This document discusses event marketing. It defines marketing and event marketing, noting that event marketing aims to reach a target audience and get them to attend an event. It discusses the tangible and intangible components of event goods and services. It outlines the 7 steps of the event marketing process: 1) establish product features, 2) identify customer segments, 3) plan to meet needs, 4) analyze decision making, 5) establish pricing, 6) promote the event, and 7) evaluate efforts. It also discusses the 4Ps of marketing mix - product, price, promotion, and place - as they relate to event marketing.

1. EVENT MARKETING

2. Marketing definition
 The Chartered Institute of Marketing defines marketing as "the
management process responsible for identifying, anticipating and
satisfying customer requirements profitably.
 Marketing is defined by the American Marketing Association
as "the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large

3. Event Marketing
Event Marketing Is Reaching The Target Audience Who Would
Be Interested In Attending The Event, Ensuring They Know
When It Is, What It Is, How Much It Is, How Long It Lasts, And
Getting Them To Tell Others They May Be Connected To And
Who Would Be Interested.

4. Nature of event marketing
Event products are a combination of goods and services, some
industries market Products without a service component, for
example soft drinks. Marketing of a service is more difficult than
marketing a goods.
The features of a service marketing are;
1. Intangibility (such as fun, entertainment, information)
2. Inseparability (such as usher’s service approach to the customers
when product and provider are inseparable)
3. Variability (such as different levels of service provided by
different ushers or different responses from two or more
customers to same experiences)

5. Example for goods and service component of a conference
services(intangible) goods(tangible)
conference
Room set-up
Food quality
and
presentation
lighting
Audio – visual
systems
Conference
planning
Conference
support services
Information,
advice and
problem solving
General
ambience

6. Process of marketing
Establish the
features of the
product
Identify customers
(segmentation)
Plan to meet
audience needs
Analyse consumer
decision-making
processes
Establish price and
ticket program
Promote the
event
Evaluate
marketing efforts

7.  1.Establish the features of the product: Each event offers a
range of potential benefits to the event audience. These includes
1. A novel experience
2. Entertainment
3. A learning experience
4. An opportunity to meet others
5. A chance to purchase items
6. Dining and drinking
7. An inexpensive way to get out of the house
8. A chance to see something unique

8.  2.Identify customers :Market segmentation is the process of
analyzing your customers in groups. some groups may enjoy a
particular type of country and western music. others may enjoy
line dancing .yet others might visit just for the excitement and the
atmosphere. It is absolutely essential to analyze the different
motivations of the event audience and to develop a profile for
each of these groups.
 3. Plan To Meet Audience Needs : it is necessary to ensure that
the needs of the customers are met. all audiences need food and
facilities, but f$b may or may not be a high priority of a particular
event audience. For some ,the music is the highlight; for others is
the hype of the event.

9.  4.Analyze consumer decision making
1. Motivation: potential customers may have positive responses to
some aspects of an event and negative responses to others, such
as the distance to be travelled, crowding, and the risk of bad
weather.
2. Timing: its is the most important aspect of consumer decision
making.
3. Purchase or Attendance: advance ticket selling is a better
opportunity to plan for an event as well as substantial boost to
cash flow

10.  5.Establish The Price And The Ticket Program: the plan of an
event should be finalized long before the event.
The planning of the events price determination, printing of
brochures and advertising should be done in advance
 6.Promote The Event: Having made the decision as to when it is
best to promote the event, the next question is how to promote it.
promotional activities need to be chosen carefully and time
effectively.
 7.Evaluate Marketing Efforts: the effectiveness of all
promotional efforts needs to be carefully monitored. there are
three stages at which research can be conducted: prior to the
event, during the event, and after the event.

11. The marketing mix
The Marketing Efforts Is Analyzed In Terms Of The Marketing
Mix.
The Four P’s Of Marketing Mix Are:
1. Product : A product is an item that is built or produced to satisfy
the needs of a certain group of people. The product can be
intangible or tangible as it can be in the form of services or
goods..
2. Pricing: pricing for an entertainment event is very tricky. it
depends on the size of the potential audience and the selected
venue. If the ticket price is too high and if the featured artist is
not as popular as expected, then the half-empty venue will result
in a dismal financial outcome.

12. 3. Promotion: promotional activities need to be chosen carefully
and timed effectively. promotion is a costly exercise, radio and
television advertising being two of the most expensive. many
events are promoted by tourism bodies and by tourism
information offices at minimal cost .and increasingly, the internet
is being used as a source of information by the event audience.
4. place : The event product is produced, distributed, and
consumed at the venue. The effectiveness of the channels
through which an event is promoted and sold is a crucial aspect
of its success.

13. Components of marketing
 Market research
 Marketing management
 Supply chain management
 Brand management
 Marketing communication
 Internal marketing
 Consumers relations
 Market and marketing evaluation

14. Advantages Of Event Marketing
 Brand Building and sales stimulation
 Launch new product – trade shows are a good place to introduce a
new product or service.
 Meet in person – meeting face-to-face with potential customers is
a great way to start building relationships.
 Networking - trade shows are a great way to meet potential new
customers, suppliers and to learn more about your competitors.

15. Thank
you