Event Marketing

Topics: Marketing, Event planning, Marketing research Pages: 7 (1890 words) Published: January 10, 2013
Event Marketing

An event may be defined as something happening or repeated occurrence or social gathering with a purpose. Event marketing may be described as ‘the marketing discipline focused on face to face interaction via live events, trade shows and corporate meeting among other events. Event marketing is concerned with designing and developing a live theme based activity (eg: - sporting event, Musical festival) to promote a social cause, a product or an organization Event marketing is one of the fastest growing fields in marketing and advertising today. It's everywhere you look in today's culture although; you probably don't readily recognize the majority of the event marketing programs when you see them. That's because there are many flavors to event marketing and there are no hard rules about what exactly is and isn't event marketing. Market managers get the chance to run local programs in one city (sometimes in several cities if they are close together). Bacardi, Marlboro, Red Bull, Pepsi, and just about any liquor and tobacco brands run in-market programs all the time. It's not year round employment but, you can stay at home and avoid prolonged time away from family, friends, or pets. An event marketing program can be a nationwide tour, regional program, or it may be focused upon one key market. Major cities like New York, Miami, and Chicago have dozens of local marketing programs going at any given time. Less populated states such as Iowa or Idaho or smaller cities usually have fewer local programs targeting them. National tours can follow some larger event such as NASCAR or Ozzfest or, they may hit a series of events or festivals across the country that offer the opportunity to connect with potential consumers. Most music concerts out there today involve a sponsorship or two of some kind and, along with that tour sponsorship comes an event marketing program that samples or interacts with concertgoers, exposing them to the sponsor's presence and message.

Features of Event Marketing
Following are some of the features of Event Marketing:
1) Growth
Event marketing is a recently developed very popular and fast developing area of marketing. It has got tremendous growth potential and aims at achieving company objectives. 2)5 C’s of Event Marketing

A) Concept Formulation
It means designing creative idea
b) Costing
It means finding out cost of production for organizing an event. C) Canvassing
It means propagating the theme of the event.
D) Customization of event
It means to change/modify/redesign the event
e) Carrying out
It means execution of the event as per the plan.
3) Multiple uses
Event Marketing has got several multiple uses some of which are as follows: A) To persuade prospective customers to buy the product
b) To build awareness
c) To market a company’s product or service
d) To maintain Goodwill or Brand image

4) Alternate tool for marketing communication
Event marketing is viewed as an effective and better alternative tool of marketing communication. Thus, Event marketing helps people to understand the importance of marketing through effective communication. 5) Uniqueness of marketing

Event marketing is unique and demands differential approach and treatment. Event Planning Marketing Plan
The Corporate Retreat Professionals (CRP) is an event planning company specializing in corporate customers. CRP will offer two types of services; retreat training services as well as product launch event planning. The retreat training services will be either leadership development training or team skills training. For both types of retreats, CRP can take care of the planning of the event, as well as actually hosting the training through the use of one of CRP's strategic business partners. The mission of the Corporate Retreat Professionals is to provide companies with the highest level of event planning. We exist to attract and maintain customers. When we adhere to this maxim,...
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