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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