Download Lesson 2.8 - Intro to Event Mktg

Lesson 2.8
Introduction to
Event Marketing & Management
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Marketing
Event Marketing:
Refers to the actual marketing of an
event by its organizers. For sports
events, this type of event marketing
can involve a number of different areas
of marketing
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Examples
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Examples
The gift bags given to guests at the 2014 ESPY
awards carried an estimated value of $23,000
included vacation packages, gym memberships, gift
cards, spa gift certificates, sailing lessons, golf club
memberships, a coffee maker and a showerhead
with a built in speaker
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Marketing
Event marketing has become a profitable
segment of the sports/entertainment industry
while creating a positive economic impact for the
areas that host events
Media Business Report estimated that
marketers spent an estimated $38 billion on
event marketing in 2013 (up from $9 billion
spent in 2009) while, according to a study
from the Columbia Business School and New
York American Marketing Association
(NYAMA), 90% of US marketers say they
include sponsorships and events as one of
their marketing tactics
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Marketing
Russia is betting big on the 2014 Winter Games in Sochi
as costs are expected to exceed $50 billion, according to
Russia's international news agency RIA Novosti. That
would make it the most expensive games, summer or
winter, ever staged. By comparison, the 2010 Winter
Olympics in Vancouver, Canada, cost $3.6 billion,
according to an estimate by PricewaterhouseCoopers,
though others put the bill closer to $6 billion.
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Marketing
Event marketing has become a profitable
segment of the sports/entertainment industry
In 2012, WrestleMania 28 broke
the attendance record at Sun
Life Stadium in Miami where
78,363 fans watched a battle
between popular wrestlers The
Rock and John Cena, generating
$8.9 million in sales
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Marketing
Event marketing has become a profitable
segment of the sports/entertainment industry
The organizer’s of Montreal’s
International Jazz Festival operate
on a hefty $30 million budget
Since opening in downtown
Washington, D.C. 15 years ago,
the Verizon Center arena has
hosted nearly 3,000 different
events and attracted over 34
million fans
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Marketing
For sports events, event marketing can involve a
number of different marketing activities
 Recruiting athlete participation in event
 Creating a publicity strategy to increase coverage
of the event
 Promoting the event to boost attendance
 Selling sponsorships to corporations
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Marketing
The role of corporate support in event marketing
has increased dramatically in the past few
decades. Without sponsorships and corporate
support, many events would not be profitable.
The ADT Championship, once one of
the LPGA's most prestigious events,
was eventually canceled because the
event sponsor, Stanford Financial,
went into receivership and the event
was unable to secure a new sponsor
in their place.
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Marketing
The 2014 Winter Games in Sochi had already
inked over $1 billion in sponsorship revenue by
2010, four years before the games would even
take place
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What is SEM?
LESSON 2.8
The 5 P’s of Event Marketing
1) Participation
2) Product / Brand Experience
3) Promotion
4) Probe
5) Prospect
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What is SEM?
LESSON 2.8
The 5 P’s of Event Marketing
Participation: Getting consumers to attend the
event and interact with the company, whether
visually, verbally or interactively
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What is SEM?
LESSON 2.8
The 5 P’s of Event Marketing
Product / Brand Experience : Distributing
samples or having the consumer try on or try out
your product at the event
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What is SEM?
LESSON 2.8
The 5 P’s of Event Marketing
Promotion:
Generating media
exposure by creating
stories within the event
and further increasing
corporate awareness
through promotions
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What is SEM?
LESSON 2.8
The 5 P’s of Event Marketing
Probe: Conducting research before, during and
after the event to make sure that you are
effectively reaching and penetrating your target
audience
Prospect: Implies that companies should
approach event marketing as a long-term
commitment in order to see returns on investment
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What is SEM?
LESSON 2.8
The Event Triangle
The 3 Key Components of the Triangle
1) The Event
2) The Sponsor
3) Spectators
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What is SEM?
LESSON 2.8
The Event
 Can be amateur or
professional
The Event:
 Typically provides some
form of entertainment for
spectators
 Provides exposure for
sponsors
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A function that will
draw participants,
spectators and
sponsors
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What is SEM?
LESSON 2.8
Event Examples
 Super Bowl
 FIFA World Cup
 Local music festivals
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What is SEM?
LESSON 2.8
Event Marketing
With so many events being offered, event
organizers often find creative new venues to host
events in an effort to generate public interest
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What is SEM?
LESSON 2.8
Event Marketing
A Boston Globe story reported that there were 1.5
million US participants in just the three largest
obstacle companies in 2012: Tough Mudder (the
largest), Spartan Race, and Warrior Dash while Tough
Mudder revenues jumped from $2 million in 2010 to a
projected $115 million-plus for 2013 through 53
scheduled events in the US, Canada, Great Britain,
Australia, and Germany.
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Marketing
Based on the success of past shorter races (5k
and 10k), many other unique racing events are
now popping up, from the “Slime Run” and
“Bacon Chase” to a Holiday Lites race event
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What is SEM?
LESSON 2.8
The Sponsor
Will utilize the “DRAW”
of an event to market
its products or services
Will leverage its
relationship to advance
future business
opportunities
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The Sponsor:
A company using the
event to reach
important
consumers
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Borrowed Equity
Where a sponsor utilizes the appeal and
draw of an existing event to develop an
image for its products and services with
the audience
Within Audience & Through Broadcast
• Increase Sales
• Increase Awareness
• Be more competitive
• Reach Target market
• Build Relationships
• Develop a Corporate Image
What is SEM?
LESSON 2.8
The Spectator
or FAN
Typically must pay to
attend the event
The Spectator:
Exposed to promotions
for the event and event
sponsors
Those attending the
event as a source of
entertainment
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The Fan’s Role in Sports
• FAN = “Fanatic”
• Someone who is interested, involved
engaged in the event
• Football, Basketball, Wrestling…
• Fan is the reason for Sports Marketing
• Is the power behind success
• Is the economic force
• SHAPES the game with attention
The Event Triangle Exchanges
A gives ________________to C
A gives ________________to B
B gives ________________to A
B gives ________________to C
C gives ________________to A
C gives ________________to B
A
C
B
What is SEM?
LESSON 2.8
Event Management
While the primary focus of event marketing
is to attract all three components of the
event triangle (event, sponsor, spectators),
the primary function of event management
is to ensure the event logistics are properly
planned and executed
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What is SEM?
LESSON 2.8
Event Planning
Key factors to consider when planning an event
 Working with vendors
 Ticketing & Admissions
 Facility selection
 Sponsorship
 Staffing & Volunteers
 Award Ceremonies
 Traffic & Parking
 Special Accommodations
 Security
 Weather
 Concessions
 Hotels & Lodging
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What is SEM?
LESSON 2.8
Event Management
For example, while some
members of the Campus
Rail Jam Tour were likely
tasked with marketing
roles in an effort to
maximize attendance and
attract sponsors, event
management personnel
would be responsible for
event logistics
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© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.8
Event Management
Organizers of the Campus Rail Jam Tour trucked in 30
tons of snow to build a snowboard and ski course in
downtown Portland, OR. Organizers paid a reported
$2,500 to have six dump trucks haul snow down from
nearby Mount Hood in order to build an appropriate
venue for the snow sport competition to take place
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What is SEM?
LESSON 2.8
Event Management
The event was also
successfully
marketed as over
6,000 spectators
showed up to watch
the competition
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LESSON 2.8 REVIEW (ANSWERS)
What is SEM?
1) Identify the five P’s of event marketing
1- Participation
2- Product/brand experience
3- Promotion
4- Probe
5- Prospect
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© 2014 by Sports Career Consulting, LLC
LESSON 2.8 REVIEW (ANSWERS)
What is SEM?
2) Explain the event triangle
The event triangle is the model for
studying the exchanges developed in
sports marketing.
It places emphasis on the relationships
between producers and consumers.
Three key components to the triangle
include the event itself, the sponsor(s)
and the spectators
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What is SEM?
LESSON 2.8
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