion is to make a
site. The preferred position is that the site can likewise catch enquiries and be a retail location
for tickets. The present development towards computer generated reality destinations can give
the potential participant a perspective on the occasion. The site can give genuine data, for
example, the program and guide. Utilized related to a event.

EVOLUTION OF EVENT MARKETING

From its starting points in occasion arranging, the occasion advertising industry has seen
extraordinary development over the most recent five years and has reliably been one of the best
instruments that promoting experts have available to them regarding making a substantial
association with present and potential clients. The expanding focused weights expedited by
globalization are constraining business experts to discover better approaches to connect with
clients. As anyone might expect, sharp occasion showcasing experts are accordingly centering
most of their endeavors and budgetary spend on lead age strategies, for example, public
exhibitions.
While it is essential to collect leads, advertising and explicitly occasion promoting experts can't
dismiss the way that the business cycle just starts at lead age and that present and planned
clients should likewise be sustained even past buy. Organizations can profit colossally from
the more profound occasion showcasing contact focuses that advance supporting, for example,
restrictive gatherings that give a controlled domain to conveying messages and shutting
business. The sustaining procedure will enable the clients to be all the more viably be channeled
into the consequent phases of the business cycle in this way making more noteworthy chances
to form into rehash clients.

Connection BETWEEN EVENT MARKETING AND THE 5P's

10
The five Ps of showcasing: item, value, spot, individuals and advancement assume a significant
job in Event Marketing. To effectively utilize Event Marketing the advertiser must see how
Event Marketing fits together with different pieces of the promoting technique. Kotler depicts
the association's showcasing blend as controllable factors that are blended with the goal that
the association gets the reaction that they are asking from the objective market. Occasion
Marketing fits under advancement in the promoting blend. Other showcasing apparatuses that
goes under this segment are publicizing, deals advancement, individual deals, direct deals,
advertising and supporting. Occasion Marketing is certifiably not a substitute for any of
different segments it is a supplement. It takes an innovative blend of all the specialized
5
apparatuses accessible to grow the effect of the event.

Marketing Mix
Product Promotion Price Place People

Advertising
Sales Promotion
Direct Market Event Marketing
Personal Sales
Sponsorship
Action Marketing

Figure 1. Advertising blend versus Event Marketing. ( Modified model from

Behrer and Larrson, 1997)

Advertising Mix versus Event Marketing

In the event that an association utilizes Event Marketing, regardless they have to utilize
4
different pieces of the advancement blend previously, during, and after the occasion. A case of
this could be the means by which a vehicle maker can have promotions to advise about another
vehicle dispatch, and afterward use occasions to get individuals to test drive the new vehicle,
and afterward catch up with direct advertising with a markdown coupon. One of the principle
preferences with Event Marketing contrasted with different channels is that the target can both
be immediate deals and picture building, contingent upon how it is utilized.

11
 Event or Occasion Marketing

An event or occasion is a live sight and sound bundle with a biased idea, altered or changed to
accomplish the customers goal of connecting and reasonably impacting the forcefully
characterized, exceptionally assembled target crowd by giving a total exotic encounter and a
road for two-way communication.

This is a Diagrammatic portrayal of the above definition. From this model it is obvious that the
occasion is a bundle so sorted out needs to give, reach and live connection between the intended
interest group and the customer to accomplish the ideal effect.

Occasion showcasing includes campaigning of customers and masterminding input for the
imaginative idea during and after the idea commencement in order to land at a redid bundle for
the customer, remembering the brand esteems and target crowd. Showcasing assumes a
significant job in estimating and exchange just as in distinguishing chances to characterize and
hold occasion properties by social event advertising knowledge concerning evaluating, timing
and so forth.

Actually, in a perfect world occasion promoting includes concurrent campaigning and

contemplating the brand prints, understanding what the brand rely on, its situating and qualities,
recognizing the intended interest group and contact with the imaginative conceptualizes to
make an occasion for an ideal work with brand's character.

PUBLICITY AND PROMOTION

12
11
On the off chance that one realizes how to compose an occasion he ought to likewise realize
how to advertise it. On the off chance that there is something impossible to miss or exceptional
about the occasion, at that point that primary concern must be featured. An item propelled for
4
instance requires a business advancement crusade either previously or after the dispatch. All
things considered the item is publicized through flags and media and even way to entryway
peddling.

Exertion is taken to guarantee that individuals pay attention of the occasion. In some cases it
could be an occasion like an honor function, which is to be appeared on TV and changed
organizations scramble toward supporting their particular items in the proper method of the
program. This is the manner in which attention sand advancements work.

KEY ISSUE FOR EVENT MARKETING

 The Human Dimension

A key issue for Event Marketing is having the correct HR conveying the brand esteems. The
significance of having individuals working that are really comprehend the brand was
accentuated by practically every one of the meetings. The human element of Event Marketing
is the thing that makes the uniqueness to the brand in an occasion, particularly for high-
contribution buys. In the capital products industry, where high association choices are taken
and progressively solid data is required, communication fills in as an extraordinary capacity.

When purchasing a vehicle, the customer is making one of his/her greatest ventures, the
shopper is more delicate and might require more than single direction correspondence to
change over to another brand. What makes the 3D commercial progressively one of a kind is
including a human measurement, by setting somebody who knows about and can convey the
organization brand and item.

 The Human Context

5
To include a human measurement may sound a simple arrangement so as to impart the brand
personality. In any case, the person is fairly intricate in her method for picking up, translating
4
and understanding, since she, is portrayed by her specific situation. Everything the person
encounters will influence the manner in which she translates circumstances. Except if she
encounters a circumstance, which requires new conduct and this conduct is sure, she won't
11
change her method for acting. In any case, on the off chance that she is placed in a circumstance
4
in which she needs to encounter another method for acting and if the experience is translated
as positive, almost certainly, she will rehash the conduct in a comparative circumstance.

13
14
frequently just observe explicit segments and are bewildered by that we can't discover great
answers for our most noteworthy issues. Framework believing is a term that contains
information and various instruments, which can enable us, to comprehend and impact the whole
examples in an association.

Match The Event To The Market

Pick the sort of occasion that interests to your objective market suits your item's picture and
accommodates your advertising targets.

In the event that, for instance, you are searching for reach and you are selling an ease item with
wide broad intrigue, sports sponsorship might be the road for you. On the off chance that your
item is an up showcase one, masterful occasions could suit you better. On the off chance that
you have a specialized item, science-type sponsorships would be conceivable outcomes and if
your fundamental point is to be viewed as a decent corporate resident, put your sponsorship
cash into great aims. The Children's Hospital, the Red Cross or the earth, to name three, AIDS
explore is another.

The transient history of occasion promoting is situated in sports showcasing. Truth be told,
music and expressions speaks to a consolidated 35 percent of occasion spending as looked at
45 percent for sports-related occasions. Occasion promoting likewise keeps on flourishing as
conventional publicizing rate soar and, truly, neglect to give any assurance of contacting a
focused on crowd. Occasion promoting gives a financially savvy way to deal with making an
all the more hard-hitting, passionate, and substantial pitch to purchasers. It additionally offers
organizations the chance to cross (advance with different organizations that have related items
or administrations), offer example items (give-consistently), and construct solid association
with different channels of dissemination, for example, retail outlets.

12
Philanthropies make a special effort to meet both their very own gathering pledges needs and
4
the benefit prerequisites of the organizations they collaborate with. It is a business relationship
and the whole better for it. Foundations need reserves, and the organizations need
advancements, which show their value in additional benefit.

15
WHY EVENTS ?

As per The Content Marketing Institute's 2018 Benchmarks, Budgets and Trends, 56% of
respondents use face to face occasions as a top promoting strategy, even above computerized
publicizing and email advertising. 80% of advertisers accept live occasions are basic to their
organization's prosperity, as indicated by another report. The occasion advertising pattern is
unmistakably a powerful methodology that isn't kicking at any point in the near future, and it
shouldn't be astounding.

 Consumers today are searching for explicit items or administrations. With such a
significant number of choices, it tends to be hard to slice through the messiness. An
occasion encourages up close and personal talk with your customers, helping them to
set up a substantially more close to home and personal connection with your image than
what is conceivable in the advanced space.

 Speaking of brands, occasions do a ton to produce brand acknowledgment. Upwards of

8 out of 10 individuals who partake in a showcasing occasion give that experience to
another person, making your image significantly more available to your intended
interest group.

 Events are a savvy approach to turn out new items or administrations. You can get
purchase in on another item a lot snappier when you have a live, engaged crowd to
grandstand it to. What's more, it can come in at a much lower cost than experiencing
customary media.

 With an occasion, you can create input very quickly about your item or administration.
That implies you can get significant criticism a lot quicker, and enable you to address
any potential inquiries or issues. Not exclusively will this make your business
increasingly adaptable and versatile, yet your consumer loyalty is probably going to
improve.

16
 10
 Despite the fact that making a discussion with your shoppers online is significant,
connecting with them up close and personal includes an entire other component of
dedication. With a promoting occasion you can get your message out a lot quicker,
5
more adequately, and to a group of people who is progressively anxious to hear it.

Kinds OF EVENTS

1. Games

4
Games are held in all towns, urban communities, states and all through the country. They pull
5
in worldwide games men and ladies at the most significant levels.

4
2. Excitement Arts and Culture

Excitement occasions are outstanding for their capacity to pull in huge crowd. This
incorporates melodic shows, VIP exhibitions, motion picture discharges and so forth.

3. Business Marketing and Promotional Event

Limited time occasions will in general have high spending plans and high profiles. Most every
now and again they incorporate item dispatches, frequently for PC equipment and
5 11
programming, scent, liquor or engine vehicles. The point of limited time occasions is for the
6
most part to separate the item from its rivals and to guarantee that it is vital. The crowd for a
special action may be deals staff, for example, trip specialists, who might advance the voyage
4
through the customers or potential buyers. The media is normally welcome to these occasions
so both the effect and the hazard are high, Success is indispensable.

4. Gatherings and Exhibitions

17
The gatherings and show industry is profoundly aggressive. Numerous shows pull in a large
number of individuals, while a few gatherings incorporate just a bunch of prominent members.

5. Celebrations

Different types of celebrations are progressively famous giving a specific district the chance to
grandstand its item. Wine and nourishment celebrations are the most widely recognized
occasions falling under this classification. Strict celebrations fall into this classification too.

6. Family

Weddings, commemorations, separations and memorial services all give chances to families
together. Burial services are progressively are turning out to be large occasions with non
customary pine boxes, addresses and even stimulation. It is significant for the occasion director
to monitor these changing social patterns.

7. Raising support

Fairs, which are normal in many networks, are every now and again run by excited
neighborhood boards. The exertion in the association required for these occasions are regularly
disparaged. As their general point is raising assets, it is significant that rides and other such
contracted exercises add to, instead of diminish, income.

8. Incidental

A few occasions oppose classification. Potatoes, pecans, wild blooms, roses, hounds, steeds,
teddy bears all give the concentration to an occasion sorted out in United States.

18
 Event
Organizer Infrastructure

Target
Venue
EVENT Audience

Media Client

KEY ELEMENTS OF EVENTS

Event at Novotel Property Expo in East-Bangalore

 Venue : Bangalore

 Official Host: Novotel Hotel, Bellandur

 Event Infrastructure
Center Concept: Search for the leads who are intrigued to move from the little leased
house towards the different lofts or pads.
Target Audience :Youth and Family however with a more youthful outlook.

 Media
Pre-Event: Magazines and papers to advise about occasion and call for sections
with passage frames in them.
Electronic Medium: FM Radio to advise target crowd about occasion inclusion,
date and time.

 Clients
Main Sponsor: Brand Land

19
Getting Leads to Attend the Event Organized at RGA Tech Park, Bangalore

The benefit of shows is that you're generally promoting to a chosen pool of individuals, which
means your socioeconomics are as of now characterized. This makes advertising simpler from
the counterbalance.

Sharp advertising is the way to getting high participation, which is the reason you'll have to
apportion it a decent measure of spending plan. To get the best outcomes, it merits apportioning
spending plan to the accompanying different territories:

•Print

•Online

•B-2-B

•E-mail

•Native publicizing

•Advertorials/ Advertising

•Social Media

Make a consolidated promoting system to focus on your crowd from different points to make
however much familiarity with your occasion as could be expected. It's likewise indispensable
that you address the two crowds independently to guarantee they get significant informing.

Get Guests to Attend your Exhibition

20
Since you know the socio-economics of the intended interest group, concentrate your
showcasing endeavors in the spots they constantly invest energy. Allude to the rundown of
advertising outlets above and look into how best to focus on your crowd. This will guarantee
your spending will catch qualified traffic.

For instance, we are centered around property expo, promote on pertinent and understood sites
11
inside the business. On the off chance that it's a workmanship or style show, target nearby
craftsmanship gatherings or organizations.

BrandLand Promotion of property Expo in 2019 Promotional property Expo is an extraordinary

occasion for the premium and curiosity pads manors. Industry as it unites the profoundly
4
respected and important mastery from a portion of the highest chiefs in the calling for the
general movement of the profession. Limited time property expo is a 2day occasion being held
from 21th July to 22th July 2019 at the Bangalore close RGA tech park. Countless exhibitors
will go to the Promotional property expo as they hope to assist their very own comprehension
of the calling and show their items and administrations in territories of Promotional property
expo Digital.

13
We invest heavily in creating relations with our customers. It is our essential goal to give
inventive presentations that meet you spending plan and deals properties. We esteem
4
associating minds with customers and our era of accomplishment have make a sharp knowledge
into utilizing of purpose of obtaining show as powerful advertising instruments. A debt of
14
gratitude is in order for the public expo, numerous customers are keen on our items. Tell us a
ton of genuine requiring of the client.

Our main goal is helping feature client's what they need in the terminal, expanding advantage,
10
and hence to make the extra worth.

The couple of purposes behind picking occasion showcasing as an advancement apparatus are
as per the following:

21
 1. To quicken your item into new markets.

2. To judge your items against the challenge.

3. To dispatch new items/administrations.

15
4. To make more deals brings in a shorter time cycle.

5. To change or improve the impression of your item.

6. To system with clients not typically called upon.

7. To present your items to purchasers up close and personal.

8. To reposition your organization in a market.

9. To select another way to deal with promoting your item.

10. To objective markets by sorts of guests.

11. To comprehend client frames of mind.

12. To welcome extraordinary clients to build business

Objectives of the Study

1. The objective of this study is to understand the event management as a communication
tool.
2. Launching a new product/ service.
3. Communicating to the particular target audience.
4. To make a proper plan, strategy and execution of an event

22
 5. To evaluate the effectiveness of Event Marketing as a promotional tool.

RESEARCH METHODLOGY

The strategy followed for the exploration:

Primary Data:

Primary data is collected by direct face to face interaction between the number
4
of visitors who attended the property expo that has been organized at Novotel
Hotel, Bellandur by Brand Land team.

Optional Data:
5
The optional data was accumulated from different showcasing journals and books on
occasion advertising, deals advancements and exposure.

The data accumulated was contemplated and investigated. It delighted certain issues in
occasion promoting which need further consideration and a few recommendations have been
given to make the Event Marketing industry progressively powerful so as to use its maximum
capacity and be commonly valuable for the Event Marketing organization, the Corporate and
the client.

LITERATURE REVIEW
4
There is an absence of clear, widely inclusive definition for occasions. The majority of the
definitions center around the attributes of exceptional occasions and explanations behind them
being composed. Be that as it may, these definitions are as yet insufficient to detail attributes
to sort them and arrange them as extraordinary and others (Tassiopoulos 2005,9.)

"A sorted out event, for example, a gathering, show, presentation, uncommon occasion,
5
function supper, and so on. An occasion is regularly made out of a few distinctive yet related
capacities'' (Bowdin 2006, 14.)

23
"Occasions can be depicted as transient, and each occasion is a one of a kind mixing of its
length, setting, the executives and individuals'' (Tassiopoulos 2005,11).

Occasion: An event at a given spot and time; an uncommon situation; a critical event'' (Getz
2007, 18).

As indicated by Getz, occasions have a start and an end. They are constantly arranged and point
by point ahead of time. They have a specific calendar and are distributed to the focused on
bunch in advance. The area for the occasions is typically limited to a specific territory. In any
case, in different cases it can simply be an open space with an enormous zone (Getz 2007, 18.)
15
In the present situation, occasions are conspicuously considered as one of the most significant
part of the travel industry improvement and advertising arranging. In any case, generally the
majority of the occasions don't happen for touristic reasons however for rivalries, social festival
4
or the need to raise assets for philanthropy (Tassiopoulos 2005, 9.) Events have been bolstered
and advanced by government bodies as a piece of methodologies for monetary improvement,
country building and goal advertising. Organizations additionally use it as a system for
5
elevating their image to the shoppers. It additionally connects with people by giving them
stimulation and giving unwinding during relaxation time (Bowdin, Allen, O'Toole, Harris,
McDonnell 2011, 3.)

The contentions displayed by the writing surveys do run parallel with its observational partner
more often than not. Be that as it may, independent of its size and substance, occasions
10
consistently have the skill of astonishing individuals. Despite the fact that they are arranged
and each setting of an occasion are observed, however the occasion itself will consistently give
16
the physical experience that is totally new and not the same as the past ones. That is the reason
every occasion is an exceptional encounter.

The job that occasions play during the time spent accomplishing brand and correspondence
goals is expanding (Jago, Dwyer, Lipman, van Lill and Vorster, 2010). In any case, and
4
notwithstanding the huge measure of research that has been completed inside the space of
8
occasion related promoting, the surviving writing stays indistinct with respect to the utilization
4
and meaning of further occasion related showcasing exercises. This is in accordance with

24
 5
Cornwell (2008), who demonstrates out that there is an absence of information and
comprehension in the area of occasion related promoting exercises. The expression "occasion
promoting" has been utilized to depict any advertising action that includes an occasion
(Cornwell, 1995; Cunningham and Taylor, 1995). In any case, inside the most recent 20 years,
two research streams, in light of contrasting conceptualisations of "occasion showcasing", have
developed.

To start with, Cunningham and Taylor (1995) alluded to occasion advertising as a general term
in regards to any showcasing action including an occasion. Following on from Cunningham
and Taylor (1995), Cornwell (1995, p.15) alluded to occasion showcasing "as the advertising
of occasions" just as "the promoting with occasions". Be that as it may, Cornwell didn't give
further bits of knowledge, nor did she give a reasonable meaning of the expression "occasion
promoting". In a later work, Cornwell and Maignan (1998, p.12) alluded to occasion
showcasing as including sponsorship whereby "sponsorship is a segment of occasion
promoting." Close, Finney and Lacey (2006) proceeded Cornwell and Maignan's view by
expressing that "occasion advertising" could conceivably have a sponsorship component. The
4
way toward depicting between the two terms was encouraged by Sneath, Finney and Close
(2005), who recognized the advertising of an occasion, for example, the advancement of an up
and coming occasion, and the showcasing through an occasion, for example, a corporate
10
reasonable. Thusly, despite the fact that there have been endeavors to characterize occasion
showcasing, there is still some disarray as to its significance and significance (Drengner, Gaus
and Jahn, 2008).

Parallel to crafted by Close et al. (2006) and Sneath et al. (2005), a second stream of occasion
5
advertising research has been created inside the German research network. Nufer (2002) was
the first to characterize occasion advertising as an intelligent and experienceoriented
showcasing apparatus, which Nufer (2002) portrayed as client fragment explicit arranging of
self-arranged, started and controlled occasions, which are a piece of an incorporated promoting
interchanges procedure. Creators including Cliffe and Motion (2005), Drengner et al. (2008),
Whelan and Wohlfeil (2006) and Wohlfeil and Whelan (2005,2006) followed Nufer's (2002)
conceptualisation of occasion promoting, which plainly isolated occasion showcasing from
17
occasion sponsorship. With the end goal of this examination, the specialist will utilize Nufer's
(2002) conceptualisation of occasion promoting on the grounds that it gives an increasingly

25
thorough differentiation between occasion advertising (where the occasion is possessed by the
organization) and sponsorship (where the organization pays for the rights to be related with the
occasion). This is significant when thinking about an association's

promoting interchanges and execution destinations for an occasion (Drengner et al.,2008;

Whelan and Wohlfeil, 2006; Wohlfeil and Whelan, 2005, 2006). Be that as it may, and like the
current collection of writing inside the occasion sponsorship area, the insufficient writing that
has followed Nufer's (2002) comprehension of occasion showcasing explores occasion
advertising from a buyer point of view; consequently, it precludes further bits of knowledge
into reasons why associations decide to put resources into occasion promoting exercises.

4
The Role of Event Marketing Remains Important In the Marketing Mix

As the world economy proceeds with its 2006 recuperation, organizations face regularly
expanding monetary weights to produce extra incomes and improve overall revenues.
Globalization has made a horde of new open doors for organizations yet has all the while
carried with it new difficulties as far as recently discovered contenders competing for a similar
pool of customers and the innate need to convey one firm message to the expanding commercial
center. It isn't astounding consequently to see that right around 33% of the showcasing experts
studied for the current year expressed that their top promoting concern as of now is arriving at
new clients. Building brand mindfulness was respondents' second most incessant concern,
coming in at an inaccessible 13%.

Because of the expanded aggressive weights, organizations huge and little, nearby and
worldwide should thusly always assess the blend of promoting strategies to guarantee the most
ideal methodology at arriving at both present and potential clients. It is maybe a direct result
of this need to refresh the showcasing blend that we see review respondents' express that
occasion promoting was either a lead strategy or imperative segment of the advertising plan
somewhat not exactly a fraction of the time (49%) — a slight decline from a year ago to the
extent that it was to a lesser degree a fundamental part and thought about additional with
10 4
different mediums. In spite of the fact that the present advertising blend appears in Chart 2 a
slight decrease when contrasted with a year ago, practically half of respondents expressed that

26
the future significance of occasion promoting was either expanding or expanding firmly.
Besides, an extra

40% of respondents expressed that the future significance would stay steady. This
dependability in occasion showcasing's job is verified by the way that occasion promoting
speaks to over 25% of study respondents' general advertising spending plan, which is just
marginally not exactly a one percent decrease from a year ago's figure.

Another indication of the advancement of organizations' advertising blend shows up in the

spending assignments for occasions. Much like in 2005, 59% of respondents expressed that
most of their occasion showcasing spending plan is presently allotted to public expos while 35%
are spent on meetings. This last figure shows an emotional drop from the earlier year's figure
of 47% and further expands the present move towards an emphasis on lead securing.

Event Marketing Continues to Deliver ROI

Regardless of the way that the eventual outcomes of the present year's survey suggest that the
present occupation of event advancing may have slipped imperceptibly in associations'
displaying mix, the data in like manner demonstrates conflicting information to the degree that
event promoting remains the publicizing part that gives by a wide edge the best yields on theory.

The most broadly perceived reasons given for event promoting's remarkable yields on
adventure begin from the manner in which that it gives the most obvious opportunity to
facilitate, eye to eye, very close contact (58%) and that it gives the most obvious opportunity
to contact a concentrated on swarm (45%). Audit respondents similarly characteristic event
promoting's high ROI to the manner in which that it gives one of the primary opportunities to
contact an immense and attracted swarm in one scene (28%).

Going to express sorts of events, the examination results show that Trade shows up (40%)
trailed by gatherings and workshops (21%) are the outside events that are acknowledged to
give the best ROI due basically to their ability to attract new customers. At the point when

27
mentioned to look at their inside events, respondents refered to guidance/planning events (41%)
trailed by bargains or advancing social events (28%) as the internal events those are regarded
to give the best ROI.

Estimation Impacts Event Marketing Budgets

Seventy-one percent of respondents to the present year's examination allude to that they do take
part in some post-event estimation works out. Notwithstanding the way this is an immense
addition from a year back's 60% engraving, it is in like manner the most significant pace of
14 4
estimation recorded all through the whole presence of this examination. This is a sensible sign
that event displaying specialists and CMOs continue hoping to show the ROI that starts from
conveying productive events as progressively unmistakable cash related examination begins
from corporate record divisions.

Fifth Edition of Global Study Shows Steady March of Events Business at the Dawn of a New
Era

The secret is out. Five years of research has exhibited that social events and events can expect
a crucial activity in driving business regard inside every affiliation. Corporate authorities, both
all through the universe of social affairs and events, by and by watch the points of interest that
opposite correspondences can provide for their essential concern.

Current customers and potential outcomes can benefit by social affairs and events as they give
the most obvious opportunity to get some answers concerning an association's picture, offer
and (new) things/organizations. Associations can get business regard from events to strengthen
thing or brand care; separate from the test; educate or train laborers and finally increase
bargains.

A Watershed Event

28
While the social occasion and events industry may be developing a decent footing inside
associations' publicizing mixes, it continues going up against extending examination as it slides
under the CFO's arranging amplifying instrument. Moreover, CMOs continue going up against
mounting strain to show routinely extending worth and benefit for their hypotheses.

Enter the CMO's white knight in the crucial the frustrating and much searched for after joined
publicizing exertion — the improvement from event elevating to experiential exhibiting — a
planned campaign model commitment the open entryway for a gathering of individuals to "live
the brand." Although it is too soon to evaluate how transformational the headway to
experiential promoting will be for the get-togethers and events industry, huge level revelations
from the 2006 overall research show that by and large, thoughtfulness regarding and excitement
for experiential promoting gets the opportunity to convey the social affairs and events industry
higher than at any other time.

The Key Take-Away Event

Event exhibiting continues accepting a critical activity in the corporate setting yet has seen
some minor hardships being developed plans from before years to the extent saw hugeness and
worth, possibly due somewhat to the high detectable quality got in years past. Instead of
conceivably being debilitated by these revelations, event elevating specialists should think
about these early signs as a sharp wellspring of motivation to improve and make open
entryways for extensively progressively conspicuous ROI. Event advancing specialists ought
to in like manner become either logically drawn in standard procedures or get new systems, for
instance, experiential exhibiting. Among May and June 2006, pretty much 900 individuals in
advancing the administrators positions from North America, Europe and Asia Pacific in
organizations including vehicle, high advancement, human administrations, and cash related
were met by methods for telephone remembering the longing of conveying clearness to the
7 4
events part of the promoting mix as it takes a gander at to various segments in a sponsor's
weapons store.

29
 COMPANY PROFILE

BrandLand is an organization, Oops!… Sorry, It's not an office – It is really our own advertising
18
group who just works outside your office. This is the reason we call our group as " Your
Marketing Partner ". We help a straightforward business name to a solid Brand trough 360 –
degree promoting efforts all through the advertising channels. We help you in accomplishing
business results through promoting systems dependent on profound examination and client
ventures.

30
We have worked with customers of every kind imaginable as it so happens, accomplishing the
ideal results concerning their business targets. You can look at our broad portfolio and find out
our front line capacities for yourself.

We have showcasing administrations for each spending limit. We regard your spending limit
4
and We plan in like manner. We are the most reliable organization with regards to BTL
promoting and our point is to be the market head with regards to Brand actuation. Each
advertising arrangement is structured very well by our specialists to give you most extreme
ROI from your showcasing speculation.

BrandLand is one spot where you can get key showcasing administrations required for your
image , one spot which offers you BTL, Media, Creative, Digital promoting and one of a kind
idea like "BrandMitra"

We treat your image like our own child. We bolster when your image is slithering, we bolster
when your image makes 1 st stride, we bolster when your image convey, we bolster the
development of your Brand since we need to be the explanation of your Marketing Smile

Brandland.in in Koramangala, Bangalore

Propelled in the year 2015, Brandland.in in Koramangala, Bangalore is a promoting

19 15
organization. It was set up with an undertaking to get one of the looked for in the wake of
promoting organizations and an acclaimed name in the Indian publicizing area. Through its
focused on administrations, this organization use at least one sorts of generally utilized and
mainstream showcasing and advancement channels – from open air, print, TV, computerized,
web based life, radio, and provincial - to guarantee their customers arrive at their particular
objective gatherings and crowds. It offers a plenty of administrations that guide in the extension
of a business or brand's effort and thusly their business' capacities.

This organization has faith in sticking to the guidelines and guidelines set out by the
Advertising Standards Council of India. A pool of skilled and experienced authors, promotion
deals and administration experts, fashioners and unified staff impels this association to more
prominent statures. With demonstrated understanding, ability and devotion towards directing
admirably organized battles, this organization has accumulated a fortunate rundown of
demographic after some time.

4
A long rundown of tributes from a developing customer base is likened to a declaration of the
first rate administrations it offers. You can find this promotion organization's premises easily
on 80feet Road, seventeenth Main, first Cross, Near Sonyworld Signal. This posting is likewise

31
recorded in Advertising Agencies, Below The Line Advertising Agencies, Advertising
Agencies For Marketing Collateral.

Administrations offered at Brandland.in:

BrandLand.in in Koramangala uses at least one publicizing and advancement stages to do

battles that attention on gathering the greatest reaction, wanted effect and result. From the
outset, it makes a pitch and an introduction to the customer in the wake of understanding the
concise, reason and necessities. The advertisement crusades are planned and changed
remembering the elements, for example, spending plan, point, scale, size and recurrence of the
battle. Towards the finish of the advancement, it offers a report of the battle's exhibition. This
organization is utilitarian from 00:00 - 23:59. It acknowledges installment with Cash, Master
Card, Visa Card, Debit Cards, Checks, American Express Card towards its administrations.

Administrations by BrandLand:

1. Occasion Services

2. Media Services

3. Inventive Services

4. Advanced Services

1.Event Services

Our occasions are all around intended to satisfy your showcasing needs at your own advertising
spending plan and your focused on promoting channel. We waitlist the channel which suits
best to your item dependent on our examination and related knowledge. Our arranging and
imaginative execution ensures that you get most extreme footfalls and eyeballs at the moderate
expense. Having an encounter of 1000 or more promoting occasions in only 1 year certainly
include our ability your crusade

Kinds of Events

Single Brand Activation

32
Wide scope of condos, tech parks and shopping centers to decide for your single Brand
actuation where we ensure that your Brand weakening doesn't occur during your battle. Your
Brand comfort will be taken consideration by us by making selective arrangement for your
image on that day .We add different components to your Brand actuation with the goal that the
total battle looks incredible.

Brand Mitra

A multi-brand crusade activity an extraordinary stage to feature your brands to a huge number
of your focused on client at your focused on channels with nearness of other well disposed
Brands. Brandmitra an idea where you advance your image at lesser value more significant
5
yields lesser hazard and less challenge condition. Brandmitra idea is very much valued by
businesses and other Brand guru's.

BrandFlea

An idea where a gathering of little league sellers ( Non Brand items) meets up speaking to
various creative items do the advancement at a particular stage gave by BrandLand. A Unique
,minimal effort ,deals situated advertising channel.

2.Media Services

With regards to media, trust us for master counseling and convenient execution of your crusade
at the most ideal expense. In light of your Marketing target we waitlist the media channel for
you, Media discharge with us is as simple as it sounds.

Sorts of Media Services

Radio

Complete your Jingle Free from BrandLand .Jingle Ad , Sponsorship tag,Rj Mention, Radio
4
contest,Studio Shift and detours are well known method for promoting in Radio channels

Television

33
Media alternatives accessible for publicizing in TV are video advertisements, scrollers, aston
groups, online shopping and L Bands

Print

15
We give the best and least publicizing rate for Newspaper promoting to our customers., we
guarantee the best limits while putting an advertisement in Newspaper through BrandLand and
we additionally structure your print Ad

Air terminal Branding

Publicizing choices at the air terminals are bulletins, marking in things zone, hoardings in line
in region, transport charge marking, trolleys promoting and numerous others.

Travel

Utilize CITY traffic by making your promotion unmistakable with Transit Media where there
are a lot of alternatives, for example, Bus Branding, Auto Advertising, Display lope, Cab
Branding and metro Branding.

Open air

Your Brand perceivability can't be passed up a great opportunity with regards to open air media
,well known outside media are Bus cover , Traffic umbrellas, Road Medians, Hoardings ,Metro
column marking ,Look walker , tricyle Branding shopping center Branding

3.Creative Services

12
Our Creative administrations are intended to look great as well as to feel better and lift your
Brand validity. We ensure the innovativeness is displayed so well that it conveys your image
message to your clients and convert non-clients to a client. Our inventiveness snatches eyeballs,
take breath away and has a business effect.

Ideation

34
Brandland Lab a lot of inventive personalities who will structure your Logo make a too cool
slogan, business introduction, brand name. We have faith in effortlessness yet we are
successful.

Brand Manuals

We ensure your image thinks about well handout, publication, pamphlet, visiting card, letter
head and Business Documents. We make total arrangement of Brand manuals to finish your
Business needs.

In Store Branding

In our boundless arrangement of administrations, we are occupied with giving In-shop

Branding Advertising Service to the clients. Our experts are knowledgeable as they understand
the necessities of the supporters precisely. These administrations are monetarily estimated and
conveyed inside the suggested time allotment. We plan your in-shop marking and furthermore
help underway of various needs of it like illuminated board, sun board, vinyl stickers, one way
vision and so on.

Sound/Video business

4
Imparting through Audio/video position has consistently been a key part of promoting
correspondence. We ensure your promoting objective is taken consideration while making your
jingles, TV ad, corporate recordings, occasion inclusion recordings, Real home walkthroughs
and tribute recordings.

1. Digital Services
Our computerized division obliges the whole range of new-age media. BrandLand carries
the sharpness of industry specialists to convey forefront results. We have the assets not
simply to make first class front-end interfaces, yet in addition to plan and mange back-end
structures to flawlessly incorporate no matter how you look at it. Join this with a committed
group that consolidates inventiveness with innovation, guaranteeing compelling, proficient
and quantifiable showcasing efforts for the advanced world.

Lead Generation

Through right focusing on and right computerized procedure we make real leads for your
business

35
Online Advertisement

Your ROI is our need ,with the skill and experience we ensure your online notice greatly affects
your objective client

Website design enhancement Audit and Strategy

An appropriately done SEO review should give you a superior understanding into your site,
singular pages and generally speaking traffic.

Content Marketing

8
We examine the various ways content advertising can be utilized over the purchaser's
adventure, the client lifecycle and additionally the diverse client (experience) contact focuses.
They state quality written substance makes all the difference and we are King Maker.

Internet based life

We upgrade the way toward picking up traffic or consideration through web based life through
innovative method for commitment , ordinary updates, Mind-blowing designs.

Email Marketing

4
We ensure that we send the Right Message to the Right Person at the Right Time.
DATA ANALYSIS AND INTERPRETATION
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 , if any sorts of events are conducted.
There were 2 events that were conducted by our company and the following facts regarding
5
the mindset of people towards the Event Marketing concept are sorted out.
The 2 major events organised are;
1. Property Expo at RGA Tech Park, Sarjapur Main Road (21/08/2019 to 22/08/2019)
2. East Bangalore Property Expo at Novotel Hotel, Bellandur (07/09/2019 to
08/09/2019)

36
This occasions likewise offered degree to make fundamental strides for sorting out an
occasion at ideal spot, opportune time and before the correct objective crowd.
Occasion showcasing organizations were additionally focused on which included a few
qualities for my undertaking.
We should view what individuals feel about Event Marketing:
At the point when individuals were gotten some information about a specific organization
4
which advances its item/administration through Event Marketing, the respondents answered
15 8
that it gives a positive impression about the organization and sets up the nature of their
item/administration.
At the point when individuals were approached about the explanations behind which they
have partaken and they answered as that the occasion seemed diverting which was trailed by
reasons like a ground-breaking brand or eye getting signs and flags.

1. Number of Events Organised by the BrandLand team.

Serial No. Event Name Venue

1 Property Expo Sarjapur Main
Road
2 East Bangalore Property Expo Novotel Hotel,
Bellandur

Analysis:
5
From the above table it shows that the number of events that are organised by the
BrandLand team and also it represent the date of the event and also the venue of the event
that has been taken up at two different places.

37
 RGA Tech Park Novotel Hotel, Bellandur

Interpretation:
4
From the above picture it represents that there were 2 events that are been
conducted one at RGA tech park and the other at Novotel Hotel, Bellandur.

2. Age group of the respondents

5
Age group of the Respondents Respondents
22-29 3
30-44 19
45-54 13
55+ 5
Total 40

Analysis :

38
 From the above table it represent the age group of the respondent

Interpretation :
From the above bar chart it clearly shows the people who are age group of 30-44 and
45-54 are more likely to attend the event and they are more intended to buy the property

3. Gender influence on purchase

Gender influence on purchase Respondents

Male 31
Female 9
Total 40

Analysis :
From the above table out of 40, 31 are male respondents and remaining 9 are female
respondent it shows that majority male are more intersted to purchase property.

39
Interpretation :
From the above pie chart it shows the gender influence on purchase of properties and
majority of the respondent i.e., 31 are male and 9 respondent are female.

4. Buying Behavior after a positive experience of an Event.

a) Product/ service you have heard but not checkout out yet

Respondents
People Register 18
People interested 10
Not interested to buy 12
Total 40

Analysis:

40
 From the above table it determines whether the respondents are having a positive
experience of an Event about the product/ service that has been heard but not yet checked out.

Product/ service you have heard but not checkout

out yet

People registered People interested Not interested to buy

Interpretation:
4
From the above chart it represents, about the event 18 are more likely to buy a
property just when they aware of it, 10 are less likely to buy a property just when they aware
of it and 12 of the respondents are neither like or not about the service have heard but not yet
checked out yet.

b) Product/ service you have never heard of before

Product/ service you have never heard off Respondents

More likely 31
Less likely 5
Neither like or not 4
Total 40
Analysis:
5
From the above table it shows the result of the respondents regarding the product/
service that they have never heard before.

41
 Product/ service you have never heard off

More likely Less likely Neither like or not

Interpretation:
From the above pie chart, it shows that 31 respondents are more likely to enter into
the buying process even it’s a new product, 5 respondents are less likely to this situation and
4
4 respondents are responding like they are neither like the product/ service that has been
exhibited in the event.

5. Whether through the Events the sales are taken place ?

Respondents
Immediately 11
Within a week 9
Within a month 8
Within 3 months 2
Within 6 months 1
More than 6 months 3
Do not purchase 6
Total 40

42
Analysis:
20
From the above chart it determines the events are creating an sales over a period of
time.

Interpretation:
From the above chart it determines whether the event spur immediate sales, here
11 respondents are wishing t buy immediately, 9 respondents are wanted within a week, 7
respondents are acquiring within a month.

6. What was it that got you to notice or participate in the event?

Respondents
It looked like fun 0
I recognize the company running the event 12
Flyers and Banners 5
Somebody invited me to participate 3
4
The crowd that was already taking part in the event 14
Others 6
Total 40

Analysis:

43
 From the above chart it shows the response rate regarding the individuals which came
20
to their notice to participate in the event.

Interpretation:
5
From the above bar diagram, it shows that 14 respondents say that by seeing the
other crowd they were attending the event, 12 respondents recognised the company running
4
the event, 5 respondents through banners and flyers and 3 respondents are been invited by
someone.

21
7. Which of the following is your favourite part of the event marketing?

Respondents
I get to know full information about product/ service 21
I get to learn more about a product/ service 5
I get to ask questions about a product/ service 13
I get to have fun by participating in activities 1
Total 40

Analysis:
20
From the above chart it determines the responses of the respondents regarding the
favourite part of the event marketing.

44
Interpretation:
5
From the above pie chart it shows that majority of the respondents say that they will
20
get full information about product/ service in the event, and 13 respondents say that they get
the opportunity to ask question about the product/ service.

22 4
8. How did you first hear about the event organized in NAVOTAL near Bellandur?

RESPONDENT

BANNERS 10

RADIO 15

STANDEES 8

LEAF. LETS 4

45
 FLYERS 3

TOTAL 40

Analysis :
20
From the above chart it determines the promotion of the event through which of the
following areas, 10 respondents noticed from the Banners, 15 respondents heard from the
media i.e., Radio, 8 respondents noticed from Standees.

16

12

0
BANNERS RADIO STANDEES LEAFE LETS FLYERS

Interpretation:
4
From the above chart it represents, about the event 10 people are came to know
5
about the event through banners , 15 people came to know about the event the event through
4
Radio, and 8 people are known about the event through standees ,and 4 people are through
leaflets , and remaining 3 through flyers distribution.

5
To evaluate the effectiveness of Event Marketing as a promotional tool.

1. Use hashtags for your event

4
Hashtags are the best way to attract your potential audience online as they:

 Increase your content’s reachability

 Make your content go viral

 Enhance your brand reach among your audience

 Point your content towards your audience

46
2. Be socially active

To attract your target audience, whether it be your sponsors, attendees, or clients, effectively,
you must be active on social media. You must post activities, documents, and pictures
regarding your event to all social media platforms where your audience is present

a) Would you be open to using a platform that can help easily exchange social
information?
 Yes

 Absolutely not

 I would not mind

Analysis:
5
From the below table it shows that people using a platform that can easily exchange social
information

Easily Exchange Social Information

· I would not mind

· Absolutely not
· Yes

0 10 20 30 40 50

Interpretation:

From the above table it clearly shows that the people are not ready tobe open to using a platform
that can help easily exchange social information.

3. Check your campaign’s success rate

47
When you launch a marketing campaign, whether on Google AdWords, Facebook or another
platform, you must trail its success. Notice what factors favored your campaign and which ones
15
didn’t, and use this data in the future so not to waste time and money.

a) What can we learn for next time?

b) What tactics (email, word of mouth, social outreach, direct mail, advertising, etc.)
23
worked the best in terms of achieving our objectives?
c) What was least effective? Why?
d) What did we spend the most time on during the campaign, and was it worth the time?
e) How did each of our emails perform (opens, clicks, completion rates)? Why? Were
there any differences by segment?

Interpretation:
4
For the above question what we asked for the people who are all take part in the event maximum
number of people are responded in a positive way. we are happy to hear the thoughs that are
shared by the people and we try to implement that in upcoming event that going to organised
by our team BrandLand abs pvt limited.

Findings:
 There were 2 events that was conducted by BrandLand team one at RGA Tech Park
and other at Novotel Hotel, Bellandur.
12
 Majority of the individuals who attend the event are aged group under 30-44 and 45-
54.
 31 respondents are male which influence the purchase of the product/ service from the
event and 9 respondents are female.
20
 34 respondents are more likely to hear about product/ service but not checked out yet,
and 4 respondents are neither like or not after the positive experience of the event.

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 15
 11 respondents are ready to buy the product immediately after the event, 9
respondents are ready to buy within a week, 8 respondents are ready to buy within a
4
month and 6 respondents say that they do not purchase.
 14 respondents are having the interest to notice the event through the crowd that has
been already taken place, 12 respondents recognised the company name and had
attended the event.
20
 Majority of the respondents i.e., 21 says that they are attending the event just because
they get to know about information about product/ service
 15 respondents says that they came to know about the event at Novotel Hotel through
Radio.
 Get an Authentic Buyer Perspective. ...
 Enhance Customer Loyalty with Real-Time Experiences. ... .
 Boost Social Media Engagement. ...
 Become a More Meaningful Brand.
15
 Use of hashtags for the event
 Being socially active
 Checking the campaign’s success rate

Suggestions:
20
To improve the conditions of the event marketing and make it more professional and
profitable, the following suggestions has been listed:
 To understand the corporate objectives, target audience, brand image and positioning
clearly.
 The organised event should not go overboard with the concept or preferences for a
particular event.

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  Conducting a situational analysis for appropriate event selection which synergies with
4
the company objective and also the brand personality.
 Conduct extensive market research to establish which parts of the program are
working and which are not, those in the first category should be maintained and
strengthened, those in the second should be relinquished.
 Create extensive databases of the target consumers in order to conduct pre and post
5
event analysis and evaluation to check the success of the event and consumer
20
perception, also to access the top of mind awareness and brand recall.
 In all the event activities, it is important to protect the integrity of the activity being
supported. If it is cheapened or its identity threatened, the sponsorship could rebound
on the event’s head.

Conclusion:
 Event marketing allows a company to break through the advertising clutter and target
14 20
an audience by enhancing or creating an image through an association to a particular
event.
 Brand awareness reinforces the product or service, and drives sales.

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  Property or event, also profits, a financial partner, a supplemented advertising budget,
and added leverage.
 Event marketing also offers companies the flexibility to reach specific geographic and
18
demographic audiences. It is a benefit that allows depth of exposure, as opposed to the
breadth of exposure.
4
 When considering the entire sales cycle, 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. To answer this challenge, the event
marketing industry must re-define itself to recognize the power of the “brand” to forge
12 20
deep connections, as well as also adapt events to contribute to branding in more
sophisticated ways.
 The perception of events as a form of media is quickly moving away from standalone
activities to integrated forms of communication. These forms of communication
synchronize with overall marketing goals through new applications of techniques
4
rooted in traditional event marketing that project the brand more powerfully. Defining
what an organization stands for, mapping out a clear brand strategy, and then
formulating event activities that align with overall marketing goals is the next great step
5
in the evolution of the industry.

BIBLIOGRAPHY
Books

 Event Management Lynn Van Der Wagen & Brenda R. Carlos

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  Principles of Marketing  Kotler & Amstrong
 Marketing Management  Philip Kotler

 Marketing is Business  Walter E. Vieira

WEBSITES

 www.indiatradepromotion.org
 www.exhibitionsindia.com
 www.branders.com
 www.eventmarketer.com
 www.marketersadvantage.net/articles.htm?k=Network%20Marketing
 www.flugsimulatoren.de/strategic-marketing.htm
 www.indianchild.com/marketing/india-marketing-scenario.htm
 www.fundsmanagementworld.com/india
 www.sbinfocanada.about.com/cs/marketing/g/promotion.htm
 www.TradeshowDisplayPRO.com
 www.marketingnpv.com
 www.businessknowhow.com
 www.exhibitmanagement.com/
 www.classifieds.sulekha.com
 www.pib.nic.in www.india.gov.in/business/growing_business.php
 www.frost.com/prod/servlet/events-asia-pac.pag
 www.indialine.com/events/automotive.html
 www.hindustantimes.com/3g/
 www.informatm.com
 www.asia.advertising.msn.com
 www.tradeshowplaza.com

NEWSPAPERS

 Times of India

 Economic Times

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