Event Marketing Notes for 2-1-17

1. Chapter 6
Event Marketing
© 2015 Event Management Blueprint

2. Event Marketing Plan
 The production and coordination of all
advertising, promotional, and public
relations campaigns for the event with
the goal of maximizing revenue
generation and event attendance
© 2015 Event Management Blueprint

3. Advertising Campaign
 Utilize any combination of one or more forms of
media, including, but not limited to:
– Television radio, print, outdoor, direct mail, mobile, and
digital
– Media advertising budget typically represents anywhere
from 10% to 15% of projected gross ticket sales
 Paid Advertising
– Any time cash is spent in return for a specified form of
advertising
 Trade or in-kind advertising
– Any additional media advertising that is secured in
exchange for desired event assets such as event tickets,
VIP hospitality or pre-event meet and greets, and is
generally a dollar-for-dollar trade
© 2015 Event Management Blueprint

4. The Promotional Campaign
 An opportunity to demonstrate creativity,
while simultaneously supporting
partnerships and increasing event
awareness and ultimately attendance
– Consist of special ticket discounts, premium
giveaways, theme nights, and any number of
other program elements
– Dover International Speedway executes a
sponsored direct mail program the goal of this
program is to deliver a valuable direct to
consumer offer to Dover race fans from one of
its sponsors
© 2015 Event Management Blueprint

5. The Public Relations Campaign
 Publicity
– Any news coverage for the event that is
generated with some type of announcement,
market tour, or interview
© 2015 Event Management Blueprint

6. Guerrilla and Grassroots Marketing
 Guerrilla Marketing
– An aggressive way to market an event and is
best be defined as “taking the message to the
streets.”
 Grassroots Marketing
– Marketing an event on a local and personal level
as a way to get the word out on the event
– e.g., Major League Soccer (MLS) does an
excellent job of leveraging grassroots marketing
as the core of its advertising platform
© 2015 Event Management Blueprint

7. Advertising
 Three main staples to promote ticket
and admission sales :
– Television
– Radio
– Newspaper
© 2015 Event Management Blueprint

8. Television Advertising
 Majority of people spend more time
watching television than listening to
radio or reading newspapers combined
– Most experts predict by 2017 more
advertising will be spent on the internet
than television
– TV advertising is a key medium to reaching a
core audience
– Network Broadcast vs. Cable Broadcast
© 2015 Event Management Blueprint

9. Television Advertising
 Reach
– Most expensive form of media available to
promoters and influencer in driving ticket sales
for events
 Production Quality
– Generating quality television commercial for a
sophisticated audience
 Cable and Cost
– Cable is a lower-cost alternative to traditional
broadcast television
– Large enough budget to reach target audience
© 2015 Event Management Blueprint

10. Radio Advertising
 Extends access to consumers beyond the
home
– Attracts listeners while traveling, the work
place or just relaxing
– Targeted way to reach the audience and
offers a wide variety of formats
© 2015 Event Management Blueprint

11. Radio Advertising
 Radio is a relatively inexpensive way to
reach an audience
– Voices, sounds, and music can be used
effectively to create moods
– Personal advertising medium
 Disadvantage
– Smaller audience per radio station
 Satellite radio
© 2015 Event Management Blueprint

12. Newspaper Advertising
 People expect advertising in newspapers
– Buy just to read the ads in many cases
– Examined at a person’s leisure
 Convenient because production changes
can be made quickly
– New advertisement can be inserted on short
notice
 Budget Friendly Advertising
© 2015 Event Management Blueprint

13. Digital Advertising
 Utilizes the internet to deliver messages
– Via computer, smart TV, tablets, and mobile
devices
 Rapidly growing platform
 Cost-efficient medium
© 2015 Event Management Blueprint

14. Digital Advertising
 Best platforms to reach their target
consumers
 Explore the wide variety of ways they
can acquire, track, and communicate
with their target audience
– e.g. tracking cookies, email marketing
 Distribute information via social media
– Low cost of engagement
© 2015 Event Management Blueprint

15. Outdoor Advertising
 Varying forms of advertising
– Transit advertising (buses, light rail, taxi cabs),
wrapped vehicles, delivery truck signage,
posters, and electronic displays
 Connects with the audience as an element
of the environment
– Works on frequency
 Outdoor companies are open to trade
agreements
 Message has to be short and to the point
– e.g., Ohio University beverage partner, Pepsi
© 2015 Event Management Blueprint

16. Direct Mail
 Promotional offer or message that
circumvents the traditional forms of
media
 It can be very targeted
 Specialized agencies to help design
direct mail campaigns
– Find likely individuals to target for a direct
mail campaign
 Estimate the ROI
© 2015 Event Management Blueprint

17. “One size fits all”
 Event managers and sport executives
need to move away from this approach
of marketing
 Utilize market segmentation using
different tactics for different
fan/customer segments
© 2015 Event Management Blueprint