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EVENTS MARKETING
This document provides information on key concepts in marketing including marketing, advertising, distribution channels, selling, the 4 P's of marketing (product, price, placement, promotion), and event marketing tips. It defines marketing as a process through which individuals discover needs and wants that can be satisfied by products and services. It describes the roles of advertising, distribution channels, and selling in helping make products available to consumers. It also explains the 4 P's of marketing - product, price, placement, and promotion - as critical aspects of marketing strategy. Finally, it offers 15 tips for effectively promoting events through various advertising methods.
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EVENTS MARKETING
- 2. • Marketing isan integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others.
- 3. • Advertising a formof communication used to help sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer
- 4. • Distribution An organizationor set of organizations involved in the process of making a product or service available for use or consumption by a consumer or business user.
- 5. 'channels' of distribution maybe available:• Selling direct, such as with an outbound sales force or via mail order, Internet and telephone sales • Agent, who typically sells direct on behalf of the producer • Distributor, who sells to retailers • Retailer (also called dealer or reseller), who sells to end customers
- 6. • Selling A saleis completed by the seller, the owner of the goods. It starts with consent (or agreement) to an acquisition or appropriation or request followed by the passing of title (property or ownership) in the item and the application and due settlement of a price
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- 9. Product: The product aspectsof marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. Supporting elements Warranties Guarantees Support
- 10. Pricing: This refersto the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention.
- 11. Placement (or distribution): refersto how the product gets to the customer; for example, point-of-sale placement or retailing. Place, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, also referring to how the environment in which the product is sold in can affect sales.
- 12. • Promotion: Thisincludes advertising, sales promotion, including promotional education, publicity, and personal selling. Branding - refers to the various methods of promoting the product, brand, or company.
- 13. Product → Solution Promotion→ Information Price → Value Placement → Access
- 15. •Must be inline with the vision, goals and objectives •Environmental Standards •Depends on the Budget •Form of Publicity and Marketing
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- 17. Trade Shows Branding Companyand Products Expand Marketplace Prospect for New Business Increase Sales Educate the Purchasing Agents Learn what is New in the Industry Announce New Products or Services
- 18. Meetings: Meet Usat The Factory!
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- 24. 1.You need atleast two weeks to advertise. Use different color flyers with different ads for the same event. Use original artwork and be creative. Be brief: Too much information is bad information in modern advertising.
- 25. 2. Contact localstations, websites, and newspapers to see if they’re willing to plug your event in exchange for promoting them on flyers and other announcements. This is known as a “media sponsorship”. Always phrase your pitch in terms of how they benefit, not you.
- 26. 3. You should always include collegemedia in your advertising campaign because in most cases, it’s free.
- 27. 4. Do notsolely use MySpace or other social networks to promote your event. MySpace is dead, and there is too much clutter to fight through on other networks.
- 28. 5. Make sureyou advertise where your audience is, not just where the event is. Never violate local posting policy and town / state regulations. Call the town / village / city before you post.
- 29. 6. Tell peopleabout the show in person. Tell your friends, have them tell their friends. Don’t be annoying. You can tell quickly if someone wants to learn more. If they don’t, thank them and leave.
- 30. 7. Band andperformer selection is crucial. The performer’s “Suck Factor” outweighs drawing ability. You have to keep people at your event, not send them away screaming.
- 31. 8.Having an egois the worst thing this business. Check your ego at the door or pay for it later. Be polite. Always. Having an ego is the worst thing this business. Check your ego at the door or pay for it later. Be polite. Always.
- 32. 9. Ramming yourhead into a concrete wall because of frustration is not recommended. Drinking lots of coffee is. Trust me. Concrete hurts.
- 33. 10. Make sure youtell people when the event starts. People want to enjoy themselves and get on with their life.
- 34. 11. Events should notbe more than three hours. Be mindful of setup and tear down times, it will always take longer than you think.
- 35. 12.Make sure youand the venue know who is doing what, when, why, and how. Do not ever work with a venue, band, or promoter without something signed by both parties explaining responsibilities.
- 36. 13. If you’rehosting a major tour with its own crew, be helpful, be polite, and get out of the way.
- 37. 14. Something willgo wrong. If you’re prepared, you’ll be fine.
- 38. 15. With largeconcerts, don’t assume people are coming. Never, ever assume people are going to come out to anything. You do the best with what you have and plan for the worst.
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