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C H A P T E R 7
Event Marketing
Chapter 7 Event Marketing
Unique Aspects of
Sport Event Marketing
• Sport events share many of the same characteristics of
services in that they are perishable (once they’re over, they’re
over) and simultaneously produced and consumed.
• Consumers of sport events tend to be more highly identified
with the product. Similarly, event participants may also be
highly identified with the sport in which they participate.
• The cost of attending an event is often much greater than just
the ticket prices.
• Sport is social in that most consumers prefer to attend or
participate with other consumers.
Developing a Marketing Plan
The document of essential marketing activities for an event to
reach its objectives should include these details:
– Data and analysis, event description, customers and potential
customers, competition, environment, and SWOT analysis
– Performance goals consistent with organization’s overall goals:
specific, measurable objectives defining targets that need to be
reached
– Target markets that are selected through careful analysis of consumer
data and that are consistent with objectives
– Marketing tactics based on the four Ps: product, place, price, and
promotion
– A section on implementation that includes details of what will have to
take place to successfully implement the marketing plan
Target Marketing
• Instead of marketing to everyone, events should be tailored to
meet the needs of specific segments of the population.
• Segments are groups of consumers or potential consumers
with similar attributes, attitudes, or behaviors.
– By segmenting the population, event marketers are able to develop
efficient marketing plans to reach those groups.
• Target markets are selected based on the segment’s interest
in the event, likelihood of buying, size, and accessibility.
• One common mistake that event marketers make is to target
overly broad segments or target segments based solely on
size.
The Marketing Mix
Consists of elements related to the sports four Ps:
– Product is the unit of exchange designed to satisfy needs and
provide benefits to the event participant and spectator.
– Price is what you ask from your customers to watch or
participate in your event.
– Place is an important issue related to time (when is the event)
and location (where is the event).
– Promotion embodies the methods marketers use to
communicate with customers. The purpose is to stimulate
interest in, awareness of, and ultimately purchase of product.
Event Promotion
• To be successful, an event promotion plan should
communicate effectively with various targets through multiple
methods.
• Event marketers need to set objectives for promotional
programs. Promotional objectives are statements about what
they want to accomplish through the promotional program.
• Event marketers need to have a message and choose what
communication tools to use to get the message out:
•
Advertising is a paid, nonpersonal, clearly sponsored message.
•
Publicity is media exposure that is not paid.
(continued)
Event Promotion (continued)
• Sales promotion involves a variety of techniques such as
discounts, special offers, coupons, samples, premiums,
contests, and sweepstakes.
• Direct sales techniques most often include personal selling,
direct mail or e-mail, and telemarketing.
• Word of mouth involves activities that generate
communications with hard-to-reach or hard-to-influence
consumers.
• Social media can provide instant communication before,
during, and after events. The communication is more user
driven and community oriented.
Attracting Spectators
Find out what the consumers want from the event.
Sporting events have many features, benefits, and
attributes, but only a few are important to the
consumer.
– The event marketer’s task is to identify what aspects of an
event are relevant to consumers, highlight the appealing
aspects, and illustrate how this product is different than other
entertainment options.
– Identify what it is about the respective sport that motivates
consumers to watch and attend.
Attracting Participants
The event planner should ask what participants want
from the event and what makes the event attractive to
participants.
– The type of event will dictate what the participant wants. Also
different types of participants will want different things.
– Focus on the entire experience rather than just the event itself.
– Try to turn an event into an unforgettable experience.
Branding the Event
A brand is the combination of names, symbols,
slogans, or logos that identify a product and
distinguish it from other products.
– An event’s brand generates the associations consumers
connect to the event. Its brand names, symbols, slogans, and
logos help consumers identify the event and differentiate the
event from those of competitors.
– The goal is to have an event where the mention of the name
generates recognition, attention, and awareness.
– Try to communicate certain images or values in order to create
the impression that the event is unique or important.
Electronic Event Marketing
Often starts with a good website because consumers
depend on the Internet for information about events
and activities surrounding the event.
– Organizations depend on the Internet to build their brand and
generate sales.
– Outsourcing web management may be expensive. When the
cost is weighed against the value, it may be worth it.
– Keys to a successful website include a marketable URL,
usability, and extensive and updated content.
– E-mail provides event marketers a way to target customers
beyond their immediate area.
Creating Community Support
• Community leaders and local politicians can
provide high-profile support, and by working
together it is likely to generate media attention.
• To better engage the community, organizations will
often create advisory boards made up of local
leaders to assist them in promoting the event.
• Events may recruit host committees or local
organizing committees. These groups differ from
advisory boards in that they assist in specific
functions beyond advising.