Post on 23-Feb-2017
© 2015 Event Management Blueprint
Chapter 6
Event Marketing
© 2015 Event Management Blueprint
Event Marketing Plan The production and coordination of
all advertising, promotional, and public relations campaigns for the event with the goal of maximizing revenue generation and event attendance
© 2015 Event Management Blueprint
Advertising Campaign Utilize any combination of one or more forms of media,
including, but not limited to: – Television radio, print, outdoor, direct mail, mobile, and
digital – Media advertising budget typically represents anywhere from
10% to 15% of projected gross ticket sales Paid Advertising
– Any time cash is spent in return for a specified form of advertising
Trade or in-kind advertising – Any additional media advertising that is secured in exchange
for desired event assets such as event tickets, VIP hospitality or pre-event meet and greets, and is generally a dollar-for-dollar trade
© 2015 Event Management Blueprint
The Promotional Campaign An opportunity to demonstrate creativity,
while simultaneously supporting partnerships and increasing event awareness and ultimately attendance – Consist of special ticket discounts, premium
giveaways, theme nights, and any number of other program elements
– Dover International Speedway executes a sponsored direct mail program the goal of this program is to deliver a valuable direct to consumer offer to Dover race fans from one of its sponsors
© 2015 Event Management Blueprint
The Public Relations Campaign
Publicity– Any news coverage for the event that is
generated with some type of announcement, market tour, or interview
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Guerrilla and Grassroots Marketing Guerrilla Marketing
– An aggressive way to market an event and is best be defined as “taking the message to the streets.”
Grassroots Marketing– Marketing an event on a local and personal
level as a way to get the word out on the event – e.g., Major League Soccer (MLS) does an
excellent job of leveraging grassroots marketing as the core of its advertising platform
© 2015 Event Management Blueprint
Advertising Three main staples to promote ticket
and admission sales :– Television– Radio– Newspaper
© 2015 Event Management Blueprint
Television Advertising Majority of people spend more time
watching television than listening to radio or reading newspapers combined– Most experts predict by 2017 more
advertising will be spent on the internet than television
– TV advertising is a key medium to reaching a core audience
– Network Broadcast vs. Cable Broadcast
© 2015 Event Management Blueprint
Television Advertising Reach
– Most expensive form of media available to promoters and influencer in driving ticket sales for events
Production Quality – Generating quality television commercial for a
sophisticated audience Cable and Cost
– Cable is a lower-cost alternative to traditional broadcast television
– Large enough budget to reach target audience
© 2015 Event Management Blueprint
Radio Advertising Extends access to consumers
beyond the home– Attracts listeners while traveling, the
work place or just relaxing– Targeted way to reach the audience and
offers a wide variety of formats
© 2015 Event Management Blueprint
Radio Advertising Radio is a relatively inexpensive way
to reach an audience– Voices, sounds, and music can be used
effectively to create moods – Personal advertising medium
Disadvantage– Smaller audience per radio station
Satellite radio
© 2015 Event Management Blueprint
Newspaper Advertising People expect advertising in
newspapers– Buy just to read the ads in many cases– Examined at a person’s leisure
Convenient because production changes can be made quickly– New advertisement can be inserted on
short notice Budget Friendly Advertising
© 2015 Event Management Blueprint
Digital Advertising Utilizes the internet to deliver
messages – Via computer, smart TV, tablets, and
mobile devices Rapidly growing platform Cost-efficient medium
© 2015 Event Management Blueprint
Digital Advertising Best platforms to reach their target
consumers Explore the wide variety of ways
they can acquire, track, and communicate with their target audience – e.g. tracking cookies, email marketing
Distribute information via social media – Low cost of engagement
© 2015 Event Management Blueprint
Outdoor Advertising Varying forms of advertising
– Transit advertising (buses, light rail, taxi cabs), wrapped vehicles, delivery truck signage, posters, and electronic displays
Connects with the audience as an element of the environment – Works on frequency
Outdoor companies are open to trade agreements
Message has to be short and to the point – e.g., Ohio University beverage partner, Pepsi
© 2015 Event Management Blueprint
Direct Mail Promotional offer or message that
circumvents the traditional forms of media
It can be very targeted Specialized agencies to help design
direct mail campaigns – Find likely individuals to target for a direct
mail campaign Estimate the ROI
© 2015 Event Management Blueprint
“One size fits all” Event managers and sport
executives need to move away from this approach of marketing
Utilize market segmentation using different tactics for different fan/customer segments