Event Marketing

What is Event Marketing?????

• Event marketing is a marketing method which involved direct and
face-to-face contact between the prospective buyer and seller at
unusual events.

• These events can include Trade fairs, Concerts, sports events,

exhibitions and others.

• In times when the customer is king, the basic philosophy behind

event marketing is to engage prospective consumers and give them
a chance to get a direct sense of a company’s perception and
personality and thus makes them more inclined to purchase from
them.

• Event marketing goes beyond providing just information about

the product or service. Rather, it allows prospective consumers the
chance to experience the product through free samples, interactive
displays, discounts and others methods.
 What is Event Marketing?????
• Unlike traditional forms of marketing, event marketing
focuses on target prospective consumers and aims their
promotional campaign towards them. Companies strive to
first identify the target prospective consumer and then
create an experience that will be memorable to them and
thus motivate them to purchase their product or service.

• Most of us would recall being given samples for a fruit drink

or snack at our local supermarket.That particular brand of
cookies has now become a staple in our household! This
kind of marketing is called event marketing, a strategy that
is increasingly being adopted by businesses in a bid to
attract consumers.
Event marketing is broadly divided
into two kinds.

Online event marketing

&
Physical event marketing
 Types of Online event marketing
• 1. Live streamlining of events
• 2. Webinars
• 3. Virtual events
Types of Physical event marketing

• 1. Trade fairs or tradeshows

• 2. Conferences or seminars
• 3. Summits
 Role of Event Marketing
• 1. To understand the buyer’s perspective

One of the foremost reasons why businesses

opt for event marketing is to get a pulse on the authentic
buyer’s perspective. Having a face-to-face conversation
lets organizations get authentic insights and buyer
feedback. This helps them understand what exactly the
buyer’s need is and how he perceives their product or
service. This information then helps them improve their
product or service.
 2. Branding and real-time experiences help
increase buyer’s loyalty
• Since event marketing helps consumers get
connected to the organization in personal and
focused ways, customers perceive it to be an
emotional connect and thus remain loyal to
the brand. In fact, reports on experiential
marketing report that 72% of customers view
brands that offer quality events positively.
 3. Increase social media engagement

• Event marketing is an effective way to give a boost to

the brand’s social media engagement. Businesses
strategically use social media to drive social media
engagements prior to a live event or after to a live
event. Some steps which help them increase their
social media engagements are by offering prizes,
discounts, and coupons or by organizing contests or
even by posting pre-event or post-event photographs.
The above help them engage their consumers and thus
build their brand’s community.
 4. Lead generation
• Event marketing such as trade shows helps
businesses immensely in lead generation.
Since the target demographic consumers are
present in the trade shows that they
participate in, they have a greater chance of
getting leads on prospective consumers.
 Example of Online Event marketing:
Logo launching event by Gujarat Titans.
The logo was launched by the
team's Head Coach – Ashish
Nehra, Captain – Hardik
Pandya and batsman –
Shubman Gill, who had the
first-ever interaction in The
Titans Dugout in the
metaverse.
With this, the new IPL
franchise becomes the first
team in India to launch its
own space in the virtual
world.
 Example of Offline Event marketing:
Logo launching event by Gujarat Titans.
Gujarat Titans
organised celebrity
“Garba night” event to
create fan base in its
own state just before
IPL 2022. Playback
Singer & Performer
Ishani Dave Performed
in it.
 Events as services
• It is important to distinguish between the
marketing of products and services. They
can be distinguished in terms of:
– Intangibility
– Simultaneity
– Inseparability
– Heterogeneity
– Perishability
Events as services
• Events are perhaps the ultimate in terms of
intangibility and perishability.
• Performances, shows, festivals or contests
can’t be stored and can’t be tested for quality
beforehand.
• Event success depends critically on the skills,
attitudes and expertise of human resources.
• Success also depends on the appropriate
application of marketing principles and
concepts.
The importance of human resources

• The quality of products can be improved, worked on

and tested well before a customer ever sees or buys
them. On the other hand, the quality of a service is
only ever tested at the so-called ‘moment of truth’
when a customer actually consumes it.
• The staging of an event represents the
ultimate ‘moment of truth’.
• Event quality depends critically on the ability of key
events people to respond in the right way at the right
time.
 Key marketing concepts

• Marketing as a way of organising

– from the development of an event concept through to
staging of the event and event shutdown, customer
wants, needs and interests must be paramount
– this involves integrating all aspects of the organisation
with the customer in mind
– the quality of the event needs to be measured from a
customer perspective
– success also needs to be measured and thought of in
terms of customer satisfaction, customer reactions
and customer feedback.
 Key marketing concepts

• Marketing as a set of techniques

– Used to understand customers and their needs
• Market research
• 5 C, PEST and SWOT analyses
• Market segmentation
• Identification of target markets
• Positioning the product
• Product development
• Price and ticket program development
• Promotional campaign development
• Evaluation
 Key marketing concepts

• Marketing as a way of thinking

– applying the marketing concept implies a 100%
focus on what customers want and expect from an
event.
– questions about event design should focus on
audience impact rather than what is easiest, what
we are currently best at doing, and so on.
– all aspects of staging the event should focus on
audience engagement, audience involvement,
audience impact and ultimately, audience
satisfaction.
 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
 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
 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.
 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.
 Enhancing customer service
• In the current competitive environment, advantages gained from
lower price, higher quality, and even better promotion, can be
quickly copied and eroded.
• This dilemma can be addressed by offering exceptional customer
service.
• Rather than treating customer service as an additional service it
needs to be treated as a strategic initiative.
• Hence, rather than an emphasis on price, product, place or
promotion, the focus is on the client experience.
 Enhancing customer service
• Exceptional customer service involves:
– Creating an organizational culture which emphasizes the
importance of every customer contact
– Continuously improving customer service by listening to, and
acting on, customer feedback
– Maintaining a positive approach to customers as well as
professional and courteous communications.
– Always delivering what is promised and, in fact, seeking to give
customers more than they expect
• Under promise and over deliver
 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
 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
 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.
 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
 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.
 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
 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.
THANK YOU