1. Event Marketing Lecture 31

2. Recap Chapter Key Points Concept Development Analyzing the Concept
Designing the Event
Logistics of the Concept

3. Chapter Outline Event Marketing Nature of Event Marketing
Process of Event Marketing
Protocols

4. Event Marketing
The activity of designing or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization. Also called event creation.

5. Nature of Event Marketing
Like services marketing, event marketing has characteristics such as:
Intangibility
Inseparability
Variability
Perishability

6. Process of Event Marketing
Establish the features of the product Identify customers (segmentation) Plan to meet audience needs Analyse consumer decision-making process Establish price and ticket program Promote the event Evaluate marketing efforts
Decision making: competitive pressure, motivation i.e. Decision maker, followers, influencer, purchaser. Timing, purchase and attendence.
Promote has : differentiation, packaging for effective communication.

7. Remember You are Part of a Team
Most success depends on colleagues, on the team. People at the top have large egos, but you must never say 'I': it's always 'we'

8. Protocol
It is the set of traditional practices that have long been accepted and used when dealing with and meeting with others. It includes:
Proper way to address the dignitaries
Way to dress for an event
Seating of guests at a dinner

9. Titles
The notion is that the addressee should be respected. Use titles such as Mr., Sir, Ma’am, Mrs., Miss, Madam, etc. to address your guests.

10. Dress for Formal Occasions
The appropriate dress for formal occasions should be included on the invitation.

11. Protocol for Speakers Facilitate the speaker by
Providing with a list of guests in advance
Briefing him/her in advance
Discussing timing and length of speaches

12. Seating Protocol
Observe the correct seating arrangements for occasions such as awards ceremonies and formal dinners.

13. Religious and Cultural Protocol
Formalities attach to most religious and cultural ceremonies, although these may or may not be observed by the client. Lets discuss traditions associated with wedding ceremonies around the world:
Scottish Wedding
Muslim (Pakistani) Wedding

14. Summary Event Marketing Nature of Event Marketing
Process of Event Marketing
Protocols

15. References
Wagen, L. V., and Carlos, B.R. (2005), Event Management, Prentice-Hall, New Delhi, ND.