lt7058 events marketing lecture week 4
TRANSCRIPT
Events MarketingWeek 4 - Marketing Communications, Strategies and Tactics
Today’s session will cover:
1. Various marketing communications strategies that can be used to build marketing communications campaigns
2. Pull and push strategies
3. Marketing communications tactics
4. An introduction to the concept of advertising
5. An overview of the communications mix
6. The Information Mix (seminar)
Role of Integrated Event Marketing Communication strategies
• Put simply, the challenge for the Event Marketer is to:– Get attention and/or raise awareness– Create relationships (through affecting perception)– Influence behaviour (attitudes)
• And make best use of resources
IMC campaign objectives ‘Think, Feel, Do’
Think Feel
Do
1. Informational objectives
2. Transformational objectives
3. Behavioural objectives
4. Relational objectives
Generic Strategic Marketing techniques
Mar
ketin
g St
rate
gies
Aspirational marketing
Affinity marketing
Peer to Peer marketing
Offensive marketing
Relationship marketing
Direct marketing Direct Response
Direct Mail/Insert media/Direct Selling
Email/Online/Mobile/Telemarketing/Voicemail
Guerilla marketing
Stealth
Ambush
Ambience
Viral
Street
Aspirational Marketing
Plays on the desires and aspirations of potential target audiences by portraying your market offering as fulfilling these.
How could you recognise aspirational marketing?- Status/image/lifestyle/Tie-ins/ReputationDior Homme 2013Nespresso 2012Pepsi 2006Heineken 2007http://bacanal.com/
Guerrilla Marketing
Unexpected and unconventionalCost effective, although some large-scale productions could be expensive (T-Mobile dance + reactions)Memorable, generates buzz and positive associations
FolkoperanNike GuerrillaLevi’s
Stealth and Ambient Marketing
Uses the target customer’s environment to display the marketing message – tries to engage the subconsciousSometimes the message is aggressive and obvious, sometimes it is more toned-down Some examples:
Kleenex Seem EndlessCarrieIKEASony EricssonRainCampaign for Sea LifeSneezing bus stop
Ambush MarketingSpecific to event marketing – implicitly associating product brands with particular events (usually mega events) without having the official sponsor or partner status (avoiding high costs)Intentional vs ‘incidental’ ambush – legal/ethical implications?
Bavaria – World Cup 2010
Affinity Marketing
Aims to expand your pool of audiences through partnering with other organisations whose market offerings are potentially relatable to yours
How could you recognise affinity marketing?• Strategic partnerships• Brand association
Red Nose Dayhttps://www.greenbelt.org.uk/
Direct Marketing
Direct communication with consumers
Usually sales-driven and requires some form of customer response
FlyersE-mailQR codes
Offensive Marketing
Aggressive and competitive – purpose?
Product comparison – “my product is better than yours!”
Get a MacI’m a PC 1I’m a PC 2I’m a PC 3
Peer-to-Peer (P2P) MarketingTries to utilise the existing consumer networks to support ‘spread the word’ approach in building brand awareness and/or driving sales
Word-of-Mouth or Word-of-Mouse Viral – attention grabbing, interesting, funny; using existing social networks/channels
How can companies stimulate WoM? What tools could they use?
RCR
Relationship Marketing
Customer acquisition and retention
Value-driven, emphasising benefits rather than product features; customer delight
High level of customer service
Trust + Commitment = Loyalty
Other Strategic Marketing Initiatives
Trade Marketing (B2B)
Internal Marketing Employees = Brand Ambassadors
Niche Marketing
New MediaDigital, mobile
IMC definitionsA planning process designed to assure that all brand contacts received by a customer or prospect for product service or organisation are relevant to that person and consistent over time
American Association of Advertising Agencies
The co-ordination of various promotional elements and other marketing activities that communicate with a firm’s customers. IMC focuses on the synergistic role of advertising, sales promotions, direct marketing, internet and interactive marketing, public relations and personal selling in the communications program
Institute for Integrated Marketing Communications 2006
Marketing Communications Tactics
IMC Mix
Advertising
New Media
Personal Selling
Marketing Events /
Flashmobs
Public Relations
Celebrity Endorsement
Direct Marketing
Sponsorships
Sales Promotion
Cross Promotion
Product Placement
Word of mouth
Corporate Identity
Integrated Marketing Communications Mix adapted from Brassington & Pettitt (2006)
The IMC process model for Events
Event Brand Messages(strategic consistency of event positioning the big creative idea to market the event)
Event Media Strategy(mass or niche; interactive – at the event, online or direct
Event databases (visitors, vendors, media)
IMC media- Event advertising- Visitor services- Direct marketing- E-marketing- Events packaging- Ticket selling- Sales promotion- PR- Sponsorship media- Marketing
opportunities
Event brand relationships (visitor acquisition, retention, growth)
Event viability, growth and improved brand equity
SWOT analysis zero based planning for IMC
Whole of event focus on IMC (monitoring and evaluating event brand relationships
(Allen et al, 2008:328)
Advertising
Any form of paid, non-personal communication
Mass media – TV/radio, newspapers/magazines, internet, outdoor, tube, buses...
What are the essential parts of an ad? Layout Heading / Subheading Copy/script Logos
Advertising – Media BuyingResearch relevant media type (TV, radio, newspapers, magazines, outdoor, websites...)
TV/radio – number of slots, duration, scheduling e.g. three 30-second TV/radio spots running
lunchtime Mon-Fri) http://www.advertisingonitv.com/
Newspapers/magazines – number of insertions, size, color, scheduling...
E.g. one ¼ page advert, full-color, published every Saturday
Advertising – Media Buying
Outdoor – number of ads/posters, location, scheduling
http://www.jcdecaux.co.uk/products/
Online advertising Ads Web banners Social media (Facebook, YouTube, MySpace,...) PPC Videos
Advertising Approaches
Brand/image vs. Sales-driven advertising What is the difference?How can you recognise it?
Carphone Warehouse (2010)
Advertising for Events
2014 Seattle Wedding Show TV adPhobophobia Halloween Experience Youtube ad
Ideal Home Show TV ad
IMC – direct marketing
IMC timeline of the Language Show Live
July 2015 September October
Mailshot x1E-shot x1
E-shot x1 E-shot x2
Message – generic – registration open
Message – generic – register now
Message – personal1. This weekend2. Opens today
Pull vs Push strategies
PUSH• Bringing the product to the customer – pushing it
towards them (by many different means)
PULL• Making the customer come to the product – pulling
them in (by many different means)
“Pull” is mostly preferred – a combination often necessary
Push vs Pull marketing strategy
ProducerRetailers & Wholesaler
sConsumers
Producer marketing activities (personal selling, trade promotion etc.
Reseller marketing activities (personal selling, advertising, sales promotion etc.
ProducerRetailers & Wholesaler
sConsumers
Producer marketing activities (consumer advertising, sales promotion etc.)
DemandDemand
PUSH STRATEGY
PULL STRATEGY(Kotler & Armstrong, 2013:445)
Sources and further readingFollow-up reading (see WebLearn)Masterman and Wood (2006) - Chapter 4Brassington and Pettitt (2013) - Chapter 9Jackson (2013) – Chapter 2
Further reading:Fill, C. 2011. Essentials of Marketing Communications, Harlow: Financial Times Prentice Hall/Pearson
Hollensen, S. 2010. Marketing Management: A Relationship Approach, Harlow: Financial Times Prentice Hall
Meerman Scott, D. 2011. The New Rules of Marketing and PR: How to use social media, online video, mobile applications, blogs, news releases & viral marketing to reach buyers directly, 3rd Edition, Hoboken, NJ: John Wiley & Sons