The document discusses marketing of events. It defines an event as an occurrence designed to communicate messages to a target audience. Events can be organized indoors or outdoors and include leisure, cultural, organizational, and personal events. The marketing mix for events includes product, price, place, and promotion. Marketing strategies discussed include advertising campaigns, promotional campaigns, guerrilla marketing, digital advertising, and outdoor advertising. Recent trends in event marketing mentioned are bumper stickers, magazines, mailings, and press releases.

1. UNIT-2
MARKETING OF EVENTS

2. WHAT IS AN EVENT?
DEFINITION:
 According to Philip Kotler, Events are defined as “occurrences
designed to communicate particular messages to target audience”.
 An event can be described as a public assembly for the propose of
celebration, education, marketing or reunion.
 Events can be organized in closed or open space with the support of
resources. Events are conceptualized or executed as per the client’s
requirements.

3. MEANING
 An event is a live multimedia package with a
preconceived concept, customized or modified
to achieve the client’s objective of reaching out
and suitably influencing the sharply defined,
specially gathered target audience by
providing a complete sensual experience and
an avenue for two-way interaction.

4. TYPES OF EVENTS
1. Leisure events This category includes stage, music, dance, mimicry shows, live
concert leisure sports and other recreational and entertainment activities. It
involves higher cost and advanced infrastructure as these events are generally
telecasted on television.
2. Cultural Events:- Popular cultural event includes ceremonial, religious, art, social
gallery show, heritage, theme parties, charitable shows. India having rich in
heritage and a strong cultural background holds a variety of festival throughout
the year.
 3. Organizational Events:- Organizational events includes trade fair (B2B, B2C
shows,) national and international seminars, training programs, incentive tours,
executive meeting award ceremony. They provide great opportunities for
exposure.
 4. Personal Events:- The famous personal events include wedding ceremonies,
birthday, marriage anniversary, family picnics and festival celebrations. Adding
professional expertise to such occasion not only make such events special but
also relieves families from the extra burden of handling responsibilities.

5. INDOOR AND OUTDOOR
EVENTS
The events which are organized in a closed space
and the organized has access to all the resources
or facilities is known as Indoor events . Eg-
Training, party, exhibition, conference,Meetings ,
seminar , award ceremony.
If the events are organized in an open space for
large number of people and only the space is
made available to the organizer, it is called as
Outdoor events. Eg- Political events, marathons,
concerts, outdoor marriages, fairs.

6. EXAMPLES
 Sporting Events
 Entertainment Arts and Culture
 Promotional Event
 Exhibitions
 Festivals
 Fund Raising

7. WHAT CUSTOMERS LOOK OUT
FOR?
 Socialization: To be with friends or people who are
enjoying themselves and people who enjoy the
same things.
 Family Togetherness: Seeking the opportunity so
that the family can enjoy together and to bring the
family together. Need Satisfiers for attending
events
 Excitement: Doing something, which is
stimulating and exciting, and appeals to the
creative mind.
 Escape: Getting away from the usual demands of
life and having a change from daily routine.
 Extent novelty: Experiencing new and different
things and attending an event that is unique.

8. IMPORTANCE OF EVENT
MARKETING
 It helps in brand building, that is, creating awareness about the
launch of new products/brands.
 To highlight the added features of the product/services.
 It helps in rejuvenating brands during different
stages of product life cycle.
 Helping in communicating the repositioning of
brands/products.

9. MARKETING MIX OF EVENTS
1. Product: Every event product combines history, quality, and value to produce a unique
program. Even new events may draw from the experience or history of the organizers. This
demonstration of consistent capability to produce similar events will influence prospective
clients to recognize the overall quality of the event organization.
2. Price: If the event is a not-for-profit venture, the organization may not be concerned with a
large commercial yield from the event. However, if the event is a commercial venture, the
goal is probably to generate the greatest potential net profit. Once the philosophy is clear,
the event manager will be able to determine price. The price must reflect the cost of all
goods and services required to produce the event plus a margin of profit or retained
earnings.

10. MARKETING MIX OF EVENTS
3. Public relations : Advertising is what you say about your event, whereas public relations is
what others (or that perception) are saying about your event. Event public relations help
create the overall impression that others will develop about your event. In that regard it is
significantly more valuable than advertising because it implies greater credibility
4. Place: The place where you locate your event ultimately will determine the marketing efforts
you must exude to drive sales. Place not only implies the taste or style of the event, it also, in
large part, defines the type of person that will be persuaded to invest in the event.

11. MKTG STRATEGIES:Advertising Campaign
Utilize any 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

12. MKTG STRATEGIES: 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

13. MKTG STRATEGIES:Guerrilla
mktg
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

14. MKTG STRATEGIES:Digital
Advertising
 Utilizes the internet to deliver messages – Via
computer, smart TV, tablets, and mobile
devices
 Rapidly growing platform
 Cost-efficient medium

15. MKTG STRATEGIES:Outdoor
Advertising
 Varying forms 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

16. Recent trends
 Bumper Stickers: Stickers in the bumpers of
cars is a well liked decorative feature. Mainly
in boring commuter traffic, those bumper
stickers are all the entertainment some people
meet on the road.
 Magazines, Trade Journals and
Newsletters: It is very convenient to reach the
members of a particular profession through
taking out advertisements in trade journals,
magazines and Newsletters to announce the
conference some months before its date.

17.  Mailings: The names collected on the registration
list from the previous year’s conference could be
used as a basis for the mailing, or if the
conference were one arranged for members of an
association or professional body, then the
mailings would be sent to all members and
associate members as well.
 Press Release: A press release should always be
about something that is newsworthy, but coming
to your topic from a different or unusual angle can
make even the most common of activities
newsworthy.