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Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Special Events, 7th 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.
CHAPTER 7AGENDA
Photo by the Author.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Agenda
1. Animated introduction2. Opening Activity:3. Chapter Six Review4. Chapter Seven5. Book Report Chapter Seven6. Mini case study discussion fourteen7. Global event thought leader Robert Sivek8. 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 Review1. Develop and implement the design for your event2. Develop appropriate resources3. Coordinate catering operations4. Use trends in event catering5. Coordinate technical resources, including lighting, sound, and special
effects6. Conduct and analyze the site inspection7. Develop and construct the production schedule8. Anticipate and resolve operational conflicts9. Recognize and comply with standard and customary event regulations
and procedures10. Read, understand, and evaluate legal event documents11. Access, plan, manage, and control potential event liabilities12. Obtain necessary permits and licenses to operate events13. Develop and manage risk management procedures14. Understand and comply with environmental regulations governing events15. Comply with regulations governing sponsorship of conferences and
meetings
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Learning Objectives1. Conduct event-marketing research2. Develop an integrated marketing program3. Use the five Ps of event marketing4. Incorporate both internal and external marketing
programs5. Develop retail marketing events6. Promote fairs and festivals7. Launch new products8. Develop, design, and execute print, electronic,
and other advertising programs9. Develop comprehensive public relations
programs10.Organize street promotions and creative stunts
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Learning Objectives (cont’d.)
11. Develop and manage effective sponsorship programs12. Create and conduct successful cause/event-related marketing
programs13. Integrate the Internet into the event-marketing strategy14. Understand the role, scope, and potential of online consumer-
generated media to advance your event15. Establish a powerful and effective event presence through online
social media16. Differentiate the major advantages in online marketing17. Maximize event Internet marketing opportunities18. Determine the major types of Web sites and their characteristics19. Identify, prevent, and correct common mistakes in event web
site management20. Use best practices in social media to promote your event21. 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?
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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 P’s of Event Marketing
1. Product2. Price3. Place4. Public Relations5. Promotion
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Incorporate Both Internal and External Event Marketing Programs
1. Internal: Internal stakeholders and existing customers / guests
2. External: External stakeholders and potential customers / guests
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Develop Retail Marketing Events
1. Fashion shows2. Side walk sales3. Fairs and festivals4. Competitions and Stunts
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Promote Fairs and Festivals
1. Highly specialized2. Culture, Entertainment, or Food and
Beverage3. Cooperative promotion
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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
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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)
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Develop Comprehensive Public Relations Program
1. Research2. Information3. Education4. Persuasion
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Organize Street Promotions and Creative Stunts
1. Flash mobs2. Parades3. Fairs and Festivals4. Contests5. Competitions
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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?
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Cause Event Related Marketing
1. Links a corporation to a good cause.2. Your event could be the good cause!3. Everybody wins.
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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.
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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
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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
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Determine the Major Types of Web Sites and Their
Characteristics1. Basic2. Showbiz3. Utilitarian
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Identify, Prevent, and Correct Common Mistakes in Event Web Site
Management
1. Static2. Dynamic3. Engagement
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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.
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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 Views5. 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
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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.
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