Page 103 - DMGT304_EVENT_MANAGEMENT

Event Management

Notes Date, time and location of the event.
Providing adequate notice and coverage.
The first step in the event management process, research, is mirrored in the marketing process.
Without valid and reliable research, you may waste scarce time and resources. Therefore, the
first step in the event marketing process must be careful, thoughtful, and comprehensive research.
The outcome of this research must result in the identification of measurable goals and objectives
for your event marketing campaign or program.
A campaign is usually an extended series of marketing activities designed to market an event,
cause, product, or service, whereas a program may include many campaigns targeted at a wide
variety of different market segments. For example, regional shopping centers design and
implement annual marketing programs that may include a separate campaign for each of the
four seasons or for specific events such as the expansion of the center or introduction of a new
major anchor store.
Regardless of whether you are designing a campaign or an entire program of marketing activities,
the resources and channels available to you are expanding rapidly. However, with this expansion
there is also greater competition than ever before. This growth and competition are well documented.

4.10.2 Cross Promotions

To allocate market resources in the most efficient manner, you must identify and incorporate
marketing partners into your campaign. These organizations may actually contribute marketing
dollars or may provide in-kind services, such as providing celebrities, tagging their ads with
your event date and time, or contributing other valuable components to your campaign.
When seeking marketing partners to develop a cross-promotional strategy, study the advertising
and marketing activities of compatible businesses in your area. Determine which of these
activities will benefit your event. Next, develop a proposal that clearly describes the resources
that you can bring to the event. Finally, present the proposal to your prospective marketing
partners and answer any questions they may pose.
Tagging advertising involves your marketing partner adding a line of copy to his or her regular
advertising placements that promote your event. It may read, “Official supporter of XYZ event”
or “Meet us at XYZ event, date and time.” Tag lines may appear in both print and electronic
advertising. Make certain that you chronicle all marketing activities so that you can report to
your partners after the event and describe in intricate detail those placements that were successful.
Cross promotions and tie-in activities are sensational ways to reach a much larger market in a
cost-effective manner.

4.10.3 Street Promotions

This marketing activity requires that you literally take your message to the street. Street
promotions may include the handing out of flyers by a clown in a high-traffic area, the appearance
of a celebrity at a local mall, contests, or other promotional activities designed to draw high
visibility to your event. Before leafleting (handing out flyers), make certain that this is allowed
by local code. You certainly don’t want to generate negative publicity by having the clown
arrested for causing a disturbance.
A celebrity appearance can help generate significant publicity if it is handled properly. Schedule the
celebrity to include radio and television interviews, appearances at a local children’s hospital or
other public facility, and ceremonial events with local, state, provincial, or federal leaders. At each
appearance make certain that the celebrity is well informed about the event and articulates your

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