Event Management &

Marketing
Concept of Market in Events-
 Events have two distinct types of customers

RGC NRGC
(Money) (WOM)

•Influencers-
Clients- (Business Persons,
Institutions, Ambassadors etc)
Corporate
houses, Media
•Ad agencies
Houses etc •Regulatory Bodies-
Cultural
TG-Ticket Affairs Ministry
Purchasers

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STP of the Events
 Success of the events
depends on the right-fit
of the TG Event
Client Market
& Concept
 To attain the right-fit a
thorough
Segmentation-Target-
Positioning analysis is
the oxygen TG

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Elements of EM Planning

Objectives

Elements of marketing plan

SOP,SWOT,STP
Budget, Strategy

Organizing and preparing the event

Implementing the plan

Showdown-Evaluation and feedback

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Segmentation-What & Why
 A large identifiable ToToensure
ensure
Demarcates
Demarcates C-C-A-Fit
C-C-A-Fit
group of customers a mass
a massevent
event
Defines
Defineswhich
Clients
which
to
Clients to
toto
Approach,
Approach,
Individual
Individual/ /
within a market is customized
customized
category,
category,
Variation
event Variationetcetc
event
market segmentation
Why
Whywewe
Need Helps
Helpstoto
Needmkt
 It is based on Identifies
Identifiesa a
mkt
segmentation
segmentation
Understand
Understand
The
Synergy TheTGTG& &
Synergyb/w b/w Client,
demographic,psycho C-C-A
C-C-A
Client,
ToToserve
servethem
them
better
better
graphic,demographic ToTo It helps
It helpstoto
strategize
strategize Chose
Chose
,geographic & Streamlined
Streamlined Niche
Nichearea
area
Point
Pointblank
blank OrOrsegment
segment
(Miss
(MissWorld)
economic traits communication
communication World)

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Targeting-What & Why
 A particular segment of the market
Influence reach &
interaction
Helps to develop
Core competence in one or more

Specialty event
organizer
Why

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Positioning & Event Property
 The share-of-mind  The challenge is retaining the
 A brand in marketing parlance event property with the
is termed as “Event Property” augmentation of the
in event marketing competition
 “Event Property” is a  Bringing value, threading the
characteristic which belongs to property to the event brings in
that enterprise, that cannot be lot of exclusivity
stolen or copied by competitors
 For example-Miss India is the
event property of Femina,part
of TOI, own the event and the
property. irrespective of
contestants, judges, venues,
clients etc.
 Event property helps to pre-
plan the event

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The Concept of Pricing
 Since, most of the Risk
taking
times, events are Usage In line with
Of Mktg/
custom built, Pricing is technology Business
strategy
plays a very vital role
In tune with
 Pricing is an art In tandem
With
Role of Local
Pricing Laws &
Objectives
 Pricing is a process Regularities

 A strategic approach Room

for
Market
and sound acumen in Negotiation
& Assessment Feedback
pricing takes the event Discounting Of
Overheads
to greater heights

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 Pricing in practice
Risk Taking

Fully Partially
sponsored sponsored Fully ticketed Research
Events has & Ticketed is events
Of end
Least risk medium Is high risk
risk consumers

Sales force,
Research
New Mkt
On
employees, Feedback
competition
Govt

Friendly
Customers
on
past pricing

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Pricing Checklist
Value
Networking to Economics-
even Siz e
the cost Of the Mkt

Strategic
Planning
and Finance-
development Cash Flow
To mitigate Pricing
risk
Checklist
Discounting-
Block, early birds,
Less capacity,
Long weekends. ROI
(Positive Influence)

MR to
Supply and
augment
Demand
Pricing

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What we discussed till Yesterday?

 STP and its characteristics

 Concept of Pricing

What will we discussed today?

 Concept of Promotion

 Concept of Product

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Concept of Promotion
Print media
 To get the desired OOH Radio
reach that requires
sound planning Opinion
Internet
Leaders
through publicity
Promotion
campaign components

 It requires the art of In-Venue

TV
Promotion
networking
Direct
Merchandise-
Marketing &
-sing
Interaction
PR

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Concept of Promotion-Lets Dig Deeper

Print Media Print media is decided on

 A key tool to help set the stage
before the event and also post the reach, frequency
event recall to inform the (morning, evening,
success/failure of the event.
afternoon), target profile,
 Pre-event publicity is done to
create awareness and to circulation, rates, special
inform the details
issues (valentine day)
(venue,date,time, entry forms,
freebies etc)
 Post event is under purview of
Journalists who decides on the
success or failure of the event.

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Concept of Promotion-Lets Dig Deeper

Radio TV
 Another strategic tool which
 Potent media for pre,
aids in very good recall for
pre and post event. During (live) and post
 Programming event
profile,frequency,times slots
is a must.  Reach,frequency,slots,
 Jingles, appealing programs
costings,multiple cities etc.
can create good value for
money  Post event on etc, India
 AR-Coming to city.Special
music channel
talks,buzz,one-on-one
interaction, date with AR,
personal moments etc

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Concept of Promotion-Lets Dig Deeper
The Internet
 Unlimited opportunities that
integrates print, radio, TV
etc.
 Special and personal web
pages to feel the event
 Online registration,
information
dessimination(pre to post)
 Advergame-Brand woven
into a game (boost with
sachin tendulakar)
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OOH
 Remainder and recall
 Prominent places (heavy
traffic movements, signals,
with a dash of innovation
 Site rates, size (vertical,
horizontal ), visibility, lit-non
lit etc
 Posters are stuck where
hoardings cannot reach
Concept of Promotion-Lets Dig Deeper

PR Merchandising
 Unpaid publicity which is  Event specific

generally not in our control merchandising like TV can

 Potent role for pre and post be used pre, during and
event to enhance equity post event
 To be used not as a  Entry passes,T-shirts,key

damage controller but a chains, caps flaunting

fresh breeze all through logos, event details
 Calls for consistent rapport  Cricket match-Blue t-shirts

wit press reporters and

networking for a sustained
positive image

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Concept of Promotion-Lets Dig Deeper
In-Venue Promotion
 Logos, banners, posters ,OOH in and around
a venue acts a good informing medium
 Sponsoring the score board in a cricket
match
 Announcement of the sponsors name by
comperes from time to time is a good
strategy as audience are latched to every
word spoken.
 In-venue works a micro level and publices the
intensity of the event
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Concept of Product in Events
 An event should meet both tangible and intangible needs
and aspirations of the event user satisfactorily
 An event can itself be called a product, since a client sees
an event in its entirety
 Since a product offers benefit, an event also walks the same
path for brand building, addressed to a sharply defined
and controlled TG
 Like a product ,event also offers a JND through the core
concept, which is responsible for giving rise to 6 different
event categories and characteristics as a marketing tool, a
subset of our 4 avatars (LCCP)

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Concept of Product in Events
Competitive
Events-
Quiz,
Sports,
beauty Artistic
Special Expression-
Business Concerts,
Events- ballets
Pdt Launch theatre

Categories
Of
Events
Charitable
Cultural
Events-
Celebrations-
AIDS, Cancer,
Fest, festivals,
Flood
fairs

Exhibition
Events-
Artifacts, HAL,
Aero shows

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Have a good day