STUDENT USE ONLY

1. Hashim Fadzil AriffinHashim Fadzil Ariffin
EVENT MANAGEMENTEVENT MANAGEMENT
TOUR2100TOUR2100
Week 10Week 10 Marketing and Public Relations for Events

2. Introduction
The target market
How to influence the target market
The marketing plan
LECTURE OUTLINELECTURE OUTLINE
Marketing for a new event
Marketing for repeat events

3. INTRODUCTIONINTRODUCTION
Marketing is not
simply pushing out a
few posters and hope
for the best

4. THE TARGET MARKETTHE TARGET MARKET
The people who
would be coming
to a particular
event
Many

5. THE TARGET MARKETTHE TARGET MARKET
• Key Questions to Ask About the Target Market
– Who is your potential market?
– Is your event targeted at the general public, or at
specific group?
– What sort of age or lifestyle segment will your
event attract?
– Will your event appeals to special interest groups?
– Can you identify different segments to attract?
– Are the different segments likely to be responsive
to different prices?

6. THE TARGET MARKETTHE TARGET MARKET
• Catchment and Origin
– Where is your catchment area?
– Where do most of your target market live?
– From how far away will people come to your event?
– What is the most likely distance or time people would
travel to your event?
– Can you say how many people in your various target
markets are in each catchment?
– How will these various groups travel to your event?

7. HOW TO INFLUENCE THE TARGETHOW TO INFLUENCE THE TARGET
MARKET –MARKET – INFLUENCEING THE MARKETINFLUENCEING THE MARKET

• How a can you influence the people to attend?
• What are their media habits, what newspapers, magazines,
etc do they read?
• Can you use direct mail or newspaper inserts to influence
them?
• Do they watch TV, go to cinema or listen to local radio?
• How can you influence them if they are not engaged by the
media?
• What public relations activities could you use for these
groups?
• Who are the opinion leaders and how might they be
influenced?

8. HOW TO INFLUENCE THE TARGET MARKET –HOW TO INFLUENCE THE TARGET MARKET –
DETERMINANTS FOR PARTICIPATION IN ANDETERMINANTS FOR PARTICIPATION IN AN
EVENTEVENT

• Whether your friends might go (cultural, personal or other
‘reference’ groups)
• What decision-making time is available, or what lead time is
there before you have to buy a ticket?
• Whether the price is a major concern(‘price sensitivity’ – high
cost, low cost, total package and value for money)
• Whether the event will be good enough – perceived quality of
the event.
• Access factor – e.g. local, regional, national, international: do
people in your area go to this type of event? How easy is it to
get to? What are the opening times?

9. HOW TO INFLUENCE THE TARGET MARKET –HOW TO INFLUENCE THE TARGET MARKET –
DETERMINANTS FOR PARTICIPATION IN ANDETERMINANTS FOR PARTICIPATION IN AN
EVENTEVENT

• One-off or repeat sales opportunities – is this annual,
biannual, occasional? Will the event happen again, or is this
the only opportunity to go?
• Familiarity – people’s knowledge and awareness have they
been to one before or something similar?
• Propensity to join in community activities.
• Inclination to join in the activity due to personal interest
education, entertainment, relaxation, status etc..,
• Consideration of personal enjoyment, arousal or other
satisfaction from the event.

10. HOW TO INFLUENCE THE TARGET MARKET –HOW TO INFLUENCE THE TARGET MARKET –
INDIVIDUAL’S EXPECTATIONS OF AN EVENTINDIVIDUAL’S EXPECTATIONS OF AN EVENT

• What are the benefits of attending the event? Will it be
enjoyable, entertaining, diverting educational, stimulating or
exciting?
• What will be the style and standard of the venue, distance
from home; closeness to transport convenience of getting
there ease of arrival and departure?
• What will be the likely standards of the events?
• What will the people be like? Can we expect excellence,
commitment, enthusiasm, knowledge from staff, volunteers
or other participants?

11. HOW TO INFLUENCE THE TARGET MARKET –HOW TO INFLUENCE THE TARGET MARKET –
INDIVIDUAL’S EXPECTATIONS OF AN EVENTINDIVIDUAL’S EXPECTATIONS OF AN EVENT

• What is the price in comparison to others uses for the money
– other possible events, other days out, meals ot other leisure
or social activities?
• What range of activities available, what interaction, sights
and sounds, inclusiveness?
• What is the reputation of the event if it has held before? Is it
friendly, safe, happy?
• How easy is it to get information, buy tickets, or have
questions answered?

12. 12
THE MARKETING PLANTHE MARKETING PLAN
Marketing Communications ~ Advertising
Responses of an Advertisement
AA
II
DD
AA
ttention
nterest
esire
ction
advertisement must catch
audience’s attention
advertisement must stimulate
interest in product
advertisement must create
desire for product
advertisement must cause action,
such as purchase of product

13. THE MARKETING PLAN –THE MARKETING PLAN – CREATING EVENTCREATING EVENT
PLAN FROM THE EVENT OBJECTIVEPLAN FROM THE EVENT OBJECTIVE
Review of the event objectives, filter out unsuitable ideas, identify
preferred event
Marketing audit of the external environment, internal environment and
expense
Statement of marketing objectives and general marketing strategy,
including an overview of the results that would be expected
Preparation of detail marketing plan, including target market
summaries, the schedule and what the budget is likely to be spent on
Identification of the system for measuring effectiveness

14. OBJECTIVE
SYSTEMATIC DETAILED PLANNING
ELEMENTS OF THE MARKETING PLAN
ORGANIZING AND PREPARING THE EVENT (MARKET-RELATED ISSUES)
IMPLEMENTING THE EVENT
THE MARKETING PLAN –THE MARKETING PLAN – ELEMENTS OF THEELEMENTS OF THE
EVENTS MARKETING PLANEVENTS MARKETING PLAN
CLOSEDOWN: DISINVESTMENT / LEGACY

15. EVENT MANAGEMENTEVENT MANAGEMENT
TOUR2100TOUR2100 Marketing Planning for Events
15

16. Event Marketing ResearchEvent Marketing Research
LECTURE OUTLINELECTURE OUTLINE
What is Marketing?What is Marketing?
Steps in the Marketing Planning ProcessSteps in the Marketing Planning Process
Planning Event ‘Product’ ExperiencesPlanning Event ‘Product’ Experiences
People and PartnershipsPeople and Partnerships
PricingPricing
Event ‘Place’, Physical Setting and ProcessesEvent ‘Place’, Physical Setting and Processes
The Marketing PlanThe Marketing Plan 16

17. WHAT IS MARKETING?WHAT IS MARKETING?
Marketing is concerned with satisfying consumer needs and
wants by exchanging goods, services or ideas for something of
value.
Marketing in event management: ‘Marketing is a total system of business
activities designed to plan, price, promote and distribute products, services
and ideas to target markets in order to achieve an organization’s goals and
objectives’.
Marketing function for events;
1. Growth in the number and diversity of leisure and business
related services (including events)
2. The increasing importance of stakeholders
3. Advances in technology
4. The phenomenon of globalization
17

18. WHAT IS MARKETING?WHAT IS MARKETING?
The following list shows the marketing activities that an event marketing manager
may undertake to produce a successful festival or special event;
• Analyze the needs of the target market.
• Predict how many people will attend the event
• Research any competing events that could satisfy similar needs
• Estimate the price or value that visitors are willing to exchange to attend an event
• Decide on type and quantity of promotional activity
• Consider how the choice and design of venue (s) and the methods of ticket distribution fit
with the needs of attendees.
• Establish the metrics to judge the success of the event in achieving its marketing objectives.
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19. WHAT IS MARKETING?WHAT IS MARKETING?
Events as ‘service experiences’Events as ‘service experiences’
Events as services differ from products in a number of ways
19

20. WHAT IS MARKETING?WHAT IS MARKETING?
The nexus between even marketing and managementThe nexus between even marketing and management
The event services trinity
Customers
20

21. WHAT IS MARKETING?WHAT IS MARKETING?
The role of strategic marketing planningThe role of strategic marketing planning
Event managers developed marketing objectives and strategies
to satisfy consumer needs;
1.Longer term, rather than short term
2.Not another word for tactics
3.Based on careful analysis of internal resources and external
environments
4.Essential to survival
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22. WHAT IS MARKETING?WHAT IS MARKETING?
The role of strategic marketing planningThe role of strategic marketing planning
The constructing of mission
Stakeholder
requirements
Stakeholder
requirements
Personal values of the
key implements
Personal values of the
key implements
The mission and event
objectives
The mission and event
objectives
Long term
objectives
Long term
objectives
Vision
Strategic intent
Vision
Strategic intent
22

23. EVENT MARKETING RESEARCHEVENT MARKETING RESEARCH
Research
(conducted at macro level)
Research
(conducted at macro level) To developTo develop Marketing strategyMarketing strategy
Event marketing information can be obtained from primary and secondary
sources to guide the marketing planning process
Event marketing information can be obtained from primary and secondary
sources to guide the marketing planning process
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24. EVENT MARKETING RESEARCHEVENT MARKETING RESEARCH
Event or festival mission or goals
•Corporate objectives and direction
•Business position and strategy
•Market position analysis
Situation analysis
(C-PEST and internal)
•Strength, weaknesses, opportunities and
threats-key issue for the event/festival
Market segmentation and targeting
•Event positioning strategy
•Event marketing objectives
Generic marketing strategies for the
event or festival
Event organizational capabilities
•Resources (infrastructure, capital,
information technology, finance and
personnel
•Industry analysis
•Competitive position analysis
•Current brand equity
Event marketing impact analysis and
marketing research
Event marketing needs and
characteristics
•Market awareness and
understanding
•Market attitudes and
behaviors
•Market share (stable,
growing or declining
Event marketing mix
•Event production, program and
packaging
•People and partnerships
•Pricing, entry or donation
•Event place, physical setting
and processes
•Integrated marketing
communication
The strategic event
marketing process
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25. EVENT MARKETING RESEARCHEVENT MARKETING RESEARCH
Environmental audit
(or scan)
Environmental audit
(or scan)
SocioculturalSociocultural
Competitor
related
Competitor
related
TechnologicalTechnological
Entertainment
related
Entertainment
relatedEconomicEconomic
PoliticalPolitical
Components of the environment analysis
The C-PEST Analysis
25

26. EVENT MARKETING RESEARCHEVENT MARKETING RESEARCH
Industry competitors
Rivalry among
existing organizations
Industry competitors
Rivalry among
existing organizations
Threat of new
entrants
Bargaining power of
supplies
Threat of substitute
services
Bargaining power of
buyers
The four competitive forces
26

27. EVENT MARKETING RESEARCHEVENT MARKETING RESEARCH
27

28. EVENT MARKETING RESEARCHEVENT MARKETING RESEARCH
The SWOT Analysis
28

29. EVENT MARKETING RESEARCHEVENT MARKETING RESEARCH
The event consumer’s decision-making process
29

30. EVENT MARKETING RESEARCHEVENT MARKETING RESEARCH
Quality-the fit between customer expectations and perceptions
Marketing
communications
Marketing
communications
Word-of-mouth
recommendation
Word-of-mouth
recommendation
Personal experiencePersonal experience
Functional qualities
•Attitude
•Appearance
•Atmosphere
•Responsiveness
•Empathy
Functional qualities
•Attitude
•Appearance
•Atmosphere
•Responsiveness
•Empathy
Brand
image
Brand
image
External
factors
External
factors
Technical qualities
•Reliability
•Accuracy
•Promptness
•Expertise
Technical qualities
•Reliability
•Accuracy
•Promptness
•Expertise
Tangible
elements
Tangible
elements
Personal
elements
Personal
elements
Personal
factors
Personal
factors
ExpectationsExpectations
PerceptionsPerceptions
The quality gap
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31. EVENT MARKETING RESEARCHEVENT MARKETING RESEARCH
Event consumer decision-making process and the implications for marketing
planning
STAGE IN THE DECISION-
MARKETING PROCESS
IMPLICATIONS FOR
MARKETING STRATEGIES
MARKETING DECISIONS
Recognition of the need, such
as novelty, social interaction,
excitement
Selection of appropriate
target market segments-
marketer must know what
needs can be satisfied
Target market-mass or
focused
Search for information Marketing communications
options
Internet, direct email. Paid
advertising, publicity, posters
Evaluation of alternatives Event product, promotional
messages-does the event
product satisfy the needs of
the target market?
Product development
Promotion message
Choice of place of purchase Ease of purchase Internet, ticketing, agency, at
venue, post office mail, email
Evaluation of leisure
experience
Service quality standards Measurement of consumer
satisfaction- how experience
will be rigorously evaluated
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32. STEPS IN THE MARKETING PLANNINGSTEPS IN THE MARKETING PLANNING
PROCESSPROCESS
Segmenting and Targeting the Event MarketSegmenting and Targeting the Event Market
The market segment chosen should be;
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33. STEPS IN THE MARKETING PLANNINGSTEPS IN THE MARKETING PLANNING
PROCESSPROCESS
Segmenting and Targeting the Event MarketSegmenting and Targeting the Event Market
33

34. STEPS IN THE MARKETING PLANNINGSTEPS IN THE MARKETING PLANNING
PROCESSPROCESS
Positioning the EventPositioning the Event
1. The existing reputation or image of the event
2. The charisma of a director or leader
3. A focus on event programming
4. A focus on performers
5. An emphasis on location or facilities
6. Event users
7. Price or quality
8. The purpose or application of the event
9. The event category or ‘product’ class
Event positioning can be achieved in at least 10 different ways
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35. STEPS IN THE MARKETING PLANNINGSTEPS IN THE MARKETING PLANNING
PROCESSPROCESS
Developing Event Marketing ObjectivesDeveloping Event Marketing Objectives
;
Event marketing objectives can be profit oriented where the
objective is to maximize the return on investment in the event
Event marketer want to use market-oriented objectives such as
increasing market share of the leisure/festival market or to
increase the geographic scope of attendees.
Other objectives is to attract more participants, to improve the
consumer satisfaction rating, to decrease the number of
complaints from the stakeholders or to increase revenues from
food and beverage sales.
Event marketing objectives can be profit oriented where the
objective is to maximize the return on investment in the event
Event marketer want to use market-oriented objectives such as
increasing market share of the leisure/festival market or to
increase the geographic scope of attendees.
Other objectives is to attract more participants, to improve the
consumer satisfaction rating, to decrease the number of
complaints from the stakeholders or to increase revenues from
food and beverage sales.
35

36. STEPS IN THE MARKETING PLANNINGSTEPS IN THE MARKETING PLANNING
PROCESSPROCESS
Choosing Generic Marketing Strategies and Tactics for EventsChoosing Generic Marketing Strategies and Tactics for Events
Market penetration Product development
DiversificationMarket development
New productsCurrent products
NewmarketsCurrentmarkets
Ansoff’s product-market matrix
36

37. STEPS IN THE MARKETING PLANNINGSTEPS IN THE MARKETING PLANNING
PROCESSPROCESS
Selecting the Event’s ‘Services marketing’ MixSelecting the Event’s ‘Services marketing’ Mix
Product experienceProduct experience ProgrammingProgramming packagingpackaging
PlacePlace Physical settingPhysical setting
PeoplePeople PartnershipsPartnerships
PricePrice
Integrated marketing communicationIntegrated marketing communication
ProcessesProcesses
11
22
33
44
55
37

38. PLANNING EVENT ’PRODUCT’PLANNING EVENT ’PRODUCT’
EXPERIENCESEXPERIENCES
Developing the EventDeveloping the Event
Corporate objectives and
resources
Market opportunity analysis
Strategy selection
•Degree of customization
•Human resources deployment
Positioning proposition
•Product elements
•Distinguishing characteristics
•Target market
Customer benefits
•Core benefits
•Tangible elements
•Augmented product
Costs
•Money
•Time
•Mental effort
•Physical effort
Event experience delivery
process
Service operations
Geographic scope
•Area(s) served
•Single versus multi-site
Customer
•Location
•Communication links
Scheduling
•Hours of event(s)
•Continuous versus intermittent
•Frequency of intermittent events
Physical resource deployment
•What tasks
•When
•Where
Extent of participation of customer in
event experience
Allocation of tasks
Resource allocation analysis
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39. PLANNING EVENT ’PRODUCT’PLANNING EVENT ’PRODUCT’
EXPERIENCESEXPERIENCES
Programming the EventProgramming the Event
Four key elements in programming success
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40. PRICINGPRICING
Pricing
strategy
Pricing
strategy
Fixed costsFixed costs Variable costsVariable costs
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41. THE MARKETING PLANTHE MARKETING PLAN
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42. Questions?Questions?