nov dip - marketing the event

8/13/2019 Nov Dip - Marketing the Event

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Marketing The EventRebecca Sears


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1. Strategic PlanningPitching Invitation to pitch Receive Brief Interpret Brief Objectives & Mission Statement Develop Pitch Deliver Pitch & Win

2. Operational PlanningEvent DevelopmentPlanning (Marketing, Comms, Recruitments,Management, Post event etc)Event Management

ProductionLogistics (venue management, staffing, crew,liaising with suppliers, travel, accommodation etc)DesignClient liaisonBudget management

3. Operational PlanningDelivery & ImplementationOn the Event Day

event journey

4. Operational PlanningPost EventMeasurement of success (Audience experience, eventteam experience, client experience, objectives met,budget management, pioneering, technology etc)DebriefReconciliation of FinancesNext steps


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Learning Objectives

After this module you should be able to:

1) Review how events have evolved within marketing and communications2) Understand needs and motivations of event customers3) Select the correct strategic planning and measurement tools for events4) Conduct a market segmentation analysis to establish appropriate target

markets for an event5) Understand and apply the relevant marketing models and tools6) Design and apply a simple event marketing plan containing appropriate

pricing, promotion, place and product strategies


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Introduction to Marketing Process of Marketing an Event

Quiz! BREAK Disciplines for Marketing an Event

Quiz! Evaluation

Plan for today


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EXERCISE:

Take 2 minutes to yourself and jot down afew words that you think define marketing.

What IS Marketing?


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OED Definition:Marketing is the action orbusiness of promoting andselling products or services

What IS Marketing?


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If the circus is coming to town and you paint a sign saying, "Circus iscoming on Sunday," that's Advertising.

If you put the sign on the back of an elephant and walk him throughtown, that's Promotion.

If the elephant walks through the Mayor's flower bed,that's Publicity.

If you can get the Mayor to laugh

about it, that's Public Relations .

And, if you planned the whole thing ,that's Marketing

This is Marketing


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So many tactics to choose from...

.
http://localhost/AppData/Local/Temp/WCF%20bustop.pdfhttp://localhost/AppData/Local/Temp/WCF%20bustop.pdf


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Here are some examples of successful, effective andiconic marketing campaigns

Examples of memorable m arketing

T-Mobile (flash mob dancing atLiverpool st)

http://www.youtube.com/watch?v=VQ3d3KigPQM

Cadburys(GorrilaCampaign)

http://www.youtube.com/watch?v=TnzFRV1LwIo

Webuyanycar.com(fast pasted jingle)

http://www.youtube.com/watch?v=f-yEWZTBQ64


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Classifying types of marketing


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Used to increase brand equityMainly used to talk to a wider target marketTactics in ATL:

- TV- Cinema- Radio- Outdoor(posters/leaftlets etc)- Press Ads- Web (broad)

Above The Line (mass media)


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Talks more about products selling points whilstdriving consumers to buy A direct communication to a more niche target:Tactics used in BTL:- Experiential marketing/sampling- PR- On/in pack

- Instore- Word of mouth (WOM)- Web (consumer interaction)

Below The Line (non media)


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ATL advertising linking to the BTL promotion eg. ATL TVad that says come into store, once in the store, theconsumer is presented with BTL promo material ie storebanners, sampling competitions etc.

Online eg. run TV ad as an online campaign to maximisereach this makes it TTLBudget dictates which method you utilise

Through The Line (involves both ATL & BTL)


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Coming up with standout from the crowd marketing ideasisnt as simple as you may think

By the end of this lecture you will know how to strategically

plan the marketing of an event

Prior to writing your Event Marketing Plan there are a fewvery worthwhile and widely used exercises companies use

to build raw data to help formulate decisions. They are:1. Situation Analysis

2. PEST Analysis3. SWOT Analysis

Planning Marketing


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1. What is the event? (size, timing, location etc)2. Why is it happening?3. Who are we targeting?4. What do our audience need?5. What are our event USPs?6. What are our event goals?7. How will you cut through the noise? Be creative

& individual

Situation (environment) Analysis


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understand your Strengths and Weaknesses, and identifyboth the Opportunities open to you and the Threats

Helps make clear decisions using the data you pull fromthe analysis

Best created in groups

SWOT Analysis


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SWOT Analysis

STRENGHTS

WEAKNESS THREATS

OPPORTUNITIES

Rank in order of importance and concentrate on most important first


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Group Discussion:

- We are collectively the events agency for the EE BAFTAs (British Academy Film & TV Awards) in Feb 2014!

- We need to complete a SWOT analysis to determine the realityof this opportunity?

* Volunteer to write up SWOT on board PLEASE!

EXERCISE: SWOT


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PEST is a business measurement tool it looks atexternal factors that may effect an event:

P oliticalEconomicS ocialTechnological

It is important to aware of key external factors thatcould effect your event/ strategy both positively or negatively

PEST is particularly useful if you are running an event in anew country or region.

PEST Analysis


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Pest Analysis

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1. What is an USP?

Quiz Time

2. What does SWOT stand for?

3. Give me 3 examples of Above the Line?

4. What does Through The Line mean?

5. What does PEST stand for?


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BREAK


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MARKETING PLANTEMPLATE


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Ensures the event has maximum impact Ensure people are working in one clear

direction Provides clarity on decision making

(ie which ideas to run with) Provides KPIs for evaluation

and success criteria

Why do we need an Event Marketing Plan?


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The Event Marketing Plan

Audience Research

Event Objectives

Positioning

Product(Event)

People/ Audience Experience

PromotionPrice(Cost)

Place(Where)

F e e d b a ck


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Set clear SMART objectives for your eventS pecific - Be precise about what will be achievedMeasurable - Quantify your objectivesAchievable - Are you attempting too much?Realistic - Do you have the necessary resources?

Timed - State when you will achieve the objective

CRUCIALLY - needs to specify what needs to be achieved by what time

Objectives

Examples:- To increase awareness of the X chocolate in the South West Englandfrom 12% to 25% by June 2017.- To raise the footfall of 21-28 year old females at x music event inScotland by Feb 2014.


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Take 5 mins to write down the SMART objectives on the following brief:

EXERCISE: SMART

The BAFTAs (Assumptions):Date : Feb 2014

Venue: Royal Opera HouseNumbers: 1000 guests men and women 20-85yrsAttendees: Celebrities, Sponsors, Guests & PressBudget : 1million


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EXERCISE SMART EXAMPLE

B A FTA Object ive Exam ple:To efficiently deliver , against the predetermined criteria, the EE BAFTA2014 high profile awards ceremony at the Royal Opera House in Feb2014. For the red carpet, awards ceremony and drinks reception to run

smoothly for the 1000 international guests attending , allowing the global press to have sufficient access to in turn share with the public all over theworld.

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Audience Research

Event Objectives

Positioning

Product(Event)



Place(Where)

F e e d b a ck


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Identify clearly your target audience

o Understand lifestyle: demographics (Sex, age, marital status,occupation, social grade), geographic situation, buying behavior,habits, social influences

Research/ talk to your target group:o Focus groupso Surveys/ questionnaireso Social networking sites

Understanding Your Target Audience


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Target Audience Mood Board

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Audience Research

Event Objectives

Positioning

Product(Event)



Place(Where)

F e e d b a ck


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The marketing 5 Ps :

1. P roduct: The Event2. P lace: Location or Venue3. P rice: Ticket4. P romotion: The Mix 5. P eople: Consumer journey

Marketing the Event


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What are the event USPs? What is the creative platform? Why will your target audience go?

* *key features and benefits your customers want or need

Elevator Pitch What is the one liner that will make your event stand

out?

5 Ps - Product


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Exercise:In your groups spend 5 mins working out what is theelevator pitch for your project?

Remember: 30-40 secs, no more than 75 words!

EXERCISE: One liner


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What is the cost to audience? What is value to audience? What is the perceived value?

Is there a price discount?- Valuable guests (sponsors, celebs, high bidders)- Seasonal ticketing- Compete with competitors

5 Ps - Price


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Venue is critical to set the scene, tone and platform foryour event Audience perception of venue Logistics: - How to get there

- Layout- Site facilities and usability

5 Ps - Place


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What media will you use to promote your event Advertising & PR Sales Promotion & Competition Media Partner Celebrity Endorsement Sponsorship Social Media

5 Ps - Promotion


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Pre-Event

Advertising, PR, Media Partners, Competitions Website, Intranet, Social Netwoking sites, Blogging

Event

Brand ambassadors, samples, banners, coupons Photography, video, data capture

Post-Event PR, Media Partners Websites, Social Media, On-line mags, Blogs

Marketing Tools for an event


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PRE-EVENTLaunch event

name & venue,Invitation, Teasers,

Competition

EVENTWhat does theguest see, hear,

taste, sense, feel,doexperience

POST-EVENT

Extend dialoguewith consumer

Gather feedback

5 Ps People


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QUIZ TIME!

1. What is the acronym used for setting Objectives?

2. What does the 1st

letter of that acronym stand for?3. Why do we need an event marketing plan?

4. What are the 5 Ps of Marketing?

5. Bonus : What does SWOT stand for again?!!


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Evaluation


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Your finalised plan is your key document forsuccess (KPI )

The plan MUST illustrate how you will convertaudience interest into tangible sales (ROI)

Selected marketing strategies must deliver: Quantifiable results (eg. actual reach

figures delivered post event) Qualitative results (eg sentiment, POVs

of consumers at/post event)

Evaluation


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nov dip - marketing the event

Documents