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Unit 4: Marketing and Promotion of the Event

event message in a consistent manner. Contests and other promotional events also require analysis Notes
to ensure that they are within the bounds of the local code and that they are appropriate for your
event. For instance, selling raffle tickets at a nonprofit event may require that you file legal forms.

4.10.4 Promotional Methods

Online Promotion
There is no question that the development of the Internet has become the most important
communication and marketing media breakthrough since the printing press in the mid-fifteenth
century. It has fundamentally reshaped understating of sales and marketing. However, since so
few years have passed since the Internet has become available for widespread public use, the
marketing tools used in cyberspace are still “works in progress.” You can take an active role
developing Internet marketing rules and standards for event management.

Internet Marketing for Events

The Internet can be a highly efficient tool in overall event management organizations’ marketing
program. At the same time, it can be a major financial burden if an event management organization
does not formulate specific goals for its Internet marketing policy. The objectives for each event
management organization may vary depending on company size, dynamics of operations,
financial and staff resources, location, overall development strategy, and client base. The Web
site for a small event management startup will differ from that of a large multinational event
management conglomerate. Major marketing concepts enhanced by online tools include brand
building, direct marketing, online sales and online commerce, customer support, market research,
and product or service development and testing.

Brand Building

Online marketing combined with television, media, and print is a major brand-building tool.
The biggest advantage the Internet has over television and old-fashioned media is the favorable
cost/benefit ratio. Event management organizations can achieve a much higher return on their
marketing investments in Internet promotions than in a traditional campaign. You can start
simply by trading space on the banner section of your Web site with a partner organization. You
place your logo on your partner’s Web site and create a hyperlink from his or her Web site to
yours, in exchange for placing your partner’s information on your Web site. It is very important
to submit your company’s profile to all major search engines. Five years ago, when students
were conducting a search on Yahoo using the key words event management, they obtained only
a few matches, whereas now there are hundreds. Submitting your company’s profile to most
search engines is free, so there is no reason not to do it.
To register your Web site with a search engine:
1. Enter a search engine (AltaVista, Yahoo, etc.).

2. Go to “register your site.”
3. Carefully describe your site’s profile.
4. Try it, after submission.

Online Sales

An online sales concept is more applicable to companies that sell consumer goods, not services.
However, event management organizations can still benefit greatly from Internet electronic

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