Page 84 - DMGT304_EVENT_MANAGEMENT

Unit 4: Marketing and Promotion of the Event

In order to reach out to the local audience then cable television marketing is effective. Radio, Notes
another medium of broadcast mass media, is also proving to be effective, in the recent times,
with the increasing number of FM channels.
A medium that has been tried and tested through the last century has been the print media.
Apart from advertising events, companies also seek genuine write ups in the various publications.
For this they host press conferences.

Self Assessment

Fill in the blanks:
1. Standing different from others while planning event can be done only when an event is
..............................
2. .............................. planned events have least chances of going wrong.

3. There are various things involved in event .............................. like selecting venue,
marketing, getting sponsorship, preparing committee, arranging finance, carrying out
registration process, etc.
4. .............................. television is being regarded as the most effective means of reaching out
to the masses.
5. In order to reach out to the local audience then cable television marketing is effective.
Radio, another medium of broadcast .............................., is also proving to be effective, in
the recent times, with the increasing number of FM channel.

4.4 Five Ps of Event Marketing

4.4.1 Product

Successful salespeople have both expert product knowledge and effective sales skills. Expert
product knowledge is essential in today’s competitive environment. The expertise the salesperson
demonstrates regarding the sponsorship package or other event component will differentiate
this person from the competition. More important than sales skills, demonstrated product
expertise shows the client that he or she is making a purchase that has added value and helps to
develop confidence as well as long-term loyalty.

Every event product combines history, quality, and value to produce a unique program. Even
new events may draw from the experience or history of the organizers. This demonstration of
consistent capability to produce similar events will influence prospective clients to recognize
the overall quality of the event organization. Finally, every event product must convey not only
perceived value, such as dollar-for-dollar worth but also added value. The concept of added
value is perhaps best described with the Cajun word lagniappe. This term literally means
“everything one deserves and a little bit more.” The little bit more may mean providing the
client with the home telephone number of the key contact person, developing a unique approach
to achieving the event objectives, or perhaps simply spending additional time with the client to
better understand his or her needs.

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Caution Do ensure that every event product must convey perceived as well as added value.

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