1. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-1 Chapter Five Event Marketing

2. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-2 Chapter learning objectives 5.1 Appreciate the universal relevance of marketing and its application in the event industry 5.2 Understand key marketing concepts including marketing as a way of thinking, a way of organising, and a set of techniques 5.3 Appreciate the main benefits to be gained from the appropriate application of marketing concepts in the event industry 5.4 Understand the relevance and application of the extended marketing mix 5.5 Have an awareness of the challenges associated with event marketing and how those challenges can be addressed

3. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-3 Chapter learning objectives 5.6 Understand the process of event marketing 5.7 Be aware of the marketing frameworks that may be used as a part of a situation analysis 5.8 Understand the key elements involved in marketing strategy development 5.9 Be aware of marketing mix decisions and how they are applied in an event management context 5.10 Appreciate the importance of implementation and control.

4. Introduction Marketing is more than just advertising and personal selling. Involves ‘identifying, anticipating and satisfying customers’ requirements profitably’. Marketing focus starts with customer needs, not the product. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-4

5. The application of marketing to the event industry Marketing events can be like a matching process. Market segmentation – dividing customers according to a demographic feature. Events as services –Events are generally intangible experiences. –Different methods for marketing tangible products and intangible services. –Main differences involve: Intangibility  Simultaneity Inseparability  Heterogeneity Perishability Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-5

6. The application of marketing to the event industry Events as services (continued) –Quality of services are tested only at time of purchase –Quality is dependant on event staff –Expectations must be met –Events are the ultimate in perishable and intangible services. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-6

7. Key marketing concepts Marketing as a way of thinking –Marketing is an approach to doing business –Research can identify customer needs and wants –Anticipating customer needs is very important Marketing as a way of organising –The marketing concept is a whole of business ideal –For events, the whole process must be customer focused. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-7

8. Key marketing concepts Marketing as a set of techniques –Used to understand customers and their needs Market research PEST and SWOT analyses Market segmentation Identification of target markets Positioning the product Product development Price and ticket program development Promotional campaign development Evaluation Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-8

9. The key benefits of marketing Adopting a marketing philosophy –Decision-making framework Financial implications –Proposals for funding Sponsorship success –Provide confidence Customer focus –Attractive to potential customers Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-9

10. The marketing mix The 4 Ps –Product Event itself Surrounding elements – service, food, theming –Price Set by several factors –Place Venue Includes host community and facilities –Promotion Total marketing communication program Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-10

11. The marketing mix The extended marketing mix –More Ps apply to marketing services Participation and people Process Physical evidence Packaging and programming Positioning Power and partnership Public Managing the marketing mix –Need to balance each element for maximum effectiveness Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-11

12. The challenges of event marketing Intangibility –Tangible items – customer knows what they are getting –Intangible events – rely on expectation –Place a strong focus on people and organisational image Can reduce perceived risk and add value The people involved can make a difference –Use physical evidence Photos, websites, merchandise –Use personal sources of information People source information from friends – encourage this. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-12

13. The challenges of event marketing Simultaneity and inseparability –Events are performed in real time –No separation between the event and those who create it –People have parts to play at all stages The pre-purchase stage The purchase and pre-event stage The staging of the event The post-event stage. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-13

14. The process of event marketing Situation analysis –Developing an understanding of customer needs –Identifying opportunities for meeting those needs –Identifying market opportunities –5 C analysis Company Competitors Customers Collaborators Climate Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-14

15. The process of event marketing Situation analysis (continued) –PEST Analysis A focus on the political, economic, social and technological factors in the external environment Additional models have been developed to reflect changing needs –SLEPT – social, legal, economic, political, technological –PESTEL – political, economic, social technological, environmental, legal –STEEPLED – social technological, economic, environmental, political, legal, demographic Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-15

16. The process of event marketing Situation analysis (continued) –SWOT analysis Should be carried out around the objectives of an event: –Strengths –Weaknesses –Opportunities –Threats Matching strategy – strength matches opportunity Conversion strategy – focusing on unpopular events. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-16

17. The process of event marketing Marketing strategy development –Strategies should maximise ticket sales from target markets –Allow resources to be utilised most effectively –Build on information from situation analysis –Market segmentation Targeting specific parts of the market Segmentation allows for better use of promotional materials –Targeting the appropriate market segment Tailoring marketing mix to segments most interested Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-17

18. The process of event marketing Marketing strategy development (continued) –Positioning the product within the target market How the event will fulfil customer needs Unique nature of the event Consider –location –attention span –competitive costs –program –Developing a value proposition for the target market Customer value proposition – price-based and value-based Needs to line up with customer needs for that segment. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-18

19. The process of event marketing Marketing mix decisions –Product –Price –Place –Promotion –Participation and people –Process –Physical evidence –Packaging and programming –Positioning –Power and partnership –Public Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-19

20. The process of event marketing Implementation and control –While each stage of the event is implemented it needs to be closely monitored –Gaps may be identified between planned and actual results –Control measures may then be required. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-20

21. Chapter summary A marketing focus starts with the customer’s needs. Events are services and face the challenge of marketing an intangible experience. The extended marketing mix of 11 Ps is relevant to marketing intangible services. Following the sequential marketing process will allow event managers to get to know their target markets and the event. This process should then result in an integrated and targeted marketing campaign. Copyright © 2011 McGraw-Hill Australia Pty Ltd PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee 5-21