EVENT DEFINATION ´The process of maintaining a match between the needs and motivations of an event·s audience and its program of activities and supporting servicesµ. THE MARKETING PLAN framework for decision making identifies needs/expectations of target group. sponsorship government funding.

THE MARKETING PROCESS Strategies - techniques & tools of marketing

Influences demand - promotes awareness, motivates and captures market

Supply - reflective of markets needs & expectations

THE MARKETING PROCESS 1. Product Planning - intelligence gathering 2. Service Analysis 3. Competition Analysis 4. Marketing Mix Analysis 5. Determine Target Market 6. Setting Marketing Objectives/Strategies 7. Action Plan 8. Market Plan Evaluation


‡ Event Marketing Integrating a variety of communications elements behind an event theme. ‡ Event Sponsorship Financial support of an event in return for advertising privileges.

Event Marketing Planning

IMC Plan

Event Marketing Plan Concept Objectives Strategies Execution

Advertising and PR Strategy

Evaluation and Measurement

Event Objectives Objectives are essential in order to justify investment. Some possible objectives include: ‡ Size of audience reached ‡ Ability to reach target ‡ Sponsor recognition levels ‡ Potential sales ‡ Economic Impact Objectives are included in an event proposal along with organizational details and a timeline. a

Event Marketing Strategies An event is much like a product so the marketing strategies are similar. ‡ Define the product (the event) ‡ Establish price ‡ Distribution (of tickets) ‡ Marketing Communications

Event Marketing Execution Delineating all of the details associated with the event: ‡ Site Selection ‡ Staging ‡ Catering and Accommodations ‡ Staffing ‡ Operations and Logistics ‡ Safety and Security

Media & The marketing of Messages

‡ Media Speak ‡ ‡ ‡ Media Building Blocks ± Strengths & Weaknesses Building The Media Plan The Media Planning Revolution

STRENGTHS & WEAKNESSES ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Portable ´Time independentµ Not a fleeting medium - it lasts Accommodates complex copy Good picture quality Easier to feature more than one product Versatility Can be preserved and reread Journalistic content = credibility & prestige Can deliver coupons

NEWSPAPER STRENGTHS & WEAKNESSES ‡ ‡ ‡ ‡ ‡ ‡ ‡ ´Prestigiousµ Readers upscale Readers use ads Less lead time Strong local emphasis Sense of immediacy ´Cataloging Valueµ Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic selectivity ‡ May have adverse editorial ‡ ‡ ‡ ‡ ‡ ‡


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Special audience opportunities Can be long-lasting Repeat exposure High ´passalongµ Creative flexibility

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Building audience takes time Can be cluttered Early closing dates

RADIO STRENGTHS & WEAKNESSES ‡ ‡ Various formats. Special audiences. Inexpensive ± Affordable frequency ± Affordable production Reaches mobile market Scheduling & creative flexibility Immediacy ‡ Radio is cluttered ‡ Radio spots are fleeting

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‡ Target Audience Profile ‡ Seasonality ‡ Geographic Considerations ‡ Reach and Frequency