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Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Special Events, 7 th Edition Creating, Sustaining, and Celebrating a New World Professor Joe Goldblatt, FRSA Chapter Seven: Marketing and Integrated Communications Technology
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Photo by the Author.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Agenda 1.Animated introduction 2.Opening Activity: 3.Chapter Six Review 4.Chapter Seven 5.Book Report Chapter Seven 6.Mini case study discussion fourteen 7.Global event thought leader Robert Sivek 8.Assignments 9.Questions, answers, and discussion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Key Terms Event marketing: The process through which you use research, design, planning, coordination and evaluation to market your special event. Online consumer-generated media: Media that is directly generated by your guests and posted to social media web sites such as TripAdvisor.com, Facebook, and others. Promotion: Advertising where you control the message, the placement, the frequency and pay for the costs. Public relations: The opportunity to generate third-person commentary about your event through the use of media releases, audio and video news releases, stunts and promotions. Sponsorship: A commercial relationship wherein one party (the event property) receives money or in-kind products and services from a public or private sponsor and in return provides promotional opportunities for the sponsor.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Lecture Six Review 1.Develop and implement the design for your event 2.Develop appropriate resources 3.Coordinate catering operations 4.Use trends in event catering 5.Coordinate technical resources, including lighting, sound, and special effects 6.Conduct and analyze the site inspection 7.Develop and construct the production schedule 8.Anticipate and resolve operational conflicts 9.Recognize and comply with standard and customary event regulations and procedures 10.Read, understand, and evaluate legal event documents 11.Access, plan, manage, and control potential event liabilities 12.Obtain necessary permits and licenses to operate events 13.Develop and manage risk management procedures 14.Understand and comply with environmental regulations governing events 15.Comply with regulations governing sponsorship of conferences and meetings
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Learning Objectives 1.Conduct event-marketing research 2.Develop an integrated marketing program 3.Use the five Ps of event marketing 4.Incorporate both internal and external marketing programs 5.Develop retail marketing events 6.Promote fairs and festivals 7.Launch new products 8.Develop, design, and execute print, electronic, and other advertising programs 9.Develop comprehensive public relations programs 10.Organize street promotions and creative stunts
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Learning Objectives (contd.) 11. Develop and manage effective sponsorship programs 12. Create and conduct successful cause/event-related marketing programs 13. Integrate the Internet into the event-marketing strategy 14. Understand the role, scope, and potential of online consumer-generated media to advance your event 15. Establish a powerful and effective event presence through online social media 16. Differentiate the major advantages in online marketing 17. Maximize event Internet marketing opportunities 18. Determine the major types of Web sites and their characteristics 19. Identify, prevent, and correct common mistakes in event web site management 20. Use best practices in social media to promote your event 21. Comprehensively evaluate event-marketing programs and measure return on event
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Photo by the Author.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Discussion 1.Why is marketing a key competency for event managers? 2.How is technology changing the way event managers market their events? 3.How do you measure your success through event marketing?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Conduct Event Marketing Research 1.Conduct secondary research to learn about the buying habits of your potential guests. 2.Conduct primary electronic survey research to ascertain their opinions regarding your future event. 3.Conduct focus panels to hear a wide range of opinions regarding your future event and test advertising and public relations ideas.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Develop an Integrated Event Marketing Program 1.Integrated marketing involves linking public relations, advertising, Internet, and other special advertising channels to achieve efficient and economically successful outcomes. 2.The entire event marketing program must be well-integrated and well-coordinated to strengthen the overall branding of the event.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Using the Five Ps of Event Marketing 1.Product 2.Price 3.Place 4.Public Relations 5.Promotion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Incorporate Both Internal and External Event Marketing Programs 1.Internal: Internal stakeholders and existing customers / guests 2.External: External stakeholders and potential customers / guests
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Develop Retail Marketing Events 1.Fashion shows 2.Side walk sales 3.Fairs and festivals 4.Competitions and Stunts
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Promote Fairs and Festivals 1.Highly specialized 2.Culture, Entertainment, or Food and Beverage 3.Cooperative promotion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Launch New Products 1.Often events are used to introduce new consumer retail and other products to target markets 2.These events are usually well-designed to reflect the product branding 3.These events often include careful follow up by the event marketers to promote future sales
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Develop, Design, and Execute Print, Electronic, and Other Advertising Programs 1.Review your competitors advertising program to differentiate your approach. 2.Select appropriate design partners. 3.Test and revise all advertising collateral material with typical potential guests prior to ordering production. 4.Select appropriate media. 5.Measure and evaluate return on marketing investment (ROMI)
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Develop Comprehensive Public Relations Program 1.Research 2.Information 3.Education 4.Persuasion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Organize Street Promotions and Creative Stunts 1.Flash mobs 2.Parades 3.Fairs and Festivals 4.Contests 5.Competitions
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Develop and Management Effective Sponsorship Programs 1.What do sponsors want? 2.What do sponsors need? 3.How do you create multi-year partnerships with sponsors?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Cause Event Related Marketing 1.Links a corporation to a good cause. 2.Your event could be the good cause! 3.Everybody wins.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Integrate the Internet into the Event Marketing Strategy 1.Identify opportunities to cross promote your event through Web sites, links, social media, YouTube, and more. 2.Seek search engine optimization opportunities to raise your events profile.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Understand the Role, Scope, and Potential of Online Consumer-Generated Media to Advance Your Event 1.Identify all consumer-generated media channels for your event. 2.Determine the best goodness of fit for your event within specific channels. 3.Create a unified and integrated marketing presence for these channels to promote consistency in branding.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Establish a Powerful and Effective Event Presence through Online Social Media 1.Create buzz about your event by asking questions, creating polls, and publishing results in social media 2.Generate referrals by inviting prospective and recent guests to comment about your event 3.Seek endorsements through Likes on Facebook or re-pinning on Pinterest
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Differentiate the Major Advantages in Online Marketing 1.Online marketing creates economies of scale 2.Online marketing reaches new markets 3.Online market allows you to measure and evaluate your marketing performance
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Maximize Event Internet Marketing Opportunities 1.Maximization is a direct result of strategic targeting and search engine optimization 2.Use your home page to collect visitor data through a guest book 3.Cross promote various Internet Marketing sites
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Determine the Major Types of Web Sites and Their Characteristics 1.Basic 2.Showbiz 3.Utilitarian
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Identify, Prevent, and Correct Common Mistakes in Event Web Site Management 1.Static 2.Dynamic 3.Engagement
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Use Best Practices in Social Media to Promote Your Event 1.Gently promote your event through providing updates on your activities. 2.Direct visitors to additional sites where they may learn more about your event. 3.If you receive objections or resistance, find a new way to convey your message without offending your friends in social media.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Comprehensively Evaluate Event-Marketing Programs and Measure Return on Event 1.Return on Event (ROE) 2.Return on Marketing Investment (ROMI) 3.Cost per Thousand (CPM) 4.Hits, Visits, and Page Views 5.Conversion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Chapter Seven Book Report 10 minute presentation Everyone participates equally Overview of the chapter Three questions from book review group for class Three questions from class for book review group Final question from the instructor for the entire class
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Mini-Case Discussion: 14 1.How can you add fun activities to this type of golf course to make it interesting and challenging for the golfers? 2.What are some of the risk management considerations when a golf course is located near or within a horse racing course? 3.How can you promote the historic aspects of the golf course to increase participation?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Global Event Thought Leaders: Deborah Borsum and Robert Sivek, Past International Presidents of the International Special Events Society 1.What do Deborah Borsum and Robert Sivek believe are key attributes for event leaders?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Assignment Read and be prepared to discuss Chapter 8. Read and be prepared to discuss mini case study 16.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Questions, Answers, and Discussion
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