Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Special Events, 7 th Edition...

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.

Special Events, 7th Edition

Creating, Sustaining, and Celebrating a New World

Professor Joe Goldblatt, FRSA

Chapter Seven: Marketing and Integrated Communications Technology


CHAPTER 7AGENDA

Photo by the Author.


Agenda

1. Animated introduction2. Opening Activity:3. Chapter Six Review4. Chapter Seven5. Book Report Chapter Seven6. Mini case study discussion fourteen7. Global event thought leader Robert Sivek8. Assignments 9. Questions, answers, and discussion


Key Terms• Event marketing: The process through which you use

research, design, planning, coordination and evaluation to market your special event.

• Online consumer-generated media: Media that is directly generated by your guests and posted to social media web sites such as TripAdvisor.com, Facebook, and others.

• Promotion: Advertising where you control the message, the placement, the frequency and pay for the costs.

• Public relations: The opportunity to generate third-person commentary about your event through the use of media releases, audio and video news releases, stunts and promotions.

• Sponsorship: A commercial relationship wherein one party (the event property) receives money or in-kind products and services from a public or private sponsor and in return provides

• promotional opportunities for the sponsor.


Lecture Six Review1. Develop and implement the design for your event2. Develop appropriate resources3. Coordinate catering operations4. Use trends in event catering5. Coordinate technical resources, including lighting, sound, and special

effects6. Conduct and analyze the site inspection7. Develop and construct the production schedule8. Anticipate and resolve operational conflicts9. Recognize and comply with standard and customary event regulations

and procedures10. Read, understand, and evaluate legal event documents11. Access, plan, manage, and control potential event liabilities12. Obtain necessary permits and licenses to operate events13. Develop and manage risk management procedures14. Understand and comply with environmental regulations governing events15. Comply with regulations governing sponsorship of conferences and

meetings


Learning Objectives1. Conduct event-marketing research2. Develop an integrated marketing program3. Use the five Ps of event marketing4. Incorporate both internal and external marketing

programs5. Develop retail marketing events6. Promote fairs and festivals7. Launch new products8. Develop, design, and execute print, electronic,

and other advertising programs9. Develop comprehensive public relations

programs10.Organize street promotions and creative stunts


Learning Objectives (cont’d.)

11. Develop and manage effective sponsorship programs12. Create and conduct successful cause/event-related marketing

programs13. Integrate the Internet into the event-marketing strategy14. Understand the role, scope, and potential of online consumer-

generated media to advance your event15. Establish a powerful and effective event presence through online

social media16. Differentiate the major advantages in online marketing17. Maximize event Internet marketing opportunities18. Determine the major types of Web sites and their characteristics19. Identify, prevent, and correct common mistakes in event web

site management20. Use best practices in social media to promote your event21. Comprehensively evaluate event-marketing programs and

measure return on event

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Photo by the Author.

Elizabeth Pearson

This photo is not in book. Check with author about source. It is also used again in Ch8.


Discussion

1. Why is marketing a key competency for event managers?

2. How is technology changing the way event managers market their events?

3. How do you measure your success through event marketing?


Conduct Event Marketing Research

1. Conduct secondary research to learn about the buying habits of your potential guests.

2. Conduct primary electronic survey research to ascertain their opinions regarding your future event.

3. Conduct focus panels to hear a wide range of opinions regarding your future event and test advertising and public relations ideas.


Develop an Integrated Event Marketing Program

1. Integrated marketing involves linking public relations, advertising, Internet, and other special advertising channels to achieve efficient and economically successful outcomes.

2. The entire event marketing program must be well-integrated and well-coordinated to strengthen the overall branding of the event.


Using the Five P’s of Event Marketing

1. Product2. Price3. Place4. Public Relations5. Promotion


Incorporate Both Internal and External Event Marketing Programs

1. Internal: Internal stakeholders and existing customers / guests

2. External: External stakeholders and potential customers / guests


Develop Retail Marketing Events

1. Fashion shows2. Side walk sales3. Fairs and festivals4. Competitions and Stunts


Promote Fairs and Festivals

1. Highly specialized2. Culture, Entertainment, or Food and

Beverage3. Cooperative promotion


Launch New Products

1. Often events are used to introduce new consumer retail and other products to target markets

2. These events are usually well-designed to reflect the product branding

3. These events often include careful follow up by the event marketers to promote future sales


Develop, Design, and Execute Print, Electronic, and Other Advertising

Programs

1. Review your competitors’ advertising program to differentiate your approach.

2. Select appropriate design partners.3. Test and revise all advertising collateral

material with typical potential guests prior to ordering production.

4. Select appropriate media.5. Measure and evaluate return on

marketing investment (ROMI)


Develop Comprehensive Public Relations Program

1. Research2. Information3. Education4. Persuasion


Organize Street Promotions and Creative Stunts

1. Flash mobs2. Parades3. Fairs and Festivals4. Contests5. Competitions


Develop and Management Effective Sponsorship Programs

1. What do sponsors want?2. What do sponsors need?3. How do you create multi-year

partnerships with sponsors?


Cause Event Related Marketing

1. Links a corporation to a good cause.2. Your event could be the good cause!3. Everybody wins.


Integrate the Internet into the Event Marketing Strategy

1. Identify opportunities to cross promote your event through Web sites, links, social media, YouTube, and more.

2. Seek search engine optimization opportunities to raise your events profile.


Understand the Role, Scope, and Potential of Online Consumer-Generated Media to

Advance Your Event

1. Identify all consumer-generated media channels for your event.

2. Determine the best goodness of fit for your event within specific channels.

3. Create a unified and integrated marketing presence for these channels to promote consistency in branding.


Establish a Powerful and Effective Event Presence through Online Social

Media

1. Create buzz about your event by asking questions, creating polls, and publishing results in social media

2. Generate referrals by inviting prospective and recent guests to comment about your event

3. Seek endorsements through “Likes” on Facebook or re-pinning on Pinterest


Differentiate the Major Advantages in Online Marketing

1. Online marketing creates economies of scale

2. Online marketing reaches new markets

3. Online market allows you to measure and evaluate your marketing performance


Maximize Event Internet Marketing Opportunities

1. Maximization is a direct result of strategic targeting and search engine optimization

2. Use your home page to collect visitor data through a guest book

3. Cross promote various Internet Marketing sites


Determine the Major Types of Web Sites and Their

Characteristics1. Basic2. Showbiz3. Utilitarian


Identify, Prevent, and Correct Common Mistakes in Event Web Site

Management

1. Static2. Dynamic3. Engagement


Use Best Practices in Social Media to Promote Your Event

1. Gently promote your event through providing updates on your activities.

2. Direct visitors to additional sites where they may learn more about your event.

3. If you receive objections or resistance, find a new way to convey your message without offending your friends in social media.


Comprehensively Evaluate Event-Marketing Programs and Measure

Return on Event

1. Return on Event (ROE)2. Return on Marketing Investment

(ROMI)3. Cost per Thousand (CPM)4. Hits, Visits, and Page Views5. Conversion


Chapter Seven Book Report

• 10 minute presentation• Everyone participates equally• Overview of the chapter• Three questions from book review

group for class• Three questions from class for book

review group• Final question from the instructor for

the entire class


Mini-Case Discussion: 14

1. How can you add fun activities to this type of golf course to make it interesting and challenging for the golfers?

2. What are some of the risk management considerations when a golf course is located near or within a horse racing course?

3. How can you promote the historic aspects of the golf course to increase participation?


Global Event Thought Leaders: Deborah Borsum and Robert Sivek, Past International Presidents of

the International Special Events Society

1. What do Deborah Borsum and Robert Sivek believe are key attributes for event leaders?


Assignment

• Read and be prepared to discuss Chapter 8.

• Read and be prepared to discuss mini case study 16.


Questions, Answers, and Discussion

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