Introduction to Events vor 65 4 qi ) you to conduct an event to bring all these tech savvy together to further understand their specific requirement. State who will be your target, how will you reach them and how will you get them to your event. Chhattisgarh is going to hold its first National Tribal Dance Festival in state capital Raipur between December 27 to 29. The festival will showcase traditional tribal dances performed on weddings, crop harvesting, festivals, and on other occasions. All the states and neighbouring countries are being invited to this festival. It is expected that around 2,500 dancers will perform at the event. The festival website is www .tribalfest2019.in.Go through it and discuss the 5C’s of event marketing. Also discuss the benefits the event will have for the state. Objective Questions with Answers Multiple Choice Questions: (a) Event marketing is a (i) a product (ii) tangible os a service (iv) a good (b) Events are defined as Me ‘occurrences designed to communicate particular messages to target audience (il) managing the inflow of goods and service (lil) managing the outflow of goods and service (iv) getting potential clients or customers interested in your products and services.e ger qn ttoningaetypes of evens @ a (a Acompettion ma io wnenstte fal perganzer verse {i target audience IW) competi, (9 Socal events (i) Consumer shows (i) Public evens y ‘Tourist attractions ‘Corporations and associations produce special evens fr thee members are referred as @ Meetings 9f) Private events (iil) Political events (Iv) Public events (}) What's the purpose of an itinerary? () To list all the contact details of suppliers (il) To keep track of your corny track the event's development and sch ‘and hosting (jv) To provide guests with information about wha ‘your event will ental eee have a back up at all times further determine its suitability is put in place (ii) stage where target in mind and the invitees will be chosen {iv) program is re-polished for alleviation ot loop-holes and ‘everything is customized to suit the target audience (p) Customization stage refers to (V) involves the execution of all the plans of the event according to the final concept (Il) stage where target audience will be kept in mind and the invitees will be chosen (Ill) Fund raising, networking and advertising to generate the required mileage ‘customized to suit the target audience. ccanyin ot stage refers 1° Fi cecution of i aves he Went i) stage where target and the invit chosen retworking and aavertsing (0 gene required mile acess ofthe events takes PACE (IV) program ne eae for nf loopholes and everthing“ me to suit the target audience designated areas jon points are those a interact ea wih particular me slots, where ye ° ma take place. (0 Organiz rgyenve i) Clients (iv) None of these ) teraction catalyst form an __Partofthe events itera (i non essential (i) partial (Iv) secondary Whi Le Armnich is the most popolar and virtual mode of advertising he events today Br weosies (i) word of mouth (iii) direct "marketing {iv) hospitality tans: (a i); (0 - 9; (¢ ~ iv) (0 — iv) (0 ~ 9s (fF I (hiv) (- ink {1 hy (m=) (n oe ji (S- i); (t- I) e-m5 (a- 5 (r @ Fillin the blanks: is a process by which individuals and groups @ bian what they want through creating, offering and exchanging products of value with others. o have the ability to bring together sharply defined participants. © {is the main creator, who undertakes the risky ‘hanidess job of managing the whole event for the whole ‘duration. Introduction to Events ooo 69 (d) The opportunity for interaction between the client and the audience before, during and after the event is a very measurement criterion (e) When the potential customer visits a product stall, sees the demonstrations, asks questions than itis known as (f) Interactions actual event interaction are re built around the event and not during the the same time, using the event as a focus of (9) can be measured by using the circulation figures ‘of newspapers and promotion on television and radio. (h)_ Final step which invoh event according to the fi ‘concept is known as - () _____ ate those designated areas of the venue along with particular time slots, where the interaction is to take place. The direct the customer is one of the main advantages with Event Marketing compared to other marketing channels. ) ‘When companies organize events and the media is invited for the same and treated properly it leads to better ccteation of the company. (W) Any event that is executed within the premises of the company or institution or in the private homes or proprieties belonging to (m) ) are the people or organizations who act as sponsors at any event. is the customer groups who form the focus of events. (0) With an event, you can generate ____ almost immediately about your product or service. [Ans.: (a - Marketing) (b - Events) (¢ - Organizer) (d tangible) (e - direct interaction) (f - Indirect Interaction) (g - External reach) (h = Carrying out) (I~ Interaction points) J - communication) {(k - goodwill (1 in-house venue) (m - Target audience) (n - Clients) (0- feedback)]70 ww Vipul’s™ Event Marketing (BMS, (3) True or False: (a) A corporate or business function cannot be called as an event (b) An event allows you to reach an ideal target audience: (c) Events are one of the worst marketing tool because they are costly. (d) Creativity in event is much beyond that seen in design and decor. (e) Interaction catalyst is a must for any event. (f) Events help in brand building. (g) Events cannot increase traffic in stores. (h) Carry out is one of the 5C’s in event because all the plans need to be rolled out. [Ans.: (a - False) (b - True) (c - False) (d - True) (e - False) (f - True) (g - False) (h - True)] n Bank for Self-Prac Ques (1) Explain briefly what do you understand by Event Marketing. (2) Describe how event marketing has evolved. (3) Explain the advantages of Event Marketing in brief. (4) Describe the 5C’s of Events in detail. : (5) Explain 5C’s of an Event. (Oct. 18) (8) Elaborate the concept of Event Designing. (7) What do you understand by Reach (external & actual)? (8) Explain the concept of Interaction points in Events. (9) Explain the Reach Interaction Matrix. (10) What are interaction points? Explain direct and indirect interaction points. (Oct. 18)Faedione oF more of the market segments. fp Gerply bo market lon. (hop z @ Manet segmentation Market tar ii understand what our products are. (ill) to make it easier to find _posiloning (iv) Market . : estore. crore Papers a eed in bu met rr) Givides buyers into different effective wa ‘socal dass, lesiyle, and personality chara s. () Segmenting a market according to where people would ike to @ Demographic segmentation (ii) Behavior segmentaiz, conduct an event is an example of: s Psychographic segmentation (iv) Geographic (), sociological segmentation fi) geographic ‘Segmentation (ili) psychographic segmentation (iv) __ behavioural {@ Many marketers believe that are the best stating copa point for building market segments. | (K) A low-resource company in a mass market containing high- concentrated strategy. () Events that come in-between fixed events are referred as () Pre-planned evens (yYAd-hoc events (i) Reguar events © paoitable enough to serve as markets. | @ Measurabiity (il) Substanfiality (tli) Action | 0) Accessibility 7 | A | ® A fem using a strategy targets several mati | (iv) None of these / ‘Segments and designs separate offers for each segment. (m) Events based on the time period involved in planning and © concentrated — marketing (il) mass marketed aeons (8) Giterentiated marketing (Wv) undifferentiated markoing (Time based events (i) Concept based events (i) Arist S “a _ based events (Iv) Location based events | (n) Events meant for a particular target audience that has ae120 we waions based 0” \, omographic changes location essentially gue occur from place to pla based events (il) Concept based eve een (IypLocation based events Ary events fom fe concerts, SHOWS 10 CUS BF epengen (0) pe si eto few arts. based ev based events (li) Concept ents o Seah (iv) Location based events A Ati ized within the boundaries Of the county 4 te () Overseas events (YY Domestic events (lll) rural even, (Qv) Cy based events (@ Events where special demands have to be Satsted to condi, ‘events at several locations simultaneously. (0 Gity based events (il) Domestic events (Iii) Overseas evens Qyuli-tocation events (0 Events which are fully paid for by the sponsor or the the event organizers profits come in the form of a margi commission on the production costs for the event. BM Sponsored events (ii) Partially sponsored events (ili) Ticketed events (Iv) Budget based events (8) Events that are so popular that multiple sponsorship covers al or part of the production expenses of the event () Sponsored events fff Partially sponsored events | {ti) Ticketed events (iv) Budget based events () Events that are to be held in researched much more and presented in a manni 3 a 3 Targeting and Positioning of .... serene ry ¢@) Filin the blanks: {@) A market could be segmented on the basis of Behaviour. a are attributes of a particular ©) state at which the event was triggered event and reflect the includes the pl involved in the event. © m®, people and theme Means the event should be organi ganized ver formally to meet the purpose of the event, 4 ‘are Community gathering that happens during Dandiya Nights, Ganapati celebrations, Christmas celebrations, iar parties etc, 0 ‘are a popular form of fundraising @ are events that occur or are made to occur on a regular basis and on fixed dates. (h) Client industry based event should be planned as per the availability and convenience of the of the client. (Events from live concerts, shows to circus are dependent on the skill set of a few artists. Some are very popular and command a high eves while other struggling artists charge less. These are called as ‘create memorable experiences for attendees. [Ans.: (a - Geography, Demographics, Psychographics) (b - Event Properties) (c - Generic event level) (d - Expected event level) (e - Cultural celebrations) (f - Charitable events) (g - Pre-Planned Events) (h - target audience) (I - Amst based events) (J - Concept based Events)} (3) Match the following: (2) Competitive Events |(b) Shah Rukh performing for blind ‘A’ ‘B' (1) Cultural celebrations | (a) Mumbai Marathon students ea |ees rer Vipul’s™ Event Marketing (BMS) (3) Event Property (c) Ritu. Kumar bridal collection (4) Charitable events exhibition (5) Exhibition Event (d) Times Electronic goods exhibition | (6) Retail event (e) Tanishq jewellery releases through exclusive shows (7) Positioning of Event f) Joining a pop community | (8) Concept based Event : : | (g) Somaiya Grounds-Dandiya Night (h) Exhibition of Paintings of M. F Hussain rac Question Bank for Sel (1) Explain the major elements of a marketing plan. (2) “Write a note on STP process in detail. (3) Explain the segmentation of market for the events. (4) Discuss segmentation and targeting of the market for events. (Oct. 18) (5) Write a detailed note on the segmentation of the markets for events. (April 18) (6) Explain the targeting of market for the events. (7) Explain Positioning and positioning of events. (8) Write a detailed note on positioning of events. (Oct. 18) (9) Explain positioning in event marketing. (April 19) (10) Explain the concept of Event Properties. (11) Explain the concept of product in Events. (12) Enumerate various concepts of products in an Event. (Oct. 18) (13) Explain the five product levels of events in detail. (14) Describe the categories of events in brief. (Oct. 18) OR Explain different categories of events. (April 19) (15) Discuss different bases of event variations in brief. (April 18)