why you need_a_marketing_plan_for_your_event

Blog “Organizzare eventi” • www.organizzare-eventi.it

© 2013 Filippo M. Cailotto

Why Why

you need you need

a a marketing planmarketing plan

for yourfor your cultural cultural eventevent

http://www.organizzare-eventi.it/





http://www.studiocailotto.it/

The phases of a cultural event planning

What are the steps for a proper planning of a cultural event?

© 2013 Filippo M. Cailotto • www.organizzare-eventi.it



And how can a marketing plan be of help to you?




And how can a marketing plan be of help to you?


These slides are a summary of the post

Perché ti serve un piano di marketing per il tuo evento culturale

published on the blog www.organizzare-eventi.it

http://www.organizzare-eventi.it/perche-ti-serve-un-piano-di-marketing-per-il-tuo-evento-culturale/




1.1.



1.1.

Knowing the situation Knowing the situation in which you realize your event in which you realize your event

and the dynamics that characterize it.and the dynamics that characterize it.



1.1.



In order not to improvise, a reliable cognitive support

should be given to the planning process:



1.1.



In order not to improvise, a reliable cognitive support

should be given to the planning process:we need to know the we need to know the environmentenvironment of reference of reference

and the and the mechanismsmechanisms that act in it that act in it



1.

In the In the marketing planmarketing plan of your event, this stage of your event, this stage should be formulated into the following points:should be formulated into the following points:



1.

In the In the marketing planmarketing plan of your event, this stage of your event, this stage should be formulated into the following points:should be formulated into the following points:• • analysis of the actual and potential demand;analysis of the actual and potential demand;



1.


• • analysis of the supply;analysis of the supply;



1.


• • analysis of the supply;analysis of the supply;• • SWOTSWOT analysis analysis

((internal strengths and weaknesses, internal strengths and weaknesses, external opportunities and threatsexternal opportunities and threats).).



2.2.



2.2. Where we want to go: Where we want to go:

i.e. the "objectives".i.e. the "objectives".





The objectives are theThe objectives are the essenceessence of the cultural project.of the cultural project.





The objectives are theThe objectives are the essenceessence of the cultural project. of the cultural project. In particular, it is essential to choose In particular, it is essential to choose

the the target audience target audience of our event of our event





The objectives are theThe objectives are the essenceessence of the cultural project.of the cultural project.In particular, it is essential to choose In particular, it is essential to choose

the the target audience target audience of our event of our event to which our to which our artistic projectartistic project

and our and our communicationcommunication will be addressed. will be addressed.




2.2.




• • definition of the definition of the target audience,target audience,

2.2.



In the In the marketing planmarketing plan of your event this stage of your event this stage should be formulated into the following points:should be formulated into the following points:

• • definition of the definition of the target audience,target audience,• • definition of thedefinition of the market positioningmarket positioning,,

2.2.




• • definition of the definition of the target audience,target audience,• • definition of thedefinition of the market positioningmarket positioning,,

• • definition and development definition and development of the of the competitive advantagecompetitive advantage..

2.2.


© 2013 Filippo M. Cailotto • © 2013 Filippo M. Cailotto • www.organizzare-eventi.itwww.organizzare-eventi.it

3.3.



3.3.How do we intend How do we intend to achieve the to achieve the objectives: objectives:

i.e. the “strategy”.i.e. the “strategy”.




i.e. the “strategy”.i.e. the “strategy”.This stage involves This stage involves

the setting of a whole range of activities the setting of a whole range of activities aiming at the achievement of the objectivesaiming at the achievement of the objectives. .




i.e. the “strategy”.i.e. the “strategy”.This stage involves This stage involves

the setting of a whole range of activities the setting of a whole range of activities aiming at the achievement of the objectivesaiming at the achievement of the objectives. .

Marketing offers a set of tools Marketing offers a set of tools (“marketing levers”).(“marketing levers”).



3.3.

In the In the marketing planmarketing plan of your event, this stage of your event, this stage should be formulated into the following pointsshould be formulated into the following points

of the of the Marketing Mix Strategies:Marketing Mix Strategies:



3.3.


of the of the Marketing Mix Strategies:Marketing Mix Strategies: • • product • price • promotion • product • price • promotion •

placeplace..



3.3.


of the of the Marketing Mix Strategies: Marketing Mix Strategies: • • product • price • promotion • product • price • promotion •

placeplace..These are the marketing levers (the 4Ps) These are the marketing levers (the 4Ps)

which, when properly measured out, which, when properly measured out, allow you to allow you to focusfocus your proposal your proposal

on the on the needsneeds of your target audience. of your target audience.

The phases of a cultural event planningThe phases of a cultural event planning


4.4.



4.4.What implications these What implications these

strategies strategies will have on our resources will have on our resources (labor, time and money).(labor, time and money).



4.4.What implications these What implications these

strategies strategies will have on our resources will have on our resources (labor, time and money).(labor, time and money).

Every activity undertaken Every activity undertaken will imply costs, will imply costs,

persons who deal with it, persons who deal with it, implementation time frames.implementation time frames.



4.4.


of the of the Action Plan: Action Plan:



4.4.


of the of the Action Plan: Action Plan: • • who does whatwho does what (human resources), (human resources),



4.4.



• • with what fundingwith what funding (financial resources), (financial resources),



4.4.



• • with what fundingwith what funding (financial resources), (financial resources), • • in what timein what time (timing). (timing).



5.5.



5.5.

How the development How the development of the project will be of the project will be

monitored monitored during its implementation.during its implementation.



5.5.


monitored monitored during its implementation.during its implementation.A monitoring methodology must be defined A monitoring methodology must be defined

in order to obtain a periodical evaluation in order to obtain a periodical evaluation of the achieved results.of the achieved results.



5.5.


monitored monitored during its implementation.during its implementation.A monitoring methodology must be defined A monitoring methodology must be defined

in order to obtain a periodical evaluation in order to obtain a periodical evaluation of the achieved results.of the achieved results.

Are we going in the right direction?Are we going in the right direction?



5.5.

In the In the marketing planmarketing plan of your event of your event this stage should be formulated this stage should be formulated

in a series of in a series of “monitoring methods”“monitoring methods”::



5.5.


in a series of in a series of “monitoring methods”“monitoring methods”:: • • how will we evaluate how will we evaluate

that the results of our actions that the results of our actions



5.5.


in a series of in a series of “monitoring methods”“monitoring methods”:: • • how will we evaluate how will we evaluate

that the results of our actions that the results of our actions are effectively pursuing the defined goalsare effectively pursuing the defined goals ??

A Study on the audience, for example, A Study on the audience, for example, could be of help.could be of help.



At the end of this process At the end of this process we will have an we will have an accurate compassaccurate compass

for our daily action, for our daily action,




for our daily action, for our daily action, a a guide guide provided with provided with consistencyconsistency and and foresightforesight, ,




for our daily action, for our daily action, a a guide guide provided with provided with consistencyconsistency and and foresightforesight, ,

absolutely critical, among other things, absolutely critical, among other things, if you are looking for if you are looking for backersbackers and and sponsorssponsors..



ConclusionsConclusions



Do you still believe Do you still believe that a cultural event that a cultural event

could be realizedcould be realizedwithout an accurate planning?without an accurate planning?




Do you still believe Do you still believe that a cultural event that a cultural event

could be realizedcould be realizedwithout an accurate planning?without an accurate planning?

Where do you go without a Where do you go without a compass?compass?




Planning Planning

is dreaming is dreaming

pragmatically!pragmatically!


why you need_a_marketing_plan_for_your_event

Business

consistencyconsistency

market positioningmarket

reliable cognitive

marketing

monitoring

accurate compassaccurate

marketing

defineda monitoring