Documente Academic
Documente Profesional
Documente Cultură
1. INTRODUCTION
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3. RESEARCH METHODOLOGY
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3.4 METHODOLOGY
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4.10 APPICABILITY
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6. RECOMMENDATIONS
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7. CONCLUSION
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8. BIBLIOGRAPHY
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9. ANNEXURE
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9.1 QUESTIONNAIRE
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1. INTRODUCTION
We GENERATE Quality Business Leads
We ENHANCE Your Profile
We CREATE New Business Opportunities
Everyone Knows Us as EVENTS
is
distinct
from
advertising,
sales
promotion,
point-of-purchase
Olympics and its renowned five rings are the worlds most effective property in terms
of marketing tools. The Olympics sell sponsorship on a local and global basis, and every
couple of years corporations line up to pay as much as $50 million to be the lord of the
rings. The Atlanta games in 1996 have a reported $3 billion in the bank as a result of
negotiating sponsorship, broadcast, and licensee fees.
The Olympics represents the creme de la creeme of event marketing and corporate
sponsorship. Event marketing is a lucrative game of whats in a name, as consumers
purchase tickets and expose themselves to everything. The world of event marketing is a
fast growing, high profile industry worth over $20 billion annually, and one of the most
successful marketing strategies.
Event marketing integrates the corporate sponsorship of an event with a whole range of
marketing elements such as advertising, sales promotion, and public relations.
Corporations both large and small have grown this industry at a rate of 17 percent per
year, and they have achieved a high level of success.
Marketing Tools
The marketing mix or marketing tools an organization can use can be classified into
four categories:
Product
Price
Place
Promotion
Tools of Promotion
Advertising
Public Relations
Direct marketing
Word of mouth
Hospitality
Advertising
Advertising
It is the controlled method of communicating the message. The event manager can
manipulate the message. It includes the following:
Give-Away
Radio
Internet
Television
Press
: Newspapers, Magazines
Public Relations
Often it is part of the event manager's job to gain maximum exposure for the event. PR is
different from advertising in that it is not self praise but carries the strength of
disinterested credibility. It communicates a more complex message than advertising. It is
free but the event manager looses control over the result. It can be publicity can be
positive or negative. To this end it is important that the event manager maintains control
over as much of the public relations as possible. A thorough knowledge of the media's
requirements and beneficial interaction with the media personnel are sensible methods.
Although PR is mostly proactive, it is important for an event to have a reactive PR
strategy as part of the event risk management. Who will make public statements to the
press when there is an emergency? The PR campaign is a plan to gain maximum positive
publicity for the event. For an entrepreneurial event it would include:
Data collection: Preparing a media list of suitable targeted media, preparing a
contact list and club list such as politicians, interested people and opinion leaders
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- often called media talent - who can be called on to make suitable comments or
actions which promote the event.
List ideas for continuous exposure such as interesting media ready stories,
competitions, public appearances, stunts, speeches, feeding the chooks.
When these lists are prepared, the ideas prioritized and the story angles determined, the
journalist, editor or producer is contacted to ascertain the exposure potential of the item.
These publicity items are then placed into an overall promotion schedule. The critical
path is ascertained to ensure continual and growing interest in the event. Milestones such
as important editorials at critical times can also be established. Specialist magazines and
newsletters with their highly targeted audience such as in-flight magazines, business
magazines, trade publications and association newsletters, need to be included in the
lists.
Depending on the size and complexity of the event, the PR strategy can range from
organizing a media launch and handing out a press kit to just sending a out a one page
media release to selected media. News releases can be staggered over the planning
period to generate increased interest in the event.
Make sure all the spelling is correct particularly sponsors and main
participants.
The media launch is used by most large festivals, although it can be used by 'boutique'
events that target a specific audience. If the launch takes place in an interesting area, it
can be used as an opportunity to take photos and record interviews. Television requires
special facilities such as access, power and transmission links.
Although PR involves the event's relation to the public, it is the relations that the event
manager develops with the media that can create interest in the event. It implies
developing a rapport with the media - finding out what they want and how best to supply
it. Networking is possibly the best way to develop this rapport.
If the manager does not have time or the inclination to do this then the event
organization should consider hiring a PR company.
Direct Marketing
This is delivering the promotional message straight to the interested individual. The
basis of direct marketing is the establishment of a data bank and a strategy to best reach
those individuals. The mail out is the most common traditional method. The database
can be created from previous events through competitions, guest books, inquiries, point
of sale information or just by asking the participants if they would like to receive
information on other similar events.
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The effectiveness of direct marketing can be seen in the Port Fairy Festival in southern
Victoria. The Festival has an overall budget of half a million and only spends $6,000 on
their promotion. Each person who comes to the festival is given the first rights to buy a
ticket. The tickets are sold out five months before the festival begins.
Word of Mouth
Bill Hauritz of the Woodford Festival in Southern Queensland estimates their advertising
budget at less than $1000. The ticket sales generate over one million dollars. Their
promotion strategy is just word of mouth. An annual event, they have concentrated on
the quality of their program and site. This has built up a loyal following.
Hospitality
As part of the promotion tool kit, hospitality can be powerful. The special event or
festival has to promote itself to the sponsors. The diner for sponsors, for example, can be
an inexpensive way to promote the event. A tour of the site can be an effective way of
promoting the event.
Web Sites
The latest and increasingly popular method of promoting an event is to create a web site.
The advantage is that the site can also capture enquiries and be a point of sale for tickets.
The current movement towards virtual reality sites can give the potential attendee a view
of the event. The site can give real information, such as the program and map. Used in
conjunction with a other elements of the PR campaign, a web site can be used to
distribute photos and press releases. It transfers the some of the cost to the customer.
1. Too many advertisements have led to a cluttering on T.V, print and other media.
This has given rise to a need for avenues, which provide exclusivity to the
sponsor while not sacrificing the benefits of reach and impact.
2. The increasing no. of TV channels and the greater no. of programs have led to
fragmentation of the viewer-ship. Hence, the need for narrow-casting of
campaigns to the sharply defined target audience.
3. Proliferation of low intensity television viewers who view a little of each channel
leads to the need for capturing the full attention of the target audience.
4. Media cost inflation Due to rising inflation which has been eroding the
advertising budget, advertisers are demanding the beat return from every adrupee spent. Media planning has become more complex and therefore the need
for increase the effectiveness in terms of tangible impact which can be instantly
evaluated has risen.
5. Proliferation of various media channels, therefore the requirement for intelligent
media buying.
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If an organization uses Event Marketing, they still need to use the other parts of the
promotion mix before, during, and after the event. An example of this could be how a
car producer can have advertisements to inform about a new car launch, and then use
events to get people to test drive the new car, and then follow up with direct marketing
with a discount coupon. One of the main advantages with Event Marketing compared to
the other channels is that the objective can both be direct sales, and image building,
depending on how it is used.
professionals cannot lose sight of the fact that the sales cycle only begins at lead
generation and that current and prospective customers must also be nurtured even
beyond purchase. Companies can benefit tremendously from the deeper event marketing
touch points that promote nurturing such as proprietary conferences that provide a
controlled environment for delivering messages and closing business. The nurturing
process will allow the customers to more effectively be funneled into the subsequent
stages of the sales cycle thus creating greater opportunities to develop into repeat
customers.
EVENT MARKETING
An event is a live multimedia package with a preconceived concept, customized or
modified to achieve the clients objective of reaching out and suitably influencing the
sharply defined, specially gathered target audience by providing a complete sensual
experience and an avenue for two-way interaction.
EVENT
S
REACH
LIVE INTERACTION
Right
Communication
from the
client
WITH
Live
Audienc
e
CREATES
Desired
Impact
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Event marketing involves canvassing for clients and arranging feedback for the creative
concepts during and after the concept initiation so as to arrive at a customized package
for the client, keeping the brand values and target audience in mind. Marketing plays an
important role in pricing and negotiations as well as identifying opportunities to define
and retain event properties by gathering marketing intelligence with regard to pricing,
timing etc.
In fact, ideally event marketing involves simultaneous canvassing and studying the
brand prints; understanding what the brand stands for, its positioning and values,
identifying the target audience and liaison with the creative conceptualizes to create an
event for a prefect mesh with the brands personality.
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Most managers today only see the brand as the companys logo and corporate identity
program, but in the future the company brand will have to encapsulate and
communicate what an organization is and what it stands for. Therefore the manager must
change the interpretation of the brand. It is as important to win a distinguished and
distinctive place in the perception of a companys actual and perspective customers, as it
is the same with the employees. Since it is the human dimension that adds the value to a
customer/prospect in an event, all members and functions in the organization must not
only be market orientated in general but also market orientated in combination with the
brand values. It is a common fact that people are different and cannot adjust to all
situations.
Several interviewees supported this when mentioning that there has to be a match
between the individual values and the company values. One crucial factor might be the
individuals ability to learn, since the individual must not only understand the added
values in the brand identity but also learn to interpret the different situations that might
occur during an event, and combine the behavior to the specific situation. It is the
individuals perception of the current situation together with how he/she translates the
added values to fit to that specific situation that will help or not help the company.
Integrated Organization
When working with Event Marketing it is important to have a well-integrated
organization, therefore we agree, that internal marketing builds service quality.
Internal marketing can be defined as selling the firm to its employees, and Kotler and
Armstrong (1993) view internal marketing as the building of customer orientation
among employees by training and motivating both consumer contact and support staff as
a team. These definitions might be too static, since they are not teaching the employees;
rather they are persuading how great the business idea of the company is.
By learning how different components in a system interact will increase the
understanding of how the entire system works. Understanding just one component by
itself that is isolated from the others will not be enough. A company itself is a complex
system that is connected by a series of contacts and the components in this system are
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highly integrated. Since we are a part of this network, we most often only see specific
components and are puzzled by that we cannot find good solutions to our greatest
problems. System thinking is a term that contains knowledge and different tools, which
can help us, understand and influence the entire patterns in an organization.
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Helping in rejuvenating brands during the different stages of product life cycle
The massive amount of money that is spent during the introduction stage of products
gets drastically reduced over time. By the time the product reaches its maturity/decline
stage, the need for cutting down the budgets associated with the media campaigns, while
at the same time maintaining the customer base is felt. And events offer the best medium
for such a focused approach. It helps in generating feelings of brand loyalty in the
products end user by treating them as royally as possible.
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Associating the brand personality of clients with the personality of target market
Citibank is an elite bank where people do banking with pride. Hence, other premium
brands would like to associate themselves with the same audience so as to benefit from
the rub-off effect. An exhibition-cum-sale event organized exclusively for Citibank
credit card holders, small merchandisers get to do business with the Citibank customers,
as well as build and maintain a premium image for themselves. Here Citibank acts as the
event organizer and small merchandisers acts as participants so that they can associate
the personality of their products with the personality of Citibank customers.
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2. Image Building
Over and above the brand identity that a company encourages, events such as The Great
Escape conceived by Mahindra and Mahindra, exclusively for the owners of their four
wheelers, the Armada, are an attempt to build a specific image of not only the corporate,
but also the product, to let owners experience the thrill of four wheel driving, M&M
charts out an off beat route that emphasizes the difference between normal and four
wheel driving, and lets the participant experience the high, one feels when steering and
navigating an Armada.
Coke is associated with Olympics since 1928, the rationale behind this is similar values
and ideologies: International peace, brotherhood, standard of excellence and fun.
event provides the sponsor immense benefit since the sponsors name is mentioned along
with the event like Hero Cup, Femina Miss India, Lux Zee Cine Awards.
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awarding them runs instead of the traditional points system. This resulted in conversion
of almost all of its employees into sales person.
When sponsoring an event, the organization buys exposure during the event at different
levels of the event itself. International Events Group (IEG) defines sponsorship this way:
The relationship between a sponsor and a property in which the sponsor pays a cash or
in-kind fee in return for access to the exploitable commercial potential associated with
the property. By using the commercial right, the sponsor could associate the brand and
have an effective selection of the target group to market themselves to. The association
makes the brand synonymous with the sponsored happening, and thereby the sponsoring
has been called association by event. Today sponsorship is one of the worlds fastest
growing forms of marketing and together with Event Marketing they begin to play a
more dominant role in many companies marketing budgets.
This model shows one way to look at where traditional sponsoring fits in compared to
Event Marketing.
When the organization is sponsoring an event, (upper left corner) there is always a
business agreement between at least two parties, which Event Marketing does not
necessarily have. Usually this is the case when there is a sport competition such as the
Olympics or a World Championship. This kind of sponsoring limits the possibilities for
the organization to market their products since they have no control over the happenings
at the event, etc. There is a concept called the double lever effect, which explains the
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relationship between different events. When organizations move to EM (1), EM (2) and
EM (3) the organizations increase their control and also the risk is increased. When the
control is increased, there is also a larger possibility for organizations to use the event
integrated with the other marketing strategies. This fig 1.5 shows how it comes to be a
double lever effect:
As we can see, there is a risk in using Event Marketing. There is no possibility to test the
event for the target group, and everything has to work during the event. The risk
associated with the event could be one of the reasons why some organizations choose to
use pre-existing events instead of own events. Preexisting events are events that are
created by someone else for another purpose.
1. Mega Events
The largest events are called mega events, which are generally targeted at international
markets. All such events have a specific yield in terms of increased tourism, media
coverage and economic impact.
Example: The Olympic Games, World Cup Soccer, Super Bowl, Maha Kumbh Mela.
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2. Regional Events
Regional events are designed to increase the appeal of a specific tourism destination or
region.
Example: Delhi Half Marathon.
3. Major Events
These events attract significant local interest and large no of participants as well as
generating significant tourism revenue.
Example: Chinese New Year Celebrations.
4. Minor Events
Most events fall into this category and it is here that most event managers gain their
experience. Annual events fall under this category. In addition to annual events, there are
many one time events including historical, cultural, musical and dance performances.
Meetings, parties, celebrations, conventions, award ceremonies, exhibitions, sporting
events and many other community and social event fit into this category.
Example: Annual Trade Fair organized in Delhi, Chandipur Beach Festival
from its competitors and to ensure that it is memorable. The audience for a promotional
activity might be sales staff such as travel agents, who would promote the tour of the
clients or potential purchasers. The media is usually invited to these events so that both
the impact and the risk are high, Success is vital.
5. Festivals
Various forms of festivals are increasingly popular providing a particular region the
opportunity to showcase its product. Wine and food festivals are the most common
events falling under this category. Religious festivals fall into this category as well.
6. Family
Weddings, anniversaries, divorces and funerals all provide opportunities for families
together. Funerals are increasingly are becoming big events with non traditional coffins,
speeches and even entertainment. It is important for the event manager to keep track of
these changing social trends.
7. Fund Raising
Fairs, which are common in most communities, are frequently run by enthusiastic local
committees. The effort in the organization required for these events are often
underestimated. As their general aim is raising funds, it is important that rides and other
such contracted activities contribute to, rather than reduce, revenue.
8. Miscellaneous
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Some events defy categorization. Potatoes, walnuts, wild flowers, roses, dogs, horses,
teddy bears all provide the focus for an event organized in United States.
Organizer
Venue
Target
Audience
EVENT
Media
Client
Fig 1.6: Key Elements of Event Marketing
Event Organizers
Femina with
Fountainhead: Event Support
Banyan Tree: Arrangements for classical music performance
Hemant Trevedi with assistance from Noyonika Chatterjee: Choreography and
Direction
Omung Kumar Bhandula for Opus Planet Construction: Sets
Event Infrastructure
Core Concept: Search for new top class modeling talent through a contest and
pageant interspersed with entertainment.
Core People: Participants i.e., models taking part in the competition and other
performers during entertainment slots such as well known classical musicians, Pt.
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Shiv Kumar Sharma accompanied by Ustad. Shafat Ali Khan and popular music
by Sweta Shetty and Stereo Nation.
Core Talent: Physical looks and proportions.
Core Structure: Annual event of beauty pageant.
Importance of Infrastructure
Indian business events, particularly large trade fairs, are underdeveloped as a
result of poor infrastructure outside Delhi. New exhibition and convention
centers developed in Chennai and Hyderabad will help spur the industrys
growth. If a new facility of international standard can finally be built in Mumbai,
this will generate a huge opportunity for business media companies. Smaller,
traveling events, road shows which move around the countrys many secondary
markets will also be significant income generators for some business media
firms.
Event Venue
The two types of venue are as follows:
In-house Venue: Any event that is executed within the premises of the company
or institution or in the private homes or proprieties belonging to the client is
called an in-house venue. The use of such venue is reserved for the employees of
the company or the residents of the campus. Most in-house venues do not need to
be paid or even if a payment is involved, it may be open for favorable
negotiation. The main advantage of in-house venue is the huge saving in the
costs incurred in hiring the venue.
External Venue: Any venue over which neither the client nor the professional
organizer have any ownership rights is called an external venue. These are
venues open for the general public. Example: Hotels, Stadium etc, etc
Events are venue driven. They help in increasing the customer traffic. Festivals
such as Valentines Day or Holi sea venue playing the clients role for the event
organizer. Venue has a say in the very feasibility of a event concept.
conducted by
Fifth Edition of Global Study Shows Steady March of Events Business at the Dawn
of a New Era
The secret is out. Five years of research has shown that meetings and events can play a
strategic role in driving business value within every organization. Corporate executives,
both in and out of the world of meetings and events, now see the benefits that face-toface interactions can provide to their bottom line.
Current customers and prospects can benefit from meetings and events as they provide
the greatest opportunity to learn about a companys brand, value proposition and (new)
products/ services. Companies can derive business value from events to strengthen
product or brand awareness; differentiate from the competition; educate or train
employees and ultimately increase sales.
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Three key indicators in Chart 1 show, however, an interesting change from 2005:
1. The importance of event marketing has remained virtually constant from the prior
year.
2. The proportion of the overall marketing budget dedicated to event marketing
decreased slightly from the prior year.
3. The perceived future importance of event marketing has declined less than 3% from
2005. While these results at first glance could be considered disappointing, none of these
indicators should be taken as a sign of a downward trend within the event marketing
industry. In fact, these are clear signs of an industry that is stabilizing and showing signs
of maturation.
findings from the 2006 global research indicate that overall, awareness of and interest in
experiential marketing has the opportunity to bring the meetings and events industry to
new heights.
2.3 The Role of Event Marketing Remains Important In the Marketing Mix
As the world economy continues its 2006 recovery, companies face ever-increasing
financial pressures to generate additional revenues and improve profit margins.
Globalization has created a myriad of new opportunities for companies but has
simultaneously brought with it new challenges in terms of newfound competitors vying
for the same pool of clients and the inherent need to communicate one cohesive message
to the diversifying marketplace. It is not surprising therefore to see that almost one third
of the marketing professionals surveyed this year stated that their top marketing concern
currently is reaching new customers. Building brand awareness was respondents second
most frequent concern, coming in at a distant 13%.
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Due to the increased competitive pressures, companies large and small, local and global
must therefore constantly evaluate the mix of marketing tactics to ensure the best
possible approach at reaching both current and potential customers. It is perhaps because
of this need to freshen the marketing mix that we see survey respondents state that event
marketing was either a lead tactic or vital component of the marketing plan slightly less
than half the time (49%) a slight decrease from last year insofar as it was less of a
vital component and taken more under consideration with other mediums. Although the
current marketing mix shows in Chart 2 a slight decline as compared to last year, almost
50% of respondents stated that the future importance of event marketing was either
increasing or increasing strongly. Furthermore, an additional
40% of respondents stated that the future importance would remain constant. This
stability in event marketings role is corroborated by the fact that event marketing
represents more than 25% of survey respondents overall marketing budget, which is
only slightly less than a one percent reduction from last years figure.
Another sign of the evolution of companies marketing mix appears in the budget
allocations for events. Much like in 2005, 59% of respondents stated that the majority of
their event marketing budget is currently allocated to trade shows while 35% are spent
on conferences. This latter figure shows a dramatic drop from the prior years figure of
47% and further augments the current shift towards a focus on lead acquisition.
information insofar as event marketing remains the marketing element that provides by
far the highest returns on investment.
Chart 3 shows that almost one in four respondents to the 2006 survey believes that event
marketing provides the greatest ROI in Marketing. Although the figure is almost
identical to last years estimate (and decreasing over time), it is a statistical bragging
right that event marketing has held for the last three straight years, as well as four of the
five years of this study (see Chart 4).
The most common reasons given for event marketings high returns on investment come
from the fact that it provides the greatest opportunity for direct, in-person, face-to-face
contact (58%) and that it provides the best opportunity to reach a targeted audience
(45%). Survey respondents also attribute event marketings high ROI to the fact that it
provides one of the only opportunities to reach a large and engaged audience in one
venue (28%).
Turning to specific types of events, the survey results show that Trade shows (40%)
followed by conferences and seminars (21%) are the external events that are believed to
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provide the greatest ROI due primarily to their ability to attract new customers. When
asked to look at their internal events, respondents cited education/training events (41%)
followed by sales or marketing meetings (28%) as the internal events those are deemed
to provide the greatest ROI.
The survey data shows that not only has the number of companies who measure
increased considerably from last year, but there has also been a slight increase in the
marketing budget allocated to measurement up one tick from last year to 12%.
When asked what key performance indicators (KPI) companies were measuring, over
one third of respondents (36%) cited number of qualified leads, with overall
communication effectiveness and sales increases each receiving 31% of the votes. The
most common tools used to calculate these KPI were sales reports (28%), onsite surveys
(26%) and post event surveys (24%).
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Although measurement should not be considered a panacea for event marketings need
to demonstrate value, this years survey does show one striking benefit of measurement.
As can be seen in Chart 6, companies who do engage in some form of measurement are
three times more likely to see an increase in their budgets than those who do not engage
in any measurement. This data is further proof that tangibly demonstrating the value of
an event marketing program can significantly increase the chances of getting increased
funding.
a vast majority also feels as if there are tangible benefits to the updated approach. A
remarkable 87% have said that they may eventually transition towards experiential
marketing, while 74% have definitively said they will be moving forward with more
experiential marketing within the next twelve months (see Chart 7). The most common
reason given by survey respondents for moving towards experience marketing was that it
provides a better method to convey the persuasive difference between their brand and the
competitions. The second most frequent reason given was that it provides an
opportunity to leverage marketing spend across all of a companys marketing
disciplines. Although rooted heavily in event marketing, experience marketing should be
considered a hybrid of many disparate forms of marketing finally coming together
looking to cohesively interact with the customer. It is as evolutionary as it is
revolutionary in as much as it brings new meaning to the term integrated marketing
campaign. Experience marketing provides a unique opportunity to redefine the
marketing landscape as well as how companies interact with customers and prospects.
Marketing and event marketing professionals who can effectively cross this chasm and
adapt to this new paradigm have a great opportunity to become leaders within their
organizations.
guidance corporations and event marketing professionals within this field need to
develop strategic marketing programs.
Between May and June 2006, almost 900 individuals in marketing management
positions from North America, Europe and Asia Pacific in industries including
automotive, high technology, healthcare, and financial were interviewed via telephone
with hopes of bringing clarity to the events component of the marketing mix as it
compares to other elements in a marketers arsenal. The results of the 2006 survey have
a +/ 3% margin of error.
3. RESEARCH METHODOLOGY
3.1 OBJECTIVE OF THE STUDY
To study Event Marketing as a Generic Promotional Tool:
1. The objective of this study is to understand the concept of event marketing, its
benefits and implementation process.
2. To evaluate the effectiveness of Event Marketing as a promotional tool.
3. To identify the problems associated with event marketing in the Indian scenario.
4. To offer suggestions for improvement to make it a more productive investment.
Also to study Event Management for organizing and managing the event in best way:
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The few reasons for choosing event marketing as a promotion tool are as follows:
1. To accelerate your product into new markets.
2. To judge your products against the competition.
3. To launch new products/services.
4. To appeal to special customer interests.
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3.4 METHODOLOGY
the Event Marketing industry more effective in order to utilize its full potential and be
mutually beneficial for the Event Marketing agency, the Corporate and the customer.
4. EVENT MANAGEMENT AS A
PROMOTIONAL TOOL
4.1 EVENT DESIGNING
1. Conceptualization of the creative idea/ambience
2. Costing involves calculation of the cost of production and safety margins
3. Canvassing for sponsors, customers and networking components
4. Customization of the event according to brand personality, budgets, etc
5. Carrying-out involves execution of the event according to the final concept
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Initial
Concept
Canvassing
Conceptuali
-zation
Customization
Costing
Final Concept
Carry-Out
EVENT
Example:
Event
: Holi
Event Category
Event Organizers
: A2Z Events
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It is a celebration to mark the onset of spring and the harvest season. Its a
symbolic gesture, celebrating good harvest and fertility. It draws its origin from
the Hindu Mythological event in which Prahalad emerges unscathed from a fire
arranged by his father King Hiranyakashyap and aunt Holika to kill him.
Background
Title of the Event
: RANG BARSE
Place
: Mumbai
Venue
Year
: 1997
Duration
: 2 Days
Target Audience
No. of Audience
: 1500
Ambience
: Rural Mela
Costing
: Rs. 7 lakhs
Event Type
Canvassing
Many corporates were approached with the initial concept to sponsor the event. The
leads generated through canvassing for sponsors and negotiation with venue owners
gave a strong impetus and indication of success for a particular variation. A leading soft
drinks company could be persuaded to fully sponsor the event.
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Customization
The target audience of the soft drink company was pre-dominantly was fun-seeking
youth. The initial concept needed to be changed from a family oriented event to a
youthful event. The budget was needed to be drastically reduced to Rs. 2lakhs per center
and the event was to be simultaneously conducted in 5 locations spread across the
country.
Event Marketing is marketing communication in four different dimensions. The first one
is the emotional communication method. The Event Marketing is a form of pull
marketing, where the organizations try to get closer to the feelings and emotions of the
customers. They do this not by pushing their products at the customers, but by
touching the customers emotional feelings.
The second dimension touches the customers by involving them in activities. When the
customer gets a feeling from a product, he/she is informed of the value of the product.
An example of this in the car industry is the test-driving of new cars. The third
dimension is the intellectual dimension and it regards the relevance of the event for the
customers. The fourth dimension is the spatial dimension, how to get the three prior
dimensions into action and to inform the customers through all marketing channels.
Some researchers say that in the future, customers will not buy just the product, but the
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meaning, the event and the character, which in turn give the customers the possibility to
create their own value for the product.
Dominant
Relative Position
Strong
Favorable
Tentative
Weak
Introduction
Growth
Maturity
Decline
Events
Traditional Modes of Communication
With Regard to the competitive position of events as a medium and the life cycle stage it
is in vis--vis other marketing communication media, it is clear that:
Traditional ways of marketing communication in the Fig 1.9 are moving from the
growth phase into the maturity stage. Their effectiveness is lost due to cut throat
competition which is leading to undesirable clutter in all kinds of media including
internet.
An event as a medium is in a tentative/favorable position now and will continue to
remain so in the near future and tend towards becoming stronger. Event as a strategic
46
marketing communication tool would gain significant followers and will bite into a
much larger portion of the marketing budget.
=1
The ideal situation in real life is very rare since the external reach gets drastically
reduced in terms of reaching out to the target audience and is therefore impractical in
most cases. This is because the target audience is derived from the target population
which is invariably very large. It is impractical to assume that all the constituents of
the target population can make it to the event. The above ratio is usually found to be
greater than 1 in practice.
External Reach
Actual Reach
>1
2. Measuring Interaction
47
In most event categories, compared to reach, it is much more difficult to access the
interaction between the audience and the event and the benefit that accrues to the
client. A certain amount of quantifiable data can be of help in measuring interaction
for an event from the clients point of view.
These are as follows:
No. of interaction points
The no. of direct and indirect interaction points that have been planned and
arranged for an event provide the first important measurement tool. The
greater the no. of interaction points the better for the client.
No. of interactions
The opportunity for interaction between the client and the audience before,
during and after the event is also a very tangible measurement criterion. The
greater the opportunity for increasing the no. of interaction, the better for the
client.
Quality of interactions
One-way or two-way communication during interaction has a profound
impact on the quality of interaction that takes place. The quality of interaction
is perceived as good when there is an avenue for two-way interaction
Time duration of interaction
Every event has a limited time period within which both benefits the other
issues such as controversies are effective. The amount of time that is
available for interaction is very important in that the greater the duration of
the interaction, more are the chances that there are some meaningful and
decisive interaction between the client and the audience.
The reason why some people think that it is not possible to evaluate events is that
they have used Event Marketing without a specific purpose or objective. The one
reason why Event Marketing is not measured also depends on the objectives, but that
they are short-time objectives. The cornerstone in the evaluation of events lies in the
objective of the event. Event Marketing can have different objectives and it is
usually not directly to increase direct sales. Whatever the goal is, the easiest one to
evaluate is the one that is expressed and quantified.
The most common criteria for a goal to be valid is that it has a time limit, is
challenging, measurable, realistic, result oriented, clear and that it could be followed.
If the goal is challenging, it is more interesting to try to reach it. If it is too, simple it
is not inspiring to work for, but at the same time it has to be realistic. Time limit and
measurable goals give a possibility to do a qualitative study. It is important that they
are clear so that everyone understands them and that they can easily be followed by
developing a strategy for how to reach
49
organization sends away an Identity at the event and the customers receive it as an
image of the product or organization.
Using Event Marketing can also differentiate the product for the customer by making
the value of the brand stronger for the customers identity. Identity comes from Latin
and means same. The identity for a customer means, who am I in regards to the
surroundings, and to myself? The brand of a product can symbolize a part of the
individual customers identity. The brand can create a promise for the customer, and
the product gives the brand the physical proof of that promise. The event in Event
Marketing can be seen as a value community. In regards to Maslows thoughts,
humans have needs that need to be satisfied. The Value community creates groups,
where three concepts for group development need to be filled in order to create
group belonging. Event Marketing can offer the individual a short-track to belonging
by letting the individual attend an event. Through the event, the happening and the
message will give the individual a picture of him/herself, and a sense of belonging
with other individuals.
This shows that part of the brand advantages lies in the possibility to influence the
individuals identity, and to make possible his/her relation to other individuals and in
this way strengthen their value community. By doing this, there is a possibility to
differentiate the brand from other brands. The brand is seen as an independent
method of competition.
Image
Image is how the customer understands and looks upon the product, and a definition
is how the consumers experience the brand. An event can give the customer a clear
picture of the corporate identity that the company is striving for. Usually the image
consists of different key factors that the customer receives during different times and
in different places. These key factors could be the communication that the
organization has the physical environment, products, service, ethics, social
responsibility, engagement in social and local happenings, and the behavior of
representatives from the organization
50
The experience at the event may of course result in direct sales, but normally they
help to build image and create positive associations around the brand that will lead to
more sales later on. Image can create lots of competitive advantages compared to
other brands. This is especially true when the differences between the brands are
small. A positive image can lead to not only increased sales, but it can also
strengthen the relationships with all interesting parties within and outside the
organization, facilitate new employment, increase the tolerance of customers, and
facilitate crises. However, even though the main objective with the event is not to
change or build image, there is always a possibility for the customer to change
his/her opinion and image of the organization.
Exposure Rate: A way to measure the Image that the event has created could be done
by looking at their exposure rate. However before using and trying to get media
attention to an event it requires a careful analysis of the purpose, benefits and to see
if the media is available to deliver the appropriate message. There are many different
organizations that are working with observing the media and can deliver the exact
amount of times a name of a brand or product figured in the media.
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When a company has decided to use Event Marketing they need to understand how
Event Marketing can change the perception of the product in the customers mind,
and the positioning of the product. According to Kotler, it is extremely important to
have a specific positioning in the customers mind, due to the fact that if a similar
product has the same positioning there is no need for the customer to buy your
product. It is important to create an image and a correct positioning for customers
that create differentiation between products. The positioning distinguishes brands
from each other and creates a place on the market and in the consumers minds for a
particular project. The idea behind positioning is to create brand awareness, which
ideally leads to long-term brand loyalty. The positioning is a two-stage process,
indicating which category the brand should be placed in and the differences between
the brands in this category.
Products are becoming more and more alike. A company needs to diversify its
product from competitors products. An organization has three main perspectives for
differentiation. They are: total perspective, more value for money, produces
trustworthy products at a reasonable price, product perspective, offer a better product
that is newer, faster, cheaper, with unique selling attributes, and customer
perspective, to know the customer better, and thereby reply to their needs faster. The
last perspective, the customer perspective, involves the relationship between the
customer and the organization. An event is the physical meeting between customer
and organization, and thereby Event Marketing can be used as a tool to build
relationships and create differentiation. The idea behind positioning is to create
brand awareness. Direct advantage of using Event Marketing is that it creates high
brand awareness around the product. The value of the brand lies in the mind of the
potential buyers, and not with the business itself. Branding is part of the marketing
strategy and product differentiation. The brand can communicate more directly with
the consumer than the product itself can; if the brand is seen as having a personality
and symbolizing certain values. This is due to the fact that the brand has an
emotional appeal to the consumers. A trend within Event Marketing is to involve
more cultural aspects at events.
52
The cultural aspects of events are not used extensively today. He further argues that
culture and brand strategy go hand in hand. Over time, a relationship between the
customer and the product can be developed into brand loyalty. This loyalty is
characterized by a positive attitude towards the brand, and over time continued
purchase of the same brand. A company seeks high brand loyalty because it creates
stability and provides an opportunity to gain high market share and profit. The
development of brand loyalty can be seen as a three-step model. The first step is to
create an interest for the product in the consumer. When time has past, the
consumers will simplify their buying detour through the product and the connection
between the brand and the target audience is strengthened. The third step is where
brand recognition is created, which is important for creating the long-term brand
loyalty.
marketing strategies. Event Marketing are not being evaluated to full extent due to lackof time, ignorance and due to the fact that it is hard to evaluate it. Some of the
interviewed persons agreed with this theory, and believed that ignorance made
evaluation complicated. Furthermore, evaluations not conducted due to lack of time. The
interviews also discussed that Event Marketing is only one of the possible marketing
channels that can be used when marketing a product, and therefore it is hard to evaluate
it separately from the other marketing tools. The more complex the marketing strategy,
the harder it is to see what influenced the customer to buy the product. Other reasons
why it could be hard to evaluate the event is because someones experience cannot be
valued on a scale, and the interaction as a relation is not measurable. Furthermore,
depending on all other marketing aspects it is hard to see why the customer has a
specific feeling for a product. Kotler claims that the easiest marketing channel to
evaluate is direct marketing. By using direct marketing it is easy to follow up exactly
where the customers have seen the coupons, brochures etc. However, none of the
interviewed persons mentioned that it would be easier to evaluate direct marketing than
Event Marketing.
It is as easy to argue against direct marketing as being the perfect measurable evaluation
technique as it is to argue that Event Marketing should be trickier to evaluate. This is due
to the fact that there is a possibility that the customers could be affected by other parts of
the marketing as they are when it looks like it is the direct marketing that has made them
buy a product. As long as more than one tool of the marketing mix is used, there is
always a possibility that the customers can be affected by them, and thereby there is no
100% accurate evaluation tool.
The reason why it might be considered hard to evaluate an event depends on the fact that
it is hard to evaluate the intangible aspects of the event. When asking the interviewed
people to elaborate on intangible factors, such as the weather affecting the event, most of
them were sure that that just the weather was not of importance for the success of the
event, and therefore there was no need to try to evaluate it. There are factors that can not
be evaluated, and that instead the focus should be on the factors that can be evaluated.
54
This could be interpreted in the following way: since there is no possibility to evaluate
the event comparing to the external social happenings, the only way to elaborate on the
example weather is to work with the weather and use it. If possible, the external factors
should be eliminated, but if that is not possible the event should try to use them and
thereby work for the event.
Example:
Event
Venue
: Sydney, Australia
Category
: Competitive Sports
Event Organizer
: IOC
Client
Theme
Measurement Criteria: Reach increase for cable mediums MSNBC & CNBC, %
increase
revenues for client.
Reach
External
Actual
Event Evaluation
Advertisements sales increase from $ 680 million at the 1996 Atlanta Olympic Games to
$ 900 million for the Sydney Olympic Games 2000. MSNBCs reach in terms of the
subscriber base expected to increase from 59 million to 70 million. CNBCs reach in
terms of the subscriber base expected to increase from 74 million to 80 million.
55
REACH
INTERACTION
Low
High
High
Low
Exhibition
Cultural
Special Business
Competitive
Charitable
Artistic
Fig 2.1: Reach Interaction Matrix
56
Amongst the various categories corporate interest have been concentrated on competitive
events, especially so on cricket in India. Such events have a broad based character and
high media coverage. This implies high reach and added excitement through live
coverage on various popular channels. Post-event benefits trough highlights aid in the
event recall over and above the normal benefits that an event can offer. The fact that
interaction is given short shrift is an anomaly that needs to be corrected. Competitive
events are closely followed by events for artistic expression, then by exhibitions, special
business events, cultural & charitable events in that order for popularity with eventsavvy sponsors.
57
Often used to measure less tangible variables like brand awareness or perceived
competitive positioning, pre-post surveys sample a group of attendees on their
way into the exhibit hall at the beginning of the trade show, and then sample
another batch as they are leaving the exhibit hall toward the end of the event.
Pre-post surveys are effective in measuring changes in variables such as:
Brand awareness
Memorability or recall of key messages
Attitude or image change
Message impact
New product consideration
Audience profile
Post-Event Surveys
Contacting a sample of show attendees to ask questions about their experience is
another method of evaluating trade show and corporate event results. Depending
on your information needs, you may want to survey the entire attendee
population, the people who visited your booth, or the group that participated in a
certain activity at the business event. Surveys typically support the following
event objectives:
Perform detailed reporting and benchmarking of the attendee profile
Obtain feedback on your exhibits ability to attract and communicate with
high-potential prospects
Benchmark your performance against the competition
Provide clues as to the value of your investment in events compared to
other elements in the marketing mix
2. Qualitative Tools:
59
Qualitative metrics, while not projectable to the entire population, can be helpful in
assessing your performance. Following are a few of the more beneficial qualitative
approaches.
Mystery Shopping
If youre looking for an objective means of analyzing your booths effectiveness,
consider hiring a professional evaluator to mystery shop your booth and assess
the experience from the point of view of a customer or prospect. Many trade
show consultants offer this service.
Staff Feedback
The booth staff is your first line of customer contact, and a rich source of data on
most elements of interest. Staff feedback forms can be used for continuous
improvement in training, exhibit effectiveness, placement, and other marketing
tactics during the trade show.
One Word of Caution
Dont rely too heavily on informal feedback from booth staff and senior
management when assessing the value of the trade show. Such comments as
Booth was crowded, Mostly junior people, and Felt light to me can do
more harm than good.
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Competitive Analysis
Assessing the presence of the competition is best approached qualitatively. Check the
trade show guide to see who among your competitors is exhibiting, speaking, or
sponsoring events. Assign competitive sleuthing duty to several of your booth staff and
other company attendees, if possible. Provide them with a form to fill out that covers
such items as booth size and location, products featured, staff size, visitor experience,
etc.
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strategy with advertising and promotion, and possible R&D and market research
expenditure strategies.
The sales and marketing plan outlines each specific marketing event or action plan to
increase sales. For example, it may contain a summary of quarterly promotion and
advertising plans, with spending, timing, and share or shipment goals for each program.
The sales and marketing plan outlines each specific marketing event or action plan to
increase sales. For example, it may contain a summary of quarterly promotion and
advertising plans, with spending, timing, and share or shipment goals for each program.
63
Remember marketing is the face you show to public, highlighting uniqueness and quality
of the product. Check the content and layout before releasing an advertisement or
distributing pamphlet. Marketing is becoming an ever important tool in the present
competitive scenario, tell what your product or services can do, but don't promise what
you can not deliver.
ALTERNATIVES
ARISING
FROM
ENVIRONMENTAL
ANALYSES
64
INTERNAL
OPPORTUNITIES
THREATS
EXTERNAL
STRENGTHS
Maintenance Strategy
Utilizing companys strengths
to take maximum
advantage of opportunity
Pre-Emptive Strategy
Maximizing strengths
and their usage to
overcome threats
WEAKNESSES
Developmental Strategy
Maximize Opportunities
by minimizing weaknesses
Survival Strategy
Minimizing both weaknesses and
threats by considering options
such as:
Joint Ventures, Retrenchment,
Liquidation, etc
Maintenance Strategy
Arising from a situation of strength and favorable opportunities, the maintenance
strategy provides reasons to carry out activities that maximize available advantages. This
is the perfect position to be in. Beyond this, every activity gets focused on maintaining
the winning edge and the lead over competitors. The event company here can well afford
to be aggressive knowing very well that it has the relevant strengths to back its claim on
the opportunity.
Developmental Strategy
To gin advantage of potential opportunities while not having sufficient strengths calls for
gaining a winning edge by using tactical retreats where irrelevant yet not giving up. It
requires passive and defensive strategy, which attacks relevant opportunities in such a
65
way as to cover up on inherent weakness. Analogy here could be from the game of test
cricket where a side that knows victory is impossible also knows that it can ward off a
defeat by trying for a draw. This can be called a developmental strategy where one tries
to make the most of the opportunity by not giving in to weakness.
Pre-emptive Strategy
This strategy is usually used by entrenched market leaders on new entrants on their turf.
Potential threats are nipped in the bird by exercising the full power of the companys
strength. This is a very powerful and aggressive strategy as it requires foresight to fully
understand the threats looming on the horizon. Selecting which one to tackle requires
careful study since some points of strength could get eroded if used unnecessarily.
Survival Strategy
This strategy is used to ensure that the company is alive for a battle on another day when
it will have the requisite strengths to grab its share of opportunities in the market. This
strategy gives license to take decisions like leasing ones soul to the devil if only with an
intent to retrieve it later. In plain words, it allows one to make drastic decisions in the
face of harsh environment.
EVENT CONCEPTS
COMPETE
AVOID HEAD -ON
CONFLICT
COMPETITION
USE EXISTING
CREATE NEW
Sustenance Strategy
Rebuttal Strategy
Venture Strategy
Accomplishment Strategy
Relative superiority
Exploit competitors weakness
Sustenance Strategy
This is a strategy to be used when faced with no options but to take on the adversary
with the existing arsenal of event concepts that may be out dated or still current but
nearing the end of its life cycle. It becomes essential that the event company manage its
resources and advantages in terms of CSFs that have been identified with greater
efficacy. Successful concepts need to be brushed up and revamped to meet customer
expectations in the face of competitive offerings.
Rebuttal Strategy
If the competition forces new concepts first than the rebuttal strategy should be used. In
this, the event company can launch its own new concepts of a similar vein and regain its
67
dominant position by aggressively promoting the same as a better alternative. This way
the education of the market about the new concept is left to the new competition and an
advantage gained is that market reaction to certain new concepts is fore known. The
disadvantage lies in the fact that the first mover advantage is lost.
Accomplishment Strategy
This strategy is viable when an existing concept is doing better than any of the
competitors equivalent offering. This strategy, therefore, essentially says that stick to
the winning concepts and exploit the fact that competition cannot offer a similar quality
concept and thereby wants to avoid a head-on conflict by itself. The danger here is that
competition may use any of the other strategic alternatives available to a challenger to
combat the situation.
Venture Strategy
This strategy envisages making use of the first mover advantage by creating new
concepts ahead of competition thereby creating niche markets. This may even involve a
re-definition of market segmentation. By maximizing user benefits and creating path
breaking trend setting concepts the event company positions itself to take a lead vis--vis
competition by being first in the market. This is a double-edge strategy in that failure is
as devastating as the benefits of a successful launch.
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EXISTING
NEW
EXISTING
RETAIN CLIENTS
INCREASE PRODUCTIVITY
OF CLIENTS
NEW
CLIENTS
EVENT CONCEPTS
INCREASE PRODUCTIVITY
OF CONCEPTS
MARKET DEVELOPMENT
The above matrix provides options that event organizers have an offer in terms of
concepts and their market. The basic strategic alternatives here revolve around whether
the objective is to retain customers or market development. These objectives further lead
to the strategic options of achieving them either to customization or new concept
development. By offering new concepts to a existing customers, a strategy of increasing
business from increasing clients can be discerned. Similarly by offering an existing event
to a new client, a strategy of increasing productivity of the event concept can be
followed.
PREP MODEL
69
This framework has its roots, in the fact that, events as a business proposition for
corporatisation is relatively nascent in nature. Therefore, the concept of strategic
perspective to growth through and along with clients is a major decision to be taken by
an event agency having major growth plans. This model deals with the strategic options
available by playing off objectives relating to market development against growth in
competition.
EXISTING
NEW
EXISTING
Enrichment Strategy
Predatorial Strategy
NEW
COMPETITION
CLIENTS
Retaliatory Strategy
Proactive Strategy
The above matrix provides the choices before the event company when it comes to a
trade off between clients and competition in terms of assigning priorities in decision
making.
If the development of new clients from existing competitors is the need of the situation
then the event company would be adopting this strategy. This is essentially an offensive
through focused strategy wherein clients of other event companies are targeted.
Enrichment Strategy
In a market situation where the event company is forced to compete fiercely for retaining
its market this strategy is followed. It is used where the need to maintain an improve the
quality of service becomes predominant.
Retaliatory Strategy
This is basically a defense mechanism wherein the event company tries to defend it self
from preditorial strategies of essentially new entrants. This strategy involves taking
action aimed at retaining its existing clientele and potential client base.
Pro-active Strategy
The event company here can explore new client bases and stretch the limit of its
concepts across untried event categories. Every event category has its own special
environmental and competitive structures.
Partially
Fully
Sponsored
Sponsored
& Ticketed
Fully
Ticketed
Time
Pre-Planned
Ad-hoe
Zero Risk
Assured Returns
Low Risk
Assured Returns
(can charge extra
since chances of
failure are high)
Medium Risk
Assured Returns
to cover costs +
chances of loss
are low
High Risk
Assured Returns
to cover costs but
lower chances of
profit
High Risk
Chances of high
profits with equal
chances of losses
The above matrix considers two of the most important risk factors as well as the degree
to which it can affect the events company Planning Lead Time and Type of Finance.
Events based on time can be divided into pre-planned i.e., events carried out after
thorough planning with enough time for taking conscious decisions and ad-hoc events
i.e., those that are taken up on the spur of the moment. On the basis of finance, events
can be fully sponsored, fully ticketed or partially ticketed and sponsored. Each decision
carries with it an element of risk, the gradations of which can vary from zero risk to very
high risk as shown in the Fig 2.7.
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4.10 APPLICABILITY
Differentiation and Focus in Event Marketing
Event Marketing has several advantages with multiple purposes, which normal
marketing media do not have. For example, when advertising in a magazine, a company
needs to decide which message they want to communicate as well as with whom they
want to communicate. For companies using differentiation as a competitive advantage,
spreading several messages in many different magazines, the result might not cover
investment. On the other hand, for companies using focus as a basic strategy, the cost for
gathering information about the specific target group must match the possibility to
actually reach the right segment. Depending on how Event Marketing is used both
differentiation and focus can be achieved.
There are two major differences when using events. The events are pre-communicated;
the companies have a possibility to control who will attend, or the event just happens;
whoever is there has an opportunity to be a part of the event. Of course, depending on
which place the company selects for the event, different types of consumers will be
reached. When using general events; meaning that no single target group is invited, the
company can still gain on the situation since they have a chance to adjust the added
value to specific customers during the event. The employees working during the event
read the situation and adjust his/her behavior. Further the event itself might also
communicate an added value to other people, although they might not be interested in
the specific event.
On the other hand mean that Event Marketing can also be used when focusing on
specific target groups.
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75
A questionnaire was designed keeping in mind the requirements for study & analysis of
my thesis for comparing the hypothesis with the outcome of this survey.
A general survey conducted with a sample size of 100 respondents revealed the
following facts regarding the mindset of people towards the Event Marketing concept.
This survey also gave scope to take necessary steps for organizing an event at right
place, right time and in front of the right target audience.
Event Marketing companies were also targeted and their response was also taken which
added value to my thesis.
76
When people were asked about the reasons for which they have participated 53% replied
that the event appeared amusing which was followed by reasons like a powerful brand or
eye catching signs & banners.
90
88
78
80
69
70
60
50
40
29
30
20
16
10
10
0
More
likely
less neither
likely
a
More
likely
less neither
likely
b
More
likely
less neither
likely
c
Where,
a = Product/service you have heard but not checked out yet
b = Product/service you have never heard of
c = Product/service you already use
Interpretation
77
If people had a positive experience, about the event 88% are more likely to buy a
product just when they were aware of it. Surprisingly, 78% are more likely to enter into
the buying process even if its a new product.
180
160
140
87
76
120
70
100
80
60
27
40
82
11
20
0
90
67
32
18
11
Female
70
27
87
11
76
18
Male
67
32
90
82
11
Where,
a = Product/service you already use
b = Product/service you have heard but not checked out yet
c = Product/service you have never heard of
Interpretation
78
After a positive experience of the events, women are more likely to purchase a product
they already use while men are a bit more adventures and may even be inclined to
purchase a product that they are not using or havent yet heard about that product.
68
70
60
50
40
36
30
24
18
20
12
12
10
8
5
0
I get to touch and
I get to learn
I get to ask
I get a free
I get to have fun
feel a
more about a questions about a
sample of a
by participating in
product/services product/services product/services product/services
activities
Male
Female
Interpretation
79
The female folk are drawn towards the event because they love samples which was
confirmed when 68% out of the female respondents gave the same reply where as the
male counter part are more interested in exploring the product inside out.
80
70
70
60
60
52
50
38
40
30
25
21
21
20
14
10
12
13
10
7
9
4
12
10
8
22-29 yrs
30-44 yrs
45-54 yrs
55+ yrs
Interpretation
Fun and free best describes the motivation of younger event attendees while education
and interaction are what the older crowd is looking for.
81
15%
26%
2%
4%
4%
25%
immediately
within 3 months
Do not purchase
24%
within a week
within 6 months
within a month
more than 6 months
Interpretation
26% of the attendees are ready to purchase a product immediately after the event, 25%
within a month and 15% wont purchase the product at all.
82
80
80
70
60
60
63
66
50
40
30
20
13
18
16
10
10
14 13
7
7
2
0
The
product/services
matched my
interest
The product or
company was
sponsoring an
activity I enjoy
22-29 yrs
My friend/relative
had a positive
experience
30-44 yrs
45-54 yrs
Other
55+ yrs
Interpretation
Over all the age groups it was observed that if the product/service is of interest to the
attendees they are more likely to participate in an event. The next best reason for
participation across all age groups is the activity which the attendees enjoy.
83
8%
24%
68%
1-15 mins
15-30 mins
over 30 mins
Interpretation
68% of the total respondents spend approximately 15 mins on a mobile event and every
less people spend over 30 mins.
84
1%
24%
75%
better
same
less
Interpretation
Mobile events which demonstrate product features are more likely to generate better
understanding about a company or its product.
85
86
7. T.V. and press coverage of the event cannot be equated with success-even if a
companys logo appears often and prominently. Instead, we need to take a close
look at the sales results and see if they go up during the sponsorship period.
8. Not all sponsorships are readily measurable. There are many, especially in the
non-sporting field, where its almost impossible to establish a direct cause-andeffect relationship between sponsorship and sales.
Carefully planned
87
12. There is no consistency of operations and quality of events on the part of event
management firms. Event marketing firms in India are very unprofessional and
lack integrated marketing expertise.
13. Situation analysis and TOMA effect which are done by advertising agencies is
not done by event marketing agencies.
14. Event marketing firms do not have retained accounts as advertising agencies.
15. They also provide poor services as compared to advertising agencies. Hence
corporate prefer to give their accounts for event marketing also to their own
advertising agencies. These advertising agencies may further forward the contract
to the event management firms in case they do not have the infrastructure and
facilities for event management themselves. This results in lesser profits for the
event management firms as a cut off percentage of at least 13.5% is retained by
the advertising agency itself. Hence there is a need to build a more qualified and
professional image of the event-marketing firms to gain corporate trust, and
remove this intermediary to achieve higher profits.
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6. RECOMMENDATIONS
To improve the condition of the event marketing industry and make it more professional
and profitable, the following recommendations have been listed:
1. Understand the corporate objectives, target audience, brand image and
positioning clearly.
2. Do not go overboard with your concept or preference for a certain event.
3. Conduct a situational analysis for appropriate event selection which synergies
with the company objective and brand personality.
4. Create extensive databases of the target consumers in order to conduct pre- and
post-event analysis and evaluation to check the success of the event and
consumer perception, also to assess the top of mind awareness and brand recall.
5. Conduct extensive market research to establish which parts of the program are
working and which ones are not.
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7. CONCLUSION
beyond
traditional
methods
and
bring
transparency
and
for, mapping out a clear brand strategy, and then formulating event
activities that align with overall marketing goals is the next great step in
the evolution of the industry.
8. BIBLIOGRAPHY
BASIC COVERAGE
Event Management
Principles of Marketing
Marketing Management
Philip Kotler
Marketing is Business
Walter E. Vieira
WEBSITES
www.indiatradepromotion.org
www.exhibitionsindia.com
www.supercommindia2004.com
www.branders.com
www.viewcentral.com
www.eventmarketer.com
www.marketersadvantage.net/articles.htm?k=Network%20Marketing
www.mobilemarketingjoblist.com
www.flugsimulatoren.de/strategic-marketing.htm
www.global-electronics.net
www.indianchild.com/marketing/india-marketing-scenario.htm
www.fundsmanagementworld.com/india
www.hedgefundsworld.com
www.sbinfocanada.about.com/cs/marketing/g/promotion.htm
www.wilsonweb.com
www.TradeshowDisplayPRO.com
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www.clk.about.com
www.inventors.about.com
www.marketingnpv.com
www.businessknowhow.com
www.3rdfloorup.com
www.exchange4media.com
www.exhibitmanagement.com
www.dmoz.org/Sports/Events
www.biztradeshows.com/india/
www.classifieds.sulekha.com
www.pib.nic.in
www.india.gov.in/business/growing_business.php
www.blonnet.com
www.belowtheline.org/
www.frost.com/prod/servlet/events-asia-pac.pag
www.indialine.com/events/automotive.html
www.hindustantimes.com/3g/
www.informatm.com
www.asia.advertising.msn.com
www.ibef.org
www.tradeshowplaza.com
PERIODICALS
Business & Economy
4Ps Business & Marketing
Business World
NEWSPAPERS
Times of India
Economic Times
Mint
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9. ANNEXURE
9.1 Annexure.1
Questionnaire
Name
Age
Gender
Occupation
:
:
:
:
1. What are your feelings about a company that creates or sponsors events?
They are willing to let people try them out
Support activities that I enjoy
They understand my interests and needs
They like to have fun with me
They want to know more about me
2. Assuming you had a positive experience, would you be more or less inclined to purchase a
product or service after having participated in an event?
a)
Product/service you have heard but not checked out yet
More likely
Less likely
Neither more nor less
b)
Product/service you have never heard of
More likely
Less likely
Neither more nor less
c)
Product/service you already use
More likely
Less likely
Neither more nor less
3. What was it that got you to notice or participate in the event?
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Others
5. Which would most likely cause you to participate in a product demonstration or event?
The product/services matched my interest
The product or company was sponsoring an activity I enjoy
My friend/relative had a positive experience
The event offered an activity I could participate
Other
6. How long did you stay at the mobile event?
1-15 minutes
15-30 minutes
over 30 minutes
7. Which of the following is true? After leaving the mobile event I understood the
company/product
better
same
less
8. How soon after attending a company-sponsored event at/near a store did you purchase the
product or service being offered?
Immediately
Within a month
Within a week
Did not purchase
Within 3 months
Within 6 month
More than 6 months
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