Event Marketing and Consumer Behaviour

Lecture 1

IMPORTANT INFORMATION
14th January Individual Report due 11-12th June Final Exams E-mail address: harrieth.saaf@sbc-usst.edu.cn

Whimsy Galore Bravia color-blasts San Francisco's streets. When announcing its new line of TVs, Sony enlisted Fallon, an agency based in London. The idea? Drop a quarter of a million bouncy balls down San Francisco's curvy, narrow, sloped streetsand catch it on film. Compressed air cannons launched balls into the air while earth-moving equipment poured thousands of balls down closed-off streets. Cars, props, and crew members were given shields and crash helmets for protection. Sure, some viewers doubted the veracity of Bravia's fanciful ad, but San Franciscans who witnessed the massive six-day clean-up effort won't soon forget Bravia's name

The "Life Comes at You Fast" spill. Nationwide Insurance had terrific product awareness, but the company was struggling to boost awareness of its financialplanning products. Marketing agency TM Advertising decided to blended blunt truth with subtle humor. The landmark advertisement for the campaign was installed in Nationwide's hometown of Columbus, Ohio, where a banner depicted a spilled paint bucket with paint dripping down the side of the building into the parking lot below. The eyecatching outdoor promotion not only had a tendency to stop traffic, but also garnered awards. Since the campaign, Nationwide's company profits have grown from $100 to more than $2 billion in 2006.

Levi's proves "Size Does Matter" Levi's brand jeans wanted to market their new slogan: "Size does matter." To accomplish this, Levi's hired A Squared Group to execute a publicity stunt in Washington Square Park in Manhattan. For the stunt, 75 single men and women were chosen to find their perfect match. The women had 5:01a nod to Levi's 501 jeansto race to a pile of men's jeans, grab a pair, and search among the 75 shirtless men to find the perfect match. The guerilla promotion, which reinforced the idea that everyone has a perfect fit, reached over 20 million consumers through unpaid media coverage.

OfficeMax gets edgy. Innova and PR partner Maccabee Group helped OfficeMax launch a new ink cartridge refill service with a revealing media event. Ten models braved sub-freezing Chicago weather to show off the iconic Windy City imagery airbrushed on their backs for media and curious passersby. Many media outlets, including the Associated Press, CNN, Forbes, theChicago Tribune, and five Chicago network TV stations covered the eye-catching guerrilla promotion, helping drive OfficeMaxs ink sales up 15 percent the following week

Samsung's impromptu concert. For its launch of 3D TVs, Samsung worked with Jack Morton to created an event that generated more than 2.4 billion media impressions, helping solidify Samsung as the market leader in 3D TV. The magic formula? Drop in the Black Eyed Peas to Times Square for a surprise concert. Hire Avatar and Titanic director James Cameron to film it. Talk to the press, and host an exclusive VIP party. Stir it up.

Events Marketing Defined

Event marketing is the function of event management that can keep in touch with the events participants and visitors (consumers), read their needs and motivations, develop products that meet these a needs, and build a communications programme which expresses the events purpose and objectives ( Hall, 1992:61)

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 Discuss events that you have participated in either as a

volunteer, spectator or organiser. What type of event was it? When and where was it held? Was it wellorganised? Were there any problems associated with the event? Do you recall anything special about the event? Overall, was your experience of the event positive or negative?

Role of Event Marketing

Identifies the needs of stakeholders. Event Marketing
Identifies potential markets. Assesses the competition. Sells and promotes the event. Helps to reduce the risk of failure.

Events and Marketing Communications

Starting point in events marketing is to consider how the events goals and objectives will be achieved in relation to attracting attendees to the event. Marketing is the main tool that is used in communicating and attracting people to the event. Despite the diversity of event types they all need a means of informing, persuading and attracting potential markets. Events are an important form of marketing communications.
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Events Marketing
Marketing is a key function within all types of events. (Goldblatt, 2008)
Marketing runs in parallel with the events cycle

(Getz, 1997). Within the planning process of the event, marketing plans need to be developed to cover all aspects of the event, from pre-event research through to measuring the effectiveness of the marketing tools and communication channels.
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Events Marketing
Event marketing is always undertaken in the context of

fulfilling the events mandate and goals, public service or profit. Events can have multiple goals and objectives. The more comprehensive its goals, the more challenging marketing events become.

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Marketing Strategy
Marketing Strategy

Aims and Objectives of the event.

Market research

Marketing plan
Getz,200

Promotional strategy

Market research for events.

Market research is essential to reduce the risk of event failure.
Market research should be undertaken for all types

of events. The precise type and scale of the research will depend upon the scope and type of event. Events can be produced to the highest quality but will not succeed if they do not meet the needs and wants of the intended market.
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Facing challenges
Continuous analysis of fact-finding
The 5 Ws will help determine if the event is feasible,

viable and sustainable.

Hoyles 5 Ws Foundation for communications

Why?

What?

Who?

Where?

When?

Its more important to reach the people that countthan to count the people you reach.

1. Why?

Emphasize benefits Describe overriding reasons to events Use personal approach Appeal to needs National, regional, state, local audience Disciplines and interests of Audience Audience awareness of nature of event Level of experience (novice to expert) Market schedules/patterns Time of day Days(s) of week Time of year (seasonality) Uniqueness of venue Convenience Travel accessibility Availability of local support Explain purpose of event Determine and create expectations Prioritize and identify program features Review the who? principles

2. Who?

3. When?

4. Where?

5. What?

Cuban Cigar rolling and Macallan Whisky week at the Piano Bar! Daily until Sep 30 The Grand Hyatt's Piano Bar hosts Raynel Yasser Suri Reymond, a Cuban-born cigar roller who works for the Partagas cigar factory. He'll be hand-rolling stogies for a limited time. Order a bottle of select spirits and receive a complimentary freshly-rolled cigar. Shanghai Mamas Annual Party Oct 13, 2012 ShanghaiMamas have an annual picnic for moms, dads and kids on the big lawn in front of this hotel. Games, bazaar, silent auction, food, a dad zone. 50rmb for adults, 30rmb per child. More info from www.shanghaimamas.org. 10am-4pm. Durgotsav 2012 From Oct 20, 2012 until Oct 21 Durgotsav is the Indian festival that celebrates the victory of good over evil. There's a two-day event at G Waterfront in the Cook Docks Wharf 1846 building with music, dancing, Indian food and stuff like that. 200rmb to get in. Global Sustainability Jam From Nov 2, 2012 until Nov 4

CBi China Bridge have teamed up with Shanghai Design Week and are hosting the Shanghai activities of the 2012 Global Sustainability Jam. This is an event that happens all over the world where designers, artists, architects, green experts, product designers -- really anyone with a creative mind and something to say -- get together in teams to solve a specific sustainability issue. The issue in question is revealed to the world at the start of the weekend and teams work to devise solutions that could be anything from services to new products, virtual resources or more. If you're interested in sponsor or taking part, contact info@shcbi.com or call 5059 6066, ext. 884.

Hoyles 5 Ws.
Why?
Why should someone take the time and money to come to

your event? Important that the opening message answer this question Why? What? can be combined as they overlap.

Events are held for a range of purposes. Entertainment, education and training, launching and

promoting products and services, for good causes, fundraising activities, incentives etc. Events may combine more than one objective and holding an event can satisfy a range of objectives.(Goldblatt,2008)

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Hoyles 5 Ws
Questions the event marketer may want to ask include. What are the events objectives? What is the event designed to achieve? How will the events objectives impact on how it is marketed?

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Hoyles 5 Ws
Who is the event for? Different events may attract different target audiences depending upon the events size scope and purpose. For example, the Olympic Games are aimed at a global audience, which consists of spectators at the event, athletes and the television audience. A national convention may be aimed at the entire membership, past and present exhibitors past and future potential sponsors and related organisations. An incentive event may be aimed at the internal members of a company.
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Hoyles 5 Ws
Where? Decisions must be taken on where to hold an event. Location and venue type. The location for a business event may be decided by the client in relation to access for company personnel and key speakers. For sporting events the availability of the facilities may be the key factor. The choice of venue can be used to reflect the events theme and purpose and this can be reflected in the marketing and communication strategy.
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Hoyles 5 Ws
When?
Timing is everything!!!

Marketing team need to think through the use of the marketing mix. Planning process for the event, marketing need to consider the timing of promotional activities prior to the event. For example:
When to schedule advertising and press releases When to make tickets available: When to schedule post event activities.

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Hoyles 5 Ws
Where? Location is a key asset Look for the unique feature of the location, capture these

assets and capitalize on them Look at things like:

In urban areas, the availability of public transportation, valet

parking, convenience, and efficiency of travel In rural areas, a chance to enjoy panoramic views and pastoral scenery In shopping malls, an opportunity for centralized activities, ease of parking At resorts, the ambiance of pools, golf, upscale shopping, beaches and gourmet dining At airport hotels, the inherent efficiency of getting the work done with minimum travel and commuting time.

Hoyles 5 Ws
What? Education and Training Networking Entertainment Choose your topic Roundtable sessions Support your charter school system Attendees will learn how to face tomorrows issues Attendees will meet new friends and establish profitable business alliances Attendees will be mesmerized by the magic of our closing banquet Attendees will pick a topic and discuss it over coffee with colleagues Attendees will have an opportunity at our awards dinner to financially support our efforts

Regardless of the message or messages, the five Ws must form the cover of every press release, brochure, news story, request for coverage, e-mail promotion, and all other forms of marketing messages.
Promotional campaign tools: Letters Flyers Brochures Mailing inserts Advertising Posters Speeches Postcards Street demonstrations Radio and television commercials in host venue Public service announcements E-mail, list serves, and e-commerce Tent cards at host facility Bus and subway signage (inside and outside) Press kits Social Media outlets
NOTE: Essential to do market research to determine which of these tools will be most cost effective and generate the greatest ROI (Return of Investment)