EVENT MANAGEMENT

Session 5
EVENT MARKETING

MPP. Nguyen Phan Thuy Uyen

uyen.nguyenthuy@vnuk.udn.vn
Learning Objectives
• The event marketing concept
• Steps in the strategic marketing
process
• The event marketing mix
• Integrated marketing communication
for events
 The Event Management Process.
Source: https://www.embok.org/juliasilvers/embok/event_management.html
Source: https://www.embok.org/juliasilvers/embok/EMBOK_structure_update.html
Group Presentation:
Analysis of an Event’s Marketing Mix
WHAT IS EVENT MARKETING?
What is Marketing?

• ‘The management process

responsible for identifying,
anticipating and satisfying
customer requirements profitably’
(Chartered Institute of Marketing,
2009)
Marketing vs. Event Marketing
Marketing Event Marketing
• ‘A social and managerial • [1] the marketing of an
process by which organisation’s event to
individuals and groups attendees
obtain what they need and • [2] the marketing of the
want through creating and participating
exchanging products and organisation(s) brand/
value with others’ (Kotler goods/ services to event
et al., 2008) attendees (Gechev 2017).
Events as ‘service experiences’

Inseparability

Perishability Variability

Service
Explain and give examples of characteristics
each characteristics in the
event context.
Lack of Intangibility
ownership
Why do people attend events and festivals?
• Socialisation or external
interaction
• Family togetherness
• Escape from everyday
life
• Learning about or
exploring other cultures
• Excitement/ thrills
• Event novelty
Oktoberfest, Munich, Germany
https://www.linkedin.com/pulse/revealed-5-top-reasons-
people-attend-events-darlene-lyons/
Top 5 reasons people attend events:
• Food Daegu Chicken and Beer Festival,
South Korea
• Fun
• Fame
• Community
• Education
THE STRATEGIC MARKETING PROCESS
Strategic Marketing Process

Setting
marketing
objectives Designing
Choosing marketing mix
generic
marketing
Segmenting Targeting and strategies
the market positioning
Segmenting and targeting the event market
• It is essential to identify those consumer segments
whose needs most closely match the event
experience
• The process of identifying appropriate target markets is
known as market segmentation
• Market segmentation could be based on:
– Geographic/ Demographic/ Geodemographic
– Psychographic
Segmenting and targeting the event market
What are the target market segments of this event?

Taylor Swift’s The Eras Tour

Segmenting and targeting the event market

What are the target market

segments of this event?
Positioning the event
• The way in which the event is defined by consumers,
or ‘the place it occupies in consumers’ minds
relative to competing products’ (Kotler et al., 2005)
Positioning the event

The existing reputation or An emphasis on location or

image of the event facilities
Positioning the event

A focus on performers The purpose or application

of the event
Positioning the event

The event category or Multiple attributes

‘product’ class
Positioning the event

Existing
Charisma of a An emphasis on
reputation or A focus on event A focus on
director or location or
image of the programming performers
leader facilities
event

Purpose or Event category

Multiple
Event users Price or quality application of or ‘product’
attributes
the event class
Developing event marketing objectives
• Have 50 people attend the event
• Have 150 likes on the event’s
Facebook page at the end of the
event
• Raising VND 5,000,000 amount
of funds
• 80% of the attendees
agree/strongly agree that they
are satisfied with the overall
event.
THE EVENT MARKETING MIX
The Event Marketing Mix
Product experience;
Programming; Packaging;
Product People & partnerships

Pricing, free entry or

Price donation

Place
Place Physical setting
Processes

Promotion Integrated marketing

communications

The ‘Original’ Marketing Mix The Event Marketing Mix

Product Experiences

Intangible leisure Attractive

experiences and Program event
tangible products Product ming programme

Packaging

Service bundle, packaging event with

accommodation, transport and other
attractions
Product Experiences
Product Experiences
Product Experiences
People and Partnerships
• Management of key stakeholders and consumers
• Successful events have solid partnerships and strong links with
loyal supporters (attendees, volunteers, government and corporate
representatives)
Pricing, Free Entry or Donation
• Pricing strategies depends on the type of event and its
target markets
Pricing, Free Entry or Donation
• A large number of festivals do not charge an entrance fee
Place, Physical Setting and Processes

Place: the venue + the place at which

consumers can purchase their tickets

Physical setting: design of the event

setting

Processes used to deliver and

experience the event
Integrated marketing communication for
events
• Integrated marketing communication (IMC) ‘considers
all sources of contact that a consumer has [with the
event] as potential delivery channels for messages and,
makes use of all communication methods that are
relevant to consumers’ (Shimp, 2003).
• The platform for creating IMC strategies for events and
festivals is knowledge about the visitors
Integrated marketing communication for
events Planned
messages
• Branding for an event is
much more than a
physical identity such as Sources of
Service Unplanned
the physical logo and messages brand messages
messages
symbols

Product
messages
Integrated marketing communication for
events
BEFORE
IN
AFTER
Next Session: Event Logistics
• Elements of event logistics
• Logistics plan for supply of customers, event
products and event facilities
Group Presentation:
Analysis of an Event’s Logistical Elements

Three groups are required to explore the

logistical elements of the Danang
International Marathon 2024, taking place
in Da Nang on 24 March 2024.
More specifically, each group is strongly
encouraged to visit the event venue for
observation and inspection, then deliver
a presentation on each element as follows:
Group Presentation:
Analysis of an Event’s Logistical Elements

Group 4 and 7: Supply of Customer

1. Describe how runners could buy and collect their “ticket” (BIB).
How does the organiser make sure the runner will collect the right
ticket and manage the crowd on the race kit pickup days?
2. Describe how the race kit pickup area is arranged to ensure a
smooth race kit distribution (e.g. number of counters, number of
queues, signage, any greeters/ crowd controllers/ security etc. )
3. Does the organiser have any methods to reduce the waiting time
for runners on the race kit pickup days? If yes, how?
Group Presentation:
Analysis of an Event’s Logistical Elements

Group 3: Supply of Product

1. EXPO Day is a warm-up day taking place in 2 days right before the
race for runners to visit and pick up their race kit. Redraw the
EXPO’s site plan based on your own observation. Make your own
evaluation of this site plan.
2. Choose one of the race maps (for Full Marathon, Half Marathon,
10km or 5km). Describe what information is included on the map,
and evaluate factors such as accessibility, capacity and suitability
for the event.
Group Presentation:
Analysis of an Event’s Logistical Elements

Group 6: Supply of Facilities

1. Identify services and facilities that are available to support runners
during their race. Evaluate the efficiency of these services and
facilities in meeting the needs of runners and enhancing their
overall experience.
2. Identify the safety and security measures implemented in the event
(e.g. medical support, crowd control, traffic management, and
emergency response). Make your own evaluation of these
measures.