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Definition And Scope Of The Meeting market
- 1. All rights reserved by IIMAT College Introduction to Event Management Chapter 1 Conventions And Events Management
- 2. All rights reserved by IIMAT College OBJECTIVE • Identify the characteristics of Event Management. • Identify the size and types of Event. • Identify the Event Customer. • Identify future of the product. • Identify the Marketing Mix
- 3. All rights reserved by IIMAT College Characteristics of events • Once in lifetime • Expensive to stage • Place over short time span • Require long and careful planning • Generally take place at once • Carry a high level of risk • Often lot at stake • Work is demanding, exciting and challenging • Decision making one of important
- 4. All rights reserved by IIMAT College Size of Events • Mega Events • Regional Events • Major Events • Minor Events
- 5. All rights reserved by IIMAT College Types of Events • Sports • Entertainment, Arts, and Culture • Commercial Marketing and Promotional Events • Meetings and Exhibitions • Festivals • Family • Fundraising • Miscellaneous events
- 6. All rights reserved by IIMAT College The Event Team • Venue managers • Stage managers • Lighting, audio and video companies • Decorators and florists • Entertainers • Employment agencies • Rental companies • Public relations and marketing consultants • Security companies • Catering companies • Cleaning companies • Ticketing companies
- 7. All rights reserved by IIMAT College Code of Ethics • Promote and encourage the highest level of ethics • Strive for excellence (Industry standards) • Protect the public against frauds and unfair practices • Use legal and ethical means • Maintain adequate and appropriate insurance coverage • Maintain industry standard of safety and sanitation
- 8. All rights reserved by IIMAT College Code of Ethics • Provide truthful and accurate information • Commit to increase professional growth and knowledge • Cooperate with colleagues, suppliers, employees/employers and all persons supervised • Subscribe the principles of professional conduct
- 9. All rights reserved by IIMAT College Nature of Event Marketing • Includes combination of goods and services • Intangibility (fun, entertainment, information) • Inseparability • Variability (different response to the same experience)
- 10. All rights reserved by IIMAT College Services • Conference Planning • Conference support services • Information, advice and problem solving • General ambience
- 11. All rights reserved by IIMAT College Goods • Room set-up • Food quality and presentation • Temperature, lighting • Audio-visual systems
- 12. All rights reserved by IIMAT College Process of Event Marketing • Establish the features of the product • Identify customers (segmentation) • Plan to meet audience needs • Analyze consumer decision making processes • Establish price and ticket program • Promote the event • Evaluate marketing efforts
- 13. All rights reserved by IIMAT College Potential benefits to event audience • A novel experience • Entertainment • A learning Experience • An exciting results • An opportunity to meet others • A chance to purchase items • Dining and thinking • An inexpensive way to get out of the house • A chance to see something unique
- 14. All rights reserved by IIMAT College Identify customers • Country-and-western music • Line dancing • Excitement and atmosphere • Develop profile for each group
- 15. All rights reserved by IIMAT College Features of the product • Identify Customers • Plan to Meet Audience needs • Analyze consumer decision making • Competitive pressure (positioning) • Motivation • Timing • Purchase or attendance • Establish the price and ticket program
- 16. All rights reserved by IIMAT College Features of the product • Promote the Event • Differentiation • Packaging for effective communication • Evaluate Marketing efforts
- 17. All rights reserved by IIMAT College Marketing Mix • Product/Service – Event venue – Quality of food – Quality of entertainment – Cleanliness of venue
- 18. All rights reserved by IIMAT College Marketing Mix • Price – Cost of ticket – Cost of travel – Time taken to travel – Other inconvenience
- 19. All rights reserved by IIMAT College Marketing Mix • Place – Ticket sellers – Tour wholesalers – Tourist information offices – venue
- 20. All rights reserved by IIMAT College Marketing Mix • Promotion – Advertising – Public Relations – Sales promotions
- 21. All rights reserved by IIMAT College Sight over Marketing Mix • Positioning • Price • Promotion • Distribution
- 22. All rights reserved by IIMAT College Sponsorship • Funding sources • Exchange for increased profile and sales • Value in Kind • Advertising space (example) • ROI
- 23. All rights reserved by IIMAT College Number of Questions • Before approaching potential sponsor – What are the benefits – How long will the association last? – How much exposure will the sponsor achieve? – Will be sponsor be exclusive? – Is there compatibility – Will there be ambush marketing
- 24. All rights reserved by IIMAT College Source • Event Management for tourism, culture, business and sporting events • Authors: Lynn Van Der Wagen Brenda R. Carlos
- 25. All rights reserved by IIMAT College