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Ariva!

Events
Management, Inc,.
Jose Alfredo A. De Guzman
I. Executive Summary
Ariva! Events Management, Inc. is an Events Management company based in
the Philippines with more than 20 collective years in the business. The
company revolutionized the training industry. They provide learning events
that mostly caters to B2B clients and they also provide in-house trainings
that are customized to match the capacity and competency needs of your
people and organization.

Ariva! Uses online marketing to promote their services to the consumers.
The company has a website (http://www.ariva.com.ph), they use Microsoft
Outlook as their platform to manually send emails to clients, they are also in
cooperation with Graphicmail (http://graphicmail.com) and Mailchimp
(http://www.mailchimp.com) to do their bulk emailing to clients
automatically. The company also have a Facebook Fan Page, LinkedIn
Accounts and other free online sites to market their business.


The top marketing tools that contributes to the companys awareness and
sales are the website, facebook page and email blast. The marketing tools
serve as the companys main communicating tool that directly reaches out to
their target market.

All of the aforementioned marketing tools that were given are effective in
increasing the awareness and sales of the company, though there are still
some minor problems that they need to address. Clutter in advertising when
some people are posting unnecessary advertisments in their facebook page,
negative stuff that others say that might affect the reputation of the
company. Some email address that are listed in their database are not part of
their target market therefore the individual who receives the emails are
complaining. Lasty, some of the online sites that the company uses is now
banned by Google due to privacy issues.

II. Introduction
Ariva! Events Management, Inc. formal service statement:
ARIVA! A team of Events Management and Market Outsourcing professionals
specializing in delivering quality services customized to the clients unique Corporate
Event needs.
ARIVA! Managed seminars and conventions are informative, motivating, definitely
fun-filled and memorable! With more than 20 collective years in the business, we
have revolutionized the seminar industry by creating an event of learning,
enjoyment, and a highly appreciated experience that our participants will never
forget while working within their budget!

Ariva! Has been standing strong in the corporate industry for 8 years with
almost 20 years of collective experience in organizing and managing different
events. Each of the event that Ariva! Produces is customized to cater to the
needs and specialization of different business fields. Unlike from other
seminar organizer, Ariva! Surprises each of their participants with raffle
prizes and giveaways. Ariva! Encourages their participant to evaluate and
give their feedback that can be used to further improve the services that the
company provides. The company is located at Metropolitan Terraces
Building, Metropolitan Avenue, Corner Sacred Heart and Kamagong Street,
San Antonio Village, Makati City. They have been conducting learning events
in different places in the Philippines like in Cebu, Manila, Tagaytay and
Makati City. Ariva! Also uses more of online marketing to promote their
events and the use of internet is the biggest contributing factor on how the
company reaches its target market and secondary market.
III. Online Marketing Tools
Website
Description
Their website was the first online marketing tool that they made and use up until now.
Like any other business webpages, this is where they upload all the necessary details
about the company. Including their contact information, learning event schedules, name
of the speaker and venue of the learning event.
Contribution
This is the primary site wherein the customers can get in touch with Ariva!
The addition of the chat box increased the awareness for the company and this is where
they can get feedbacks to help improve the companys services.
Problem
None.

http://www.ariva.com.ph
Email Marketing Campaign (Local) Microsoft Outlook
Description
The secondary tool that they are using to market their services.
This is the main marketing platform of Ariva! Usually done by one of the company marketing employee.

Contribution
One of the biggest contributing factor for the company sales and awareness, contributing about 80% of the
companys sales and service awareness.
Problem
Since there are different new databanks in the company, not all clients liked receiving email invitations. Thus
complaining and sending the company massages, telling them to stop. This represents about 3% - 5% of the
total number of invites from the companys databank.
Solution
Ariva! Deletes the email address of that person in their databank as to not allow the person to receive
further notifications from the company.
Microsoft Outlook
Email Marketing Provider (Foreign)- Mailchimp (http://www.mailchimp.com) and Graphicmail
(http://www.graphicmail.com)
Description
Automated bulk emailing. Unlike their local campaigns the process of emailing here is by bulk, automatically done and a by a third
party.
One of their other marketing tool where the company invests the most.
Contribution
One of the biggest contributing factor for the company sales and awareness, contributing about 80% of the companys sales and
service awareness.
Problem
Since there are different new databanks in the company, not all clients liked receiving email invitations thus complaining and
sending the company massages to stop. This represents about 3% - 5% of the total number of invites from the companys
databank.
Solution
Ariva! Deletes the email address of that person in their databank as to not allow the person to receive further notifications from
the company.

Graphic Mail and Mail Chimp
Facebook Page
Description
Third Marketing tool that Ariva! Created.
Also one of the contributing factor for the companys sales and awareness. It is also an additional site on where they post their latest event schedules
aside from their website.
It is also where they post picture of every new event they conduct and also pictures of participants to keep as remembrance.
Ariva! Conducts a raffle draw of exciting prizes for their facebook friends. They have Iphones, Samsung, Ocean Adventure Passes, Blue Veranda Suites
and other give-away for the lucky winner of their facebook raffle. Also, they send invites of upcoming learning events to all the Facebook users who
liked the page.
Contribution
Awareness about the company grew about 80% since likers from 5000+ last 2013 grew to 15000+ this year.
Problem
Since Facebook is a social networking site, the company has no control on the things that might be posted in their page other users such as comments
and pictures.
Some competitors are making fake accounts and make bad comments on their page like Walang kwenta yan or This seminar is too
expensive.There are also some scam are posted and other things that are not really related to the companys service.
Solution
Ariva! Hired a person to maintain and keep the integrity of their facebook page and to clean-up unnecessary spam and negative publicity that may
affect the companys image.


Facebook Page
http://www.facebook.com/arivaevents
Linkedin
Description
1. One of their marketing tool that is concentrated to their target market.
2. Considered as their Professional Communicating Site.
3. Another site wherein they post their upcoming events.
Contribution
1. From last year, awareness grew to 60% since many professionals have
started inquiring telling they saw the Linked in page.

Problem
1. None.
LinkedIn
Free Online Sites
Description
Free sites wherein the company could post their upcoming events
without incurring monetary cost.
Contribution
There are no additional expense for the company.
Problem
None.

IV. Analysis
Given the data that were given by the AVP for Marketing Operations, Mr. Modesto
Gregorio Jr. It shows that Ariva! Is maximizing the use of online services to promote to the
customers the services and products that they offer. Ariva! Makes use of many online sites
to increase awareness among their target market.
The problem with using so much online marketing tool is their vulnerability to
cyber-attacks that might affect the integrity and reputation of the company, especially in
their Facebook Page wherein any users could say negative things to the company.
The company also has some difficulties in gauging the percentage of increase in
their awareness and sales, since they dont have accurate tools that could measure the
reliability of the marketing tools that they use. The only way that they could tell whether
their online marketing campaign is if there are plenty of participants for their advertised
seminars. Though they dont rely much on counting the participants as because some
companies send their entire department to participate in the learning events that Ariva!
Produces. As a result, the company is measuring how effective their marketing campaign is
thru counting the number of new customer calls that they receive.

V. Conclusion and Recommendation
Given the information, I could say that they are doing well in using different
online marketing tools to promote and to increase awareness of their target
market. The problems stated in their marketing tools can be resolved if the
assigned individuals who is tasked to maintain those things are competent
and trustworthy. As for how they could measure the total awareness and
sales, they could search for companies that specializes in creating software
programs that can calculate the increase or decrease of awareness by their
target market for each of the marketing tool they use.
Lastly, I recommend that they should conduct a thorough background
checks on the free online sites that they use to advertise and promote their
services, as to avoid conflicting with the privacy issues that Google uses to
remove those kinds of website.