Page 94 - DMGT304_EVENT_MANAGEMENT

Unit 4: Marketing and Promotion of the Event

you present this information in a manner that is useful to the sponsor and that you take the time Notes
to prepare this presentation professionally to address the sponsor’s needs. All future sponsorship
activities will come from this important activity.

Timing is Everything

The process for identifying, soliciting, negotiating, securing, servicing, and evaluating
sponsorships is a complex one. However, as is true with most things, timing is everything.
Allow a minimum of 12 to 18 months to formulate and consummate a successful sponsorship
program. Following is a typical timeline for the various stages described above.
Some event organizers have come to see sponsorship as the goose with the golden egg. However,
while specific benefits come from individual sponsorships, an event manager must audit for
each event the needs, resources available, and benefits offered, prior to engaging in this time-
consuming and expense-laden activity. When developing sponsorship activities always start
small and build a base of sponsors year by year or event by event from your ability to deliver
high-quality and successful events consistently. This is the best way to make sure that your
goose lays a golden egg, not a rotten one, for your event organization.

Self Assessment

Fill in the blanks:

6. Successful salespeople have both expert .............................. and effective sales skills.
7. Expert .............................. knowledge is essential in today’s competitive environment.
8. The expertise the salesperson demonstrates regarding the sponsorship package or other
event component will .............................. this person from the competition.
9. .............................. is what you say about your event, whereas public relations is what
others (or that perception) are saying about your event.
10. The process for identifying, soliciting, negotiating, securing, servicing, and evaluating
sponsorships is a .............................. one.

4.7 Internet Event Marketing

Not since the invention of the printing press has advertising been changed as dramatically as
with the introduction of the Internet.

Example: The number of Internet users in the events industry grew from 50 percent to
over 80 percent between 1996 and 1998. Event marketing has now fully embraced the electronic
marketplace.
This customized marketing approach is one of the many benefits of the new technologies that
are being developed to assist event marketers. When developing event marketing, Internet
marketing must be considered as a central part of any strategy. For example, regardless of size,
all events should have a Web presence through either a dedicated Web home page, banner on an
existing Web home page, or link to a separate page. Following are points to consider when
developing a comprehensive e-marketing event strategy:
Audit and evaluate the competition to determine how your Web presence can be more effective.
Carefully monitor all online activity for potential data mining to determine future needs,
wants, and desires of your target audience.
Design your web strategy to reach your target market quickly, efficiently, and precisely.

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