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From Lasagna to Lamborghini, Leveraging the Power of an Italian Festival as a Comprehensive Marketing Tool: The Case of Italian Week in Australia.
- 1. The Case of Italian Week in Australia
- 2. Who are we? Cav. Alessandro Sorbello • Executive Producer and Creative Catalyst at Italian Week • Managing Director at New Realm Media • Currently developing Doctorate Dr. Eliane Karsaklian • Professor at Sorbonne University • Associate researcher at LARGEPA • Founder and Director of Ubi&Orbi • President of GEMINi Award
- 3. Video
- 4. Ten years celebrating Italian culture inAustralia • How did it start • Key figures • Attendees – Italian/non Italian • Sponsors
- 5. Pictures of IW 2016
- 6. Pictures of IW 2016
- 7. Pictures of IW 2016
- 8. Pictures of IW 2016
- 9. Pictures of IW 2016
- 10. Pictures of IW 2016
- 11. Pictures of IW 2016
- 12. Pictures of IW 2016
- 13. Pictures of IW 2016
- 14. Pictures of IW 2016
- 15. Motivated to Process Think TheTEEMModel Publicity/event catalyst Ability to Process Country of Origin/Positive Stereotypes Cognitive Processing Favourable thoughts predominate Experiential Meaning Multi-Dimensional Identification Peripheral Cue Present Hedonic and/or Conformity Motivation FeelNO Central/Cognitive Route YES Peripheral/Affective RouteNO Motivated to Process Think YES Italian Festival Ability to Process Country of Origin/Positive Stereotypes Cognitive Processing Favourable thoughts predominate Central and Peripheral Attitude Change Altered Consumer Behaviour and/or Reinforcing Brand Loyalty Emotional Engagement Cognitive Structure Change/Peripheral Attitude Shift Positive Attitude – Enduring/Resistant/Predictive
- 16. A comprehensive model • Central and peripheral routes • Motivations • Identity • Consumer behavior • Grounded theory • Academic and professional value
- 17. The relevance of the TEEM Model • Applies to all industries • It blueprints the decision making and consumption process • Client retention • Turning attendees into ambassadors of the event • Tailor- made for event management
- 18. What’s next? • Take the model a step further • Consumer loyalty to events, brands and companies • Better understanding of the underlying reasons why attendees keep coming back and bringing in new people every year • Elaboration on Fest-Vibe
- 19. Thank you for your attention Cav. Alessandro Sorbello alessandro@newrealm.com.au alessandrosorbello@gmail.com Dr. Eliane Karsaklian elianekarsaklian@ubi-orbi.com eliane.karsaklian@univ-paris3.fr