Event marketing

INTRODUCTION

WHAT IS MARKETING?Marketing ToolsTools of Promotion

PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA

RELATION BETWEEN EVENT MARKETING AND THE

5P’S

EVOLUTION OF EVENT MARKETING

EVENT MARKETING

An event is a live multimedia package with a

preconceived concept, customized or modified

to achieve the client’s objective of reaching out

and suitably influencing the sharply defined,

specially gathered target audience by providing

a complete sensual experience and an avenue

for two-way interaction.

EVENTS

REACHLIVE

INTERACTION

Right Communic

ation from the

client

WITHLive

AudienceCREATES

DesiredImpact

WHY EVENTS

1. Brand Building

2. Image Building

3. Focusing the Target Market

4. Implementation of Marketing Plan

TYPES OF EVENTS

Sporting Events

Entertainment Arts and Culture

Commercial Marketing and Promotional Event

Exhibitions

Festivals

Fund Raising

EVENT MANAGEMENT AS A PROMOTIONAL TOOL

EVENT DESIGNING

Conceptualization

Costing

Canvassing

Customization

Carrying-out

COMMUNICATION EFFECTS OF EVENT MARKETING

• EVALUATION OF EVENTS

• RETURN ON INVESTMENT

• STRATEGIC ALTERNATIVES ARISING FROM DEFINED OBJECTIVES

• APPLICABILITY

• ADVANTAGES OFFERED BY EVENTS

RESEARCH METHODOLOGY

• OBJECTIVE OF THE STUDY

• METHODOLOGY

ANALYSIS & RESEARCH FINDINGS

Q1. Do you participate in events?

84%

16%

Q1. Do you participate in events?1.       Yes2.       No

Interpretation

Q2. How do you participate?

29%

33%

38%

1. Own events are organized2. Sponsorship3. Active part through stalls/space in other events

Interpretation:

Q3. In which type of event do you participate?

0%

10%

20%

30%14%

19%33% 29%

5%0%

Interpretation:

Q4. What compel you to participate in any event? (You can choose 2 or more)

20%

18%

30%

35%

25%

20%

25%The event matched my interest.

My friend or relative had a posi-tive experience

You believe it is the best way for promoting your product

Earlier Returns from same event.

Cost effective

It is the best way to encourage two way communications

Way to reach the large no. of target audience.

Interpretation:

Q5. How much do you generally spend on event marketing?

0%5%

10%15%20%25%30%35%

24%

33%

19% 14%10%

Interpretation:

Q6. Do you think event marketing is better promotional tool

than other traditional tools (Press releases, Articles,

personal sales, sales promotion)?

40%

25%

35% 1.       Yes2.       No3.       Depends on prod-uct

Interpretation:

Q7. When is the right time as per product life cycle to participate in events?

0%

5%

10%

15%

20%

25%

30%

35%

40%

30%

38%

25%

7%

Interpretation:

Q8. Does participation in an event helps in generating immediate sales?

26

2425

4

4

215

Immediatelywithin a weekwithin a monthwithin 3 monthswithin 6 monthsMore than 6 monthsDid not purchase

Interpretation:

Q9. Participation in events helps you in?

36%

41%

33%

1. Building brand image2. Creating awareness of your product3. Building rela-tionship with potential cus-tomers

Interpretation:

Q10. Do you participate in same events?

48%

35%

17%

1.  Same events2. Sometimes try different events3. Always try different events

Interpretation:

Problems Faced By Event Marketing Industry

RECOMMENDATIONS

MY LEARNING

CONCLUSION

BIBLIOGRAPHY• BOOKS:• Event Management Lynn Van Der Wagen & Brenda

R. Carlos• Principles of Marketing Kotler &

Amstrong•  •  • WEBSITES:• http://www.eugeneloj.com/2008/04/what-is-event-m.ht

ml• http://www.eugeneloj.com/2010/02/event_marketing_

strategies.html• http://www.indianchild.com/marketing/event-marketin

g.htm• http://www.businessdictionary.com/definition/event-m

arketing.html#ixzz1pVXOI9pC• www.eventmarketer.com • www.wikipedia.com

“We Generate Quality Business Leads

We Enhance Your Profile

We Create New Business Opportunities

Everyone Knows Us as EVENTS”