Professional Documents
Culture Documents
Chapter 4 - MARKETING For MICE Services
Chapter 4 - MARKETING For MICE Services
Online Marketing
EVENT MARKETING
An extended series
marketing activities
designed to market an
event
EVENT MARKETING
Product
Promotion
5Ps
Price
Public
Relation
Place
EVENT MARKETING
Product
•Expert product knowledge
•Effective sale skills
Promotion
5Ps
Price
Public
Relation
Place
EVENT MARKETING
Product
Place
EVENT MARKETING
Product
Product
Promotion
Advertising
Public Relations
Cross Promotion
Street Promotion
EVENT PROMOTION TECHNIQUES
Advertising
•Print and electronic media
•Transportation media
•Advertising specialties (calendars, key
Public Relations
rings, coffee mugs, and other products)
•Outdoor media
Cross Promotion
Street Promotion
EVENT PROMOTION TECHNIQUES
Advertising
•Involving informing the media and your
target market about your event and
persuading them to support your programs
•Events are the fastest-growing segment
Public Relations of the public relations strategy
•Designing, printing, and distributing media
kits, producing public service
announcements for radio and television,
producing and distributing audio and video
Cross Promotion news releases
•A public service announcement (PSA) is a
written or prerecorded audio or
video announcement about your event
Street Promotion
EVENT PROMOTION TECHNIQUES
Advertising
Advertising
Public Relations
Cross Promotion
Developing sponsors
Selling sponsorships
EVENT SPONSORSHIP
Selling sponsorships
▪ Overcoming sponsor objections
▪ Negotiating your sponsorship
▪ Closing the sponsorship sale
▪ Servicing sponsorship sale
▪ Evaluating sponsorship
EVENT MARKETING EVALUATION
Brand building
Direct marketing
▪ Market research
▪ Products/services development & testing
▪ Customers support
▪ Online sale
Web design & management