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Event Management & Marketing

Event Management & Marketing. Concept of Market in Events-. Events have two distinct types of customers. RGC (Money). NRGC (WOM). Influencers- ( Business Persons, Ambassadors etc) Ad agencies Regulatory Bodies- Cultural Affairs Ministry. Clients - Institutions,

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Event Management & Marketing

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  1. Event Management & Marketing

  2. Concept of Market in Events- • Events have two distinct types of customers RGC (Money) NRGC (WOM) • Influencers- • (Business Persons, • Ambassadors etc) • Ad agencies • Regulatory Bodies- • Cultural • Affairs Ministry Clients- Institutions, Corporate houses, Media Houses etc TG-Ticket Purchasers

  3. STP of the Events • Success of the events depends on the right-fit of the TG • To attain the right-fit a thorough Segmentation-Target-Positioning analysis is the oxygen

  4. Elements of EM Planning

  5. Segmentation-What & Why • A large identifiable group of customers within a market is market segmentation • It is based on demographic,psychographic,demographic,geographic & economic traits

  6. Targeting-What & Why • A particular segment of the market

  7. The share-of-mind A brand in marketing parlance is termed as “Event Property” in event marketing “Event Property” is a characteristic which belongs to PEO, that cannot be stolen or copied by competitors For example-Miss India is the event property of Femina,part of TOI, own the event and the property.,irrescpective of contestants, judges, venues, clients etc. Event property helps to pre-plan the event The challenge is retaining the event property with the augmentation of the competition Bringing value, threading the property to the event brings in lot of exclusivity Positioning & Event Property

  8. What will we discuss today • Concept of Pricing • Dissecting the core Elements of Pricing

  9. The Concept of Pricing • Since, most of the times, events are custom built, Pricing is plays a very vital role • Pricing is an art • Pricing is a process • A strategic approach and sound acumen in pricing takes the event to greater heights

  10. Pricing in practice

  11. Pricing Checklist

  12. Thanks You have great weekend !!!!!!!!!!!

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