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Event Management & Marketing

Discover the essentials of event management and marketing, focusing on unique customer types: RGC (money) and NRGC (word-of-mouth). Learn how influencers, businesses, and regulatory bodies play roles in effective marketing strategies. Understand the importance of Segmentation-Targeting-Positioning (STP) dynamics, and how to identify and connect with your target audience. Gain insights into event properties, pricing strategies, and the need for exclusivity in competitive environments. Elevate your event planning with this comprehensive guide!

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Event Management & Marketing

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  1. Event Management & Marketing

  2. Concept of Market in Events- • Events have two distinct types of customers RGC (Money) NRGC (WOM) • Influencers- • (Business Persons, • Ambassadors etc) • Ad agencies • Regulatory Bodies- • Cultural • Affairs Ministry Clients- Institutions, Corporate houses, Media Houses etc TG-Ticket Purchasers

  3. STP of the Events • Success of the events depends on the right-fit of the TG • To attain the right-fit a thorough Segmentation-Target-Positioning analysis is the oxygen

  4. Elements of EM Planning

  5. Segmentation-What & Why • A large identifiable group of customers within a market is market segmentation • It is based on demographic,psychographic,demographic,geographic & economic traits

  6. Targeting-What & Why • A particular segment of the market

  7. The share-of-mind A brand in marketing parlance is termed as “Event Property” in event marketing “Event Property” is a characteristic which belongs to PEO, that cannot be stolen or copied by competitors For example-Miss India is the event property of Femina,part of TOI, own the event and the property.,irrescpective of contestants, judges, venues, clients etc. Event property helps to pre-plan the event The challenge is retaining the event property with the augmentation of the competition Bringing value, threading the property to the event brings in lot of exclusivity Positioning & Event Property

  8. What will we discuss today • Concept of Pricing • Dissecting the core Elements of Pricing

  9. The Concept of Pricing • Since, most of the times, events are custom built, Pricing is plays a very vital role • Pricing is an art • Pricing is a process • A strategic approach and sound acumen in pricing takes the event to greater heights

  10. Pricing in practice

  11. Pricing Checklist

  12. Thanks You have great weekend !!!!!!!!!!!

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