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Chapter 6
Event Marketing
© 2015 Event Management Blueprint
Event Marketing Plan
 The production and coordination of all
advertising, promotional, and public
relations campaigns for...
Advertising Campaign
 Utilize any combination of one or more forms of
media, including, but not limited to:
– Television ...
The Promotional Campaign
 An opportunity to demonstrate creativity,
while simultaneously supporting
partnerships and incr...
The Public Relations Campaign
 Publicity
– Any news coverage for the event that is
generated with some type of announceme...
Guerrilla and Grassroots Marketing
 Guerrilla Marketing
– An aggressive way to market an event and is
best be defined as ...
Advertising
 Three main staples to promote ticket
and admission sales :
– Television
– Radio
– Newspaper
© 2015 Event Man...
Television Advertising
 Majority of people spend more time
watching television than listening to
radio or reading newspap...
Television Advertising
 Reach
– Most expensive form of media available to
promoters and influencer in driving ticket sale...
Radio Advertising
 Extends access to consumers beyond the
home
– Attracts listeners while traveling, the work
place or ju...
Radio Advertising
 Radio is a relatively inexpensive way to
reach an audience
– Voices, sounds, and music can be used
eff...
Newspaper Advertising
 People expect advertising in newspapers
– Buy just to read the ads in many cases
– Examined at a p...
Digital Advertising
 Utilizes the internet to deliver messages
– Via computer, smart TV, tablets, and mobile
devices
 Ra...
Digital Advertising
 Best platforms to reach their target
consumers
 Explore the wide variety of ways they
can acquire, ...
Outdoor Advertising
 Varying forms of advertising
– Transit advertising (buses, light rail, taxi cabs),
wrapped vehicles,...
Direct Mail
 Promotional offer or message that
circumvents the traditional forms of
media
 It can be very targeted
 Spe...
“One size fits all”
 Event managers and sport executives
need to move away from this approach
of marketing
 Utilize mark...
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Event Marketing Notes for 2-1-17

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Event Marketing Notes for 2-1-17

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Event Marketing Notes for 2-1-17

  1. 1. Chapter 6 Event Marketing © 2015 Event Management Blueprint
  2. 2. Event Marketing Plan  The production and coordination of all advertising, promotional, and public relations campaigns for the event with the goal of maximizing revenue generation and event attendance © 2015 Event Management Blueprint
  3. 3. Advertising Campaign  Utilize any combination of one or more forms of media, including, but not limited to: – Television radio, print, outdoor, direct mail, mobile, and digital – Media advertising budget typically represents anywhere from 10% to 15% of projected gross ticket sales  Paid Advertising – Any time cash is spent in return for a specified form of advertising  Trade or in-kind advertising – Any additional media advertising that is secured in exchange for desired event assets such as event tickets, VIP hospitality or pre-event meet and greets, and is generally a dollar-for-dollar trade © 2015 Event Management Blueprint
  4. 4. The Promotional Campaign  An opportunity to demonstrate creativity, while simultaneously supporting partnerships and increasing event awareness and ultimately attendance – Consist of special ticket discounts, premium giveaways, theme nights, and any number of other program elements – Dover International Speedway executes a sponsored direct mail program the goal of this program is to deliver a valuable direct to consumer offer to Dover race fans from one of its sponsors © 2015 Event Management Blueprint
  5. 5. The Public Relations Campaign  Publicity – Any news coverage for the event that is generated with some type of announcement, market tour, or interview © 2015 Event Management Blueprint
  6. 6. Guerrilla and Grassroots Marketing  Guerrilla Marketing – An aggressive way to market an event and is best be defined as “taking the message to the streets.”  Grassroots Marketing – Marketing an event on a local and personal level as a way to get the word out on the event – e.g., Major League Soccer (MLS) does an excellent job of leveraging grassroots marketing as the core of its advertising platform © 2015 Event Management Blueprint
  7. 7. Advertising  Three main staples to promote ticket and admission sales : – Television – Radio – Newspaper © 2015 Event Management Blueprint
  8. 8. Television Advertising  Majority of people spend more time watching television than listening to radio or reading newspapers combined – Most experts predict by 2017 more advertising will be spent on the internet than television – TV advertising is a key medium to reaching a core audience – Network Broadcast vs. Cable Broadcast © 2015 Event Management Blueprint
  9. 9. Television Advertising  Reach – Most expensive form of media available to promoters and influencer in driving ticket sales for events  Production Quality – Generating quality television commercial for a sophisticated audience  Cable and Cost – Cable is a lower-cost alternative to traditional broadcast television – Large enough budget to reach target audience © 2015 Event Management Blueprint
  10. 10. Radio Advertising  Extends access to consumers beyond the home – Attracts listeners while traveling, the work place or just relaxing – Targeted way to reach the audience and offers a wide variety of formats © 2015 Event Management Blueprint
  11. 11. Radio Advertising  Radio is a relatively inexpensive way to reach an audience – Voices, sounds, and music can be used effectively to create moods – Personal advertising medium  Disadvantage – Smaller audience per radio station  Satellite radio © 2015 Event Management Blueprint
  12. 12. Newspaper Advertising  People expect advertising in newspapers – Buy just to read the ads in many cases – Examined at a person’s leisure  Convenient because production changes can be made quickly – New advertisement can be inserted on short notice  Budget Friendly Advertising © 2015 Event Management Blueprint
  13. 13. Digital Advertising  Utilizes the internet to deliver messages – Via computer, smart TV, tablets, and mobile devices  Rapidly growing platform  Cost-efficient medium © 2015 Event Management Blueprint
  14. 14. Digital Advertising  Best platforms to reach their target consumers  Explore the wide variety of ways they can acquire, track, and communicate with their target audience – e.g. tracking cookies, email marketing  Distribute information via social media – Low cost of engagement © 2015 Event Management Blueprint
  15. 15. Outdoor Advertising  Varying forms of advertising – Transit advertising (buses, light rail, taxi cabs), wrapped vehicles, delivery truck signage, posters, and electronic displays  Connects with the audience as an element of the environment – Works on frequency  Outdoor companies are open to trade agreements  Message has to be short and to the point – e.g., Ohio University beverage partner, Pepsi © 2015 Event Management Blueprint
  16. 16. Direct Mail  Promotional offer or message that circumvents the traditional forms of media  It can be very targeted  Specialized agencies to help design direct mail campaigns – Find likely individuals to target for a direct mail campaign  Estimate the ROI © 2015 Event Management Blueprint
  17. 17. “One size fits all”  Event managers and sport executives need to move away from this approach of marketing  Utilize market segmentation using different tactics for different fan/customer segments © 2015 Event Management Blueprint

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