2nd Edition Dorothé Gerritsen and Ronald van Olderen Part I Plan Chapter 3 Event Marketing Plan phase Introductory chapters Chapters 1 and 2 Event Marketing Chapter 3 Four types of marketing ID: 921337
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Slide1
Events as a Strategic Marketing Tool2nd Edition
Dorothé
Gerritsen and Ronald van
Olderen
Slide2Part I Plan – Chapter 3
Event Marketing
Slide3Plan phase
Introductory chapters
Chapters 1 and 2
Event MarketingChapter 3Four types of marketingChapters 4-7
Slide4The EVENTS model
Slide5The EVENTS model, plan phase
Slide6Chapter 3
Slide7Emergence of Event Marketing
Perspectives
Reasons Event Marketing
Types of Event Marketing
Power of events and Event MarketingDisadvantages of events and Event MarketingKey questionsChoice for an event Contents lecture
Slide8Marketing and the emergence of experiences
Developments in marketing communication
Emergence of Event Marketing
Slide9Developments in marketing communication
Emergence of Event Marketing
Slide10Marketing for events (marketing of an event)
Marketing through events (Event Marketing)
Perspectives
Slide11Event Marketing & communication approach
Marketing of
parties
or
Value creation through Meaningful (live) encounters?
Slide12Event marketing focuses on developing, intensifying and expanding a relationship (or brand relationship) with one or more target groups, in which the event or the series of events is used as a marketing and communication tool and in which emotion and experience are brought together. A clearly defined objective, message and target group, consistent with the organizer’s policy, is a precondition in this respect.
Definition Event Marketing
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Slide14
Slide15
Slide16Types of Event Marketing
Conceive and organize
Brand events
Brand venues
Relationship eventsInternal branding (internal brand events)Teaming up with an existing eventSponsored eventsSide eventsCampaigns (edge of acceptability and legal)Relationship eventsInternal branding eventsHosting, facilitating and/or financing
Slide17Power of events and Event Marketing
Interaction
Encounters
Emotion and experience
Integrated communicationBeing differentNetworking opportunities3DAppealing to trade journalists
Slide18One-off
Costs
Complexity
Disadvantages events and Event Marketing
Slide19Objective
Message
Target market
Tools, means and media
CustomizedFollow-up Key questions
Slide20Objective
Target group
Expected contribution to the objective
Available alternatives
Level of supportFeasibilityRisksTime pathCostsChoice for an event
Slide21Questions?
Slide22Thank You