1. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved Agenda Review chapter eight Chapter quiz Discussion of quiz Opening activity Chapter nine mini-lecture Questions and Answers Assignment Conclusion CHAPTER 9

2. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved CHAPTER 9

3. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved CHAPTER 9

4. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved CHAPTER 9

5. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved Conduct event marketing research – Determine target market Develop an integrated marketing program – Incorporate viral marketing, Internet marketing, traditional advertising, and promotions CHAPTER 9

6. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved Use the five Ps of event marketing – Utilize Product, Price, Promotion, Public relations, and Place to promote Sales incorporate both internal and external marketing programs – Market to your internal as well as external customers Develop retail marketing events CHAPTER 9

7. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved Coordinate with retail stores and retail shopping centers to promote your event Promote fairs and festivals – Determine cooperative marketing strategies with sponsors Launch new products CHAPTER 9

8. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved Coordinate with retail stores and retail shopping centers to promote your event, Promote fairs and festivals – Determine cooperative marketing strategies with sponsors CHAPTER 9

9. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved Launch new products, – Identify purpose of product launch and develop event to satisfy corporate Goals and objectives – Develop, design, and execute print, electronic, and other advertising programs – Develop comprehensive public relations programs – Organize street promotions and creative stunts CHAPTER 9

10. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved Develop and manage effective sponsorship programs Create and conduct successful cause/event- related marketing programs Integrate the Internet into the event marketing strategy Comprehensively evaluate event marketing programs and measure return on event (ROE) CHAPTER 9

11. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved CHAPTER 9

12. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved CHAPTER 9

13. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved CHAPTER 9

14. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved CHAPTER 9

15. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved Read and be prepared to discuss chapter ten. CHAPTER 9

16. Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved CHAPTER 9