11-1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-2 Chapter 11 Events Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-3 Events Self-produced events ◦ An event conceived and put on by an individual firm to serve its audience with the intent of promoting its products Third-party events ◦ An event created and managed by an organization that opens it up to other firms for participation Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-4 Planning and Executing Successful MPR Events Link the image of the firm and the event. Engage the audience. Create a presence. Have a takeaway. Tell the connectors before the event. Tell the connectors during the event. Tell the connectors after the event. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-5 Trade Shows Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Periodic gathering at which manufacturers, suppliers, and distributors in a particular industry or related industries display their products and provide information for potential retail, wholesale, or industrial buyers

11-6 Booth The exhibit or other area occupied by a firm on the floor of a trade show Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-7 Press Room A room at a trade show where exhibiting firms can leave press materials for the use of members of the media attending the show Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-8 Seminars and Conferences Seminars and conferences used for MPR purposes should: Be educational or informative to the intended audience. Never be a disguised sales pitch. Position the organization or someone within it as an expert. Give the members of the audience a reason to remember the firm, its products, and its people. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-9 Seminar A self-produced event in which a firm arranges to have an expert in its industry conduct an informational session for its audience Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-10 Conference Gathering of people from a particular industry or profession or who simply share a common interest who come together to share information on a topic Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-11 Marketing with Community and Cause- related Events Planning and executing such efforts requires following these steps: ◦ Select position-centered event ◦ Set goals ◦ Determine format ◦ Find the right venue ◦ Invitation list ◦ Meet and greet ◦ Prepare a takeaway ◦ Recap Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-12 This community event was created by a team of Wake Forest University students in their marketing course to encourage local restaurants to participate in a dessert-tasting event to help the local homeless shelter raise funds. In its first year, the event raised $16,000. Kids enjoyed decorating cookies. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-13 Work Events Events where attendees actively participate in an activity such as building a house for someone needing shelter, filling sandbags for flood-prone communities, etc. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-14 Work Event at Samaritan Ministries Many local businesses in Winston-Salem, North Carolina send teams of employees to serve lunch at the local soup kitchen. This gives the teams an opportunity to work together on an activity not related to their job, but still gives them a sense of accomplishment. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-15 Press Conference The convening of representatives of the media by a person or organization to explain, announce, or expand on a particular subject Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-16 Moderator The master of ceremonies or facilitator of a press conference Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

11-17 Making an Impact at a Press Conference Visual Impact ◦ “How can we set up our press conference to give reporters a good picture?” Audio impact ◦ “What sounds would be of interest to radio reporters?” and “What can we do to make things technically suitable for broadcast?” Verbal Impact ◦ “What would we want if we were newspaper reporters?” Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Unit 4 IP Event Planning MPR events are all around us. They can be large, small, formal, or informal and can often include more than one organization. Using the company that you further developed in the Unit 3 Individual Project, plan an event that will be a good fit for it. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11-18

Unit 4 IP—cont. Develop the event. Explain how it aligns with the firm’s mission with a definable target audience. Describe how you will link the image of the firm and the event. Keep in mind that people attend events mainly because of a connection with the theme or topic, not because of the sponsoring organization. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11-19

Unit 4 IP—cont. Create a presence so that the firm's message and sponsorship will be remembered. Provide a souvenir so that people will remember your event and company. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11-20

Unit 4 IP—cont. Notify connectors before the event. Create a 1-page pitch to the media. Write a 1-page recap of the event with quotes of attendees. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11-21

Unit 4 IP--suggestions Use a SPECIFIC company for your project. This will make it easier for you to develop details for your event. Consider events you have attended. For example, perhaps it was a health fair or the opening of a new hospital wing. In terms of a souvenir, think of something attendees can easily take with them, even on a plane. As such, this could be a toy, a company pen, or perhaps a small gift bag. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11-22

Unit 4 IP--suggestions Create details as needed, but PLEASE be sure to relate your ideas to those from our text. Keep in mind that you should show application of concepts and what you have learned. Be attentive to the deliverable length, as this will indicate the anticipated level of detail. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11-23

Unit 4 DB Collaboration leverages the collective knowledge of a marketing team. Peer evaluation and support, provided in the spirit of continuous improvement and organizational success, result in higher quality deliverables than generally possible by the efforts of an individual. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11-24

Unit 4 DB—cont. Please describe the process you plan to use to conduct research, identify findings, and develop the Comprehensive Project due in Unit 5 and present a brief outline indicating how you intend to organize the project deliverable. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11-25

Unit 4 DB—suggestions Comprehensive project refers to the Unit 5 IP. Consider the crisis that you would introduce for the Unit 5 IP. Introduce resources that you may consult. Discuss your process for tackling the assignment, as this will serve as your outline. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11-26

Questions?? Questions? Concerns? Comments? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11-27