1. 052320 Event Marketing

2. Integrated Marketing Communication (IMC) Brand Sale Promotion Advertising Direct Marketing /Online Marketing Customer Relationship Management (CRM) Point of Purchase (POP) Public Relations Packaging & Designing Event Marketing

3. IMC At a Glance Advertising Create awareness Through mass media i.e. TV, printing, radio Public Relations Build positive image for org., product, or brand Through column in the magazines or newspaper, press conference, or CSR activities Sales Promotion Increase sales volume Through discount, free sample, premiums, sweepstakes

4. IMC At a Glance Direct Marketing/Online Marketing Personal and group contact Through direct mail, e-marketing (E-mail), SMS, MMS, social media Customer Relationship Management (CRM) Create brand loyalty Through newsletter, community or membership activities Point of Purchase (POP) Remind & stimulus customer purchase Through push girl, shelf talker, product display or sampling, beauty advisor

5. Definition of Event Marketing “Event Marketing is the tool to bring your brand to life, giving the total brand experience to your target consumers” Unilever “Event Marketing is the tool to communicate the uniqueness of the particular brand which effectively generates the brand experience that could be acknowledged through 5 sensory of target consumers” Kreingkrai Kanjanapokin (Event Expert in Thailand)

6. Roles of Event Marketing Create brand experience Deliver any messages Gain more attention from specific target Lead, support and amplification for any Integrated Marketing Communication (IMC) tools

7. Benefit of Event Marketing Specific target Interactive (2-way communications) Controllable Cost effective Amplification Flexibility Quick feedback Brand experience Evaluation