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PROMOTION:
INTEGRATED MARKETING
COMMUNICATION (IMC) FOR
EVENTS
What is Marketing?
PLACE
PROMOTION
PRODUCT
Product
The end result – the event-involves all the ancillary
contributions.
Expert product knowledge and effective sales skills vital.
Consistent capability (combines history, quality, and value)
– to produce a unique program.
Convey not only perceived value but also added value.
Promotion
Well-develop promotion strategies to achieve the success.
A systematic checklist in identifying and budgeting the event
promotion:
Identify all event elements that require promotion.
Develop strategies.
Identify promotion partners to share cost.
Target your promotion to those target market segment.
Measure and analyze your promotion efforts.
Promotion
Requires a careful study of past or comparable efforts, expert
guidance, and setting benchmarks for specific measurement.
Implies the taste or style of the event, the type of person that
will be persuaded to invest.
The Marketing Planning Process
The marketing planning process can be implemented in a
step-by-step progression that consists of seven stages:
3. Marketing goals
4. Market selection
5. Marketing strategy
7. Control
Process of Event Marketing
Establish the features of the product
3. Marketing goals
4. Market selection
5. Marketing strategy
7. Control
1. Organization and event goals
Needs to be aligned with the overall goals for the organization.
Advertising
Selling
Sale promotion
Public relations
ADVERTISING
Advertising is any form of non-personal promotion paid
for the event organisation.
Radio, television, newspapers, magazines, a website,
outdoor advertising (billboards, bus shelters and toilet)
and mobile platforms such as buses and taxis are all
channels for advertising.
ADVERTISING
In creating advertising campaign for events and festivals, it is
necessary to: