Events Marketing

Events Marketing
De Jesus | Fidel | Sta. Cruz |Tan

Events Marketing and
Sponsorships

Designing or developing a '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

Event sponsorships include supporting athletic events,
entertainment tours and attractions, arts and cultural
institutions and festivals, fairs and annual events.
Events Sponsorship

Advantages of Event Marketing 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.

Factors to Consider in Creating and
Sponsoring Events
 Image Match-up
 TargetAudience fit
 Sponsor Misidentification
 Clutter
 Alignment to other marcom elements
 EconomicViability

Advantages of CreatingCustomized
Event
 Customized event provides a brand total control over the
event
 Customized event is sometimes less costly but more
effective.

Ambushing Events
Takes place when companies that are not official sponsors of an
event undertake marketing efforts to convey impression that
they are.

Cause Sponsorships
Involves supporting causes deemed to be of interest to some
facet of society such as environment protection and wildlife
preservation,fund raising campaign and rights promotion.

Benefits of Cause Sponsorship
 Enhances corporate brand or image
 Generate incremental sales
 Thwart negative publicity
 Increase brand awareness
 Broaden customer base
 Increase brands retail merchandising activity

ADVANTAGESAND DISADVANTAGES of
TRADE shows
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

Creating the event concept
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?

Pre-Production activities
 Site surveying
 Staffing
 Budget drafting
 Cash flow management
 Supply chain identification
 Procurement
 Scheduling
 Site design
 Technical design
 Health & Safety

This Is It (2009)
The movie showed
the pre-production of
what was supposed
to be Michael
Jackson’s comeback
concert tour

The making ofT-Mobile Big 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.

Purpose,Vision and Mission
PURPOSE STATEMENT
 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.”

 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…”

MISSION STATEMENT
– 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

Mission Statement for Boscombe Arts
Festival:
“Boscombe Arts Festival works
to promote participation,
enjoyment and creativity for all
Bournermouth residents
through an annual Boscombe
based festival.”

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.

BEZEQ – Live 3DTransatlantic
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".

Staffing
 Types of organizational structures

Functional Structure
• Departmentalizes,encourages specialization of labor
• Avoids overlap of responsibilities
• Includes employing multi-skilling strategies that require
rotation of staff
• Regular meetings and communications

Programme-based Matrix Structure
• Treats various aspects of an event programme as separate
(but related) entity
• Ex: Multi-venue sporting event

Multi-organizational or Network
- enlists services of
variety of other firms
and organizations
- creates ‘virtual
organizations’ which
disappear
immediately after the
event has finished

EventTasks and
Responsibilities

Programme
 How long should 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?

Programme
 Gifts or acknowledgement 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?

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?

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?

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?

Catering
 Do you provide 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?

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

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?

Volunteer management
 Will you 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?

Post-Event Evaluation
 Evaluation of 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.

Post-Event Evaluation
 Questions to 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?

Publicity after an event
 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

Other things to do 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

Themed event – Exclusive screening

Events Marketing

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