INTRODUCTION

Event marketing is fast emerging as a promoter. The increasing corporate

disappointment with traditional media due to increased confusion, escalating costs
and reduced efficiency has generated opportunities for event marketing. Event
marketing allows a company to break through the advertising confusion, and target
an audience by enhancing or creating an image through an association with a
particular event, while strengthening the product or service, and driving sales.
Kumbh mela is a good example of event used in rural markets. Similarly liquor and
cigarette companies have been sponsoring car rallies, horse races, film premieres,
concerts and cricket matches to gain legitimate exposure. Events today are no more
restricted to a few products and markets. Event marketing is gaining popularity in
long-term brand image building and humanizing of corporates.
On the basis of audience participation and the sponsors objectives, events can be
categorized into Direct events (such as exhibitions, trade fairs, dealer meets and
conferences, where the people attending have a direct bearing on the objectives)
and Indirect events such as Femina Miss India and Wills World Cup.
Event Management as an industry is just taking off in India. It was estimated to be
Rs 300 crore industries.
Event marketing generates quality business leads; it also enhances the
business profile. It creates new business opportunities.

It is growing rapidly because it provides companies alternatives to mixed-up mass

media, an ability to segment on a local or a regional basis and opportunities for
reaching small lifestyle groups whose consumption behavior can be linked with the
local event. Event marketing integrates the corporate sponsorship of an event with
a whole range of marketing elements such as advertising, sales promotion, and
public relations. Both, large and small industries have grown at the rate of 17% per
year and also have achieved a high level of success.
 Basic Concept

What is marketing?

Definition by Philip Kotler, marketing is the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit. Marketing identifies
unfulfilled needs and desires.
In laymans language, Marketing can be defined as a process by which individuals
obtain what they need and want through creating, offering and exchanging
products of value with others.

Marketing Tools:

Marketing tools can be classified into four categories:

Product
Price
Place
Promotions

As the report is about Event Marketing, it is basically promoting the event or the
business to a set of target customers.

Tools of Promotion:

Advertising
Hospitality
Public Relations
Direct Marketing
Word of Mouth
Advertising:

It is the controlled method of communicating messages. The event manager

handles the message and manipulates them accordingly.

Advertising includes:

Radio: Commercial, Community, National.

Television: Cable, Free to air, Satellite.
Press: Newspapers, magazines.
Internet: Websites.
Non- Media Alternatives: Outdoor Advertising, Street banners, Innovative.

It can be done by the event manager or the appointed advertising agency hired, if
the event or promotional campaign is too big.

Hospitality:

As being the part of promotion tool, it can be powerful. The special event or
festival has to promote itself to the sponsors.

Public Relations:

It is often the event managers job to achieve maximum exposure for the event.
Public relation is different from advertising. In that, it doesnt praise itself but
carries the strength of fair-minded creditability. It communicates to be more
complex message than advertising.