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SEMII - Obj 2.06

SEMII - Obj 2.06. Part C: Explain considerations in using special events as a sales-promotion strategy Part D: Plan special events for sports/entertainment. Define Special Event.

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SEMII - Obj 2.06

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  1. SEMII - Obj 2.06 Part C: Explain considerations in using special events as a sales-promotion strategy Part D: Plan special events for sports/entertainment

  2. Define Special Event • A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body • To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience According to The Special Event guru http://specialeventguru.blogspot.com/2007/11/seeking-definition-of-special-events.html

  3. Types of Special Events • Pre-game autograph session/meet & greet • Pre/post- game concert for fans • Blake Shelton concert prior to Belk Bowl in Charlotte • Giveaways to fans • Walk-In (first 100 people in the gate get free t-shirt) • In-Stadium (pom-pom on every seat in the stadium) • In-game contests • Half-court shot for $1,000,000 during halftime of Final Four game • Community Service Project • Donations for V Foundation collected at door • Toy for Tots contribution gets discount on ticket

  4. Benefits of Using Special Events • Creates excitement for main event • Builds additional fan base • Maintains existing fan base • Creates goodwill • Increases revenue (ticket, merchandise, concessions)

  5. Barriers to Using Special Events • Takes away attention from main event • Disappointment from fans not included • Not enough of the giveaway item for all the fans that arrive early • Traffic to bad to get to pre-game concert on time • High cost of some events • Paying performers • Paying for giveaways

  6. Creating Special Event Plans • Develop strategies for success • Define the purpose • Start planning well in advance • Think about evaluation process after event • Make a detailed checklist to ensure organization • Create a budget (and stick to it) • Consider logistics • Traffic, start/end time, shipment of giveaway items from manufacturer, set-up/clean-up, staffing, etc • Plan advertising/publicity • Evaluate the event • SWOT Analysis

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