Download Marketing and Event Management Training

Marketing and Event Management Training
“Marketing is about creating value and capturing value in return … the idea that achieving
organizational goals depends on knowing the needs and wants of the target markets and
delivering the desired satisfactions better than competitors do.”
These concepts and more were brought home to participants in the Buff Bay Valley AgroTourism Programme during a training session on marketing during July 2013. The IICA office,
through presenter and marketing specialist, Annette Salmon, facilitated the training as part of
its assistance toward increasing visitorship to the Valley.
Participants in the training session learnt about the importance of satisfying the customer,
developing marketing plans, the four P’s of marketing, researching the market, and appropriate
promotion strategies.
IICA also facilitated a follow-up training session in event management to enhance the
capabilities of residents in the Valley to successfully host events. The presenter discussed the
types of tasks required to plan an event and took participants through a ten-step process for
executing events.
Key Marketing Concepts
Marketing is a process by which companies create value for customer and build strong customer
relationships to capture value from customers in return
Market offerings are some combination of products, services, information, or experiences offered to a
market to satisfy a need or want.
Exchange is the act of obtaining a desired object from someone by offering something in return
Markets are the set of actual and potential buyers of a product or service.
Competitive Advantage is an advantage over competitors gained by offering greater customer value,
either through lower prices or by providing more benefits that justify
Marketing research is the design, collection, analysis and reporting of data relevant to a specific
marketing situation facing an organization.
Market segmentation is the division of a market into distinct groups of buyers who have distinct needs,
characteristics, or behaviours, and who might require separate products or marketing mixes.
Marketing Plan is a business document written for the purpose of describing the current market
position of a business and its marketing strategy for the period covered by the marketing plan.
Marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes
product, price, promotion, and place.
Ten Step Guide for Planning Events
Develop event goal and objectives
Look at what you hope to achieve
Organise a coordinating team
Identify an event coordinator
and sub-committees
Set a date (you need 4 –6 months to plan)
Also check for other events
Brand your event
Brainstorm names and design a logo
Create master plan with all aspects of event
Venue, logistics, catering, speakers, activities,
publicity, sponsor, volunteer management
Establish partnerships and sponsorships
Review the target market; create a database;
create and send proposal and forms; follow-up
Establish a budget
To show estimated revenue and expenses
Create a publicity plan
Event launch, social media, press releases
Promote the event
Seek the most effect avenues for promotion
Post event evaluation
Measure objectives and send thank you’s