Jan 3, 2020
Before understanding the process of Event Management. First, Let us define Event Management or Event Solutions, which is now an intrinsic part of any marketing plan. Along with advertising, public relations, and promotions, events serve to create awareness and persuade prospects to purchase goods and services. These events may be private, such as the launch of a new automobile before dealers or the public, as in Microsoft’s Windows 95 program. Retailers have historically used events to drive sales, and now other types of businesses are realizing that face-to-face events are an effective way to satisfy sales goals.
The appearance of soap opera stars at a shopping center is an example of many types of promotions used to attract customers to promote sales. In other words, the enlightened event professional will incorporate marketing at the outset of the planning process so that all goals, objectives, and strategies will be considered and amplified with marketing implications in mind. As you read this blog, you will see how event management forms the glue that binds together the mission, functional implementation, final evaluation, and planning for future events.
The process of event management can be broken down into 7 steps
- First, Establish the goal of the event
- Identify customers (segmentation) and the target audience
- Plan to meet audience needs
- Analyse the decision-making processes
- Establish and estimate the cost of the event plan
- Promote the event
- Evaluate the marketing efforts
Establish The Goal Of The Event
Each event offers a range of potential benefits to the event audience.
These may include one or more of the following:
- A novel experience
- A learning experience
- An exciting result
- An opportunity to meet others
- A chance to purchase items
- Dining and drinking
- An inexpensive way to get out of the house
- A chance to see something unique
Identify customers (segmentation) and the target audience
Market segmentation is the process of analyzing your customers in groups. Some groups may enjoy a particular type of traditional-and-western music. Others may enjoy dancing. Yet others might visit just for the excitement and the atmosphere. It is absolutely essential to analyze the different motivations of the event audience and to develop a profile for each of these groups.Plan to meet audience needs
Plan to meet audience needs
Once you have identified your customer groupings, it is then necessary to ensure that all their needs are met. However, many others would come for the atmosphere, and some just for the fireworks at the end. None of these customer segments’ needs can be ignored. All audiences need food and facilities, but food and beverage may or may not be a high priority of a particular event audience. For some, the music is the highlight; for others, it is the hype of the event; and for still others, it is the food that is important.
Analyse the decision-making processes
The next stop is to analyze the customer’s decision-making process.. These may include one or more of the following:
- Competitive Pressure :Competition from other forms of entertainment for a person’s disposable income would need to be considered.
- Motivation : Those who tag along to an event are the followers. Each of these-the influencer, the decision maker, the follower, and the purchaser-would generally have different expectations of the event and would evaluate it differently.
- Timing: This is the most important aspect of consumer decision-making since it has implications for the promotions budget.
Establish and estimate the cost of the event plan
Plans would need to be finalized long before the event, with various vendors with price determined, brochures printed, and advertising done (sometimes overseas) well in advance.
Promote The Event
The messages used to promote an event are extremely important. Usually there is only limited advertorial space for convincing all market segments to attend. Thus, the combination of text and images requires a lot of creative effort. If there is time and sufficient budget available, utilizing these communication messages with consumers is recommended.
Evaluate The Marketing Efforts
The effective of all promotional efforts needs to be carefully monitored. There are three stages at which research can be conducted: prior to the event, during the event, and after the event. The research can be qualitative, such as focus groups and case studies, or quantitative. In the latter case, the research generates statistics such as customers’ expenditure at the event.
- (no comments)