AA

PRE5ENTATlON PRE5ENTATlON
ON ON
EVENT5 & EXPERlENCE MARKETlNG EVENT5 & EXPERlENCE MARKETlNG
& &
PUBLlC RELATlON PUBLlC RELATlON
GUlDED BY:
Mr. jAY BADlYANl
PREPARED BY:
GOPY PATEL
jlGNE5H PANDAV
PRAKA5H VAGHELA
RAVl BARAlYA
5UBMlTTED TO :
5AHjANAND lN5TlTUTE OF MANAGEMENT , AKWADA BHAVNAGAR.
LvLNT MARKLT|NG
WHAT IS EVENT MARKETING WHAT IS EVENT MARKETING??
t t means building a product's marketing program means building a product's marketing program
around a around a Sponsered Sponsered event event such such as Olympics as Olympics or or
Golf tournament Golf tournament. .
AT |S SPONSORS|P ? AT |S SPONSORS|P ?
hen hen companies support an event either by financially companies support an event either by financially
or or by donating supplies and services. by donating supplies and services.
O8[LCT|vL OF LM O8[LCT|vL OF LM
To loentlty wltb a partlcular target market or
llte style
To lncrease brano awareness
To create or relntorce consumer perceptlons
ot key brano lmage assoclatlons
To enbance corporate lmage
To create eperlences ano evoke teellngs
To epress commltment to communlty
To entertaln key cllents or rewaro employees
To permlt mercbanolslng or promotlonal
opportunltles
STLPS FOR SPONSOR|NG LvLNT STLPS FOR SPONSOR|NG LvLNT
Lstabllsb objectlves
Cboose events
Deslgn programs
Measure ettectlveness
|oeal Lvents |oeal Lvents
O Auolence closely matcbes target auolence
O Lvent generates meola attentlon
O Lvent ls unlque wltb tew sponsors
O Lvent lenos ltselt to anclllary actlvltles
O Lvent enbances brano lmage ot sponsor
LXPLR|LNCL MARKLT|NG
AT |S LXPLR|LNCL AT |S LXPLR|LNCL
MARKLT|NG MARKLT|NG
glves customers an opportunlty to engage ano
lnteract wltb branos, prooucts, ano servlces ln
sensory ways tbat provloe tbe lclng on tbe
cake ot provlolng lntormatlon. Personal
eperlences belp people connect to a brano
ano make lntelllgent ano lntormeo purcbaslng
oeclslons.
Tbe term "Lperlentlal marketlng" reters to
actual customer eperlences wltb tbe
brano/proouct/servlce tbat orlve sales ano
lncrease brano lmage ano awareness. |t's tbe
oltterence between telllng people about
teatures ot a proouct or servlce ano lettlng
tbem eperlence tbe benetlts tor tbemselves.
Lperlence Provloers Lperlence Provloers
O Communlcatlons
O |oentlty
O Proouct presence
O Co-branolng
O Lnvlronments
O |nternet
O Llectronlc meola
O People
STLPS FOR FRAML ORK FOR LM. STLPS FOR FRAML ORK FOR LM.
Engage in continuous innovation
5tructure the custoner interface
Design the brand experience
BuiId the experientiaI pIatforn
AnaIyze the custoner's experientiaI worId
PU8L|C RLLAT|ON
AT |S PU8L|C RLLAT|ON? AT |S PU8L|C RLLAT|ON?
|t means gooo relatlon wltb tbe
company's varlous publlcs by obtalnlng
tavorable publlclty , bullolng a gooo
corporate lmage, ano banollng ott
untavorable rumors, storles , ano events.
Publlc Relatlons Functlons Publlc Relatlons Functlons
O Press relatlons
O Proouct publlclty
O Corporate communlcatlons
O Lobbylng
O Counsellng
Tasks Aloeo by Publlc Relatlons Tasks Aloeo by Publlc Relatlons
O Launcblng new prooucts
O Reposltlonlng a mature proouct
O 8ullolng lnterest ln a proouct category
O |ntluenclng specltlc target groups
O Detenolng prooucts tbat bave encountereo
publlc problems
O 8ullolng tbe corporate lmage ln a way tbat
retlects tavorable on prooucts
TYPLS OF PU8L|C RLLAT|ON TYPLS OF PU8L|C RLLAT|ON
PROGRAMMLS PROGRAMMLS
!ROGRAMMES
MEDIA
RELATION
EM!LOYEE
RELATION
!&LIC
AFFIAR
FINANCIAL
RELATION
Major Tools ln Marketlng PR Major Tools ln Marketlng PR
O Publlcatlons
O Lvents
O Sponsorsblps
O News
O Speecbes
Declslons ln Marketlng PR Declslons ln Marketlng PR
Lstabllsb objectlves
Cboose message
Cboose veblcles
|mplement
Lvaluate results
O Pblllp Kotler, Kevln Lane Keller, abrabam Kosby,
Mltbllesbwar [ba, Morket|ng Monogement, Pearson
Loucatlon, 13
tb
eoltlon, Pg No 507 to 515
O llllamells, Sanora Morlarty, [obn 8urnett,
/;ert|s|ng, Pearson Loucatlon,7
tb
eoltlon,pg No
480 to 486
O bttp://www.autborstream.com/Presentatlon/1224
691508_Kotler_MM_13e_8aslc_18.
Dt.19/4/2010. tlme 9.00 pm
O bttp://www.scrlbo.com/Presentatlon/209526
99-Lvent-Marketlng/ Dt.19/4/2010. tlme
9.00 pm
Cont.
Any CuesLlons??