Wk11 l1 Event Marketing

8/3/2019 Wk11 l1 Event Marketing

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EVENT MARKETING

HM 648 Sport Event

ManagementWeek 11 Lecture 1


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Event Marketing:the process of maintaining a match between the

needs and motivations of an events audience and itsprogram of activities and supporting services

(Harris & Allen, 2002,p:105)

The Marketing Plan:

framework for decision making

identifies needs/expectations of target group

sponsorship government funding


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The Marketing Process:

Strategies - techniques & tools of marketing

Influences demand - promotes awareness, motivatesand captures market

Supply - reflective of markets needs & expectations


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The Marketing Process:

1. Product Planning - intelligence gathering

2. Service Analysis

3. Competition Analysis

4. Marketing Mix Analysis5. Determine Target Market

6. Setting Marketing Objectives/Strategies

7. Action Plan

8. Market Plan Evaluation


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The Event Consumer: The convincing Process:

Use of images of event

Careful Selection of draw card

Use of testimonials

Identify any special characteristics of event

PIECE Model (Morgan, 1996)

5 Principle Motivations (Uysal, Gahan & Martin,

1993)

Social Factors (Morgan, 1996)


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Product Planning & ProductDevelopment:

Marketing Research:

quantitative - surveys / statistics

qualitative - focus groups / interviews

Sampling:

Be careful to avoid a bias / skewed outcome

Random selection

Case study


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Service Marketing: Demand

Basic characteristics of services:

intangibility

variability

inseparability

perishability

marketing plays a key role in helping to negate theabove aspects

a service lacks a physical presence - often moredifficult to consumers to grasp


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Further Analysis: Demand

Competitor Analysis:

what other services are competitors

what are the strengths & weaknesses

how will they be addressed

Analysis of Market Opportunities:

market penetration

market development

product development


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The Marketing Mix: supply

The four Ps:

product

price

place

promotion

Determining the Target Market:

SWOT analysis provides insight into potential

markets should consider market segmentation variables

(geographic, demographic, socioeconomic,

benefits sought, repeat attendees)


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The Marketing Plan Marketing Goals:

To increase total attendance through improvedmarketing

To expand the market area and attract moreovernight tourists

Marketing Objectives:

should reflect the goals of event

set objectives in terms of attendance levels &profit

SMART principle


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The Marketing Plan - strategies

Differentiation Strategy

Market Penetration Strategy

Market Focus Strategy

Reformulation Strategy

Market Development Strategy


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Marketing Communication Mix

Advertising:

paid form of non-personal communication

Ability to reach large audience

Communicate image based messages

Personal Selling:

Involves direct contact Allows for instant feedback


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Marketing Communication Mix

Sales Promotion: Activity to stimulate sales Adding extra value or incentives

PR/Publicity: Evaluate existing public attitudes Identifying events activities with public attitudes

Media release

Direct Marketing: Database management Telemarketing


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Market Plan

Market Plan:

segment/target market

event/service

4 Ps

goal/objectives/strategy

Action Plan:

objective

strategy action

by whom, $, time-line, completed


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Performance Measures:

Performance measurement of marketing strategies:

attendances

corporate support

merchandise sales

raised income

surveys

focus groups for feedback


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Lecture Question

1. Select an event you are familiar with and write amedia release to launch the event

HINT!

Your media release should have:

a brief and stimulating headline

a catchy newsworthy theme

information/message

picture opportunity times & location

contact details

date of press release embargo sets the date forrelease

Wk11 l1 Event Marketing

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