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Let’s Recap

Explore the economic, cultural, and strategic impact of event marketing. Learn how events can drive tourism, attract investment, celebrate cultural diversity, and support government and private sector initiatives. Discover the process of event marketing, including situation analysis and SWOT analysis.

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Let’s Recap

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  1. Let’s Recap • What is Event Marketing • The marketing of events • Events as a marketing tool • Event stakeholders

  2. The economic significance of events • Events can have major economic impacts in the short and long term • Short term economic impacts • the direct impact of the event itself • the multiplier effect • increased tourism before and after the event • Long term economic impact • increase in the profile of the host cities as a tourist destinations • attract overseas investment • increase in infrastructure in host cities e.g.: venues and transport.

  3. The cultural significance of events • Events can have direct and indirect cultural impacts • Direct cultural impacts • Celebrations of cultural diversity and enrichment eg.: Chinese New Year celebrations, St. Patrick’s Day • Indirect cultural impacts • Crossing cultural boundaries e.g.: Olympics • Bringing generations together e.g.: Woodstock.

  4. The strategic significance of events • Events can be utilised by government and by the private sector to support a range of strategic initiatives • Government strategic initiatives • community event at a local level • tourism promotion at a state and federal level

  5. The strategic significance of events Private sector strategic initiatives • Corporate conferences to develop networks and stimulate innovation • Exhibitions, sales promotions and trade shows to stimulate business • Meetings and conventions to share state of the art information

  6. Event Marketing Planning • . The most effective way for an event managers to coordinate marketing activities for their event is to develop them within a marketing plan.

  7. 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

  8. 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

  9. Examples of PEST Analysis POLITICALGovernment policiesPolitical partiesLegislationInternational pressure groupsWars and conflictsRegulatory organisationsGrants and other funding initiativesECONOMICEconomic climateInflationInterest/exchange ratesUnemployment levelsTrade/market cyclesInternational monetary issuesEnergy costs SOCIO-CULTURALDemographic changesEducation and healthLifestyle trendsMediaEthicsChanges in value and cultureWork/leisure attitudesRole models/fashionTECHNOLOGICALInformation and communicationsUse of new technologyMulti-media/InternetOn-going innovationIntellectual property issuesGlobal communications https://www.youtube.com/watch?v=elLS8NMpLw8

  10. Class ActivityIdentify the key external factors and trends affecting Glastonbury Festival.

  11. 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.

  12. How to conduct SWOT Analysis? 1. Analyse Internal & External Environment .

  13. What is SWOT Analysis? • Technique is credited to Albert Humphrey who led a research project at Stanford University in the 1960s and 1970s. Strengths • Planning tool used to understand Strengths, Weaknesses, Opportunities, & Threats involved in a project / business. SWOT Analysis Weakness Oppurtunity • Used as framework for organizing and using data and information gained from situation analysis of internal and external environment. Threats

  14. SWOT is an acronym for:

  15. What is SWOT Analysis? STRENGTHS Characteristics of the business or a team that give it an advantage over others in the industry. Positive tangible and intangible attributes, internal to an organization. Beneficial aspects of the organization or the capabilities of an organization, process capabilities, financial resources, products and services, customer goodwill and brand loyalty. Examples - Abundant financial resources, Well-known brand name, Economies of scale, Lower costs [raw materials or processes], Superior management talent, Better marketing skills, Good distribution skills, Committed employees.

  16. What is SWOT Analysis? WEAKNESSES Characteristics that place the firm at a disadvantage relative to others. Detract the organization from its ability to attain the core goal and influence its growth. Weaknesses are the factors which do not meet the standards we feel they should meet. However, weaknesses are controllable. They must be minimized and eliminated. Examples - Limited financial resources, Weak spending on R & D, Very narrow product line, Limited distribution, Higher costs, Out-of-date products / technology, Weak market image, Poor marketing skills, Limited management skills, Under-trained employees.

  17. What is SWOT Analysis? OPPORTUNITIES Chances to make greater profits in the environment - External attractive factors that represent the reason for an organization to exist & develop. Arise when an organization can take benefit of conditions in its environment to plan and execute strategies that enable it to become more profitable. Organization should be careful and recognize the opportunities and grasp them whenever they arise.. Examples - Rapid market growth, Rival firms are complacent, Changing customer needs/tastes, New uses for product discovered, Economic boom, Government deregulation, Sales decline for a substitute product .

  18. What is SWOT Analysis? THREATS External elements in the environment that could cause trouble for the business - External factors, beyond an organization’s control. ! Arise when conditions in external environment jeopardize the reliability and profitability of the organization’s business. Compound the vulnerability when they relate to the weaknesses. Threats are uncontrollable. When a threat comes, the stability and survival can be at stake. ! Examples - Entry of foreign competitors, Introduction of new substitute products, Product life cycle in decline, Changing customer needs/tastes, Rival firms adopt new strategies, Increased government regulation, Economic downturn.

  19. Aim of Swot Analysis

  20. HARMFUL HELPFUL To help decision makers share and compare ideas. W To bring a clearer common purpose and understanding of factors for success. S To organize the important factors linked to success and failure in the business world. O T

  21. Example of a SWOT Analysis INTERNAL EXTERNAL

  22. What did we learn today……. • Application of marketing to the event industry • Event Marketing Planning • The process of event marketing • PEST Analysis in the event industry • SWOT Analysis in the event industry.

  23. Activity 1

  24. General Guidelines to Assignment Questions • Remember You are writing a report for this assignment (please refer to the template given in the assessment). • Introduction (150 words) This section will provide a background to the report Relevant background details and topic history are given so that the reader can set the main body of the report in context The introduction should explain why the report is being written Your introduction will give an explanation of Notting Hill Carnival as a Festival (students will discuss when did the Notting Hill Started, number of participants, number of guests, scale and size of the event). • Main Body (1200 words) The main body of the report will discuss the question set in the brief • Conclusion (150 words) Please note that these are just the general guidelines of how to attempt the question. Feel free to add your input in terms of creativity, research and analytical skills.

  25. Question 1 • Highlight the key words in the question? • Identify the meaning of the key words. • Define what are special events? • Identify and classify the different types of events (size, form, content? • Refer to Week 1+2 slides for more information • Read additional journal article (Week 1-3) attached on Portal for further guidance • Remember you can improve your answer by providing examples of each category. Explain how special events are defined and classified. Your definition should draw upon relevant core texts (LO1--200 words).

  26. Consider this………… • Classification of Events A special event is a one-time or infrequently occurring event outside the normal program or activities of the sponsoring or organising body. To the customer or guest, a special event is an opportunity for a leisure, social, or cultural experience outside the normal range of choices or beyond everyday experience. (Getz, 1997, p.4) “Special events are that phenomenon arising from those non-routine occasions which have leisure, cultural, personal or organizational objectives set apart from the normal activity of daily life, whose purpose is to enlighten, celebrate, entertain or challenge the experience of a group of people” (Shone & Parry 2004, p. 3). (Source Bowdin, G., McDonnell, I., Allen, J., O’Toole, W. (2011) Events Management (Third Edition), Oxford, Butterworth-Heinmann Chapter 1)

  27. Question 2 • Highlight the key words in the question? • Identify the meaning of the key words. • You will need to conduct a SWOT analysis for the organiser of Glastonbury Festival • Refer to Week 3&4 slides for more information • Read additional journal article (Week 3+4) attached on Portal for further guidance • Remember you can improve your answer by providing examples of each category. Conduct a SWOTAnalysis describing the scope and impact of marketing and events for the organising body of Glastonbury Festivals (LO2--200 words).

  28. Consider this

  29. References • Textbooks • Bowdin, G., McDonnell, I., Allen, J., O’Toole, W. (2010) Events Management 3rd edition. Oxford: Butterworth-Heinemann Chapter 11. • C.A.Preston (2012). Event Marketing. 2ndEdn. New Jersey, Wiley. • Ferdinand, N. and Kitchin, P.J.(2012) Events Management: an international approach. UK, Sage Publications Chapter 6. • Getz, D. (2005) Event management and Event Tourism 2nd edition. New York: Cognizant Communication Corporation Chapter 11 • Wrathall and Gee (2014) Event Management: Theory and Practice . Australia:McGrawHill. • Bladen, C., Kennell, J., Abson, E., Wilde, N., (2012) Events Management. UK: Routledge. • Useful Links: • http://www.marketing-schools.org/types-of-marketing/event-marketing.html • https://uk.marketo.com/event-marketing/ • http://www.festivalofmarketing.com/ • http://eventmarketingsummit.co.uk/ • https://akla.org/commons/files/2013/01/SWOT-Analysis.ppsx Guidance for harvard referencing http://libweb.anglia.ac.uk/referencing/harvard.htm

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