Programming the event

• Programming is both an art and a science.

• The event manager considers the artistic-

related criteria that an event should
achieve, as well as its marketing criteria.

• However, as with all successful

entertainment, an intangible “WOW” factor
also differentiates the truly successful
event programme.
 People and partnership
• Many festivals and events start their lives on the basis
of “relationships and goodwill” between a dedicated
group of people.

• A “sense of sharing a common vision” often pervades

the atmosphere, with a loose alliance between types
of people who run the event and those who enjoy it.

• The people of interest are not just event staff and

volunteers and event attendees, but also the wider
residential community.

• Community consultation and relationship building

should be marketing concerns for an event from its
inception.
 Pricing, free entry or donation
• Contrasts in pricing strategy exist
according to the type of event and its
target markets.

• While many events are ticketed, a large

number of festivals do not charge an
entrance fee, some simply seek a gold
coin donation.

• However, a “free” event still present costs

to the consumer and costs to the producer
 Concept of “Net Value”
• The sum of all perceived benefits (gross
value) minus the sum of all the perceived
costs (monetary and otherwise) is useful
for event managers.

• The greater the positive difference

between perceived benefits and costs, the
greater the net value to the consumer.
 Formula for setting ticket prices
the cost
for event
promotio
n per
V p attendee
a e
r r
i
a a Ticket price,
b a targeted
t profit admission
l t percentag
or
e from the
e e ticket
price
registration
n fee
c d
o a
s n
t c
e applicabl
e sales
taxes
 ANOTHER APPROACH: INVESTIGATE
THE PRICE OF A COMPETING LEISURE
EXPERIENCE
If a similar leisure experience has a price of Phpx,
the choices are:

1. match and charge the price Phpx

Charge Ticket
2. adopt a cost leadership Phpx
25%
price
strategy and

price
3. adopt a differentiation strategy of 50%
Ticket
price
Phpx

and use marketing communications to promote the value of the event

Pricing decisions for events marketers
How much should be charged?

• What costs must be covered?

• How sensitive are customers to different prices?
• What are leisure competitors’ prices?
• What levels of discounts to selected target markets are appropriate?
• Should psychological pricing be used? (Php 10.95 instead of Php 11)

What should be the basis of pricing?

• Should each element be billed separately?

• Should one admission fee be charged?
• Should consumers be charged for resources consumed?
• Should a single price for a bundle packaged be charged?

Who shall collect payment?

• The event organization?

• A ticketing intermediary?
Pricing decisions for events marketers
Where should payment be made?

• At the event?
• At a ticketing organization?
• At the customer’s home? Using the Internet or telephone?

When should payment be made?

• When tickets are given out?

• On the day of the event?

How should payment be made?

• Cash – exact change?

• Credit card?
• Electronic point of sale (EPOS)?
• Token donation?
 Integrated Marketing
Communications
• “Promotion” was once the primary term for
communication element in the marketing mix,
the use of “integrated marketing
communication” (IMC) has all but overtaken
it.

• With diverse changes in media technology,

market expectations and competitions, the
traditional idea of promoting “to” a market has
been replaced by the need to form
relationships “with” the market.
 Branding
• Branding for an event is much more than a
physical identity.

• The brand is based on perceptions, how we

relate to that event and what it promises, as
well as the physical logo and symbols.

• Clever use of brand helps the event manager

to make an intangible phenomenon more
tangible for event consumers.
 4 Sources of brand messages
1. planned • media releases, personal selling by the box
office and/ or ticket agency, advertising, e-
messages newsletters, website

2. unplanned • unexpected positive or negative impressions

formed by word-of-mouth, media coverage,
messages complaints

3. product • implied messages of decisions about the event

– programme, pricing, venue
messages
4. service • the nature of contact with event staff or
volunteers, the quality of the event transport,
messages other support services
Event message objectives and strategies

Think 2. Transformational Feel

1. Informational objectives
objectives - create an attitude,
- create awareness of feeling, emotion,
event and its belief or opinion
programme about the event
(and its message)

3. Behavioral objectives
- achieve visitation

4. Relational objectives
- create interactivity and
repeated action (visitor
feedback and loyalty)

Do
Commonly used Marketing
Communication Mediums
• any form of non-personal promotion paid
for by the event organization

• radio, television, newspapers, magazines,

Internet, outdoor advertising (billboards,
bus shelters and toilets) and mobile
platforms such as buses and taxis are
channels for advertising

Advertising
 Essentials in creating advertising
campaigns

Provide tangible clues to counteract the

intangible nature of the event

• show the artistic event or sports player in action, the

event logo, the spectacle of fireworks

Seek continuity over time by using

recognizable symbols, spokes persons,
trademarks or music
• football codes often use the tunes of famous artists,
such as “We are the champions” by Queen
 Essentials in creating advertising
campaigns

Promise what is possible to foster realistic

expectations

• show real time action (it is necessary to take care with promises
about ticket availability because they can become contentious)

Make service more tangible and recognizable by

showing members of the target market enjoying the
event
• the roar and spectacle of a grand final crowd is very persuasive
Commonly used Marketing
Communication Mediums
• used to build mutually beneficial
relationships with stakeholders and
consumers
• uses wide range of tools, including
publicity, special events, community
consultation, e-publications and
traditional newsletters
Public
Relations (PR)
Commonly used Marketing
Communication Mediums
• consists of those activities that use incentives
or discounts to increase sales or attendance
• examples are family days at city shows or
exhibitions, offering group discounts or a free
ticket for one child
• consumers may be offered free merchandise
(T-shirts and posters) when purchasing several
tickets or more

Sales
promotion
Commonly used Marketing
Communication Mediums
• communicates one-on-one with existing event-
goers via mail, telephone or Internet
• relies on organizers developing a list of people
who previously attended the event and obtaining
knowledge about their demographic profile and
preferences
• An understanding of current regulations about
direct marketing (including the use of e-
newsletters) is now mandatory.

Direct
marketing
• Many event directors find it difficult to
determine a marketing communication
budget.

• They sometimes use guides such as

percentage of ticket sales (5-10%), what
competitor appear to be spending or what
was spent last year.

• However, a zero-based budgeting is the best

approach, whereby the marketer works from
a zero base cost out the best IMC strategies
and tactics to achieve the set objectives.