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Event Marketing - PowerPoint PPT Presentation


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Event Marketing. Location : Tver Date : Sentember ,31 - October, 1 Channels of comunication : NTP, HoReCa CE a ctivities : Hostesses : 10 Informing LA Marlboro Lights smokers, Trial among competitive LAS/ Sampling, Trial Marlboro Ice Boost, Swapping, Purchase incentive,

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slide2

Location:Tver

Date:Sentember ,31 - October, 1

Channels of comunication:NTP, HoReCa

CE activities:

Hostesses: 10

  • Informing LA Marlboro Lights smokers,
  • Trial among competitive LAS/ Sampling,
  • Trial Marlboro Ice Boost,
  • Swapping,
  • Purchase incentive,
  • Marlboro event invitation distribution to LAS
  • Visibility:

Branded Audi cars, branded Seagways

KeyActivityResults:.

  • Effectiveunique contacts NTP: 628 contacts
  • Effectiveunique contactsHoReCa: 43 contacts
  • Marlboro event flyers distributed: 2500
  • Total effectiveunique contacts: 671 contacts
slide3

Venue:Tver,Zerkalo

  • Date:October, 1
  • # ofvisitors:700
  • Artists:DjFiancee, MC Kakoss
  • CE activitiesduringevent:
  • Hostessesattheevent: 10
  • Informing LA MarlboroLights smokers,
  • Trial among competitive LAS/ Sampling
  • Trial Marlboro Ice Boost,
  • Swapping,
  • Purchase incentive

Tools / mechanics:

  • Rock star chair

Visibility:

  • Special temporary branding, branded DJ table, miniaero flags, branded Audi cars, press walls, roll up, light boxes, dispensers, table talkers, floor and tableashtrays.
  • KeyActivityResults:
  • Effectiveunique contacts:286 contacts (41%) incl.
  • Purchase motivation : 309 packs (114 lighters, 13 speakers,11 T-shirts, 1 aero tube certificates)
  • Sampling: 440 cigarettes
  • Salesfrom bar: 112 packs
  • Salesat the Marlboro stand: 206 packs
slide4

Location:Kaluga

Date: October, 14-15

  • Channels of comunication:NTP, HoReCa

CE activities:

Hostesses: 9

  • Informing LA MarlboroLights smokers,
  • Trial among competitive LAS/ Sampling,
  • Trial MarlboroIce Boost
  • Swapping,
  • Purchase incentive
  • Marlboro event invitation distribution to LAS
  • Visibility:

Branded Audi cars, branded seagways

KeyActivityResults:

  • Effectiveunique contacts NTP: 679 contacts
  • Effectiveunique contactsHoReCa: 150 contacts
  • Marlboro event flyers distributed : 1500
  • Total effectiveunique contacts: 829 contacts
slide5

Venue: Kaluga, Vmax

  • Date:October, 15
  • # ofvisitors:550
  • Artists:DjMalena, MC Kakoss
  • CE activitiesduringevent:
  • Hostessesattheevent: 9
  • Informing LA MarlboroLights smokers,
  • Trial among competitive LAS/ Sampling,
  • Trial Marlboro Ice Boost,
  • Swapping,
  • Purchase incentive

Tools / mechanics:

  • Rock star chair
  • DYO

Visibility:

  • Special temporary branding, branded DJ table, mini aero flags, branded Audi cars, press walls, rock star chair, light boxes, dispensers, table talkers, floor and tableashtrays.
  • KeyActivityResults:
  • Effectiveunique contacts: 319 contacts (65%) incl.
  • Purchase motivation : 365 packs (235 lighters, 3 speakers,7 T-shirts, 10 raincoats)
  • Sampling: 192 cigarettes
  • Salesfrom bar: 103 packs
  • Salesat the Marlboro stand: 262 packs
slide6

Location:Ryazan’

Date: October, 21-22

  • Channels of comunication:NTP, HoReCa

CE activities:

Hostesses: 9

  • Informing LA MarlboroLights smokers,
  • Trial among competitive LAS/ Sampling,
  • Trial MarlboroIce Boost
  • Swapping,
  • Purchase incentive
  • Marlboro event invitation distribution to LAS
  • Visibility:

Branded Audi cars, branded Seagways

KeyActivityResults:

  • Effectiveunique contacts NTP: 430 contacts
  • Effectiveunique contactsHoReCa: 150 contacts
  • Marlboro event flyers distributed : 1500
  • Total efectiveunique contacts: 580 contacts
slide7

Venue:Ryazan, Angel’s bar

  • Date:October, 22
  • # ofvisitors:450
  • Artists:DjMemfisa, MC Kakoss
  • CE activitiesduringevent:
  • Hostessesattheevent: 9
  • Informing LA MarlboroLights smokers,
  • Trial among competitive LAS/ Sampling,
  • Trial Marlboro Ice Boost,
  • Swapping,
  • Purchase incentive

Tools / mechanics:

  • Rock star chair,
  • DYO

Visibility:

  • Special temporary branding, branded DJ table, mini aero flags, branded Audi cars, press walls, rock star chair, light boxes, dispensers, table talkers, floorandtableashtrays.
  • KeyActivityResults:
  • Effectiveunique contacts: 306 contacts (75%) incl.
  • Purchase motivation : 297 packs (173 lighters, 15 speakers,3 T-shirts, 4 aero tube certificates, 1 raincoats)
  • Sampling: 330 cigarettes
  • Salesfrom bar: 74 packs
  • Salesat the Marlboro stand: 226 packs
slide8

Tver - NTP, HoReCa

  • Winston Kent KSKent nanotecDunhillVogue Others
slide10

Kaluga- NTP, HoReCa

  • Winston Kent KSKent nanotecDunhillVogue Others
slide12

Ryazan’- NTP, HoReCa

  • Winston Kent KSKent nanotecDunhillVogue Others
slide14

MARLBORO Moscow Ring Tour. KPI

First wave

  • Number of city: 4
  • Hostess days :60
  • Number of LA Visitors at Marlboro events: 1515 guests
  • Marlboro packs sales : 1113 packs
  • Effective unique contacts: 885

Second wave

  • Number of city: 3
  • Hostess days : 60
  • Number of LA Visitors at Marlboro events: 1700 guests
  • Marlboro packs sales : 1061packs
  • Effective unique contacts : 2991
slide15

Events summary

    • # of LA Visitors:1700 guests
    • Marlboro packs sales from the bar: 289packs
    • Sales at the Marlboro stand: 694 packs
    • Effective unique contacts: 911
  • NTP summary
  • Effective unique contacts: 1737
  • Flyers distributed: 5500
  • Posters: 4500

Final summary

Announced results:

Sales of Marlboro during 3 citys: 1500 packs

Quantity of DCC for MPT in NTP during 6 days: 1500 swapped packs

Quantity of DCC for MPT during 3 events: 600 DCC

Quantity of distributed flyers at Marlboro event by MPT for 6 days: 4500

All DCC 6 days activities: 2100

Achieved results:

Sales of Marlboro during 3 cities: 1061 packs (71%)

Quantity of DCC for MPT in NTP during 6 days: 1737 swapped packs (115%)

Quantity of DCC for MPT in HoReCa during 6 days: 343 DCC

Quantity of DCC for MPT during 3 events: 911 DCC (151%)

Quantity of distributed flyers at Marlboro event by MPT for 6 days: 5500 (122%)

All DCC 6 day activities: 2991 (142%)

Achieved results

slide16

LAS GUESTS COMMENTS

LAS guest:“ DJ’s with MC was amazing ! Thanks for drive and positive emotions!”

Гость*: «Диджеи и MC были восхитительными! Спасибо за положительные эмоции»

LAS guest:“Marlboro Permanent Team is so stylish and creative. It’s sogreat to meet them in Kaluga”.

Гость*: «Перманентная команда Мальборо такая стильная и креативная. Это такздорово увидитьих в Калуге!»

LAS guest: «Marlboro branded Audi cars and Seagways have been seen all over Ryazan’ today. My friends and I were totally impressed!»

Гость*: «Брендированные Ауди и СигвеиМальборо встречались сегодня по всей Рязани. Я и мои друзья были крайне впечатлены!»

LAS guest: «DYO machine is a lot of fun. Great idea! Thank you Marlboro for making parties so awesome!»

Гость*: «DYO машина – это очень весело. Отличная идея! Спасибо Мальборо за то что, делаете вечеринки такими классными!»

slide17

Key Learning

  • We have made more effective contacts comparing with previous tour so that speaks about improvement of permanent team work and LAS guests loyalty.
  • We have produced posters of larger scale and flyers on the designer paper of better quality to increase buzz around the event
  • It is necessary to take into account adverse weather conditions. That is why we have organized shopping mall booking and made an emphasis on HoReCa activities.
  • A minimum of 2 days of activities in each town are required to provide improved quality of the announcement and increased number of effective contacts.
  • We have prepared effective working schedule so that allowed us to use lesser number of hostess teams and provide event better number of effective contacts.
  • It is necessary negotiate free entrance to the event with organizers.
  • Free entrance makes large impact on the event attendance in Moscow ring area.
slide18

Key Learning

  • It is necessary to book artists who are well known to the target audience to increase buzz around the event and even book local famous artists if possible.
  • A number of communication channels have been used to provide maximum connection with the target audience:
  • Web advertising
  • Clubs websites
  • Clubs pages in the social networks
  • Artists pages in the social networks
  • Flyers
  • Posters
  • Radio advertising
  • So that provided high attendance.