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Event Marketing Notes for 2-1-17
The document discusses various strategies for event marketing including advertising, promotional, and public relations campaigns. It describes different types of advertising like paid advertising, trade advertising, and various media platforms. Promotional campaigns aim to increase attendance through discounts and giveaways. Public relations generates news coverage. Grassroots and guerrilla marketing spread the word locally and aggressively. Common advertising media discussed are television, radio, newspaper, digital, outdoor, and direct mail advertising. The document stresses targeting different segments with varied marketing tactics.
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Event Marketing Notes for 2-1-17
- 1. Chapter 6 Event Marketing ©2015 Event Management Blueprint
- 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. Advertising Campaign Utilizeany 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. 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. The Public RelationsCampaign Publicity – Any news coverage for the event that is generated with some type of announcement, market tour, or interview © 2015 Event Management Blueprint
- 6. Guerrilla and GrassrootsMarketing 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. Advertising Three mainstaples to promote ticket and admission sales : – Television – Radio – Newspaper © 2015 Event Management Blueprint
- 8. Television Advertising Majorityof 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. 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. Radio Advertising Extendsaccess 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. Radio Advertising Radiois 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. Newspaper Advertising Peopleexpect 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. Digital Advertising Utilizesthe internet to deliver messages – Via computer, smart TV, tablets, and mobile devices Rapidly growing platform Cost-efficient medium © 2015 Event Management Blueprint
- 14. Digital Advertising Bestplatforms 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. Outdoor Advertising Varyingforms 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. Direct Mail Promotionaloffer 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. “One size fitsall” 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