Event Marketing
An event is a live multimedia package with a preconceived concept, customized or modified to achieve the clients objective of reaching out and suitably influencing the sharply defined, specially gathered target audience by providing a complete sensual experience and an avenue for two-way interaction.
Event marketing involves canvassing for clients and arranging feedback for the creative concepts during and after the concept initiation so as to arrive at a customized package for the client, keeping the brand values and target audience in mind. Marketing plays an important role in pricing and negotiations as well as identifying opportunities to define and retain event properties by gathering marketing intelligence with regard to pricing, timing etc.
Event marketing involves canvassing for clients and arranging feedback for the creative concepts during and after the concept initiation so as to arrive at a customized package for the client, keeping the brand values and target audience in mind. Marketing plays an important role in pricing and negotiation as well as identifying opportunities to define and retain event properties by gathering marketing intelligence with regard to pricing, timing, etc. Event marketing has been defined as a state of focused event strategy managed consistently over a period of time to reinforce aspects of brand character. There are further
definitions wherein the focus has been more on the reasons why events are being used as a marketing tool. For instance, according to Richard R. Alford, International Vice President and General Manager(India) of International Management Group (IMG) event marketing is a rifle shot approach to one’s audience where there is very little wastage. In fact, ideally, event marketing involves simultaneous canvassing and studying the brand prints; understanding what the brand stands for, it’s positioning and values, identifying the target audience and liaison with the creative conceptualizes to create an event for a perfect mesh with the brand’s personality.
In fact, ideally event marketing involves simultaneous canvassing and studying the brand prints; understanding what the brand stands for, its positioning and values, identifying the target audience and liaison with the creative conceptualizes to create an event for a prefect mesh with the brand’s personality.
If one knows how to organize an event he should also know how to market it. If there is something very peculiar or special about the event then that main point has to be highlighted. A product launch for example requires a sales promotion campaign either before or after the launch. In that case the product is advertised through banners and media and even door to door canvassing. Effort is taken to ensure that people sit up and take notice of the event. Sometimes it could be an event like an award ceremony, which is to be shown on television and different companies make a beeline for sponsoring their respective products in the due course of the programme. This is the way publicity and promotions work.
5 C’s of Event Marketing
The activities required marketing and managing events require certain steps to be followed that can be called the five C’s of events. The first is Conceptualisation of the creative idea/ambience followed by Costing i.e. calculation of cost of production and margins on the event. Canvassing, for clients/sponsors, customers/ audience and networking is the next step.depending on the customers’ needs and marketing objectives, Customization of the concept is required. Finally, the most important part event management is the execution of the event as planned. This activity is termed as Carrying- out the event.
Source: Docstoc.com
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