This document discusses marketing and public relations strategies for event management. It examines the importance of event marketing and media support. Specific strategies are explored, including tying media into events through sponsorships or competitions. Advertising methods like radio, newspapers, leaflet drops, and posters are considered. Key factors in event marketing are identified, such as knowing the target audience and event goals, competitors, and opportunities to increase the event's size and status. Checklists are provided to guide event marketing and ensure the event is well-publicized, customer-oriented, and creates a quality image. Effective communication and "selling" the event to all stakeholders is emphasized.
This document discusses marketing and public relations strategies for event management. It examines the importance of event marketing and media support. Specific strategies are explored, including tying media into events through sponsorships or competitions. Advertising methods like radio, newspapers, leaflet drops, and posters are considered. Key factors in event marketing are identified, such as knowing the target audience and event goals, competitors, and opportunities to increase the event's size and status. Checklists are provided to guide event marketing and ensure the event is well-publicized, customer-oriented, and creates a quality image. Effective communication and "selling" the event to all stakeholders is emphasized.
This document discusses marketing and public relations strategies for event management. It examines the importance of event marketing and media support. Specific strategies are explored, including tying media into events through sponsorships or competitions. Advertising methods like radio, newspapers, leaflet drops, and posters are considered. Key factors in event marketing are identified, such as knowing the target audience and event goals, competitors, and opportunities to increase the event's size and status. Checklists are provided to guide event marketing and ensure the event is well-publicized, customer-oriented, and creates a quality image. Effective communication and "selling" the event to all stakeholders is emphasized.
Marketing and public relations for events Objectives
Examine the importance of event marketing, advertising and media support.
Explore the specific, measurable and achievable aims of external factors to event planning.
Explore the running of the event on the day in relation to staffing.
To be able to construct appropriate and organisational checklists for events.
Essential reading
SHONE, A., and PARRY, B., 2010. Successful event management. 3 rd ed. London: Thomson. Chapter .
LAMB, R. 2004. New perspective. Available at http://www. ISPAL.org.uk (accessed 4 December 2011). Please see reader.
Media Support Special event has an edge when competing for media coverage. Event may be glamorous (well known performers). Use to your advantage. Consumers/audience can identify with the event Tie-in media to the event. E.g.:
Media may sponsor the event. (Key 103 on the radio)
Media may run a competition for the event (free tickets).
Media may attend if timing suitable (build event around media/flexibility).
Media involvement provides credibility for event in eyes of consumer. Media will need convincing of merits of covering the event.
Press release:
Professional Target person of influence Ring/visit first Photographs Timing of advert/editorial
. Leaflet drop: Target appropriate market Time consuming Using clients e.g. School children, newsletter, parents evening, address, assembly/advertising stand.
Posters:
Attractive Key information Visual balance
Allocate team members to perform these roles
An Event Marketing Check-List Here is a useful list of marketing items to consider, particularly related to events:
1. Know your organisation thoroughly and be able to identify market segments target groups. 2. Know your event goals draw up a budget and a strategic plan to achieve them. . 3. Know your consumer talk to relevant groups, visit related establishments and learn from the ideas of others. 4. Know your competitors; what they have to offer, their facilities and programmes. 5. Keep in touch with others in the same business. Use public relations and hospitality to make friends with the press. . 6. Identify possible gaps in the market for your event. Test for preliminary ideas, think through the process very carefully.
7. Look at the opportunities for increasing the event size, status and merchandising throughout it.
8. Measure the profits made in the event.
9. Create you own image for the event. From efficient reception and avoiding queues to have smart and appropriate staff at all levels.
10. Be innovative, accept original concepts and risk. Be flexible to accentuate all possibilities. 11. To get publicity be original firsts are important and always remembered. 12. Changing circumstances always mean new opportunities for promotion and publicity take every opportunity that occurs. 13. Motivate, make the staff part of a team that is willing to identify with the event and publicise it.
14. Customer orientated make sure that the event is designed specifically for the people who will come to it. 15. Remember freebies are important- everybody likes something for nothing. A sticker or a badge will help people remember the event, beforehand, during and afterwards. Before the next one, it will remind them of positive experiences.
16. Make the rules of the event and appropriate for everyone.
17. Make the facilities attractive, clean create a quality image.
18. Make the facilities accessible with maps, signposting, parking etc where necessary.
19. Work hard to let everyone, internal and external, know exactly whats happening at all times. Lack of information is the worse type of publicity.
20. Sell the event to everyone, staff financiers, sponsors ad customers