CHAPTER 3

THE MARKET FOR EVENTS

AND THE STAKEHOLDERS
5 Event Tactics
• Video
• Facebook
• Scarcity
• Event Experience
• Email Marketing
Promotional Activities
Image and Branding
Advertising
• Internet Advertising
• Print Advertising
• Radio Advertising
• Television Advertising
• Display and Signage
• Brochures
• Advertising Collateral
 Plan and Organize Marketing and
Promotional Activities
Conceptualize marketing plan and objectives

Develop promotional plan

Determine promotional plan and budget

Integrate promotional activities

Advertising - Direct marketing - Sales promotion - PR/publicity - Personal selling

Monitor and evaluate promotional program against marketing objectives

 For hospitality businesses such as Hotels,
Restaurants, Catering Facilities, Entertainment
and Leisure venues, these events account for
majority of sales.
 The event market is a consistent source of revenues
for hospitality businesses.
• In fact, the Philippines has seen the rise of event venues in the
past sixty years.
• In the 1950s and 1960s, parties were held at home or in big
restaurants.
• In 1970s and 1980s, the de luxe hotels and their ballrooms and
function rooms became the venue of choice.
• This trend went well into the 1990s, which also saw the rise of
beach venues.
• “The growing market for events also means a growing number
of prospects and targets. “
INDIVIDUALS AND FAMILIES
This segment is the typical prospect for life cycle events. And these days, the
gamut's of events in one’s life run from (baby) basket to casket.
• Aside from life cycle events, there are family reunions and
gatherings to welcome family members arriving from abroad
(“bievenida”) and send-offs for those leaving the country
(“despedida”).
• Then there are blowouts to celebrate big and small achievements.
Even wakes and funerals are now well-orchestrated events.
• Celebrations of life’s milestones and family gatherings
are apparently triggered by the need to be with
family, and loved ones, the need for affirmation and
recognition, and the need to create memories to
cherish.
• Individuals and families are usually less formal in
decision-making when it comes to events.
ORGANIZATIONS
This segment is typical prospect for events
to convene and events for commerce—or
commonly referred to a corporate event. The
segment is further divided into companies and
business establishments, and associations and
organizations.
Associations are organizations of people that have a
common interest or purpose (Abbey, 2003). Generally,
these could be categorized as:
1. Trade Associations – made up of individuals and
corporations within an industry, or a bound by similar
business concerns.
2. Professionals associations – formed by individuals in
a common or affiliated profession.
3. Non-profit organizations – include social, military,
educational, religious and fraternal groups or SMERFs.
• Events for companies and associations are staged for
various reasons: to share ideas, to educate, to sell or
market a product, to provide information, to motivate
people, to strengthen corporate image, and to make
people aware. But one common objective and
measure for success is return on investment.
• Organizations usually give the responsibility for an
event to an event committee. But the event manager
should be to distinguish who in the organization are
part of the final decision-making, particularly for
finalizing contracts and making purchases.
Some questions that the event manager must find
answers to are:
• Who will make major decisions regarding the event?
• What decisions will members of the event committee
influence? What is their level of influence?
• Are there others within the organization who would
influence the decision? What is their level of
influence?
• What evaluation criteria will each decision-maker use?
LEADS AND INQUIRIES
• In the events business, building contacts is essential.
• Take every oppurtunity to spot potential clients.
• Sale blitzes are good sources of leads.
• Schedule of blitz of companies and associations within
a specific geographic area to gather information about
the organization and their event needs.
EVENT STAKEHODERS
• Are individuals and groups who have some form of
interest in the event.
• The event manager is just one of those who have
interest in the success of the event.
The Host-this is the group or person who is giving the event. For the
event manager, the host is the client – the group or person from who
you are to get directions from.
 The Guests-These are the people attending the event; they are
variously called audience, participants, attendees or visitors.
Guests are also clients in the sense that they are out to get their
investment’s worth from the event be it an investment of money
or of time.
The Event Committee-refers to the group involved in the
planning and execution of an event.
The Financer-the money man – the one who foots the bill.
The Suppliers-the event manager works with other companies
that will bring the event concept into reality.
The Externals-these include other entities external to the host
or the event manager, but have a financial, emotional,
political, social or personal interest in the event.
Questions:
• This is the group or person who is giving the event
• These are the people attending the event
• What is the other term for Guest?
• Refers to the group involved in the planning and execution of
an event.
• Who is the money man ?
• The event manager works with other companies that will
bring the event concept into reality.
• These include other entities external to the host or the event
manager
All Stakeholders have the event’s success in mind, each
may define success differently. It is inevitable for each of
those stakeholders to have varied and, at times,
conflicting concerns on one event.