This document provides information about marketing and promotion for event planning. It discusses the importance of having a marketing plan that aligns with the overall event strategy. Key aspects of an effective marketing plan are discussed, including defining the target audience, objectives, unique selling points, and marketing activities. The document also covers segmentation, targeting, and positioning approaches. Various marketing channels and collateral are examined. The importance of evaluation is emphasized to understand what worked well and how future events can be improved.

1. We will be starting in just a
few minutes
Get comfortable and make sure you are ready to take notes. You
can type questions as we go, or save them to ask at the end of
the lecture.

2. Marketing and promotion
Event Planning | Week 15

3. Learning outcomes
By the end of the session, you will be able to:
 Explain the role of a marketing plan within the wider event planning
process
 Describe some of the key activities required in event marketing
 Discuss the marketing activities of real event examples

4.  Your marketing strategy must align with the corporate/event strategy
 Who is your audience?
 How are we going to approach them?
 What are we going to say?
 How are we going to get them to commit?
 How will we arrive at our target numbers?
 Objectives must be SMART
 “Selling out” is too simplistic – you need you be more sophisticated!
 What is your Unique Selling Point (USP)?
 Your marketing will set the attendee expectation – you must meet or exceed this!

5. S.T.P.
Source: Bowie, D. and Buttle, F.
(2011). Hospitality Marketing:
Principles and practice. 2nd
edition. Oxford: Butterworth-
Heinemann, pp.409.
Segmentation
• Can be demographic,
psychographic or behavioural
Targeting
• Do not try and be all things to all
people, but must be substantial
enough to sustain your event
Positioning
• Always in relation to your
competition

6.  Part of, but distinct from, the event plan
 Should contain (Jackson, 2013):
 An understanding of the environment (internal and external)
 Clear objectives
 Marketing activities
 Marketing programmes (action plan)
 Marketing budgets
 Control and contingencies
 Informed by market intelligence
Source: Jackson, N. (2013). Promoting and Marketing Events: Theory and practice. Abingdon: Routledge.

7.  Milestones provide an opportunity to review the on-going effectiveness of a
marketing campaign
 Ticket sales provide a useful measure of effectiveness, but it is not the only way!
 Contingency funds are only useful if you have time to spend them, therefore it is
vital that milestones are set far enough in advance to allow for an effective
marketing ‘blitz’
 Most advertising takes time to have effect
 Don’t rule out ‘old school’ methods, such as flyering/promotional teams
 Remember, you can’t sell a ticket after the event!

8. Marketing collateral
 The ‘physical’ manifestation of the
marketing message
 Costly to produce
 Even ‘free’ material still costs in
terms of time and resources
 Consider the different channels you
will use – can the same collateral be
used on multiple platforms?
Examples
 Brochures / flyers
 Social media content
 Mail-shots / emails
 Adverts
 Editorial / advertorial
 Listings
 Banners

9. Source: Bowie, D. and Buttle, F. (2011).
Hospitality Marketing: Principles and
practice. 2nd edition. Oxford:
Butterworth-Heinemann, pp.236.
Attention
• the message should grab the target audience's attention
Interest
• the message should arouse the target audience's interest
Desire
• the message should stimulate desire so that the target
audience wants to experience the product
Action
• the message should encourage the target audience
actually to take action now, such as calling a reservation
number, visiting a website or making a booking

10.  Digital marketing IS NOT FREE! It takes significant time and energy
 S.E.O. = Search Engine Optimisation
 Likes / “I’m going” ≠ attendance
 Provides increased opportunity for two-way communications
 Allows for continued relationship management
 Analytics provides a powerful tool in understanding your customer

11.  The work does not end at the end of the event!
 Successful marketing IS NOT just about how many people attended
 WHO were your attendees? Were they your target market?
 Who DID NOT attend? Were there people who said they would come but did not?
 Which channels were most effective? Which were least effective?
 What was the Return On Investment (ROI)?
 How did this event compare with previous events? Or competitor events?
 Expectations vs experience
 Gather as much different data as possible
 Statistical data / analytics / satisfaction surveys

12. Public Relations (PR)
“The planned and sustained effort to establish
and maintain goodwill and mutual
understanding between an organization and its
publics” (Jackson, 2013, pp.117).
 Note that “publics” is plural!
 Principally about reputation management
 Has become a shorthand for actions dealing
with the media
 Includes, but is not restricted to, crisis
management
 Remember that the media are an
intermediary between you and the public, not
the final audience
What should be included in a Press Release?
1. Today’s date
2. “For immediate release” or embargo period
3. Heading or headline
4. First paragraph (5 W’s)
5. Subsequent paragraphs
6. Include quotations
7. “ENDS”
8. Notes for editors
9. Contacts details
Source: Jackson, N. (2013). Promoting and Marketing Events: Theory and practice. Abingdon: Routledge.

13. Case Study:
Everyday Heroes
Awards
Format:
Dinner and awards ceremony
Objectives:
• To recognise exceptional life-
saving actions by members of
the public
• To raise awareness of the
importance of knowing first
aid
• To promote the St John
Ambulance brand and
charitable mission

14. Natalia and Tarhan –
members of a key
target community
 Highly commended in an awards
category
 Developed into a press release –
let’s have a look at this now.
 Distributed to major and local news
outlets and stakeholders

15. How did this
translate into
action
How has the Press Release has
contributed to the event
objectives?
Developed into a local news story for the university
website:
https://www.qmul.ac.uk/media/news/2019/pr/two-queen-
mary-students-were-highly-commended-volunteer-
heroes-at-this-years-st-john-ambulance-everyday-
heroes-awards.html
Also covered by local news (ITV London), which
included an interview with Natalia and the St John
Ambulance Clinical Director.
Included in wider coverage by local print media:
https://metro.co.uk/2019/10/08/everyday-heroes-
honoured-bravery-saving-lives-first-aid-10883517/

16. Any questions before we
continue?
You can speak these via your microphone or type these into the
text chat box

17. Time for an activity
You should complete this activity right now
It should take about 45 minutes to complete

18. Online activity
Go to the week 15 folder and click on the discussion board activity
 Step one: Spend a maximum of twenty minutes finding the advertisement for an
event that you like. Post a link to the advert, and explain why you like it.
 Step two: Comment on at least two other adverts, critically evaluating them.
Compare them to your own advert. Can you apply the AIDA model covered in
the lecture?

19. About next week…
 The session next week is an assessment support session.
 This session is also online, and uses UWL Skype (accessed via the UWL
Portal).
 To receive formative feedback, you must email Ashley with a draft of your
assessment work by 10am on Monday 13th January
 You will receive an email reply with a link to an online Skype meeting and a
timeslot for your meeting.