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Event Marketing Lecture 31. Recap. Chapter Key Points Concept Development Analyzing the Concept Designing the Event Logistics of the Concept. Chapter Outline. Event Marketing Nature of Event Marketing Process of Event Marketing Protocols. Event Marketing.

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Event marketing lecture 31

Event Marketing

Lecture 31


Recap
Recap

  • Chapter Key Points

  • Concept Development

  • Analyzing the Concept

  • Designing the Event

  • Logistics of the Concept


Chapter outline
Chapter Outline

  • Event Marketing

  • Nature of Event Marketing

  • Process of Event Marketing

  • Protocols


Event marketing
Event Marketing

The activity of designing or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization. Also called event creation.


Nature of event marketing
Nature of Event Marketing

Like services marketing, event marketing has characteristics such as:

  • Intangibility

  • Inseparability

  • Variability

  • Perishability


Process of event marketing
Process of Event Marketing

Establish the features of the product

Identify customers (segmentation)

Plan to meet audience needs

Analyse consumer decision-making process

Establish price and ticket program

Promote the event

Evaluate marketing efforts


Remember you are part of a team
Remember You are Part of a Team

Most success depends on colleagues, on the team. People at the top have large egos, but you must never say 'I': it's always 'we'


Protocol
Protocol

It is the set of traditional practices that have long been accepted and used when dealing with and meeting with others. It includes:

  • Proper way to address the dignitaries

  • Way to dress for an event

  • Seating of guests at a dinner


Titles
Titles

The notion is that the addressee should be respected.

Use titles such as Mr., Sir, Ma’am, Mrs., Miss, Madam, etc. to address your guests.


Dress for formal occasions
Dress for Formal Occasions

The appropriate dress for formal occasions should be included on the invitation.


Protocol for speakers
Protocol for Speakers

Facilitate the speaker by

  • Providing with a list of guests in advance

  • Briefing him/her in advance

  • Discussing timing and length of speaches


Seating protocol
Seating Protocol

Observe the correct seating arrangements for occasions such as awards ceremonies and formal dinners.


Religious and cultural protocol
Religious and Cultural Protocol

Formalities attach to most religious and cultural ceremonies, although these may or may not be observed by the client. Lets discuss traditions associated with wedding ceremonies around the world:

  • Scottish Wedding

  • Muslim (Pakistani) Wedding


Summary
Summary

  • Event Marketing

  • Nature of Event Marketing

  • Process of Event Marketing

  • Protocols


References
References

  • Wagen, L. V., and Carlos, B.R. (2005), Event Management, Prentice-Hall, New Delhi, ND.


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