What are the steps for a proper planning of a cultural event? With this respect a marketing plan can be of great help. It will give you a very accurate compass for your daily action, a guide provided with consistency and foresight.

1. Blog “Organizzare eventi” • www.organizzare-eventi.it
© 2013 Filippo M. Cailotto
WhyWhy
you needyou need
aa marketing planmarketing plan
for yourfor your cultural eventcultural event

2. The phases of a cultural event planning
What are the phases
of a cultural event proper planning?
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it

3. The phases of a cultural event planning
What are the phases
of a cultural event proper planning?
And how can a marketing plan be of help?
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it

4. The phases of a cultural event planning
What are the phases
of a cultural event proper planning?
And how can a marketing plan be of help?
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
These slides are a summary of the post
Perché ti serve un piano di marketing per il tuo evento culturale
published on the blog www.organizzare-eventi.it

5. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
1.1.

6. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
1.1.
Knowing the situationKnowing the situation
in which you realize your eventin which you realize your event
and the dynamics that characterize it.and the dynamics that characterize it.

7. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
1.1.
Knowing the situationKnowing the situation
in which you realize your eventin which you realize your event
and the dynamics that characterize it.and the dynamics that characterize it.
In order not to improvise,
a reliable cognitive support
should be given to the planning process:

8. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
1.1.
Knowing the situationKnowing the situation
in which you realize your eventin which you realize your event
and the dynamics that characterize it.and the dynamics that characterize it.
In order not to improvise,
a reliable cognitive support
should be given to the planning process:
we need to know thewe need to know the environmentenvironment of referenceof reference
and theand the mechanismsmechanisms that act in itthat act in it

9. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
1.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following points:should be formulated into the following points:

10. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
1.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following points:should be formulated into the following points:
•• analysis of the actual and potential demand;analysis of the actual and potential demand;

11. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
1.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following points:should be formulated into the following points:
•• analysis of the actual and potential demand;analysis of the actual and potential demand;
•• analysis of the supply;analysis of the supply;

12. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
1.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following points:should be formulated into the following points:
•• analysis of the actual and potential demand;analysis of the actual and potential demand;
•• analysis of the supply;analysis of the supply;
•• SWOTSWOT analysisanalysis
((internal strengths and weaknesses,internal strengths and weaknesses,
external opportunities and threatsexternal opportunities and threats).).

13. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
2.2.

14. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
2.2.
Where we want to go:Where we want to go:
i.e. the "objectives".i.e. the "objectives".

15. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
2.2.
Where we want to go:Where we want to go:
i.e. the "objectives".i.e. the "objectives".
The objectives are theThe objectives are the essenceessence of the cultural project.of the cultural project.

16. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
2.2.
Where we want to go:Where we want to go:
i.e. the "objectives".i.e. the "objectives".
The objectives are theThe objectives are the essenceessence of the cultural project.of the cultural project.
In particular, it is essential to chooseIn particular, it is essential to choose
thethe target audiencetarget audience of our eventof our event

17. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
2.2.
Where we want to go:Where we want to go:
i.e. the "objectives".i.e. the "objectives".
The objectives are theThe objectives are the essenceessence of the cultural project.of the cultural project.
In particular, it is essential to chooseIn particular, it is essential to choose
thethe target audiencetarget audience of our eventof our event
to which ourto which our artistic projectartistic project
and ourand our communicationcommunication will be addressed.will be addressed.

18. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following points:should be formulated into the following points:
2.2.

19. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following points:should be formulated into the following points:
•• definition of thedefinition of the target audience,target audience,
2.2.

20. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following points:should be formulated into the following points:
•• definition of thedefinition of the target audience,target audience,
•• definition of thedefinition of the market positioningmarket positioning,,
2.2.

21. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following points:should be formulated into the following points:
•• definition of thedefinition of the target audience,target audience,
•• definition of thedefinition of the market positioningmarket positioning,,
•• definition and developmentdefinition and development
of theof the competitive advantagecompetitive advantage..
2.2.

22. The phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
3.3.

23. The phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
3.3.
How do we intendHow do we intend
to achieve the objectives:to achieve the objectives:
i.e. the “strategy”.i.e. the “strategy”.

24. The phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
3.3.
How do we intendHow do we intend
to achieve the objectives:to achieve the objectives:
i.e. the “strategy”.i.e. the “strategy”.
This stage involvesThis stage involves
the setting of a whole range of activitiesthe setting of a whole range of activities
aiming at the achievement of the objectivesaiming at the achievement of the objectives..

25. The phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
3.3.
How do we intendHow do we intend
to achieve the objectives:to achieve the objectives:
i.e. the “strategy”.i.e. the “strategy”.
This stage involvesThis stage involves
the setting of a whole range of activitiesthe setting of a whole range of activities
aiming at the achievement of the objectivesaiming at the achievement of the objectives..
Marketing offers a set of toolsMarketing offers a set of tools
(“marketing levers”).(“marketing levers”).

26. The phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
3.3.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following pointsshould be formulated into the following points
of theof the Marketing Mix Strategies:Marketing Mix Strategies:

27. The phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
3.3.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following pointsshould be formulated into the following points
of theof the Marketing Mix Strategies:Marketing Mix Strategies:
•• product • price • promotion • placeproduct • price • promotion • place..

28. The phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
3.3.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following pointsshould be formulated into the following points
of theof the Marketing Mix Strategies:Marketing Mix Strategies:
•• product • price • promotion • placeproduct • price • promotion • place..
These are the marketing levers (the 4Ps)These are the marketing levers (the 4Ps)
which, when properly measured out,which, when properly measured out,
allow you toallow you to focusfocus your proposalyour proposal
on theon the needsneeds of your target audience.of your target audience.

29. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
4.4.

30. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
4.4.
What implications these strategiesWhat implications these strategies
will have on our resourceswill have on our resources
(labor, time and money).(labor, time and money).

31. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
4.4.
What implications these strategiesWhat implications these strategies
will have on our resourceswill have on our resources
(labor, time and money).(labor, time and money).
Every activity undertakenEvery activity undertaken
will imply costs,will imply costs,
persons who deal with it,persons who deal with it,
implementation time frames.implementation time frames.

32. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
4.4.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following pointsshould be formulated into the following points
of theof the Action Plan:Action Plan:

33. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
4.4.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following pointsshould be formulated into the following points
of theof the Action Plan:Action Plan:
•• who does whatwho does what (human resources),(human resources),

34. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
4.4.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following pointsshould be formulated into the following points
of theof the Action Plan:Action Plan:
•• who does whatwho does what (human resources),(human resources),
•• with what fundingwith what funding (financial resources),(financial resources),

35. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
4.4.
In theIn the marketing planmarketing plan of your event this stageof your event this stage
should be formulated into the following pointsshould be formulated into the following points
of theof the Action Plan:Action Plan:
•• who does whatwho does what (human resources),(human resources),
•• with what fundingwith what funding (financial resources),(financial resources),
•• in what timein what time (timing).(timing).

36. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
5.5.

37. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
5.5.
How the developmentHow the development
of the project will be monitoredof the project will be monitored
during its implementation.during its implementation.

38. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
5.5.
How the developmentHow the development
of the project will be monitoredof the project will be monitored
during its implementation.during its implementation.
A monitoring methodology must be definedA monitoring methodology must be defined
in order to obtain a periodical evaluationin order to obtain a periodical evaluation
of the achieved results.of the achieved results.

39. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
5.5.
How the developmentHow the development
of the project will be monitoredof the project will be monitored
during its implementation.during its implementation.
A monitoring methodology must be definedA monitoring methodology must be defined
in order to obtain a periodical evaluationin order to obtain a periodical evaluation
of the achieved results.of the achieved results.
Are we going in the right direction?Are we going in the right direction?

40. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
5.5.
In theIn the marketing planmarketing plan of your eventof your event
this stage should be formulatedthis stage should be formulated
in a series ofin a series of “monitoring methods”“monitoring methods”::

41. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
5.5.
In theIn the marketing planmarketing plan of your eventof your event
this stage should be formulatedthis stage should be formulated
in a series ofin a series of “monitoring methods”“monitoring methods”::
•• how will we evaluatehow will we evaluate
that the results of our actionsthat the results of our actions

42. The phases of a cultural event planning
© 2013 Filippo M. Cailotto • www.organizzare-eventi.it
5.5.
In theIn the marketing planmarketing plan of your eventof your event
this stage should be formulatedthis stage should be formulated
in a series ofin a series of “monitoring methods”“monitoring methods”::
•• how will we evaluatehow will we evaluate
that the results of our actionsthat the results of our actions
are effectively pursuing the defined goalsare effectively pursuing the defined goals ??
A Study on the audience, for example,A Study on the audience, for example,
could be of help.could be of help.

43. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it

44. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
At the end of this processAt the end of this process
we will have anwe will have an accurate compassaccurate compass
for our daily action,for our daily action,

45. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
At the end of this processAt the end of this process
we will have anwe will have an accurate compassaccurate compass
for our daily action,for our daily action,
aa guideguide provided withprovided with consistencyconsistency andand foresightforesight,,

46. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
At the end of this processAt the end of this process
we will have anwe will have an accurate compassaccurate compass
for our daily action,for our daily action,
aa guideguide provided withprovided with consistencyconsistency andand foresightforesight,,
absolutely critical, among other things,absolutely critical, among other things,
if you are looking forif you are looking for backersbackers andand sponsorssponsors..

47. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
ConclusionsConclusions

48. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
Do you still believeDo you still believe
that a cultural eventthat a cultural event
could be realizedcould be realized
without an accurate planning?without an accurate planning?
ConclusionsConclusions

49. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
Do you still believeDo you still believe
that a cultural eventthat a cultural event
could be realizedcould be realized
without an accurate planning?without an accurate planning?
Where do you go without a compass?Where do you go without a compass?
ConclusionsConclusions

50. The phases of a cultural event planningThe phases of a cultural event planning
© 2013 Filippo M. Cailotto •© 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it
PlanningPlanning
is dreamingis dreaming
pragmatically!pragmatically!
ConclusionsConclusions