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Event Marketing. Strategic Event Marketing. Doing the right thing and letting people know you are doing the right thing. Bill Veeck. In 1951, he was the owner of the Cleveland Indians
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Strategic Event Marketing • Doing the right thing and letting people know you are doing the right thing
Bill Veeck • In 1951, he was the owner of the Cleveland Indians • He hired Eddie Gaedel (American with dwarfism) to become the shortest player ever to play in the major leagues.
Events • Are about excitement, creativity, and enthusiasm, and the generation of experiences and memories. • They are all prerequisites to a successful planned event.
Events • Marketing requires creative minds to come up with interesting things. • Heart of marketing is to make sure what’s on offer is going to be wanted in numbers sufficient to make event worthwhile and find the way of attracting sufficient attendance and involvement.
Events • If your event seems great to you, it doesn’t mean it’s going to seem great to anyone else.
5 Ways to Benefit from Intercommunication • Make your event a virtual experience online for benefit of attendees and nonattendees alike • Post videos of your event on YouTube, and be sure to make them interesting • Insist that your online event information is compatible with handheld devices • Invest in your event web page so that it is interactive and involving • Use social networks to advertise and promote your event
Events as a Marketing Tool • “Brand” = “all kinds of available choice”
Sponsor for the Formula 1 team
Redbull Air Race World Championship • It features the world’s best race pilots in a motor sports competition that combines speed, precision, and skill in 6 cities worldwide. • http://www.redbull.com/cs/Satellite/en_INT/Video/Porsche-vs-Air-Race-plane-Speed-challenge-021243087765349#.UnF0CXAyIpc
Events Within the Marketing Mix Example: Product oatmeal • Packaging • Keeping it fresh • Level of distribution match production capacity • Pricing to optimize demand • Research • Promotional activity: advertising to stress some aspect of the brand, infuse some positive associations, sponsor something appropriate
Oatmeal Product • How to position a brand? • Anticholestorol angle? • A kind of health food? • If the competitors offer the similarly positive image? • How to generate competitive advantage? • How to differentiate yourself from those other brands?
Some oatmeal brand might… • Invest in an event i.e. cholesterol check road show • To give additional appeal • To take brand to people in order to generate some interest and excitement • To support the brand proposition
In 2008, Emmi UK ran an 8-week road show for its cholesterol reducing healthy cheese alternative—miniCol • Target on the over 55 market
Road show involve: • A team of trained brand ambassadors toured the major UK grocery multiples • Mobile stand at the store entrances where the brand ambassadors interact with consumers • Leaflet about cholesterol reduction insight, healthy lifestyle advice, meal ideas, and money-off coupons were given to the customer • Demonstration of everyday cooking by its product
“Be There” experiential campaign involving sponsored parties and events. • This is how they are able to use marketing methods to bring the consumer into sensory contact with the brand.
Events and Public Relations • Organizations similarly will use events to support public relations, which can be considered as a type of reputation management.
McDonald’s • Uses event sponsorship as a means of public relations in summer Olympic Games, allows it to be associated with healthy living and all-inclusive, global community which helps shift negative public perceptions and boost sales..
Events Bring Marketing to the People • Brand marketers use planned events to subtly alter our thoughts about their brands. • An event is a medium in itself, a channel through which brand information may be passed.
Events Bring Marketing to the People • A bank organizes a classical music festival, it’s designed to influence the ideas we have about the bank, and perhaps to attract a wealthy and cultured demographic. • Whether attending the event or knowing of it through media exposure, the target audience, in associating the bank with cultural superiority, is able to differentiate the bank from others on a meaningful basis.
Types of Events and Their Traits These are 3 traits that one might naturally and instinctively associate with it.
Types of Events and Their Traits If you are looking to market with events, think of the personality of your company, and think of what kind of event might fit.
5 Ways To Improve the Event Marketing Experience • Identify the experience you wish your guests to have before, during, and after your meeting or event. What do you want them to see, smell, taste, touch, hear, and feel?
5 Ways To Improve the Event Marketing Experience • Conduct research to discover whether your guests have had similar experiences in the past.
5 Ways To Improve the Event Marketing Experience • Conduct a focus panel or interviews to determine how you can bring their previous experience to a new and more effective level, or introduce a new experience that will be memorable and influence their positive response to the event.
5 Ways To Improve the Event Marketing Experience • Script the experience as though you are writing a play. Start with the introduction of scene, then present the characters, next introduce an activity, and finally remind them with a gift or further purchase of what they experienced.
5 Ways To Improve the Event Marketing Experience • Provide post event experience reminders by using Facebook and other social media sites to post photos and other reminders of the live event.
