Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved

Welcome to Planned Events

Agenda• Review chapter eight• Chapter quiz• Discussion of quiz• Opening activity• Chapter nine mini-lecture• Questions and Answers• Assignment• Conclusion

CHAPTER 9

Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved

Review chapter eightCHAPTER 9

Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved

Chapter eight quizCHAPTER 9

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Quiz DiscussionCHAPTER 9

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Learning Outcomes

• Conduct event marketing research– Determine target market

• Develop an integrated marketing program– Incorporate viral marketing, Internet marketing,

traditional advertising, and promotions

CHAPTER 9

Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved

Learning Outcomes

• Use the five Ps of event marketing– Utilize Product, Price, Promotion, Public relations,

and Place to promote • Sales incorporate both internal and external

marketing programs– Market to your internal as well as external

customers• Develop retail marketing events

CHAPTER 9

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Learning Outcomes

• Coordinate with retail stores and retail shopping centers to promote your event

• Promote fairs and festivals– Determine cooperative marketing strategies with

sponsors• Launch new products

CHAPTER 9

Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved

Learning Outcomes

• Coordinate with retail stores and retail shopping centers to promote your event,

• Promote fairs and festivals– Determine cooperative marketing strategies with

sponsors

CHAPTER 9

Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved

Learning Outcomes

• Launch new products,– Identify purpose of product launch and develop

event to satisfy corporate • Goals and objectives– Develop, design, and execute print, electronic, and

other advertising programs– Develop comprehensive public relations programs– Organize street promotions and creative stunts

CHAPTER 9

Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved

Learning Outcomes

• Develop and manage effective sponsorship programs

• Create and conduct successful cause/event-related marketing programs

• Integrate the Internet into the event marketing strategy

• Comprehensively evaluate event marketing programs and measure return on event (ROE)

CHAPTER 9

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PromotionCHAPTER 9

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Advertising PostersCHAPTER 9

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Mini-LectureCHAPTER 9

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Questions and AnswersCHAPTER 9

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Assignment

• Read and be prepared to discuss chapter ten.

CHAPTER 9

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ConclusionCHAPTER 9