MARKETING MANAGEMENT

• IS THE ART AND SCIENCE OF CHOOSING TARGET MARKETS AND GETTING, KEEPING, AND GROWING
CUSTOMERS THROUGH CREATING, DELIVERING, AND COMMUNICATING SUPERIOR CUSTOMER VALUE.
• JUST LIKE ANY PRODUCT OR SERVICE, AN EVENT REQUIRES A MARKETING STRATEGY IN ORDER TO
ACHIEVE ITS OBJECTIVES.
MARKETING

• MARKETING’S TASK IS TO PROVIDE REAL VALUE TO TARGETED CUSTOMERS, MOTIVATE PURCHASE,

FULFILL CUSTOMER NEEDS, AND NEVER FOOL THE CUSTOMER OR ENDANGER THE COMPANY’S IMAGE.
• CREATING CUSTOMER VALUE AND SATISFACTION ARE AT THE HEART OF HOSPITALITY AND TRAVEL
INDUSTRY MARKETING. FOR EVENT MARKETING, THIS MEANS ALIGNING YOUR CONCEPT WITH THE
INTENDED AUDIENCE, SPONSORS, AND SERVICE PROVIDERS.
MARKETING IN THE AGE OF INTERNET
• NEW PARADIGMS:
• MARKETING AS A TOOL FOR ENGAGEMENT AND COMMUNICATION
• THE NEED TO FOCUS ON ONLINE AUDIENCES
• PEOPLE PREFER AUTHENTIC MESSAGES
• ADVERTISING IS NOT SYNONYMOUS WITH MARKETING
• PUBLIC RELATIONS ACTIVITIES MUST CONSIDER INTERESTS OF STAKEHOLDERS
MARKETING MIX

• 4PS
• PRODUCT
• PRICE
• PLACE
• PROMOTIONS
PRODUCT

• PRODUCT - REFERS TO THE CUSTOMER VALUE OR THE PERCEIVED BENEFITS PROVIDED TO MEET THE
NEEDS AND WANTS, QUALITY OF SERVICE RECEIVED AND THE VALUE FOR MONEY DELIVERED AGAINST THE
COMPETITION.
• FOR AN EVENT, THIS CAN BE: EVENT CONCEPT & THEME, PRODUCTS & SERVICES DISPLAYED AT AN EXHIBIT,
CONFERENCE SESSIONS, BRAND NAME, REPUTATION AND IMAGE OF ORGANIZER, BENEFITS OF PARTICIPATING,
ATTENDING AND/OR SPONSORING AND EVENT, AND THE SUCCESS RATE OF THE EVENT
PRICE

• PRICE – IS THE AMOUNT GIVEN UP IN EXCHANGE TO ACQUIRE A GOOD OR SERVICE.

• FOR AN EVENT, THIS CAN MEAN: ENTRANCE FEES, REGISTRATION FEES, MEMBERSHIP DUES, TICKETS, EXHIBIT
BOOTH SPACE, ETC.
PLACE

• PLACE – REFERS TO THE LOCATION OF ALL POINTS OF SALE THAT PROVIDE PROSPECTIVE CUSTOMERS
WITH ACCESS TO PRODUCTS. IT’S ALSO ABOUT THE CONVENIENCE, IN TERMS OF CUSTOMER ACCESS TO
THE PRODUCTS THEY BUY.
• THIS ALSO REFERS TO THE METHODS HOW TARGETS CAN BE REACHED (IS THERE AN ONLINE REGISTRATION?
ARE THE EVENT MATERIALS AVAILABLE IN THE WEBSITE? ETC)
PROMOTIONS

• PROMOTIONS – REFERS TO THE FORM OF COMMUNICATION THAT INFORMS, PERSUADES, AND REMINDS
POTENTIAL BUYERS OF A PRODUCT IN ORDER TO INFLUENCE THEIR OPINION OR ELICIT A RESPONSE.
• PROMOTIONS ENCOMPASS ALL FORMS OF TWO-WAY, INTERACTIVE TECHNIQUES TO REACH THE TARGET
MARKET AND HELP ACHIEVE EVENT GOALS.
TRADITIONAL PROMOTIONAL MIX
• ADVERTISING
• ANY FORM OF PAID COMMUNICATION (TELEVISION, PRINT ADS, OUTDOOR SIGNAGES, RADIO JINGLES, POSTERS,
FLYERS, BROCHURES, ETC.

• PUBLIC RELATIONS
• USED TO EVALUATE PUBLIC ATTITUDES, IDENTIFIES AREAS WITHIN THE ORGANIZATION THAT MAY BE
INTERESTED IN, AND EXECUTES A PROGRAM OF ACTION TO EARN PUBLIC UNDERSTANDING AND ACCEPTANCE

• SALES PROMOTIONS
• SHORT-TERM TECHNIQUES LIKE DISCOUNTS, COUPONS, TRIALS, ETC
TRADITIONAL PROMOTIONAL MIX

• PERSONAL SELLING
• REFERS TO FACE-TO-FACE CONTACT BETWEEN BUYER AND SELLER
• PUBLICITY
• REFERS TO PUBLIC INFORMATION ABOUT THE EVENT E.G. – PRESS AND PHOT RELEASES, WORD OF MOUTH, ETC.
PROMOTIONS MEDIA

• PRINT – MAGAZINES, NEWSPAPERS, TRADE JOURNALS, NEWSLETTERS, DIRECTORIES

• BROADCAST – TV AND RADIO
• OUTDOOR – BILLBOARDS, TARPAULINS, ISLAND SIGNS
PROMOTIONS MEDIA

• DIRECT MAIL
• AMBIENT MEDIA – ADVERTISING IN AIRPORT TROLLEYS, AERIAL BANNERS, BALLOON DISPLAYS, BUSES,
ETC.
• SOCIAL MEDIA – SOCIAL NETWORKS, MOBILE APPS, EMAILS, BLOGS, VIDEOS, WEBSITES, CHAT ROOMS,
ETC.
ADDITIONAL 3P’S – EXPANDED MARKETING
MIX BY BOOMS & BITNER (1980)
• AN EVENT IS CATEGORIZED AS A SERVICE.
• SERVICE IS INTANGIBLE. IT DOES NOT CARRY AN INVENTORY. IT MAKES CONSUMPTION OF SERVICE
INSTANTANEOUSLY.
• SERVICE ALSO REQUIRES THAT THE RECIPIENT OF THE SERVICE BE WITHIN RANGE.
• SERVICE CANNOT BE DUPLICATED. SERVICE IS GIVEN BY AN INDIVIDUAL, THERE MAY BE DIFFERENCES IN
THE MANNER OF ITS DELIVERY.
3P’S – PEOPLE, PROCESS & PHYSICAL
EVIDENCE
• PEOPLE – REFERS TO THE VISITORS, EMPLOYEES AND HOST COMMUNITY
• THE INTERACTION OF THESE “PEOPLE” WILL INFLUENCE THE SATISFACTION OR DISSATISFACTION
• PROCESS – SERIES OF ENCOUNTERS EXPERIENCED BY ATTENDEES
• ALSO KNOWN AS “MOMENTS OF TRUTH” REFERS TO CRITICAL MOMENTS THAT DEFINE A SPECIFIC
INTERACTIONS BETWEEN A CONSUMER AND THE SERVICE PROVIDER, WHICH ARE EITHER JUDGED AS
SATISFYING OR DISSATISFYING.

• PHYSICAL EVIDENCE – ROOTED IN THE 5 SENSES: SIGHT, SOUND, SMELL, TOUCH AND TASTE
• AN EVENT IS AN INTANGIBLE PRODUCT THAT IS EXPERIENCED THRU THE OVERALL ENVIRONMENT.
MARKETING PLAN

• 4 STAGES:
• CONDUCT MARKET ANALYSIS
• IDENTIFY TARGET AUDIENCE AND MARKETING OBJECTIVES
• DEFINING THE MARKETING MIX AND MARKETING STRATEGY
• IMPLEMENTING, MONITORING, AND EVALUATING THE MARKETING PERFORMANCE
BRANDING
• CREATING A BRAND MEANS CREATING A NAME AND LOGO FOR AN EVENT OR SERIES OF EVENTS.
• BRANDING PLAYS A CRITICAL ROLE IN PROMOTING EVENTS, ESPECIALLY THOSE THAT ARE HELD ON A
REGULAR BASIS.
• BRAND ENCOMPASSES THE EXPERIENCES ASSOCIATED WITH THE PRODUCT, WHICH INCLUDES QUALITY
AND IDEA OF VALUE FOR MONEY.
• A GOOD EVENT BRAND IS SIMILAR TO A STATEMENT SAYING: “ PAY FOR THE EXPERIENCE AND YOU WILL
GET MORE THAN WHAT YOUR MONEY IS WORTH.”
TRENDS

• TODAY, IT IS IMPERATIVE FOR MARKETING TO USE/INTEGRATE TECHNOLOGIES INCLUDING THE INTERNET,

AND MOBILE APPLICATIONS TO REACH AN EVER-EVOLVING DEMOGRAPHIC OF EXHIBITORS, PARTNERS,
SPONSORS AND DELEGATES.
• INTERACTIVITY, CONVERGENCE, AND SOCIAL MEDIA HAVE BECOME IMPORTANT ELEMENTS IN THE
CREATION OF PRODUCTS AND PROMOTIONAL PACKAGES.