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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. 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

  9. Pricing in practice

  10. Pricing Checklist

  11. Concept of Promotion • To get the desired reach that requires sound planning through publicity campaign • It requires the art of networking

  12. Print Media A key tool to help set the stage before the event and also post event recall to inform the success/failure of the event. Pre-event publicity is done to create awareness and to inform the details (venue,date,time,enrty forms, freebies etc) Post event is under purview of Journalists who decides on the success or failure of the event. Print media is decided on the reach, frequency (morning, evening, afternoon), target profile, circulation, rates, special issues (valentine day) Concept of Promotion-Lets Dig Deeper

  13. Radio Another strategic tool which aids in very good recall for pre and post event. Programming profile,frequency,times slots is a must. Jingles, appealing programs can create good value for money Kailash Kher-Coming to city.Speials talks,buzz,one-on-one interaction, date with KK, personal moments, imitations etc TV Potent media for pre, During (live) and post event Reach,frequency,slots,costings,multiple cities etc. Kailash kher live on MTV Post event on etc, India music channel Concept of Promotion-Lets Dig Deeper

  14. The Internet Unlimited opportunities that integrates print, radio, TV etc. Special and personal web pages to feel the event Online registration, information dessimination(pre to post) Advergame-Brand woven into a game (boost with sachin tendulakar) OOH Remainder and recall Prominent places (heavy traffic movements, signals, with a dash of innovation Site rates, size (vertical, horizontal ), visibility, lit-non lit etc Posters are stuck where hoardings cannot reach Concept of Promotion-Lets Dig Deeper

  15. PR Unpaid publicity which is generally not in our control Potent role for pre and post event to enhance equity To be used not as a damage controller but a fresh breeze all through Calls for consistent rapport wit press reporters and networking for a sustained positive image Merchandising Event specific merchandising like TV can be used pre, during and post event It helps to bond with the client well. Entry passes,T-shirts,key chains, caps flaunting logos, event details Chandini-chowk to china Concept of Promotion-Lets Dig Deeper

  16. Concept of Promotion-Lets Dig Deeper In-Venue Promotion • Logos, banners, posters ,OOH in and around a venue acts a good informing medium • Sponsoring the score board in a cricket match • Announcement of the sponsors name by comperes from time to time is a good strategy as audience are latched to every word spoken. • In-venue works a micro level and publices the intensity of the event

  17. What we discussed till Yesterday? • STP and its characteristics • Concept of Pricing • Concept of promotion What will we discussed today? • Concept of Product

  18. Concept of Product in Events • An event should meet both tangible and intangible needs and aspirations of the event user satisfactorily • An event can itself be called a product, since a client sees an event in its entirety • Since a product offers benefit, an event also walks the same path for brand building, addressed to a sharply defined and controlled TG • Like a product ,event also offers a JND through the core concept, which is responsible for giving rise to 6 different event categories and characteristics as a marketing tool

  19. Concept of Product in Events

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