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Events Marketing
The document outlines the key aspects of events marketing and sponsorship, highlighting the advantages of event marketing, such as brand equity enhancement and consumer awareness increase. It discusses the importance of creating customized events and cause sponsorships, as well as the need for effective planning and risk management through various phases including pre-production and post-production activities. Additionally, it emphasizes the significance of evaluation and publicity after events to improve future planning and maintain brand visibility.
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Events Marketing
- 1. Events Marketing De Jesus| Fidel | Sta. Cruz |Tan
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- 3. Designing or developinga 'live' themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization. Events Marketing
- 4. Event sponsorships includesupporting athletic events, entertainment tours and attractions, arts and cultural institutions and festivals, fairs and annual events. Events Sponsorship
- 6. Advantages of EventMarketing and Sponsorship Minimizes clutter in advertising media Helps companies respond to consumers’ changing media habits Sponsorships help companies gain approval of its stakeholders. Enhance brand equity and image, increase consumer awareness Better chances of tapping target market of specific segments, regions or lifestyles.
- 7. Factors to Considerin Creating and Sponsoring Events Image Match-up TargetAudience fit Sponsor Misidentification Clutter Alignment to other marcom elements EconomicViability
- 8. Advantages of CreatingCustomized Event Customized event provides a brand total control over the event Customized event is sometimes less costly but more effective.
- 10. Ambushing Events Takes placewhen companies that are not official sponsors of an event undertake marketing efforts to convey impression that they are.
- 12. Cause Sponsorships Involves supportingcauses deemed to be of interest to some facet of society such as environment protection and wildlife preservation,fund raising campaign and rights promotion.
- 13. Benefits of CauseSponsorship Enhances corporate brand or image Generate incremental sales Thwart negative publicity Increase brand awareness Broaden customer base Increase brands retail merchandising activity
- 14. ADVANTAGESAND DISADVANTAGES of TRADEshows Advantages Disadvantages 1.Access to a large number of potential buyers at one time and in one place 2.Instant feedback on products and pricing 3.Learn about markets, products, trends and product competition 4.Identify new market opportunities 5.Experience the market in the country where the show is held 6.Learn about booth display techniques 1.Expensive 2.Time consuming 3.Very competitive 4.May not be cost-effective 5.Takes time to become established at a show 6.No instant results or guarantees 7.Difficult to assess if benefits outweigh costs 8.If you are unprepared, you could lose buyer's confidence
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- 16. Creating the eventconcept 5Ws WHY is the event being held? WHO will be the stakeholders of the event? WHEN will the event be held? WHERE will the event be staged? WHAT is the event content or product?
- 17. Pre-Production activities Sitesurveying Staffing Budget drafting Cash flow management Supply chain identification Procurement Scheduling Site design Technical design Health & Safety
- 18. This Is It(2009) The movie showed the pre-production of what was supposed to be Michael Jackson’s comeback concert tour
- 19. The making ofT-MobileBig Dance Led by the Mayor of London in partnership with Arts Council England, plus hundreds of other organizations, it featured 9 days of dance events in unusual places throughout the city - shops, parks, galleries and museums - showcasing the diversity of dance styles, as well as cultural attractions in the capital from 3 - 11 July.
- 20. Purpose,Vision and Mission PURPOSESTATEMENT Required to provide sufficient direction and focus Mission Statement for Brain Awareness Week: “BrainAwarenessWeek is a worldwide celebration of the brain that grows more successful every year. It is an opportunity to let people know what is being done to diagnose, treat and prevent disorders o the brain such as Alzheimer’s, Parkinson’s, stroke, schizophrenia and depression, which affects the lives of millions of people.”
- 21. Purpose,Vision and Mission VISION STATEMENT – What the event seeks to become and to achieve in a longer term Vision statement for Liverpool’s International Music Festival: “be a festival that will celebrate diversity, tolerance, tradition, history and story-telling; by women through music and song…”
- 22. Purpose,Vision and Mission MISSIONSTATEMENT – Describes in the broadest terms the tasks that the event organization has for itself – If the event has established a vision, then the mission needs to be viewed in terms of fulfilling the vision. – acts as the basis upon which goals and objectives can be set and strategies established – tool for establishing a common direction in a team, and promoting unity among its members
- 23. Purpose,Vision and Mission MissionStatement for Boscombe Arts Festival: “Boscombe Arts Festival works to promote participation, enjoyment and creativity for all Bournermouth residents through an annual Boscombe based festival.”
- 24. Goals and objectives Goals broad statements that seek to provide direction to those engaged to the organization of the event Objectives used to quantify progress towards an event’s goals and as such set performance benchmarks and allow event organizations to assess what aspects of their planning have succeeded or failed (on post production). Goals and Objectives are often used interchangeably but they are really distinct concepts.
- 25. BEZEQ – Live3DTransatlantic Performance For the first time in the world, a live performance, broadcasted in 3D on a fixed line, between two continents.The performance was screened in Israel in front of the general public. Bezeq, Israel's largest telecommunications company, wanted to show the public the capabilities of its new broadband: the "next generation network", or in short: "NGN".
- 26. Staffing Types oforganizational structures
- 27. Functional Structure • Departmentalizes,encouragesspecialization of labor • Avoids overlap of responsibilities • Includes employing multi-skilling strategies that require rotation of staff • Regular meetings and communications
- 28. Programme-based Matrix Structure •Treats various aspects of an event programme as separate (but related) entity • Ex: Multi-venue sporting event
- 29. Multi-organizational or Network -enlists services of variety of other firms and organizations - creates ‘virtual organizations’ which disappear immediately after the event has finished
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- 31. Programme How longshould the event run for? Do you need to produce a programme for your event? Do you need an emcee – if so, who would be appropriate? Is entertainment required / appropriate, what sort of entertainment is appropriate, can you afford to provide entertainment? Should you leave time for networking?
- 32. Programme Gifts oracknowledgement for presenters or entertainment Bump in and bump out – who’s going to set up your event and who’s going to do the clean up? Will you sell tickets, who’s doing ticket sales, how much? Equipment requirements for entertainers Parking forVIP’s Sponsors and entertainers Do you need to provide transport?
- 33. Facilities and equipment/ Logistics Will it be indoors, outdoors or both? If an outdoor activity, will you need to ensure there is adequate shade from the sun or from possible rain? If outdoors, do you need power? Site decorations? Traffic management and reserved parking? Site layout, what will the floor plan look like?
- 34. Facilities and equipment/ Logistics Waste management, are there adequate toilets for the number of people attending, clean up of the site, are there enough bins? What equipment do you need for the event e.g. microphones and amplifier tent, podium, audio visual etc? Seating requirements? Will you require security on the day of the event? Do you require any Council Permits for your event?
- 35. Marketing and promotions Do you need to advertise your event more broadly than your organisation? Do you want the media at your event? Do you require media prior to the event, on the day, post the event or all of the above? Do you want to consider selling merchandise e.g. t- shirts, badges etc? Invitations, who gets invited, who do you want to attend,VIP’s special guests?
- 36. Catering Do youprovide catering for this event? Do you provided a full meal or finger food? Will you have to hire crockery and cutlery if you’re providing catering? Is it appropriate to have alcohol? Vegetarian’s special dietary requirements Will you require catering staff to serve? Will you require a kitchen?
- 37. Finance and budget Assign a person to take responsibility for the budget Details on budget elsewhere in this guide Ensure all committee members that are responsible for tasks are aware of their budgets Ticket sales, how much? Sponsorship – can you get some form of sponsorship? Ensure people keep receipts
- 38. Risk management /Contingency Do you have / require public liability insurance? Does your public liability cover you for this event? Do you need to do a risk assessment for this event (information on risk assessment later in this guide?) Do you have contingency plans if things go wrong?
- 39. Volunteer management Willyou require extra volunteers above and beyond the event committee both in preparation for the event and on the day? If so, how will you recruit volunteers? Ensure your insurance policy cover volunteers How will you recognise and thank them?
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- 41. Post-Event Evaluation Evaluationof your event is an important tool to assist you in planning and running future events. It is also important to get feedback from participants when it comes to event format and content that can be provided to any partners and sponsors who have contributed to the event taking place.
- 42. Post-Event Evaluation Questionsto keep in mind concerning event evaluation: 1. How effective was the event?To what extent did the event impact the target public in the desired manner? 2. Did the event change the targeted public in unexpected ways, whether desirable or undesirable? 3. How cost effective was the event? 4. What was learned that will help improve future events?
- 43. Publicity after anevent Post-event press releases extend “buzz” about a recent event and provide the brand with additional media mileage Newspapers Magazines TV show features Blogs Website releases
- 44. Publicity after anevent
- 45. Publicity after anevent
- 46. Other things todo after an event Final accounting – review expenses, allocated budget vs. actual amount spent Inventory of materials Documentation – clippings of press releases, receipts from suppliers, compile photos/videos
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- 53. Themed event –Exclusive screening
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- 61. Trade show –Expo
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