Ems 3

EVENT
MARKETING
Lesson 11
Page 69-90
(Eloisa Altez-Romero)
explains the importance of marketing plan
Develop an event marketing plan
LEARNING Identify the marketing mix

OBJECTIVES:
Outline the process of sponsorship marketing;
Explain how trade shows can be used as a

marketing tool
MARKETING
The Marketing
Plan - the process of creating and transferring a
product or service to the maker
-good research is crucial in making informed

decisions
-with feasibility study, it will be easier to lay

out the marketing plan
Event objective
Theme
Scope(initial programming)
Feasibility Market characteristics
format shows Competition
the following Possible revenue resources &and alliances/sponsors
information: Event date and venue
SWOT & initial financial analysis
General description of target audience

4 stages of marketing plan
Implementing, monitoring
Conducting Identifying Defining
and evaluating
Conducting a market analysis Identifying the target audience and Defining the marketing mix & Implementing, monitoring and
(feasibility study) marketing objectives(e.g. revenue) marketing strategy evaluating the marketing
performance
Identify Target
Audience
• Begin with the end in mind

- gap between attendance
expectation and the likelihood
to be there
• 1. Who is your target
audience?
• 2. Where is your target
audience?
Set marketing objectives
S pecific
M easurable
A chievable
R ealistic
T ime-bound
Increase the
level of overall
attendees by
20%, from last
year's 800-960
Achieve the following
Example
Get P90000 net sales revenue attendees: 70% university
@ P100 per ticket by the end students, 5% university
of the show. teachers, 23% of other
universities' students
Sell 50% of
tickets to block
sections
Set marketing strategy
• Marketing mix • Marketing tools

Event marketing mix
PRODUCT – WHAT THE PRICE - COSTS OF CONVENIENCE – EASE OF PROMOTION – SATING THE POSITIONING - HOW YOU
EVENT OFFERS ATTENDING. CAN WE ATTENDING. RIGHT THINGS TO THE PRESENT YOUR EVENT TO
AFFORD THE TICKET RIGHT PEOPLE. THE PUBLIC, THEREBY
PRICE? CREATING EXPECTATIONS
TO AN EXTENT.
MARKETING TOOLS
PRINTS: posters, flyers, printed program, tickets, postcards
MASS MEDIA: media ads, print releases
INTERNET-BASED MATERIALS: website, blogs, fb, email
OUTDOOR ADS: billboards, streamers
PERSON-TO-PERSON: telemarketing, door to door campaigns, referral programs

They must contain only key messages,
not the detailed program of your event,
to create awareness and anticipation.
PRINTS Includes event title, date, venue, and

contact details.
Posters are eye-catching and easy to

read from an appropriate distance
Serve functions different from posters
More information than posters such as the

FLYERS answers to the 5Ws of the event that aims to
convert readers to attendees.
Use both sides-catchy and more details on

the half
2 types of printed program
1. One-page flyer type program.
PROGRAM >>Elements include : event title, date, venue, list of activities, names of
performers, name and logo of sponsors, and the host school
2. Book/magazine-type souvenir program thus, serving as a guide to the event
>>Elements include: welcome messages, endorsement from school authorities,

public officials, sponsors, event background
Good promotional materials
If sold in advance, make sure that they

TICKET are difficult to counterfeit and they have
control numbers
Spaces in the ticket should have printing

safety measures @ the back of the ticket
and tear-off portion
• If event is funded by several sponsors and supported
LOGO by some govt agencies, ensure that materials should
contain agreed acknowledgments.
EVENT GIVEAWAYS
They're given to serve

Gifts with practical as a thank you
application message, to persuade,
or to reinforce a brand
MASS MEDIA
• shroud fit your budget and reaches your target audience most
effectively and efficiently
• Heres an ad template that you can use
Date of Publication/ Size & specs Copy** Contact notes/status budget Agreed Cost
Release program deadline
Total total
INTERNET-BASED MATERIALS
Always keep it updated
Consider cost like design ,
and user-friendly, easy to
Use photos and graphics maintenance, hosting and
navigate, and displays the
domain name registration
most important information
CMS(Conten Mgnt EMAIL is a cheap tool in

System) allows you to disseminating information
change your website as about the event. Always
easy as the way you update provide a link when
your fab page sending it.
Information about your target
audience's usual route should come
in handy
OUTDOOR Billboards, streamers, mobile

ADVERTISING vans, terminals/waiting sheds
Look for ad companies selling retail

billboard spaces or check with the
city hall for requirements and specs
Maybe more effective for smaller events with
lots of available manpower like school
PERSON-TO- Can be most convincing

PERSON
MARKETING Ex: Telemarketing
Room-to-room campaigns, and referral rewards

systems
A SPONSOR is an individual or a group that provides support
to an event—financially or in kind. It is a source of revenue
for the event. If you plan to invite sponsors to support your
event, you have to:
1. Identify the expense items in your budget which can be

provided by sponsors and prepare sponsorship packages
SPONSORSHIP
2. Indenting individuals or companies whose business
objectives are aligned with your event objectives because you
will get better chances of approvals
3. Send your sponsorship request letters and follow up

Creating a name and
Plays a critcal role
logo for an event or
in promoting events
series of event.
BRANDING
BRAND
encompasses the
"pay for the
experiences
experience and you
associated with the
will get more than
product, that
what your money is
includes quality and
worth"
the idea of value for
money.
Its one of the most efficient and effective
business tools
TRADE Cost effective –reaching media and broader

market, influencers, decision-makers
SHOWS as
MARKETING Chance to reconnect and strengthen
TOOLS relationships
Product demos-accelerate selling process and

generate new sales, effective for tangible
products

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EVENT

Develop an event marketing plan

LEARNING Identify the marketing mix

Explain how trade shows can be used as a

-good research is crucial in making informed

-with feasibility study, it will be easier to lay

SWOT & initial financial analysis

General description of target audience

• Begin with the end in mind

Achieve the following

• Marketing mix • Marketing tools

PRINTS: posters, flyers, printed program, tickets, postcards

MASS MEDIA: media ads, print releases

INTERNET-BASED MATERIALS: website, blogs, fb, email

OUTDOOR ADS: billboards, streamers

PERSON-TO-PERSON: telemarketing, door to door campaigns, referral programs

PRINTS Includes event title, date, venue, and

Posters are eye-catching and easy to

More information than posters such as the

Use both sides-catchy and more details on

1. One-page flyer type program.

2. Book/magazine-type souvenir program thus, serving as a guide to the event

>>Elements include: welcome messages, endorsement from school authorities,

If sold in advance, make sure that they

Spaces in the ticket should have printing

They're given to serve

CMS(Conten Mgnt EMAIL is a cheap tool in

OUTDOOR Billboards, streamers, mobile

Look for ad companies selling retail

PERSON-TO- Can be most convincing

Room-to-room campaigns, and referral rewards

1. Identify the expense items in your budget which can be

3. Send your sponsorship request letters and follow up

TRADE Cost effective –reaching media and broader

Product demos-accelerate selling process and

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