Event Management

1. Why Events ?

2. Use of Events for Marketing
• Helping to notice by customer when there are
thousands of commercial messages
• Experiential tool where customers are
individually present
• Camlin organized drawing competitions in
schools to create customers for sketch pens
• Events can be made memorable by way of
celebrities, locations, industry leaders

3. Use of events for Marketing
• In 1998, Coca Cola sponsored Asha Bhonsale
Live Concert
• Media planners are increasingly using events
to communicate with the customers
• In big events there are many sponsors
• Events are eating increasing share of the
marketing budget

4. Marketing Needs Addressed by Events
• There are innumerable launches of
products/music albums/films. Customers are
so much bombarded. Events help in catching
the attention of the target audience
• Highlight improvements in products and
services to the customers. IMTEX – Industrial
Machine Tools Exhibition. Change in computer
specifications and prices

5. Marketing Needs Addressed by Events
• Money spent on products decline as they
move from introduction to maturity/decline.
Events can be used to generate brand loyalty
in existing customers (with minimum
spending) by treating them royally
• Events can help in changing the beliefs about
firms/products/services and thus
repositioning

6. Marketing Needs Addressed by Events
• Citibank is a premium bank with wealthy
customers. Small sellers can act as co-
sponsors to premium events by Citibank
(exclusively for its rich customers) and expose
their products to this target audience and
create a premium image for themselves
• When Foster’s (a premium company of
Australia) launched Foster’s Lager in India they
created the identity of Australianness by
sponsoring the Australian Cricket team tour of
India

7. Marketing Needs Addressed by Events
• Mahindra builds its corporate and product image
by organising the Great Escape for the owners of
its four wheel drive vehicle Armada, The event
involves driving on an unusual route which is
similar to the unusual Armada driving, It also
sponsors World Squash Championship to tell that
it is a global player
• Helps avoid clutter/too many messages,
Prudential Insurance company (UK) had the
entire Indian cricket team in its launch, Coca Cola
sponsors College festivals, Fresher’s parties to
attract youth

8. Marketing Needs Addressed by Events
• Helps in creating interaction/communication
between sellers and buyers, professionals
(Banglinux organized by Linux had 2000
delegates, sponsors, exhibitors where attendees
paid only Rs. 2500 per person for the two day
event
• Events help in test marketing of products to get
feedback from target customers, Opportunity for
giving away products and studying their
performance before launching nationally, Frito
Lay used events to test market before the launch
of WOW! chips

9. Marketing Needs Addressed by Events
• The audience is bound to see the event, There is
no diversion, In rural areas it can be a mela kind
• Increase customer visits to the outlets, Nescafe
treasure hunt (with vehicles) involving driving to
new outlets of McDonalds and Nescafe with
prizes from Samsung
• Helps in sales promotion, A resort gave
questionnaires to movie goers (with a lucky prize)
to find rich customers. They were then called for
a presentation (with the promise of an on the
spot discount). This increased the sales drastically

10. Marketing Needs Addressed by Events
• Events help in forming a long term
relationship with target
consumers/distributors/sales representatives,
Making dealers to go for foreign trips / Sales
representatives to exhibitions abroad,
Companies sponsor Techfest a student festival
at IIT Bombay to build relationship with
students so that they can apply to these
companies

11. Marketing Needs Addressed by Events
• Before launching products in the market
companies use internal launch event with the
sales team to educate and motivate them.
Especially used in Pharma and FMCG Cos.
• Godrej sponsored Miss World Contest to
demonstrate that it is in strong and healthy
shape after restructuring with P&G
• Events can be used to generate sales and
thereby profits like food stalls in college
events, Annual discount sales at Wrangler and
Van Heusen

12. Marketing Needs Addressed by Events
• Events can make news and catch attention,
Half.com an ecommerce startup made
Halfway city in US rename as Half.com for only
the year 2000. It gave great publicity to
Half.com and it was purchased by eBay for
$300 million.
• Trade shows and exhibitions are also used to
get new distributors, sales representatives, for
new territories and overseas business partners

13. Marketing Needs Addressed by Events
• Surveys can be done in events to get feedback
about the product/service and any issues
• Events can be used to generate database of
customers and get understanding about them
which in turn generates leads
• Sony, Maruti organize free service camps for their
products. This helps in building relationship with
consumers
• Tata IBM organizes 12-city IBM Solutions forum
bringing together important decision makers of
the industry and telling them about IBM Products
and Solutions

14. Marketing Needs Addressed by Events
• Events can be used to make professionals and
recruiters interact and explore career possibilities
e.g. Brassring career event
• The event organisers are in constant touch with
the different components of media and can make
better deals with them for their event sponsoring
client per cc for print media and commercial time
in electronic media.
• When a big event is organized especially at the
national level a lot of infrastructure is created and
the economy grows, Asian Games 1982, Olympic
Games 1992 attracted millions of fans and
generated huge amount of business

15. Thank You