Understanding marketing-events

Running head: UNDERSTANDING MARKETING AND EVENTS
1
UNDERSTANDING MARKETING AND EVENTS
Name of Student:
Name of Institution:
Date:

2
Table of Contents
Title Page………………………………………………………………………………1
Table of Contents………………………………………………………………………2
Introduction…………………………………………………………………………….3
Definition and Classification of Special Events………………………………………..3
SWOT Analysis………………………………………………………………………...4
The Role of 7P’s in Event Marketing…………………………………………………..6
Marketing Strategies and Resources……………………………………………………7
Conclusion………………………………………………………………………………9
References…………………………………………………………………………….....11
Appendix………………………………………………………………………………12

3
Introduction
Marketing events act as the principal vehicles for brands to connect with clients in an
engaging, relevant, and direct way. Glastonbury Festivals refer to a five-day event that is held
annually. it was started in 1970 with the organizers mainly focusing with contemporary artists
performing in the event. The contemporary performance of these art works takes place in Pilton,
Somerset. A part from the art and work, there is also performance of comedy, music, dance,
cabaret, circus and other forms of art. The event is mainly organized by Glastonbury Festival
Limited, a company founded by Michael Eavis in 1970. The events runs from 22nd
June to 26th
June of every year.
In this year’s event, thousands of volunteers have pledged to help on a wide range of duties for
instance they are to help in cleaning of the washrooms as well as distributing clean water to
event participants. (150 words)
Definition and Classification of Special Events
Special events are marketing techniques that involve bringing large audiences together to
present substantial volumes of information. There are numerous classifications of the marketing
events. They include corporate events that offer businesses a chance to market their services to a

4
wider audience. There is also the glamor event marketing that deals with events like weddings
and ceremonies. When it comes to brand and cultural activities, they have a combination of
interpretation and presenting elements. They further involve ritual activities and traditions as
well as festivals and performances during these festivals. For instance, Glastonbury Festivals
offer contemporary music, cabaret, circus, and comedy among other activities. Event marketing
involves design and implementation of special themed activities, exhibits, displays, or occasions
to promote various products. Examples of these activities include music festivals, fairs, concerts,
as well as sporting events. In ensuring that the information reaches a wider audience, it is
important to conduct promotion activities that create customers’ awareness about the available
products.Glastonbury Festivals Ltd gets inspiration from counter-culture, free festival movement
as well as hippies.Moreover, this festival also hosts, new individuals, consumer attitudes,
relations, and values between the host and members from other nations. (200 words)
SWOT Analysis
Strengths
1. Glastonbury Festivals Ltd has been in
operation for a long time, leading to an
increase in customer base.
2. It attracts more than 150,000 attendees
who help promote artists’ work(Xie &
Sinwald, 2016).
3. Glastonbury have a chance to invite the
most prominent artists in future.
Weaknesses
1. There is need for additional staff and
volunteers especially for the evening
events.
2. A need for medical staff and crowd
safety procedures could lead to
increased costs.
3. For sufficient profitability, the event
might require contributions in form of

5
individuals working for free.
Opportunities
1. The town is in a densely populated
location, an aspect that makes its
ventures successful.
2. With the visitors coming to visit for
spiritual connections as well as legends
and myths, there are more participants
during the festivals.
3. The festival could extend its operations
into other areas within the region. It
could also reschedule its timing to more
than once so that more people get
opportunities to attend and learn (Xie &
Sinwald, 2016).
Threats
1. With the advancement in the
operations, competitors are likely to
enter the region for festivals. Which
might reduce the organizations’
prosperity.
2. It causes traffic within the
surroundings.
3. It brings dangerous individuals who
could ruin its reputation among the
locals.
(200 words)
The Role of Marketing Mix in Developing Event Marketing
Marketing mix is a combination of factors that an organization can apply to influence its
customers in purchasing its products. When developing event marketing, it is crucial to consider
the 7 P’s as they act as backbone of all marketing activities. First, it is important to identify the
product that an individual or organization intends to present to the target market. This analysis
will ensure that there is the right type of product for the available market (Preston, 2012). It will
also be necessary for marketers to create the right product mix by diversifying and increasing the
product line’s depth.

6
The second P involves the prices of a commodity within the market. Pricing is important
because it determines the customers’ willingness to take a particular product. It also determines a
company’s profitability and survival. Therefore, price adjustments have huge impacts on the
marketing strategy. However, new businesses face challenges because their target clients might
not be willing to pay high prices for their products (Preston, 2012). During the first festival
organized by Michael Eavis, the tickets were only 1 dollar, and there was a free supply of milk,
this attracted many participants and led to the implementation of Glastonbury Festival.
By understanding the target market, it will be easier to know the best place of presenting
an organization’s commodity. The Glastonbury Festivals take place in the heart of Southwest
England where the population is almost 10,000 inhabitants (Glastonbury Festival, 2017). With
the perception of the site as a new age town, it attracts numerous numbers of people who visit for
different purposes.Glastonbury Festivals has observed all the marketing requirements necessary
for its growth which includes physical environmental processes relevant to the service industries
as well as the people involved in the commercialization process. (300 words)
Marketing Strategies and Resources
Segmentation
This aspect involves division of broad consumer or business markets into subgroups
bearing similar characteristics. It enables an organization to deliver the best services to the
clients. Segmentation also requires organizations to define their customers regarding benefit
sought, psychographic, geographic, demographic, and behavioral bases. An ideal market
segment should be measurable, stable, and profitable as well. It should also be possible to reach
and be consistent in responding to market stimulus. While carrying out all processes, an

7
organization should ensure that its company invests enough to remain profitable. In achieving
this goal, the festival organizers have implemented behavioral strategies that attract the best
artists for the event. Through identification of the most relevant market for the music concerts,
the festival has increased its profitability. The organizers also ensure that the attendees are easy
to reach or contact if necessary. (139 words)
Targeting and Positioning
Positioning is implementing chosen image and appeal to choosen segment. Targeting
involves identifying the most appropriate group for an organization’s services. During this
process, an organization will need to analyze each segment’s commercial and potential
attractiveness. The strategies include undifferentiated and differentiated marketing, focus
targeting, as well as customized marketing. The Glastonbury Festivals target prominent
musicians like Dolly Parton who participated in 2014 among others (Glastonbury Festival,
2017). Therefore, it applies the undifferentiated approach. When it comes to positioning, an
organization strives to influence consumers’ perception of a brand in relation to the competing
products. During these events, the festival has captured many artists attention making it more
prominent than other similar events. This aspect has increased its credibility so much that in
2013, it experienced the fastest ticket sale. In figure 3, there is a thorough explanation of the
marketing resources and strategies. (134 words)
Monitoring and Control
Marketing control involves monitoring the proposed plans to ensure that they meet the
management’s expectations. Where they do not meet the set goals, the managers make the

8
necessary adjustments as the project progresses. In coming up with the best controls, there is also
need to incorporate consumer feedback in the organization’s service provision. Where it is hard
to reach the customers, one can get them through surveys and polls on the internet (Khan, 2014).
By asking them specific questions about their impression on the service provision, a company
will learn of aspects that require improvement according to the clients’ needs. The event’s
organizers can also review its controls regarding the target market sales. The measure of tickets
sold, generated revenues and profits enlightens a firm on whether it is making good progress. It
will also be crucial to make budgets that balance the costs of generating the advertising materials
and the revenues from the marketing plan. Moreover, it is essential to minimize spending and
maximize profits without compromising on the quality of product and service delivery.
After every event, the managers carry out evaluations to identify areas that need
improvement in the Glastonbury Festivals. This process entails a rigorous analysis of the
ongoing as well as complete projects to ensure that they meet the set goals and criteria. For
instance, after the scorching heat in 2010, there were proper arrangements to protect the
participants in the following years. There are also earlier entertainments several days before the
main events (Khan, 2014). These controls ensure that no one goes home disappointed after the
concerts. Earlier booking also ensures that all the willing participants have time to get their
tickets. After the ticket sales, the management has an opportunity to make plans according to the
number of expected attendees. (304 words)
Conclusion
In conclusion, special events are important because they provide marketers an
opportunity to promote their products and services through different ways. By engaging in
activities like the Glastonbury Festivals, artists have an opportunity to market their talents to the

9
world. Therefore, it is crucial to participate in special events marketing and enhance the current
marketing position. It is also crucial to understand the market correctly to discover the most
efficient positioning strategies. Such approaches ensure that an organization produces the best
products for the target market.(86words)
References
Glastonbury Festival (2017). Glastonbury Festival - 1970. Glastonbury Festival - 21st-25th
June, 2017. Retrieved 6 March 2017, from
http://www.glastonburyfestivals.co.uk/history/history-1970/
Khan, M. T. (2014). The concept of'marketing mix and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), 95.
Preston, C. A. (2012). Event Marketing: How to Successfully Promote Events. Festivals,
Conventions, and Expositions.2nd
ed. New Jersey: Wiley
Xie, P., & Sinwald, A. (2016). Perceived impacts of special events by organizers: a qualitative
approach. International Journal of Event and Festival Management, 7(1), 50-65.

Understanding marketing-events

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Understanding marketing-events

Similar to Understanding marketing-events (20)

More from William Aruga

More from William Aruga (20)

Recently uploaded

Recently uploaded (20)

Understanding marketing-events