Event marketing motivation ,promotion and pricing policies in event marketing
Motivation ,Promotion and Pricing
Policies in Event Marketing
An event may provide a service (musical
entertainment) alongside physical goods (food and
Services and goods combine to create experiences.
It is the experience, that the event consumer is
Events appeal to different people and every
consumer has their own individual makeup.
Marketing enables event organisers to capture
customer data and understand what motivates event
It also allows customers to tell event organisers their
dislike in order to improve future events.
Marketers need to understand what motivates
consumers to attend events in order to create,
improve and market events effectively by selecting
appropriate marketing channels and deploying the
right marketing mix in the design of an integrated
Marketers create the desire to purchase by placing
stimuli in marketing communications that appeal to
the personal characteristics of the customers.
Motivations and Event Attendance
Motivations play a key role in the decision making
process, that determines which events consumers
Everyone has a distinct and different motivations as
to which event to attend when and where.
In order to examine the motivations of people to
attend events, two different approaches can be
adopted - extrinsic and intrinsic motivation.
Extrinsic motivation results from influences external to the
Whereas intrinsic motivation includes the personal need of the
Work and Leisure: People attend event to get some
relaxation from their hectic schedules or routines
and hence people seek stimulation through attending
events to add some colour to their life
Social Determiners: Social factors extend a combined
influence. They can be classified as cultural, social
Cultural: Race, religion, sexual, geographic factors
Social: Family, status, friends and colleagues, educational
professional standing etc.
Personal: Age, lifestyle, occupation, economic circumstances
and personality etc.
Intrinsic motivations can generally be categorised into two
main characteristics – Push and Pull factors.
Push Factors: The factors intrinsic to a person which
influences him to make a purchase decision is called push
They are internal factors and are person specific.
The push factors are those that the attendees see as a means
to satisfy a desire or need like to relax, to experience nostalgia,
to gain new information, thrill , excitement etc.
Pull Factors : That are the destination itself or the attractions
cited there that are so appealing that they pull an individuals
to themselves. They may be tangible factors such as climate,
food and drink, actual entertainment, artists performing etc.
Excitement/Thrills: Doing something, which is
stimulating and exciting, and appeals to the creative
Escape: Getting away from the usual demands of life
and having a change from daily routine.
Extent novelty: Experiencing new and different
things and attending an event that is unique.
The promoter of the event needs to keep these five
basic needs of people in mind and design a
promotional kit according to these so that it appeals to
the audience, which the event targets.
A study of customers at a community festival
reported that the Five Principal Need Satisfiers for
attending events are
Socialization: To be with friends or people who are
enjoying themselves and people who enjoy the same
Family Togetherness: Seeking the opportunity so
that the family can enjoy together and to bring the
Need Satisfiers for attending events
In the world of marketing, 'promotion' generally refers to a
one-off event that provides a stimulus for the public to buy
a service or product
It uses all the marketing techniques. As it is project based, it
has a definite life span.
promotion is strongly linked to the reputation of the
organizing company, sponsors and other stakeholders as
well as the actual programme or event content.
event promotion must be dynamic and able to respond to
opportunities as they arise.
Advertising is the controlled method of communicating the message. The
event manager can manipulate the message. It includes:
Give-aways: leaflets, posters, brochures
Radio: commercial, national
Television: cable, free to air, satellite
Press: newspapers, magazines
Non media alternatives: outdoor advertising, street banners.
Advertising can be done by the event manager or if the event and
promotional campaign is too big, by an appointed advertising agency,
Tools of Promotion
II. Public Relations
PR is different from advertising in that it is not self-
praise. It communicates a more complex message than
It is free but the event manager looses control over the
The publicity can be positive or negative. To this end, it is
important that the event manager maintains control over
as much of the public relation as possible.
Tools of Promotion
A press release is used to generate coverage in the
media, T.V, radio, newspaper and specialist
publication (as news story), to get the event free
The press release should be written on company
letterhead as a news report and after e-mailing to the
media, followed up with a phone call.
III. Direct marketing
This is delivering the promotional message straight to the interested
The basis of direct marketing is the establishment of a data bank
and a strategy to best reach those individuals.
The database can be created through previous competitions, guest
books, inquiries, point of sale information or just by asking the
participants if they would like to receive information on other
The mail out is the most common traditional method.
Tools of Promotion
IV. Word of mouth
For some event managers the promotion strategy is just
by word of mouth. They concentrate on the quality of
their programme and site. This builds up a loyal
As part of the promotional kit, hospitality can be a
powerful motivator. The special event or festival has to
promote itself to the sponsors. The dinner for sponsors,
for example, can be an inexpensive way to promote the
event. A tour of the site can be an effective way to
promote an event.
Tools of Promotion
The latest and increasingly popular method of promoting an
event is to create a website.
The advantage is that the site can also capture enquiries and
be a point of sale for tickets.
The current movement towards virtual reality sites can give
the potential attendee a view of the event.
The site can give real information, such as the program and a
A web site can be used to distribute photos and press releases.
Tools of Promotion
5. E-communications : E-mail, and social networking
sites as a part of an integrated communications
strategy is key to developing deeper, richer and
meaningful interactions with existing and potential
Social networking sites are creating huge on-line
communities, enabling marketers to reach customers
easily, cheaply and in a very focussed way, but also
offers a semi-tangible legacy to an event days, weeks,
months and even years after the event has taken
1. Penetration Policy: Deliberate low price setting to
maximise the sales at a low profit.
2. Economy Strategy: For budget events where costs
to the customers are low and organisers probably
look at outside funding for the event.
3. Premium Policy: Ticket prices are high and so is
the value to the audience
4. Psychological Pricing: It is about trying to get the
customers to respond emotionally to prices. E.g.
Rs.499 looks better than 500.
In this presentation we described about the various technique like
motivation , promotion and various pricing policies that can
apply for event management marketing.
Marketers need to understand what motivates consumers
to attend events in order to create, improve and market
events effectively by selecting appropriate marketing
channels and deploying the right marketing mix in the
design of an integrated marketing campaign.
These methods will helps to achieve marketing goals .
marketing enables event organizers to capture customer
data and understand what motivates event attendance.