Chapter 7 Event Marketing

Unique Aspects of Sport Event Marketing Sport events share many of the same characteristics of services in that they are perishable (once they’re over, they’re over) and simultaneously produced and consumed. Consumers of sport events tend to be more highly identified with the product. Similarly, event participants may also be highly identified with the sport in which they participate. The cost of attending an event is often much greater than just the ticket prices. Sport is social in that most consumers prefer to attend or participate with other consumers.

Developing a Marketing Plan The document of essential marketing activities for an event to reach its objectives should include these details: Data and analysis, event description, customers and potential customers, competition, environment, and SWOT analysis Performance goals consistent with organization’s overall goals: specific, measurable objectives defining targets that need to be reached Target markets that are selected through careful analysis of consumer data and that are consistent with objectives Marketing tactics based on the four Ps: product, place, price, and promotion A section on implementation that includes details of what will have to take place to successfully implement the marketing plan

Target Marketing Instead of marketing to everyone, events should be tailored to meet the needs of specific segments of the population. Segments are groups of consumers or potential consumers with similar attributes, attitudes, or behaviors. By segmenting the population, event marketers are able to develop efficient marketing plans to reach those groups. Target markets are selected based on the segment’s interest in the event, likelihood of buying, size, and accessibility. One common mistake that event marketers make is to target overly broad segments or target segments based solely on size.

The Marketing Mix Consists of elements related to the sports four Ps: Product is the unit of exchange designed to satisfy needs and provide benefits to the event participant and spectator. Price is what you ask from your customers to watch or participate in your event. Place is an important issue related to time (when is the event) and location (where is the event). Promotion embodies the methods marketers use to communicate with customers. The purpose is to stimulate interest in, awareness of, and ultimately purchase of product.

Event Promotion To be successful, an event promotion plan should communicate effectively with various targets through multiple methods. Event marketers need to set objectives for promotional programs. Promotional objectives are statements about what they want to accomplish through the promotional program. Event marketers need to have a message and choose what communication tools to use to get the message out: Advertising is a paid, nonpersonal, clearly sponsored message. Publicity is media exposure that is not paid. (continued)

Event Promotion (continued) Sales promotion involves a variety of techniques such as discounts, special offers, coupons, samples, premiums, contests, and sweepstakes. Direct sales techniques most often include personal selling, direct mail or e-mail, and telemarketing. Word of mouth involves activities that generate communications with hard-to-reach or hard-to-influence consumers. Social media can provide instant communication before, during, and after events. The communication is more user driven and community oriented.

Attracting Spectators Find out what the consumers want from the event. Sporting events have many features, benefits, and attributes, but only a few are important to the consumer. The event marketer’s task is to identify what aspects of an event are relevant to consumers, highlight the appealing aspects, and illustrate how this product is different than other entertainment options. Identify what it is about the respective sport that motivates consumers to watch and attend.

Attracting Participants The event planner should ask what participants want from the event and what makes the event attractive to participants. The type of event will dictate what the participant wants. Also different types of participants will want different things. Focus on the entire experience rather than just the event itself. Try to turn an event into an unforgettable experience.

Branding the Event A brand is the combination of names, symbols, slogans, or logos that identify a product and distinguish it from other products. An event’s brand generates the associations consumers connect to the event. Its brand names, symbols, slogans, and logos help consumers identify the event and differentiate the event from those of competitors. The goal is to have an event where the mention of the name generates recognition, attention, and awareness. Try to communicate certain images or values in order to create the impression that the event is unique or important.

Electronic Event Marketing Often starts with a good website because consumers depend on the Internet for information about events and activities surrounding the event. Organizations depend on the Internet to build their brand and generate sales. Outsourcing web management may be expensive. When the cost is weighed against the value, it may be worth it. Keys to a successful website include a marketable URL, usability, and extensive and updated content. E-mail provides event marketers a way to target customers beyond their immediate area.

Creating Community Support Community leaders and local politicians can provide high-profile support, and by working together it is likely to generate media attention. To better engage the community, organizations will often create advisory boards made up of local leaders to assist them in promoting the event. Events may recruit host committees or local organizing committees. These groups differ from advisory boards in that they assist in specific functions beyond advising.