Scribd Logo
Upload

Welcome to Scribd!

  • EVENTS 3 (Marketing Events)

    Uploaded by

    france marie ann
    14 views30 pages
    This document provides an overview of event marketing and the stages of developing a marketing plan for an event. It discusses conducting a market analysis, which involves assessing the size and value of the target market, identifying customer segments and their needs, and analyzing competitors and barriers to entry. It also covers defining the marketing mix, including the four Ps of product, price, place, and promotion. Promotional activities and tools that can be used for different media are outlined. The final stage of developing a marketing plan discussed is control, which involves limiting the scope and activities of the plan.

    Original Description:

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    This document provides an overview of event marketing and the stages of developing a marketing plan for an event. It discusses conducting a market analysis, which involves assessing the size and value of the target market, identifying customer segments and their needs, and analyzing competitors and barriers to entry. It also covers defining the marketing mix, including the four Ps of product, price, place, and promotion. Promotional activities and tools that can be used for different media are outlined. The final stage of developing a marketing plan discussed is control, which involves limiting the scope and activities of the plan.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    14 views30 pages

    EVENTS 3 (Marketing Events)

    Uploaded by

    france marie ann
    This document provides an overview of event marketing and the stages of developing a marketing plan for an event. It discusses conducting a market analysis, which involves assessing the size and value of the target market, identifying customer segments and their needs, and analyzing competitors and barriers to entry. It also covers defining the marketing mix, including the four Ps of product, price, place, and promotion. Promotional activities and tools that can be used for different media are outlined. The final stage of developing a marketing plan discussed is control, which involves limiting the scope and activities of the plan.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 30

    EVENT

    MARKETING

    Prepared by:

    FRANCE MARIE ANN A. RAGUINI, MSHM


    Instructor
    MARKETING
    - an integrated process of
    producing, distributing and
    selling goods and services to
    the buyers.
    5 stages of Marketing Plan

    1. Market Analysis (Feasibility Study)


    2. Defining the marketing mix
    3. Setting Marketing strategy
    4. Control
    1. MARKET ANALYSIS
    Stages of Marketing Plan
    Market Analysis (Feasibility study)

    - A market analysis is a quantitative and


    qualitative assessment of target market.
    - It looks into the size of market both in volume
    and in value, various customer segments and buying
    patterns, the competition and the economic
    environment in terms of barriers to entry and
    regulation.
    Stages of Marketing Plan
    Market Analysis (Feasibility study)

    -Objectives of a market analysis section in


    events management:
    1. It lets you know your target market.
    2. It shows event stakeholders that you know
    your market and the event is appropriate for the
    target markets.
    Stages of Marketing Plan
    Market Analysis (Feasibility study)

    -How to do a market analysis?


    1. Assess the size of your market.
    2. Identify which segments of the market you
    view as your target market.
    3. Identify the needs of the market.
    4. Identify and know your competition/s.
    5. Identify barriers to entry.
    Stages of Marketing Plan
    Market Analysis (Feasibility study)

    -How to do a market analysis?


    1. Assess the size of your market.
    When assessing the size of the market, your approach
    will depend on the type of event you are planning and the
    market segmentations.
    Stages of Marketing Plan
    Market Analysis (Feasibility study)

    -How to do a market analysis?


    1. Assess the size of your market.
    There are 2 factors you need to look at when assessing
    the size of a market:
    1. The number of potential customers
    2. The value of the market
    Stages of Marketing Plan
    Market Analysis (Feasibility study)

    -How to do a market analysis?


    1. Assess the size of your market.
    Example:
    Students Students in QSU Students in La
    Sallete
    Market Value Php 2,000.00 Php 5,000.00
    Potential 500 students 200 students
    Customers
    Competitors 3 events 1 event
    Stages of Marketing Plan
    Market Analysis (Feasibility study)

    -How to do a market analysis?


    2. Identify which segments of the market you
    view as your target market.
    Identify the specific market segment with
    different drivers of demands.
    Stages of Marketing Plan
    Market Analysis (Feasibility study)

    -How to do a market analysis?


    3. Identify the needs of the market.
    You need to get into the details the specific
    needs of your target market in your event. You will
    also identify what will drive them to attend in your
    event.
    Stages of Marketing Plan
    Market Analysis (Feasibility study)

    -How to do a market analysis?


    4. Identify and know your competition/s.
    This gives you a fair view of who you are
    competing against. You need to explain your
    competitors’ positioning and describe their strengths
    and weaknesses.
    Stages of Marketing Plan
    Market Analysis (Feasibility study)

    -How to do a market analysis?


    5. Identify barriers to entry.
    This simply identifies the edge of your event.
    It usually answers 2 questions:
    a. What prevent others from conducting an event in
    your chosen location and time;
    b. What’s in your event that other events conducted/
    to be conducted don’t have?
    2. DEFINING THE
    MARKETING MIX
    Stages of Marketing Plan

    Setting Marketing Mix


    Marketing mix refers to the set of actions
    or tactics a company uses to promote its
    product in the market.
    Stages of Marketing Plan

    Setting Marketing Mix


    4 factors of Marketing Mix
    1. Product – what the event offers
    2. Price – the cost of attending
    3. Place/Convenience – ease of attending
    4. Promotion – all activities undertaken to make the
    event known to the user and trade. Its aim is to
    achieve Attention, Interest, Desire and Action.
    Promotion
    - 4 Types of promotion:
    1. Advertising
    - Is any form of impersonal (one-way)
    paid communication in which the company is
    identified.
    2. Sales Promotion
    - It contains methods of stimulating
    consumer purchase usually on a short-term or
    immediate goal.
    Promotion
    - 4 Types of promotion:
    3. Personal Selling
    - It involves a one to one
    communication between buyers and customers.
    4. Public Relations
    - It is maintaining public relations with
    the public. It includes public relations to
    customers, shareholders, suppliers and others.
    Stages of Marketing Plan

    Setting Marketing Mix


    Commonly used Marketing Tools
    1. Prints
    2. Internet-based materials
    3. Mass media
    4. Outdoor advertising
    5. Person to person
    3. SETTING MARKETING
    STRATEGY
    Stages of Marketing Plan

    Setting Marketing Strategy

     It involves identifying the Marketing Mix


    and Marketing Tools.
    Stages of Marketing Plan

    Decide your promotional activities

    How you are going to promote your event


    using you marketing strategies?
    Stages of Marketing Plan
    Setting Marketing Strategy
    A. Decide your promotional activities
    How Electronic Media can be used for Promotion
    1. Promote your event, sponsors and clients through TV
    and Radio Commercials
    2. Provide free ad space on your company's website
    where your sponsors and clients can promote their
    products and services for particular period of time.
    Stages of Marketing Plan

    Setting Marketing Strategy

    A. Decide your promotional activities


    How Print Media can be used for Promotion
    1. Promote your event, sponsors and clients through
    newspapers ads, magazines ads, trade journals, press
    releases, tickets, passes, invitations, banners and posters.
    2. Imprint you sponsor/client's company name and logo on
    your staff's shirts and caps and on the pens, diary, gifts,
    and exhibitors‘ manual and other promotional materials.
    Stages of Marketing Plan
    Setting Marketing Strategy
    A. Decide your promotional activities
    How Electronic Media can be used for Promotion
    3. Develop an event website just to promote your upcoming event
    and provide a facility for online registration. All the details
    regarding the event must be available on the website.
    4. Use electronic signage like visual display signage, Plasma
    Screen, LCD Screen, LED Screen, Projection Screen, Video
    Walls etc to promote your sponsors and clients.
    4. CONTROL
    Stages of Marketing Plan

    Control

     How will you limit your activities, your


    scope of limitations.
    Activities:

     Create a Marketing Plan using the template below:


    A. Market Analysis.
    (follow the 5 steps on how to make a market analysis)
    1. Customers
    2. Competitions
    3. Barriers to Entry
    B. Marketing Strategy
    1. Marketing Mix and tools selected
    2. Promotional Activities.
    REFERENCES
     BOOK REFERENCES:
    1.Cruz, Zenaida L.(2006). CONVENTION AND EVENT MANAGEMENT SECOND EDITION. National
    Bookstore: Mandaluyong City
    2.Cruz, Zenaida L.(2015). CONVENTION AND EVENT MANAGEMENT THIRD EDITION. National
    Bookstore: Mandaluyong City
    3.Romero, Eloisa A. (2009). EVENT MANAGEMENT HANDBOOK FIRST EDITION. Rex Bookstore
    Inc.: Sampaloc, Manila
    4.Allen, Judy (2009). EVENT PLANNING SECOND EDITION. John Wiley & Sons Canada, Ltd.: Canada
    5.Bladen, Charles, et. al, (2012). EVENTS MANAGEMENT: AN INTRODUCTION. Routledge: New York,
    USA
    6.IRFU Organization (2008). EVENT MANAGEMENT HANDBOOK for event organisers of larger events
    (greater than 3,000 spectators). Eamon O’Boyle & Associates, Safety Consultants
    7.Brown, Nancy ( 2011). HOSPITALITY AND EVENT MANAGEMENT
    8.Wagen, Lynn Vander (2010). EVENTS MANAGEMENT 4TH EDITION
    9.Wagen, Lynn Vander, et. al. (2012). EVENTS MANAGEMENT FOR TOURISM, CULTURAL,
    BUSINESS AND SPORTING EVENTS
    10.Polivika, Edward (1996). PROFESSIONAL MEETING MANAGEMENT

    You might also like