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Events Marketing Notes
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For Marketing Students taking a module in Events requiring detailed lecture notes
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Events MarketingLecture 1
Overview of the Module- learning outcomes
o Define the scope and relationship between events and marketing.
o Understand and apply the essential theories, models and frameworks of events
marketing
o Demonstrate the role of events marketing within different business and
organisational contexts
o Analyse and evaluate events marketing management processes
Readings
o Recommended reading is available on blackboard and will be given to you at the end
of each lecture.
o Core text books – See reading list on Blackboard, including Preston, C, A (2012)
Marketing: How to Successfully Promote Events, Wiley : NY
o Reic, I (2017) Events Marketing Management :a consumer perspective,
Routledge :Oxon.
o You do not need to buy text books! Please do look for electronic copies in the
library.
o The domain of events literature is huge and we can not cover everything in the
lectures & seminars….
o Therefore, you must independently search, review & use relevant literature in your
assignment to supplement the recommended reading.
Assessments Learning outcomes
o The report has to demonstrate events marketing and management planning
practices within the company/organisation, all four learning outcomes will be
covered within the assessment.
Assignment Strategy
o 2000 word report (100%) weighting Please see Blackboard for full brief and scoping
document which will be referred to throughout the module.
o The assessment is a 2000 word events planning report based on a
company/organisation and event.
o The report has to demonstrate events marketing and management planning
practices within the company/organisation, all four learning outcomes will be
covered within the assessment.
o Academic support – Harvard referencing and the LDC centre. Links –
o https://www2.aston.ac.uk/current-students/academic-support/ldc/academic-
writing-support/index
o Appointments for 121 workshops ldc@aston.ac.uk or calling (0121 204 3040)
o Harvard referencing -
https://www2.aston.ac.uk/migrated-assets/applicationpdf/current-students/34645-
LIS_citing_references.pdf
Assignment
o Assesses all of the learning outcomes
o Full assignment brief, including marking grid, is available on blackboard…..make sure
you read it!
o Assignment deadline. - December 2019.
o We will discuss the assignment in lectures and seminars…so make sure you attend!
, o Action – for next weeks seminar you should have read the scoping document for the
Green Week and start to read the highlighted chapters.
Your actions
o Think about the organisation/brand and its events through out the week and select
one of the event activities to focus on.
o Find out about the event strategy (including mission, values, aims and objectives)
(Most of this information is included in the scoping document)
Events strategy
Current event marketing activity, including target market, message,
creative, media & tools (PR, advertising, direct marketing, sponsorship,
digital activity, brand placement, and other activities )
o Bring your information to next weeks seminar.
o During the seminar we will discuss your ideas and thoughts for collecting
information along with examining the scoping document.
What is an event?
o Events are temporary and purposive, unique gatherings of people. (displays of ritual)
o Events Management and Marketing (as part of the role and function of MGT) is the
organisation and coordination of activities
o Events have a beginning and end point. Bladen et al (2012)
Industrial socio- Cultural context
o Planning versus Spontaneous (Princess Diana’s death)
o Formal – Informal
o Limited duration Getz (2007)
o Scale and formality
o Digital / Media and Platforms. –beyond the geographical….
Event Planning-RATIONALE
o Strategic events marketing reduces the risk of negative outcomes through the
application of marketing methods.
o Using market intelligence to correctly position your event in a competitive market
and utilizing appropriate communications to promote your event to the target
audience
Evets marketing defined
o Marketing is a function of events management, that enables managers to keep in
touch with event attendees and visitors needs and wants. Events marketeers can
assess motivations developing products that meet attendees needs through building
a communication programme which expresses the events aims and objectives. (Getz
2007, Goldblatt 2008, Bladen et al, 2012)
Events marketing communications
o The primary role of events marketing communications is to engage audiences
o
Motivational Factors
o Humans are social beings!
, o Maslow (1943) noted the need for self-actualisation and part of the social and
belonging needs of each individual which motivates the need for event related
activities.
o Events are symbolic, ritualistic and reflect our cultures…
Think of an event that typifies your own family, social group and culture!
What symbolic, artefacts, actions denite meaning? And how are these
reflected in the event and beyond…
Consumer experience/lifestyle
o Marketing is changing as is the relationship between the organisation and the
customer
o In an increasingly digital world where transparency and customer collaboration are
prevalent prior understandings of marketing are being challenged within the
academic literature
The line between customer and organisation is increasingly blurred.
o In practice Customer Experience Management (CEM) is argued to be the way in
which practice has responded contemporary marketing movements.
o Steve Cannon (CEO of Mercedes Benz, USA) suggested that customer experience
management is the new form of marketing.
Event consumption
o So what are we doing when we attend an event?
We consume an experience or adopting new ideas information or
knowledge
Diverse experiences require different marketing considerations (nature of
technology, stakeholders, new markets)
Marketing literature to focus on – experiential / service..
“I shop therefore I am.”
Barbara Kruger, conceptual artist (Born 1945)
- Homogeneous markets and differentiation
o Consumer socialization is an intensification of our self-expression via consumption
based upon the management of consumer behavior by providers of financial
services, products, services, and activities. This intensification is what is generally
known as the marketing industry.
Consumer experience
o Customer experience is at times described as the theory of everything as it
encompasses emotional, social and physical responses to direct or indirect contact
with the service, brand or product during any point across any stage of the customer
journey
Engagement in that journey however passive or intense is central to our
understanding of this shifting emphasis in practice towards Customer
Experience.
o The topic of ‘customer engagement’ has been defined as ‘customer behaviours
which ‘go beyond transactions, and may specifically be defined as a ‘customer’s
behavioural manifestations that have a brand or firm focus, beyond purchase
resulting from motivational drivers’ (Verhoef et al 2011).
o It is a topic which represents a fundamental component of any effective business
and/or event marketing strategy and impacts both private and public sector
organisations.
o http://www.ludlowbar.com.au/ludlow-video/
Historical view
o Ancient religious ceremonies and festivals.
o Religious observance in Greece gave rise to the first ancient Olympic Games.
, o Modern day festivals such as Halloween have their roots in such observance
o Case Study – Dragon Boat Festival (Duanwu Festival) – Modern expressions and
different appeal..
o Changing cultures reflected the fast paced global economy
o Government retrenchment of traditional values – use and role of festivals.
Events industry-Professionals
o Professionalisation - circa LA Olympics 1984
o Reach - Telethons 1985 – Live Aid – Net Aid (Multi platforms 3 B people reach)
o Historically festivals and events as celebrations
o Emergence of events consultancies to manage process.
o Events Inhouse rather just sponsorship or partnership activities. – HR Public events…
o Promotional Imagery and market share.
o Specific roles and usage (video marketing for content very useful in capturing
attention highlighting features of events and spaces for example)
o Event outcomes – ROI / ROE Cause marketing
Events Industry VALUE
o Festivals -
IFEA 2009 – 4.5m reoccurring festivals.
o Economic Impact Britain for Events - BVEP
Sector £36 B PA
Business vs Leisure (£72 more)
Trade at exhibitions (£100B)
25,000 businesses, 530,000 FT jobs.
FIVE LESSONS FROM EVENT MARKETING PIONEERS
o Events will not be noticed unless you are prepared to exert substantial effort in
getting them noticed.
o Events need to be an antidote to the mundane.
o Find out what people really think and how they want to feel, and translate that into
a deliverable, memorable experience.
o Surround the core of your event with auxiliary features; create an assault upon the
senses that will overwhelm nonchalance.
o Innovate, provide novelty, avoid sameness, and generate positive differentiation.
Some Questions – Summary
o 1.Events have always been used to allow people the opportunity to escape their
mundane everyday lives. In what way does your event offer this?
o 2. Events have proven adept at promoting big ideas. What big ideas are represented
by your event?
o 3.Events have been used as a means of demonstrating social alliances and cultural
expression. Does your event targeting reflect this?
o 4. Events have long been a means of providing entertainment. Whatever the nature
and purpose of your event, is this fundamental aspect in place?
o 5.Events have shown themselves to be a means of communication and influence. Is
your event selling itself sufficiently to sponsors
References – Useful Websites.
o http://bvo.com/topics/marketing-trends-and-evolution/programmes/ philip-kotler-
on-the-evolution-of-marketing
o An interview with Philip Kotler, famous American marketing scholar, on the recent
history of marketing.
o http://adage.com/article?article_id=142967
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