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Events Marketing Strategies

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Allan Jepson

on 30 October 2015

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Transcript of Events Marketing Strategies

photo credit Nasa / Goddard Space Flight Center / Reto Stöckli
Dr Allan Jepson
a.s.jepson@herts.ac.uk

4BUS1007
Events Marketing Strategies

Death of the mix
New approaches
Marketing processes
Events as experiences
The experience economy
Experiential marketing
Learning Outcomes
Changes in the mix . . .
Berridge (2007) ‘four P’s’
first put forward by McCarthy in 1960
and known as the ‘marketing mix’. Suggestions?

Berridge (2007); event authors have adapted
the four P’s: Hoyle (2002) with five P’s,
Shukla et al (2005) with six P’s


Any questions?
Thank you for your attention
Malmaison Hotel Oxford: A converted prison
Prison, anyone?
Tsaur et al (2006: 48) summarise experiential marketing as distinct in four key ways:
Focusing on consumer experiences
Treating consumption as a holistic experience
Recognising both rational and emotional drivers of consumption
Using eclectic methodologies
Tsaur et al (2006:48) refer to Schmitt (1999a, 1999b): the shift towards experiential marketing is a result of three simultaneous factors:
Omnipresence of IT
Supremacy of brand
Ubiquity of communications and entertainment
Distinctive marketing
Tsaur et al (2006: 48) note marketing management has advanced from production concept, product concept, selling concept, marketing concept, and relationship marketing concept to experiential marketing concept
Pine and Gilmore (1999)

Companies which adopt experiential marketing will be able to offer their customers a memorable experience (Tsaur et al, 2006:48)- see Red Bull marketing
Experiential marketing
Pine and Gilmore (1999: 22)
Economic progression
Pine and Gilmore (1999: 2) define the difference between a service, which is when a consumer buys a set of intangible activities carried out on their behalf and an experience which is where a consumer
‘buys an experience, he pays to spend time enjoying a series of memorable events that a company stages – as in a theatrical play – to engage him in a personal way.’

Andersson (2007: 47) notes that the last link of the production chain rests in the hands of the consumer
Not another service
Bowdin et al (2006) note that events are unique in many ways:

We must experience them to consume them
Delivery and consumption are inseparable, usually simultaneous
This can lead to variations in quality
Events are intangible – tangibility is often added with giveaways
Events are perishable
Events are delivered in real-time and may suffer with weather/ one of the critical disabling factors
Events as experiences
Hoyle (2002: 34)
The
5 W’s
of Marketing
Bowdin et al (2006: 186)
The strategic events marketing process
Bowdin et al (2006: 185)
Constructing the mission
“... is the process by which an event organisation aligns businesses and marketing objectives and the environments in which they occur, with marketing activities that fulfil the needs of event consumers”. (Bowdin, 2006)
Strategic events marketing
Tsaur, S-H., Chiu, Y-T., and Wang, C-H. (2006) The Visitors Behavioural Consequences of Experiential Marketing : An Empirical Study on Taipei Zoo. Journal of Travel and Tourism Marketing, 21 (1) 47-64
Tum, J., Norton, P., & Wright, J. Nevan. (2005) Management of Event Operations. Burlington: Elsevier
References
Knutson, B.J., Beck, J.A., Kim, S.H., and Cha, J. (2006) Identifying the Dimensions of the Experience Construct. Journal of Hospitality & Leisure Marketing. 15 (3) 31-47
Oh, H., Fiore, A., and Jeoung, M. (2007) Measuring Experience Economy Concepts: Tourism Applications. Journal of Travel Research, 46 (2) 119-132
Pine, B.J., and Gilmore, J.H. (1998) Welcome to the Experience Economy. Harvard Business Review, 76 (4) 97-105.
Pine, B.J., and Gilmore, J.H. (1999) The Experience Economy: Work is Theatre and Every Business a Stage. Harvard Business School Press. Boston, Massachusetts.
References
Andersson, T.D., (2007) The Tourist in the Experience Economy. Scandinavian Journal of Hospitality and Tourism. 7 (1) 46-58
Berridge, G. (2007) Events Design and Experience. Butterworth-Heinemann, Burlington.
Bowdin, G., Allen, J., O’Toole, W., Harris, R., & O’Donnell, M. (2006) (2nd ed) Events Management Butterworth-Heinemann, Burlington.
Gilmore, J.H., and Pine, B.J. (2002) Differentiating Hospitality Operations via Experiences: Why Selling Services Is Not Enough. Cornell Hotel and Restaurant Administration Quarterly. 43 (3) 87-96
Hoyle, L.H. (2002) Event Marketing: How to Successfully Promote Events, Festivals, Conventions. John Wiley & Sons: New York
References
Tsaur et al (2006: 48) note the work of Schmitt (1999a, 1999b) who distinguished five different types of experiences, that marketers can create for customers

SENSE
FEEL
THINK
ACT
RELATE
Creating experiences
The
‘sweet spot’
Oh et al (2007: 121)
Adapting the realms
The four E’s
Virtual Reality Game
Watching
TV
Skiers
Symphony goers
Pine and Gilmore (1999: 30)
Engaging, not entertaining: the four realms of the experience
Disneyland California
Groundbreaking theme park
opened in 1955
Walt Disney, Animator
and Experience Pioneer
The experience pioneer


Knutson et al (2006: 32) discuss Alvin Toffler (1970)

This was picked up on by Pine and Gilmore (1999) in their seminal book
What, an experience?
Berridge (2006) notes the work
of Shukla (2005) who has designed
the 3 E’s of event marketing
Entertainment
Excitement
Enterprise

Berridge (2007) notes Jackson (2005: 1):
‘in relation to the 4th or 5th economy – the experience or dream economy’
Feeling emotional?
Bowdin et al (2006: 183)
The Event Services Trinity

Traditional marketing views consumers as rational decision-makers who care about functional features and benefits (Schmitt,1999a)

By contrast experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences
The emotional consumer
Pine and Gilmore (1999: 12): “customers will cut back on goods to save money for services, will check the amount they spend on services to make way for memorable, valued experiences”
Experiences are personalx
No two people have the same experience
As the buyer finds the offering more relevant it will increase greatly in value (Pine and Gilmore, 1999: 22)
Experiencing experience

Bowdin et al (2007) pull together a lot of literature to generate their ‘strategic event marketing process’

Hoyle (2002) suggests five W’s of marketing, more business-applied method
The process(es)
Product
Pricing
Placement or place
Promotion

4 Ps

Tum et al (2006): the four P’s no longer address the needs of events

Berridge (2007) notes Masterman and Wood (2006): the marketing mix is now almost completely ignored as a concept

A gathering storm
Word from the Don . .
Getz (2007: 279)

Bowdin et al (2007: 183): ‘event services trinity’ (next slide)


Importance of strong long-term objective (next slide)

Marketing approaches
Checklist of technology used (from a consumer viewpoint):

Marketing the event
Social media: Twitter, Facebook
Website
Mobile app
Multi-media:
YouTube, radio (BBC 6Music)
Direct mailing: email; list management

Managing the attendees
Online registration and ticket sales, including secure online payment
Automated arrival processes
CASE STUDY: Hybrid Music Festival
Summer Sundae, Leicester, East Midlands, UK
Have a Safe Fireworks Night!
Full transcript