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Events
Occurrences designed to communicateparticular messages to target
audiences
-Philip Kotler
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Event
A package so organised as to provide,Reach and Live Interaction betweenthe target audience and the client to
achieve the desired impact.
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Event
Events
Reach Live Interaction
RightCommunicationfrom the client
Live Audience DesiredImpact
WithCreates
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Event Marketing
Canvassing for Clients and arranging
feedback Focus on the clients brand values
and target audience during and afterconcept initiation
Arranging customised package for theclient
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Event Marketing
It is a rifle shot approach to onesaudience where there is very littlewastage.
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Conceptualisation
Involves conceptualising the creativeidea/ambience of the event.
i.e. especially the creative aspect
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Costing
Calculation of Cost of Production andmargins on the event
i.e. especially in terms of the financialbudget
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Canvassing
Canvassing for clients/sponsors,customers/audience and networking.
i.e. Determining Reach
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Customising
Customisation of the conceptdepending on the customers needsand marketing objectives
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Carry-out
Execution of the event as plannedaccording to the final concept
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Why events?
Diverse Marketing Needs addressedby Events
BRAND BUILDING
Awareness about new launches
Presentation to highlight augmentedfeatures
Rejuvenating brands during thedifferent stages of the product life-cycle
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Why events?
Assists in the Repositioning Exercise
Creating and maintaining BrandIdentity
Image Building
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Why events?
FOCUSING THE TARGET MARKET
Helps in avoiding clutter Enables Interactive mode of
Communication
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Implementation of marketing plan
Enabling authentic test marketing
Enabling focused sales andcommunication to a captive audience
Increasing customer traffic in stores
Enabling sales promotion
Helps in Relationship Building and PRactivities
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Implementation of marketing plan
Enthusing and motivating the sales
team Provides an avenue to affirm
presence
Generate Immediate sales
Recruit new distributors and salesrepresentatives
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Event Marketing
Source: Event Marketing andManagement
By
Sanjaya Singh Gaur, Sanjay VSaggere
