Event Management - Unit 8

TOPIC 8
EVENT
MANAGEMENT
ADVERTISING, PUBLIC RELATIONS,
PROMOTIONS AND SPONSORSHIPS
PREPARED BY:
NORHASIMAH BINTI HAMIM

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TOPIC 8: ADVERTISING, PUBLIC RELATIONS, PROMOTIONS AND SPONSORSHIPS
LEARNING OUTCOMES
At the end of this topic, the students would be able to:
 Understand the principles of marketing in event planning.
 Identify the marketing mix and communication mix in event planning.
 Describe the importance of sponsorship in event planning.
 Discuss the flow of event marketing.

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TOPIC OUTLINES
Introduction
8.1 The Marketing Mix of Event
8.2 External Event Marketing
8.3 Event Promotion Techniques
8.4 Event Sponsorship
8.5 Marketing the Event
Summary

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INTRODUCTION
Define the Terms Event Marketing
 Event Marketing: Event Marketing is the
application of marketing practices and
theories to promote your event, conference,
meeting, festival, or whatever the occasion
may be.
 Events are inherently visual and descriptive
in nature, making their marketing and
promotion primarily experiential and photo
heavy.

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Marketing Mix

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Marketing Mix
Product
You look at the history of your event - is it the first
of it's kind or the 50th?
You look at the value your event provides to the
participants and how you can communicate these
benefits through key messages.
You also look at what makes your event unique
and why your participants should spend time and
money on your event.

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Marketing Mix
Price
Primary among the responsibilities of the event marketer is an understanding of
the financial goals of the sponsoring organization.
You will need to define your financial philosophy.
Is the event designed to make money or is it designed to break even but increase
profile, grow membership or create community goodwill?
You will also look at perceived value and your target audience's ability and
willingness to pay.

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Marketing Mix
Place
The location of your event can determine not only the attendance, but the
character and personality of your event.
When you look at a marketing strategy for your event, look at the location in
terms of proximity to the potential participants and the ease of getting there.
The availability of parking and the ambiance and originality of the location.
You will also look at how practical it is to stage an event at a particular location
as well as surrounding attractions and how well it fits with your business brand.

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Marketing Mix
Public relations
Public relations can determine what others perceive of you and your mission.
The first step in establishing a public relations campaign is to determine what
the current perception is.
You have develop a public relations strategy for your event including finding
angles for media releases, determining what needs to go into media kits and
whether journalists need to be sent invitations or tickets.

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Marketing Mix
Positioning
Determining how to position your event
with your target audience will focus on
what niche your event can fill, what makes
it different and what audience needs it
satisfies.
With this event concept we will then
look at what markets will be most
receptive to your event.

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Marketing Mix
Positioning (cont.)
Some key considerations when
positioning an event:
 Location
 Attention span
 Competitive costs
 Program
 Keep it simple

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Principles of Event Marketing
 To create a successful event, you must follow
the five essential principles of event
marketing:
 attract the right participants,
 select the right venue,
 maximize the number of visitors,
 create interest and
 build relationships with participants and
visitors.

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Participants
Identify the people or organizations who will participate in your event as
exhibitors or presenters.
Contact potential participants by email to invite them to take part in the event.
Explain why your event will enable them to reach their own target audiences
cost effectively, and outline your plans for attracting visitors and promoting the
event.
Set up an event website where participants can obtain information about the
event and the audience you aim to attract.

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Venue
Get the location right.
Choose a venue that is accessible and attractive to visitors and participants.
The venue must be able to accommodate the number of exhibitors and visitors
you hope to attract.
Select a venue that is convenient for visitors to reach by road, rail or air.
If your event lasts several days, consider venues that offer other attractions to
visitors, such as a popular tourist destination.

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Visitors
Attract the maximum number of visitors.
Identify the target market and communicate the benefits of visiting the event.
Visitors attend events to learn about the latest products, see influential
presenters or attend seminars and workshops where they will improve their
knowledge.
Place information for visitors on your event website, giving essential details such
as location, admission charges, travel, program and schedule of events, list of
exhibitors and event highlights.
Offer early-bird discounts to encourage visitors to book early.

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Communication
Build interest and anticipation.
Communicate with visitors and participants in the period leading up to the event.
Use social media such as Facebook or Twitter to communicate the latest news
about the event, such as new product announcements, additions to the lineup of
presenters or number of advance ticket sales.

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Relationships
Build relationships with customers.
By communicating with visitors after the event, you can start to build
relationships that help you to market future events.
Ask visitors, presenters and exhibitors for feedback on the event.
Publish news related to your event, such as the release of new products or
relevant publications, on your website or on social media to maintain longer-term
interest.
Encourage visitors and participants to exchange views and information on social
media to build a sense of community around your event.

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External Event Marketing
 Event or a series of event as one of the marketing methods to promote external
event.
 Forces such as advertising, public relations, promotions, advertising specialties,
stunts and other techniques to promote individual event.
 External event marketing can be divided into two (2) and they are:
 Retails events
 Fairs and festivals

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 1st - The store owners and managers could showcase
their goods and services to a highly targeted
audience in a cost-effective manner.
 2nd – The external customer-the shopper himself or
herself then directed to visit each store for special
discounts immediately.
Retail Events
Fairs and Festivals

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Fairs and Festivals
Retail Events  May also serve as temporary retail locations
 A media preview event is an excellent way to inform
the media about the size, scope, excitement being
offered at your fair or festivals.
 Their permanent retail counterparts, to be
successful such events must be marketed
aggressively through both internal and external
event-marketing efforts.

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 Definition: Promotions refer to the entire set of
activities, which communicate the product, brand or
service to the user.
 The idea is to make people aware, attract and induce
to buy the product, in preference over others.
 The methods you use to promote your event will
depend on its purpose, the likely audience, the best
ways to reach that audience, and your promotional
resources.
8.3 Event Promotions Techniques
Promotion

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The Five Ws of Marketing

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Event Branding

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 Event branding emphasizes image.
 Companies with strong existing brands need to maintain dominance and
positioning, while firms lacking brand recognition must make a name within
their competitive space.
 When it comes to the event execution, almost everything created is branded—
from the preplanning phase, to onsite to post-event activities.
 Event branding brings a unique identity to an event.
 It has to be visually powerful, as well as operationally deliverable.
Event Branding

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Event
Branding
Development of a name, logo and image for the
event.
Image and logo are closely linked.
If sponsors involved need to get their approval to
avoid conflict.
Design must meet the needs of all stakeholders and
appealing to the event audience.
Slogan sometimes developed as part of the image.

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Marketing Communication Mix
Develop promotional plan
Determine promotional plan and budget
Integrate promotional activities
Advertising Direct
marketing
Sales
promotion
PR /
Publicity
Personal
selling
Monitor and evaluate promotional program against
marketing objectives
Review marketing plan and objectives

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 One of the most predominant and traditional event
promotion techniques is advertising.
 While most think of advertising in print form, involving
newspapers or magazines, it may come in many forms
that we see every day.
 Advances in electronic and broadcast technologies
provide a platform for advertising on television and
radio, over the Internet through “banner” ads and
other inserts, and even on the big screen in movie
theaters.
 Marketers must be circumspect in selecting advertising
media, because some may be controversial.
Advertising

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Specialty Advertising
 Creative marketers will find that advertising is not
limited to magazines, newsletters, and brochures, but
rather to virtually any item that will accept print.
 We all have seen coffee mugs, refrigerator magnets,
calendars, and note pads with advertising messages that
the user sees daily.
 At your event itself, many opportunities exist for the
marketing of the event and its sponsoring organization,
creating not just a helpful item but also a memento of
the event for the attendee to enjoy far beyond the final
gavel.
Advertising

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Publicity
 The best time to plan for event publicity is during the
planning of the event itself.
 If the publicist helps with the planning process, elements
can be added to appeal to mass media gatekeepers.
 For example, the publicist can use the following to
generate pre- and post-publicity:
 Add small, inexpensive, yet out-of-the-ordinary
touches to the event in the planning stage.
 Do a publicity stunt before the event to draw the
media’s attention.

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Publicity
 Create a day, week, or month observance as a tie in.
 Pitch a local community cable channel to cover the
event.
 Take photographs at the event and supply them to
community newspapers with a news release.
 Write a letter to the editor of the local newspaper
thanking participants and/or volunteers.
 Do a creative, interesting, and/or unusual poll or
survey during the event and send the results to the
media.
 Etc.

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Public Relations
 Public relations is the promotional discipline of forming
what your audience thinks or feels about the value of
your enterprise and, even more important, about your
organization as a whole.
 It is a broader, more time consuming approach to
building continuing allegiance to your cause and
participation in your events.
 The goals of a public relations campaign may vary
significantly, ranging from creating awareness of your
event in its early stages of development, to continuing
such awareness over a period of time, to offsetting
negative publicity or controversies about the company
or association that sponsors your event.

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6.2.3 Marketing Communication Mix: Public Relations
Public Relations
 The first step should be to examine previous public
relations efforts and their relative effectiveness in
promoting greater participation or in mitigating
challenges.
 Public relations has become much more of a
sophisticated marketing tool than the old days.
 Today, public relations professionals consider virtually
all communications outlets in order to disseminate the
message.
 Newspapers remain a staple outlet, as do radio and
television broadcasters, magazines, newsletters, the
Internet, and other online services.

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Public Relations
Press Materials
There are a number of tools available for the public
relations effort:
Press releases, press kits, media alerts, organizational
and event “fact sheets,” specialty advertising items,
flyers, photos, and brochures.
Press Kits - a more comprehensive tool used to relay as
much information about an event and its purpose as
possible, packaged in an attractive folder or portfolio
imprinted with the name of the sponsoring organization,
the event, a logo, and other pertinent information.

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Sponsor
Individual or entity who organizes and is committed to the development of a
product, program, or project; that underwrites a part or whole of the expense of
staging a public event through contributions in cash or kind, and is allowed to
display advertising banners or to otherwise promote itself or its products during
the sponsored event.
What is Sponsorship?
“Sponsorship is an indirect way of gaining financial support by helping
businesses promote their products or services in exchange for their support
(financial or in-kind).”
8.4 Event Sponsorships
Sponsorships

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Financial Sponsors
A company may sponsor a group or organization by becoming a financial sponsor.
In-Kind Sponsors
In-kind sponsors donate goods or services rather than cash as their sponsorship
offering.
Media Sponsors
A media sponsor is a company that finances or secures media coverage for an
organization, program or event.
Location Sponsors
A business may offer the use of its facilities as a form of sponsorship.
Sponsorships - Types

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Labor Sponsors
A corporation that donates the time and talent of its employees is considered a labor
sponsor.
In this instance, the company allows its employees to work on behalf of a charity or
community organization during normal work hours and still be paid their normal salary.
Signature Sponsor
In the event that numerous companies are solicited to sponsor the same program or
event, one will usually pay a premium to become the lead or signature sponsor.
Sponsorships - Types

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Sponsorships -
Types
EXAMPLE
athletic wear
manufacturer,
bottler,
brewery and
hospitals or
health care
children’s toy
stores
bottler,
grocer,
automotive
and bank
department
store and
record store
printer,
bank.
Insurance
broker
fair sport schoolfestival meeting

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Why sponsor an event?
Enhances the reputation and image of the sponsoring company through
association.
Gives product brands high visibility among key audiences.
Provides a focal point for marketing efforts and sales campaigns.
Generates publicity and media coverage.
Target a specific group of customers
 Goodwill to the community
 “Give Back”
Sponsorships - Why?

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Identify appropriate sponsors for your event:
Determine the financial level of sponsorship you require.
Review trade journals.
Review the local business tabloid in your area to search perspective sponsors.
Network with advertising and public relations agency officials.
Conduct focus group with prospective sponsors to solicit and analyze opinions.
Make certain you link sponsorship program.
The sponsorship plan also should outline the benefits offered in return for
sponsorship.
Sponsorships Plan

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 Sponsor benefits may include:
 Ads in programs or show materials (ranging from small black and white
ads to full-page color ads)
 Tickets to your event (e.g., two tickets, a full table or a dozen tickets)
 Booth space at a tradeshow (ranging from a single 10×10 standard booth to
a large island booth)
 A foursome for a golf tournament
 The company’s name mentioned in news releases
 Featured company logo on event Web site/Web page, etc.
Sponsorships Plan

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 Marketing, at its most basic level, is an integrated process through which
companies build strong customer or employee relationships and create value
for their customers/employees and for themselves.
 What that means is that every piece of content, every visual, every
interchange —right down to the attendee name badge — is a marketing tactic.
 For example, many planners assume no marketing is necessary for internal or
mandatory events.
 But all event communications are a form of marketing.
 Beginning with the theme or event “brand,” marketing is an intrinsic part of the
planning process.
8.5 Marketing the Events
Marketing the Events

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8.5 Marketing the Events
Marketing the Events

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SUMMARY
“Multilevel, multitasking multiplied multiple times is
event management.”
Rehan Waris

Event Management - Unit 8

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Event Management - Unit 8