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052320 Event Marketing Integrated Marketing Communication (IMC) Sale Promotion Event Marketing Packaging & Designing Advertising Brand Public Relations Point of Purchase (POP) Direct Marketing /Online Marketing Customer Relationship Management (CRM) IMC At a Glance Advertising • Create awareness • Through mass media i.e. TV, printing, radio Public Relations • Build positive image for org., product, or brand • Through column in the magazines or newspaper, press conference, or CSR activities Sales Promotion • Increase sales volume • Through discount, free sample, premiums, sweepstakes IMC At a Glance Direct Marketing/Online Marketing • Personal and group contact • Through direct mail, e-marketing (E-mail), SMS, MMS, social media Customer Relationship Management (CRM) • Create brand loyalty • Through newsletter, community or membership activities Point of Purchase (POP) • Remind & stimulus customer purchase • Through push girl, shelf talker, product display or sampling, beauty advisor Definition of Event Marketing • “Event Marketing is the tool to bring your brand to life, giving the total brand experience to your target consumers” Unilever • “Event Marketing is the tool to communicate the uniqueness of the particular brand which effectively generates the brand experience that could be acknowledged through 5 sensory of target consumers” Kreingkrai Kanjanapokin (Event Expert in Thailand) Roles of Event Marketing • • • • Create brand experience Deliver any messages Gain more attention from specific target Lead, support and amplification for any Integrated Marketing Communication (IMC) tools Benefit of Event Marketing • • • • • • • • • Specific target Interactive (2-way communications) Controllable Cost effective Amplification Flexibility Quick feedback Brand experience Evaluation