Dr Dimitrios Stylidis

* Understand the difference between marketing strategy and marketing planning * Know which marketing tools to use when developing your marketing strategy * Understand how to segment your market and position your event * Be able to apply your knowledge of IMC to an event

‘The management process responsible for identifying, anticipating and satisfying customer requirements profitably’ (Chartered Institute of Marketing, 2005) ‘Strategy is the long-term direction of an organization’ (Porter, 1996) Changes that have reshaped the marketing function for events:  Growth in the number and diversity of leisure services  Increasing importance of stakeholders  Advances in technology (internet)  Internationalization; global opportunities to enter new markets

* Where are we? What ‘space’ do we occupy in individual’s leisure time? * What opportunities can we take advantage of (and lead in)? * Where do we want to be in 5 years time? * What decisions do we have to make now to get there? * So, what position does the festival or event want to occupy in the future - compared to competitors & in the consumers’ minds? * Vision, goal, objectives * Plans (what are you going to do to get there?)

 Analyse the needs of the target market  Predict how many people will attend the event  Research competing events that could satisfy similar needs  Estimate the price/value that customers are willing to pay  Decide on the type and quantity of promotional activity  Consider how the choice/design of venue and the ticket distribution fit with the needs of attendees  Establish metrics to evaluate the degree of events’ success

(McDonald and Wilson, 2011 in Bladen et al., 2012)

 Micro-level: gain insight into the event’s existing and potential consumers  Macro level: understand external forces affecting the event. Useful sources: * Government statistics and reports * Media coverage of particular events * Industry magazines (Conferences and Incentive Travel, Event magazine) * Historical and current data from other events and organizers

 What is the existing and potential demand for events of this type, in this area, based on past experience?  How many customers can be expected, including local, regional and national/international origins?  What types of person/group are most likely to be interested in this event or can be most easily attracted?  What are their needs and motives? What benefits will they get from the event?  What are the anticipated spending patterns of customers? What will people pay for admission and merchandising?

 Segmenting the market  Targeting and positioning  Setting measurable marketing objectives  Choosing generic marketing strategies  Designing an effective marketing mix

Market segmentation: the process of identifying relatively homogenous groups that can be targeted through marketing. Segments should be:  Measurable: the characteristics of the segment  Substantial enough in size to be worth targeting  Accessible by marketing communication channels  Actionable by the event organizer, given the marketing budget and other resources

Geographic segmentation: based on the place of residence of event visitors Notting Hill Carnival: * Local residents * Day visitors from outside the area * Regional domestic tourists * International inbound tourists Demographic and socioeconomic segmentation: measurable characteristics of people (age, gender, occupation, income, education) Psychographic segmentation: divide a market based on lifestyle and values. Involves measuring activities, interests, opinions

ActivitiesInterest Work Shopping Holidays Social life Hobbies Entertainment Sports interests Family Home Work Community Leisure and recreation Fashion Food Media OpinionsDemographics Themselves Social and cultural issues Politics Educations Economics Business Products Future Age Education Income Occupation Family size Geographic location

 Benefits sought  Type of trip  Seasonality  Repeat visits  Product-related variables (activities, equipment, magazines, frequent users)  Distribution chan nel variables

“The place the product occupies in consumers’ minds relative to the competing products” (Kotler & Armstrong, 2010, p. 233) * Reputation or image of the event (Olympic Games) * Charisma of the event director (arts festival) * Focus on event programming (theme) * Focus on performers (soccer stars) * Emphasis on location or facilities (Wembley) * Event users (family event) * Price or quality (Opera) * Purpose of the event (royal event) * Event type (food event )

 Increase receipts by 10% (market share growth)  Increase the number of acts by 10% (event growth)  Increase the percentage of seats sold in all ticketed events to 80% (efficiency)  Retain 90% of sponsors (effectiveness)  Increase publicity generated in print and electronic media (efficiency)

 Differentiation (uniqueness in program, theme, etc.)  Market focus (Niche marketing)  Cost leadership  Market penetration  Product reformulation  Market development  Product development

 Product (event experience, quality is essential)  Place (location, setting, atmosphere, destination features)  Programming (theme, style, quality)  People (audience, crew, volunteers, guests)  Partnerships (sponsors, stakeholders)  Communications (advertising, public relations, sales promotion, destination/event image)  Packaging and distribution (combine with attractions, accommodation, transport)  Price (admission, merchandise)

‘A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time’ (American Marketing Association, 2010) ‘A communication process that entails the planning, creation, integration and implementation of diverse forms of marcom (advertisements, sales promotions, publicity, releases, events, etc.) that are delivered over time to a brand’s targeted customers and prospects’ (Shimp, 2010, p.10) personal sellingdirect mailword of mouth advertisingsponsorshippublicity sales promotionexhibitionsmerchandising

 What the event can afford  Percentage of sales method  Competitive parity method: what other similar events spend  Objective and task method: * Establish objectives * Determine specific tasks to achieve them * Calculate approximate cost of tasks

* Marketing strategy is part of the overall event strategy * The marketing plan is the process of planning the marketing activities * Need to evaluate the external environment & internal situation * Identify your objectives, then how you will achieve them * Technology has provided many opportunities for event marketers * New channel direct to the customer * An opportunity to engage with your event/ festival goers * Many communication tools can be moved online or adapted