Page 106 - DMGT304_EVENT_MANAGEMENT

Unit 4: Marketing and Promotion of the Event

the organization can see a market’s reaction to the conference before they invest large amounts Notes
in actual planning. This refers to the first stage of successful event management event research.
One of the biggest advantages that the Internet has over other marketing tools is real-time
contact. Marketing professionals use a number of special technical features to leverage this
point. Chat rooms, live broadcasting, and time-sensitive promotions are only a small part. The
Internet allows marketing professionals to change and update content in almost no time, hence
to ensure that customers have the most recent information.

Preparing Contingency Plans

An essential element in your planning must be the organizing of back-up plans or arrangements
in case of unforeseen events, emergencies or mismanagement on the part of other people. For
each of your plans, prepare an alternative, such as back-up speakers, substitute venue or
accommodation, different catering choices etc. In addition, make sure you prepare spare sets of
material, arrange for extra equipment to cover a technical breakdown etc.

Self Assessment

State whether the following statements are true or false:
11. Promotion is the deliberate attempt to manage the public’s perception of a subject.
12. The subjects of publicity include people goods and services, organizations of all kinds,
and works of art or entertainment.
13. The print, design and production of event resources such as programs, invitations and
promotional materials is very important to the professionalism and credibility of your event.
14. Publicity draws on several key themes including birth, love, and death.
15. All advertising drafts for all mediums should be approved by the Division of Marketing.

Case Study MITSUBISHI

The Brief
Mitsubishi is once again a serious player in the competitive compact sedan segment with
the 2008 Lancer Ex. Its sleek new exterior and invigorated performance should appeal to
younger buyers in particular, while mainstream consumers will appreciate its improved
build quality and impressive luxury options.
Mitsubishi needs to create excitement amongst its target audiences and engage them in
various activities that demonstrate the new Lancer’s offerings.

Headline has to come up with a communication program that engages both the media and
the public.
Key targets
Public with focus on youth in Saudi Arabia

Media (local, automotive and lifestyle)
The solution
Headline comes up with a launch concept encompassing the sporty spirit of the car. The
concept involves an emotional automotive experience to reposition the car and fuel
Contd....

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