1 | Page A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF MASTERS IN BUSINESS ADMINISTRATION “EVENT MARKETING (ROLE OF DIGITAL MARKETING IN PROMOTING EVENTS)” SUBMITTED BY: ARUN GUPTA MBA (2016-18) AGBS ENROLMENT NO- A30101916065 INDUSTRY GUIDE: FACULTY GUIDE: MR. ADITYA CHAUHAN MR. ARNAB (PROJECT MANAGER) CHAKRABORTY AMITY GLOBAL BUSINESS SCHOOL, NOIDA AMITY UNIVERSITY – UTTAR PRADESH
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Role of Digital Marketing in Promoting Events (SIP)
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A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS OF MASTERS IN BUSINESS ADMINISTRATION
“EVENT MARKETING (ROLE OF DIGITAL MARKETING IN
PROMOTING EVENTS)”
SUBMITTED BY:
ARUN GUPTA
MBA (2016-18)
AGBS
ENROLMENT NO- A30101916065
INDUSTRY GUIDE: FACULTY GUIDE:
MR. ADITYA CHAUHAN MR. ARNAB
(PROJECT MANAGER) CHAKRABORTY
AMITY GLOBAL BUSINESS SCHOOL, NOIDA
AMITY UNIVERSITY – UTTAR PRADESH
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CERTIFICATE OF ORIGIN
This is to certify that Mr. Arun Gupta, a student of Post Graduate Degree in Management, Amity
Global Business School, Noida has worked in Cyber Security Infotech Pvt. Ltd., under the able
guidance and supervision of Mr. Aditya Chauhan, Project Manager, Cyber Security Infotech Pvt.
Ltd.
The period for which he was on training was for eight weeks, starting from 16th May to 15th July,
2017. This Summer Internship report has the requisite standard for the partial fulfillment the Post
Graduate Degree in International Business. To the best of our knowledge no part of this report has
been reproduced from any other report and the contents are based on original research.
Signature Signature
(Mr. Arnab Chakraborty) (Arun Gupta)
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AKNOWLEGDEMENT
It is not a single man’s effort which is sufficient for the accomplishment of a Research. Various
factors, situations and persons integrate to provide the background for accomplishment of a task
which requires the effort of so many people and this work is certainly no exception.
I acknowledge here the names of those people who have been instrumental in preparation of this
Research. Without their active guidance, help, cooperation & encouragement, I would not have
been made headway through the conduction of a survey in my project.
I am extremely thankful and pay my gratitude to my faculty guide Mr. Arnab Chakraborty for his
valuable guidance, suggestion, constant support and inspiration to undertake this study and
complete this research.
I am also highly indebted to all of my friends and everyone who directly or indirectly helped me
to complete this project report.
Arun Gupta
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PREFACE
It’s a great opportunity for me to complete my Master’s Degree from Amity Global Business
School, Noida. In the accomplishment of this degree I am submitting a report on “ROLE OF
DIGITAL MARKETING IN PROMOTING EVENTS”. Subject to the limitation of time, efforts
and resources every possible attempt has been made to study the matter deeply. The whole project
is measured through the questionnaire, the data further analyzed and interpreted and the result was
obtained.
The purpose of this report is to give a brief idea about what has been done in the summer
training. This report comprises of various things and knowledge I have got during my summer
internship at Cyber Security Infotech Pvt. Ltd. The objectives of preparing this report are as
follows:
1. To identify the changing role of marketing from traditional marketing to the digital
marketing
2. To identify the best marketing strategy for events
3. To identify the drawbacks of internet marketing compared to traditional marketing
4. To identify consumer’s interest in events
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DECLARATION
I, Arun Gupta, hereby declare that the Project Report titled “ROLE OF DIGITAL MARKETING
IN PROMOTING EVENTS” submitted to the Amity University, AMITY GLOBAL BUSINESS
SCHOOL, NOIDA is a record of the original work done by me and no part of it has been
submitted earlier for award of any degree, Post-Graduation or similar title of any other
University or Institution.
Date: ARUN GUPTA
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TABLE OF CONTENT
S.NO TITLE PAGES
1. EXECUTIVE SUMMARY 8
2. INTRODUCTION 9
2.1 CONCEPTUAL FRAMEWORK 10-12
2.2 PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA 13
2.3 RELATIONSHIP BETWEEN EVENT AND 5 P’s 14-15
2.4 EVOLUTION OF EVENT MARKETING 15
2.5 WHY EVENTS? 16-17
2.6 TYPES OF EVENTS 18-19
2.7 PLANNING EVENTS 19-22
2.8 SPONSORSHIPS 22-23
2.9 INTRODUCTION TO DIGITAL MARKETING 24
2.10 DIGITAL MARKETING VS TRADITIONAL MARKETING 25-26
3. INDUSTRY OVERVIEW
3.1 COMPANY PROFILE 27-28
3.2 SWOT ANALYSIS 29-31
3.3 GROWTH (PAST AND PROJECTION FOR FUTURE) 32-35
3.4 ISSUES AND CHALLENGES FACED BY THE COMPANY 36
4. DIGITAL MARKETING PROMOTIONAL STRATEGIES
4.1 DIGITAL MARKETING STRATEGIES 36-38
4.2 ROLE OF SOCIAL MEDIA IN PROMOTING EVENTS 39
4.3 ADVANTAGES OF DIGITAL MARKETING 40
5. RESEARCH METHODOLOGY
5.1 OBJECTIVE OF THE STUDY 41
5.2 METHODOLOGIES ADOPTED 41-42
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6. ANALYSIS AND RESEARCH FINDINGS
6.1 PRIMARY AND SECONDARY DATA ANALYSIS 42
6.2 INTERPRETATIONS THROUGH GRAPHS 43-50
6.3 DETAILED DISCUSSION ON FINDINGS 51-53
7. RECOMMENDATIONS 54
8. CONCLUSION 55
9. BIBLIOGRAPHY 56
10. ANNEXTURE
10.1 QUESTIONNAIRE 56-57
10.2 SPONSORSHIP CHECKLIST 58
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EXECUTIVE SUMMARY
The main objective of this “Role of Digital Marketing in Promoting Events” project is to collect
all the necessary information related to event marketing, to outline the difference between
traditional marketing and digital marketing, to understand what role can digital marketing play to
promote events, to understand the consumer’s preference regarding events, to identify the
drawbacks of internet marketing compared to digital marketing, to identify effective digita l
marketing strategies.
The purpose of this study is also to have a detailed analysis about event management done by
Cyber Security Infotech Pvt. Ltd. and also to understand the factors that lead towards successful
events. Digital marketing has played major role in conducting many successful events. Digita l
Marketing strategies such as Blog posts, Social Media Marketing, Landing pages, Email-
Marketing, etc. has been a key factor towards a successful event.
A survey was conducted with a sample of questions related to event planning and marketing which
clearly stated that traditional marketing strategies for promoting events has become outdated. The
new digital marketing strategies has replaced the traditional marketing strategies to promoting
events. The survey has also disclosed individual perceptions regarding events and also stated their
preference towards the types of events.
Keywords: Digital Marketing, Traditional Marketing, Blog posts, Social Media Marketing, Email
Marketing, Landing Pages.
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INTRODUCTION
Event marketing is growing at a rate far more times that of traditional advertising. Corporate
sponsorships in India in 2001 were estimated at about $3.9 billion-with 65% of this total going to
sports events and most of the remainder spent on sponsoring entertainment tours o-r festival and
fairs. Lots of companies invest in some form of event sponsorship. If I define event marketing, it
is a form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural,
social or other type of Events.
Event marketing is different from advertising, sales promotion, point-of-purchase merchandising,
or public relations. It generally incorporates elements from all of these promotional tools. Event
promotions have an opportunity to achieve success because, unlike other forms of marketing
strategies, events reach people when they are receptive to marketing messages and capture
people in a relaxed atmosphere. Event marketing is growing rapidly because it provides
companies alternatives to the grouped mass media, an ability to segment on a local or regional
basis, and opportunities for reaching targeted groups whose consumption behavior can be linked
with the local events. MasterCard invested about $25 million in sponsoring the nine-city World
Cup soccer championship in the United States in 1994. Recently, Vivo invested about 2200 cr. in
Indian Premier League this year and it captured large number of people attention to its new
brand. Vivo was the title sponsor for this popular sporting event. Olympics and its renowned five
rings are “The world’s most effective property” in terms of marketing tools. The Olympics sell
sponsorship on a local and global basis, and every couple of year’s corporation’s line up to pay
as much as $50 million to be the Lord of the rings.
Event marketing is a lucrative game of “what’s in a name”, as consumers purchase the tickets
and expose themselves to everything. The world of event marketing is a fast growing, high
profile industry worth over $20 billion annually, and is one of the most successful marketing
strategies. Event marketing integrates the corporate sponsorship of an event with a whole range
of marketing elements such as advertising, sales promotion, and public relations.
Corporations both large and small have grown this industry at a rate of 17 percent per year, and
they have achieved a high level of success.
In an effort to remain ahead of the curve, I believe it’s important to amplify the use of a digital
marketing plan in event marketing. With the objective of capturing contacts and converting them
- whether they are members, participants, or sponsors, objectives need to be met, and as a
business running an event, a digital marketing plan can help attain those objectives. The
companies are taking advantage of digital channels to boost marketing, sales, brand awareness,
communication and virtually every aspects of business. The events industry is no exception with
many people moving towards digital marketing tactics to successfully organize, promote and
enhance the experience of events.
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Various digital marketing channels like websites, contents marketing, social media, search
engines (paid/organic), email, landing pages, etc. can help an event go grand.
CONCEPTUAL FRAMEWORK
What is Marketing?
Marketing can be defined as the process by which individuals and groups obtain what they want
through creating, offering and exchanging products of value with others. The term developed
from the original meaning which referred literally to going to a market to buy or sell goods or
services. The American Marketing Association has defined marketing as “the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large”. Marketing is used to create,
keep and satisfy the customer. All sports and recreational organizations undertake marketing,
although they are often unaware that they are actually doing so. Listing in the yellow pages,
telephone directory, placing information in the local newspaper, offering a discount and special
offers etc. are all forms of marketing.
Marketing is best identified using what are called the 4 P's or a mix of marketing: Product, Price,
Promotion, and Place.
4 P’s of Marketing
Starting with products, companies have many procedures they must undertake to ensure their
products are ready for selling. The first stage is called the "ideation stage," where the idea for the
product is conceived. Then, marketing departments usually test new product concepts with focus
groups and surveys to ascertain interest levels among potential buyers.
If the interest level is high, marketers may then sell products on a limited basis to track sales. If
product sales are high, products are then rolled out on a national level. Before products go to the
market, companies must decide what styles, sizes, flavors, and scents they should sell and the
packaging designs they should use. Consumers have much input in these decisions.
Price is also tested through focus groups and surveys. Companies must know the optimal price to
sell their products to achieve maximum return. One way to determine price is to set it at a level
comparable to competitors; that is if the company can recover all associated product expenses
and still make a profit. If the company is introducing a new product that has never existed, they
must determine how much the consumer is willing to pay for it. Customers will only pay so
much for products. Price a product higher, and sales can drop off exponentially.
Promotion pertains to brochures, ads, and information which companies use to generate interest
in their products. For more complex concepts, like spas or computers, companies may promote
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their wares at trade shows. Promotions usually have two purposes: generate leads for sales reps
or initiate actual purchases.
Place in marketing nomenclature is the distribution. It is how and where products are sold.
Consumer product companies, for example, sell to wholesalers who, in turn, sell to retailers. In
the industrial market, the buying process is longer and involves more decision makers. Some
companies also sell products or services on a local level, while others sell nationally and even
internationally. All distribution decisions are part of the overall marketing process.
Tools of Promotion
Advertising
Public Relations
Direct marketing
Word of mouth
Hospitality
Websites
Advertising
It is the controlled method of communicating the message. The event manager can manipulate
the message. It includes the following:
Give-away:
Leaflets, Posters, Brochures
Radio:
Commercial, Community, National
Internet:
Web Sites, Radio
Television:
Cable, Free To Air, Satellite
Press:
Newspapers, Magazines
Non-Media Alternatives:
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Outdoor Advertising, Street Banners, Aerial, Innovative. It can be done by the event manager or
the advertising agency.
Public Relations:
Often it is part of the event manager's job to gain maximum exposure for the event. It
communicates a more complex message than advertising. It is free but the event manager looses
control over the result. It can be positive or negative. It is important that the event manager
maintains control over as much of the public relations as possible. A thorough knowledge of the
media's requirements and beneficial interaction with the media personnel are sensible methods.
The PR campaign is a plan to gain maximum positive publicity for the event. For an
entrepreneurial event it would include:
Direct Marketing:
Direct Marketing is delivering the promotional message straight to the interested individual. The
basis of direct marketing is the establishment of a data sheet and a strategy to best reach those
individuals. The mail out is the most common traditional method. The database can be created
from previous events through competitions, guest books, inquiries, and point of sale information
or just by asking the participants if they would like to receive information on other similar
events.
Word of Mouth:
Word-of-Mouth is the most effective form of marketing. Word-of-mouth marketing (WOM
Marketing) is when a consumer's interest for a company's product or service is reflected in their
daily dialogs. Word-of-mouth marketing can be encouraged through different publicity activities
set up by companies, or by having opportunities to encourage consumer-to-consumer and
consumer-to-marketer communications. It includes buzz, viral, blog, emotional and social media
marketing.
Hospitality:
As part of the promotion tool kit, hospitality can be powerful. The special event or festival has to
promote itself to the sponsors. The dinner for sponsors, for example, can be an inexpensive way
to promote the event. A tour of the site can be an effective way of promoting the event.
Websites:
The latest and increasingly popular method of promoting an event is to create a website. The
advantage is that the site can also capture enquiries and be a point of sale for tickets. The current
movement towards virtual reality sites can give the potential attendee a view of the event. The
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site can give real information, such as the program and map. Used in conjunction with another
elements of the PR campaign, a web site can be used to distribute photos and press releases. It
transfers the some of the cost to the customer. Blogs on websites can also be one of the most
effective means of making your viewers aware about the event.
PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA
1. Too much of advertisements have led to a jumbling on T.V, print and other media. This
has given rise to a need for avenues, which provide exclusivity to the sponsors while not
giving up the benefits of reach and impact.
2. The expanding no. of TV channels and the greater no. of programs have led to
discontinuity of the viewer-ship. Hence, the need for narrow-casting of campaigns to the
sharply characterized target audience.
3. Proliferation of low intensity television viewers who view a little of each channel leads to
the need for capturing the complete attention of the target audience.
4. Media cost inflation – Due to rising inflation which has been dissolving the advertising
budget, advertisers are demanding the beat return from each ad-rupee spent. Media
planning has become more complex and therefore the need for increase the effectiveness
in terms of tangible impact which can be immediately evaluated has risen.
5. Proliferation of various media channels, therefore the requirement for wise media buying.
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RELATIONSHIP BETWEEN EVENT AND 5 P’s
The five Ps of marketing: product, place, people, price and promotion play an important role in
Event Marketing. To successfully use Event Marketing the marketer or the event organizer must
understand how Event Marketing fits together with the other parts of the marketing strategies.
Kotler describes the organization’s marketing mix as controllable variables that are mixed so that
the organization gets the response that they are asking for from the target market. Event
Marketing fits under promotion in the marketing mix. Other marketing tools that goes under this
section are advertising, sales promotion, personal sales, direct sales, public relations, and
sponsoring. Event Marketing takes an imaginative mix of all the communication tools available
to extend the impact of the event. Let’s discuss each in details:
Product
Your event is your product, so you must tailor it to the needs of the people you hope to attract.
This means looking at all additional activities that might take place before, during and after the
event, including pre-event media days, contests or promotions on your website and social media
pages, your event-day registration process, food and beverage, gift bags, spectator activities and
post-event parties, awards and recognition. Review competitive or complementary projects to see
what they do in association with their events. Survey potential participants to find out what
would get them to attend and what price they are willing to pay, if you are charging a fee.
Price
If you are charging a price or fee for your event to cover your costs or to make a profit, create a
budget that details all of your expenses. Include the cost of planning and advertising the event,
facility and equipment rentals, staffs, insurance, licenses, permits and fees, setup and cleanup
fees, gifts, food and beverage, public address system and pre- and post-event marketing
activities. Create sponsorship opportunities that help finance your costs. Subtract your
anticipated sponsorship revenues, donations and desired profit from your expenses to set your
price. If you are using the event as a promotional activity and won’t be charging a fee, establish
prices for sponsorships that help finance your expenses. Set some of them low enough to attract
sponsors that can make the event more attractive to viewers, participants or guests. This might
include giving sponsorships to companies that provide free gifts for participants or invite a
celebrity to the event.
Promotion
Use a detailed demographic profile of your target audience, choose print publications, broadcast
stations and websites for advertising to your target attendees, based on what they read, watch,
listen to and visit. Create public relation and social media campaign that start well before the
event and continue afterward to maximize the benefit you get from the event. Promote the event
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at your business locations, asking your vendors and suppliers to do the same for you. If you have
sponsors, ask them to promote your event on their websites and social media pages as well.
Place
Where you hold your event determines if you maximize attendance. To choose the best sites,
you’ll need to use few criteria. Start by looking at venues that are best suited for your cocktail
parties, media days, news conferences and the event in terms of on-site logistics. Next, consider
how easy it is for your targeted audience to get to each site, considering driving time, traffic
congestion and parking. Last, finish your site selection process by choosing the best locations for
logistics that are easy to get to and best suit your budget.
People
People are the targeted customers to whom you want to approach to be the part of your event.
You can target your audience according to the type of event you are planning to conduct. To
market your event “people” plays a very important role.
EVOLUTION OF EVENT MARKETING
From its root in event planning, the event marketing industry has seen great growth in the last
five years and has frequently been one of the most effective tools that marketing professionals
have at their disposal in context of making a tangible connection to the current and potential
customers. The increasing competitive pressures brought on by digitalization are forcing
business professionals to find new ways to engage customers. Not surprisingly, experienced
event marketing professionals are therefore focusing the bulk of their efforts and budgetary
spend on lead generation tactics such as trade shows. While it is important to generate leads,
marketing and specifically event marketing professionals cannot lose sight of the fact that the
sales cycle only begins at lead generation and that current and prospective customers must also
be feed even beyond purchase. Companies can benefit extremely from the deeper event
marketing touch points that promote nurturing such as healing conferences that provide a
controlled environment for delivering messages and closing businesses. The nurturing process
will allow the customers to more effectively be filtered into the subsequent stages of the sales
cycle, thus creating greater opportunities to develop into repeat customers.
Event marketing has evolved over the past few years. New technology has evolved the position
of the customers, consumers or buyers. Marketing is now focused on building their relationship
with a company or brand. Audiences have higher expectations than previously held and are
interested in being more engaged and gaining a real personal value from events. Event planners
and marketers are now challenged with proving that events are valuable by offering customers a
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greater return on their investment as well as satisfying them. As more technological advances are
made, they must be embraced by organizations in order to optimize customer experience before
during and after events. Mobile technologies and social media continue to offer ever increasing
ways to provide value to event attendees. These technologies extend the life-cycle of an event
and enables marketing to be more frequent and more engaging.
WHY EVENTS?
1. Brand Building
Creating awareness about the launch of new products/brand
Presentation of brand description to highlight the added features of
product/services
Helping in rejuvenating brands during the different stages of product life cycle
Helping in communicating the repositioning of brands/products
Associating the brand personality of clients with the personality of target market
Creating and maintaining brand identity
2. Image Building
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3. Focusing the Target Market
Helping in avoidance of clutter
Enabling interactive mode of communication
4. Implementation of Marketing Plan
Enabling authentic test marketing
Enabling focused sales and communication to a captive audience
Increasing customer traffic in stores
Enabling sales promotion
Help in relation building and PR activities
Motivating the sales team
Generate immediate sales
Generating instant publicity
Enabling market database assimilation, maintenance and updating
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Types of Events
1. Sporting Events
Sporting events are activities involving physical exertion and skill that is governed by a
set of rules or customs and often undertaken competitively. A usually challenging activity
undertaken for amusement. Sporting events are held in towns, cities, states and
throughout the nation. They attract international sports men & women at the highest
levels.
2. Entertainment Arts and Culture
Entertainment events are well known for their ability to attract large audience. This
includes musical concerts, celebrity performances, movie releases, etc.
3. Commercial Marketing and Promotional Event
Promotional events tend to have high budgets and high profiles. Most frequently they
include product launches. The aim of promotional events is generally to differentiate the
product from its competitors and to ensure that it is memorable. Medias are usually
invited to these events so that both the impact and the risk are high, and success is vital.
4. Meetings & Exhibitions
Meetings & conventions industry is highly competitive. Many conventions attract
thousands of people, whereas some meetings include only a handful of high profile
participants.
5. Festivals
Various forms of festivals are increasingly popular providing a particular region for the
opportunity to showcase its product. Food and wine festivals are the most common events
falling under this category. Religious festivals also fall into this category.
6. Family
Weddings, anniversaries, divorces, funerals etc. all provide opportunities for families
together. Funerals are increasingly becoming big events with non-traditional coffins,
speeches and even entertainment. It is important for the event manager to keep track of
these changing social trends.
7. Fund Raising
Fairs, which are common in most communities, are frequently run by interested local
committees. The effort in the organization required for these events are often
undervalued. As their general aim is raising funds, it is important that rides and other
such contracted activities contribute to, rather than reduce, revenue.