Chapter 4 - MARKETING For MICE Services

CONTENT
Advertising, PR, Promotions

& Sponsorships
Online Marketing
EVENT MARKETING
Thoughtful & The identification of

comprehensive measurable goals &
research objectives for event
marketing campaign
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 •Identify all event elements that

require promotion from the
proposal
through the final evaluation.
•Develop strategies for allocating
Promotion scarce event promotion
resources with efficient
methods.
5Ps •Identify promotion partners to
Price share costs
•Target your promotion
carefully to those market
segments that will support your
Public event
Relation •Measure and analyze your
promotion efforts throughout the
campaign to make corrections
as required
Place
EVENT MARKETING
Product
•Market research will help

Promotion you determine price
•The financial philosophy of
the event
5Ps Price
•The perceived competition
from similar events
Public
•The general economic
Relation
conditions
Place
EVENT MARKETING
Product
Promotion •PR is what others (their

perceptions) are saying
about your event
•Involve research with
5Ps Price event consumers as well as
the media
•Help create the overall
Public impression that others will
Relation develop about your event
•It is significantly more
valuable than
advertising because it
Place
implies greater
EVENT MARKETING
Product
Promotion
•The location of the event

5Ps Price often determines the
channels of distribution
•Determine the marketing
efforts you must exude to
Public drive sales
Relation •Must seriously consider
place when designing the
marketing program for the
Place event
EVENT PROMOTION TECHNIQUES
Advertising
Public Relations
Cross Promotion
Street Promotion
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
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
Advertising
•Identify and incorporate marketing partners

Public Relations into your campaign
•Determine which of these activities will
benefit your event
Cross Promotion •Develop a proposal that clearly describes the

resources that you can bring to the event
•Present the proposal to your prospective
marketing partners
Street Promotion
Advertising
Public Relations
Cross Promotion
•Take the event’s message to the street

•Stunts
Street Promotion •The invitation
EVENT SPONSORSHIP
 The primary reason is the need of advertisers
to reach more-targeted demographics
 Sponsorship becomes more valuable if the

event organization is able to offer precise
targeting that matches the marketing objectives
of the prospective sponsor
EVENT SPONSORSHIP
Sponsorship needs
assessment
Developing sponsors
Selling sponsorships
EVENT SPONSORSHIP
 Sponsorship needs assessment

▪ Enter into a commercial relationship with
other parties
▪ Although sponsors may provide much
needed funding for your event, to help you
achieve the quality that is required,
sponsors also require that your own
financial resources meet their objectives
EVENT SPONSORSHIP
 Developing sponsors
▪ Determine the financial level of sponsorship you require
▪ Review trade journals to track sponsor activities
▪ Review the local business tabloid in your area to search for

prospective sponsors
▪ Network with advertising and public relations agency officials
▪ Conduct a focus group with prospective sponsors to solicit and

later analyze their opinions and attitudes toward your event
EVENT SPONSORSHIP
 Selling sponsorships
▪ Overcoming sponsor objections
▪ Negotiating your sponsorship
▪ Closing the sponsorship sale
▪ Servicing sponsorship sale
▪ Evaluating sponsorship
EVENT MARKETING EVALUATION
 The term return on event (ROE) to identify

the percentage of earnings returned to an
event organization sponsoring the event
based on marketing efforts
 Using a focus panel to review marketing

promotional campaigns
INTERNET EVENT MARKETING
 Brand building
 Direct marketing
▪ Market research
▪ Products/services development & testing
▪ Customers support
▪ Online sale
 Web design & management

Chapter 4 - MARKETING For MICE Services

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Chapter 4 - MARKETING For MICE Services

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CONTENT

Advertising, PR, Promotions

Thoughtful & The identification of

Product •Identify all event elements that

•Market research will help

Promotion •PR is what others (their

•The location of the event

•Identify and incorporate marketing partners

Cross Promotion •Develop a proposal that clearly describes the

•Take the event’s message to the street

 Sponsorship becomes more valuable if the

 Sponsorship needs assessment

▪ Determine the financial level of sponsorship you require

▪ Review trade journals to track sponsor activities

▪ Review the local business tabloid in your area to search for

▪ Network with advertising and public relations agency officials

▪ Conduct a focus group with prospective sponsors to solicit and

 The term return on event (ROE) to identify

 Using a focus panel to review marketing

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