RPTS*320

Attracting the AudienceRegistrationAdmissionsAccreditationSeating PlansAttendee ServicesProtocol and VIP Services

The challenge of ticketing for events: London’s 2012 Olympic disaster (Link)

Accommodating an audience is primarily focused on marketing and customer service.

What is good customer service? -always measured from the

customers’ viewpoint

“A moment of Truth”

Product PricePlacePromotion

1. Identification▪ Target Market▪ Research

2. Segmentation▪ Needs and wants

3. Interaction ▪ Engage audience

4. Integration ▪ Customization &

consistency 5. Differentiatio

n

Marketing plan includes:▪ Work plan▪ Timeline▪ Vision & objectives/goals▪ Strategies & tactics▪ Types of marketing vehicles

Budget includes:▪ Marketing & promotion of previous event▪ Estimated costs of each marketing tool ▪ Benchmarks from similar events

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Designed to inform

Persuade and remind

Add value

Attract attendees from target markets

How did this event position themselves?

Use of Internet to target market

Encompasses the use of social media:▪ Facebook▪ Twitter▪ Linked In▪ Blogs

Why is the internet an effective means of marketing?

*Successful marketing strategy = reaching the right people with the right message

Link

Seeing is Believing - Movie Festival It does a Body Good - Fudge FestSounds and Lights in Darkness -Indian Festival Diwali (Music,

Candle)Uncork yourself, Uncork the Fun -Best Fall Festival (Wine)

NAME & CREATE A SLOGAN FOR THIS EVENT

“Coca-Cola Party, Get Up”“C.C. Beach Bash, Let’s Get Canned”“C.C. Beach fest, wanna’ chill out”C.C. Beach Party”“C.C. Beach Surprise…Grande”“Coke Bash, Get High Off of Coke”The Big Drip, Good to the Last DropSpring Break Fest…Fizz zone, exhilarate your senseRehydrate yourselfDrink C, love life

Chapter5. Accommodating the Audience

Best Job in 2012: MICE!!!! (Link)

First Impressions Get the Information You Need Streamline the Data Management System Use Incentives to Sculpt Behavior Welcome our Guests Create User-Friendly LayoutsPayment and Cancellation PoliciesPrepare your staff

-Registration is part of customer service. -Show your ‘Professionalism’ -Design: quick and easy, event branding

Link

Payment and Cancellation Policies

-Clearly state these policies including deadlines, prorated

refunds, and other terms and conditions Link

“Dissatisfaction is often the result of uncertainty”

Admission Control StrategiesTicketing (Pricing Issues)

Admission Control Strategies-counting attendance, controlling access, controlling costs, cancelling tickets

An opportunity for the professional event coordinator to enhance the event experience

-peak and low traffic times

An exciting entryway or entrance scenario

A customer service moment

Accreditation“the process required for receiving

credentials for access to an event or a certain area of a event”

Credentials“evidence of identity and qualification” (Goldblatt and Nelson,

2011, p.4)

A ticket is a credential that identifies the ticket holder as qualified to enter

The professional event coordinator must...

-determine the appropriate level and type of accreditation system to meet the selected needs of the event, event stakeholders, and event audience.

-site plan, budget, and operations

-appropriate policies/procedures, materials, staff training

The professional event coordinator must consider…

-the purpose of the event -politics -pricing -protocol -proximity requirements

Assigned seating: individuals are assigned a specific seat at a particular table

(reserved seating)

Open seating: first-come, first-served basis (general admission seating)

Festival seating: a large open area in which no actual seats are provided

Occupancy regulations for a specific venue

Seating capacity of a venue: local fire/safety code depending on the configuration, furnishings, aisle width, and obstructions

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Classroom Style

Auditorium or Theater Style

Conference Style

U-Shape

Hollow Square

Banquet Style

To improve the event experience…

Information StationsHousing IssuesTravel Aids -vacation brain Lounges and Concierge Service

Protocol: setting the form for other to follow (the customs and rules of politeness and courtesy between individuals through which we recognize status and avoid giving offense)

-Anthems -Ceremonies -Flags and Emblems -Forms of Address -Introductions -Order of Precedence

VIP Services -special services for special people -special security issues -special routing