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Event-Marketing

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Andreas Schröder-Quist

on 20 January 2015

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Transcript of Event-Marketing

Outline
Hauptseminar Eventmanagement
20th of January 2015
Sebastian Sender & Andreas Schröder-Quist

VI. Discussion
I. Preconditions for Event Marketing
II. Definitions, demarcation and classification
III. Event Marketing within the Marketing-Mix
IV. Metacommunication as a tool for customer loyalty
V. New Developments and Formats
V. New Developments and formats
VI. Discussion
II. Definitions, demarcation and classification
IV. Metacommunication as a tool for customer loyalty
III. Event Marketing within the Marketing-Mix
Event Marketing:
New Developments and Formats

2. Is the Championship-Format of League of Legends as 'eSports' an Event or Event Marketing-Strategy?
4. Is Event Marketing a threat to sports sponsoring in the long-term perspective?
3. Is it all about the money – is Event-Marketing a powerful tool only for big companies?
Avoiding Advertisement
Relying on mass-media communication leads to information overload and overstimulation customers
The birth of the 'homo eventus'
In many ways the 'homo eventus' can be seen as an additive design to the 'homo economicus'
Efficiency and cost problems
It is five times more expensive to attract new customers, than to invest in the long-term loyality of existing customers
Focusing excessively on short-term sales and revenues proves costly in the long-term
I. Preconditions for Event Marketing
Search for new communication instruments
A focus on creative and emotional marketing communication tools, particularity event marketing enjoyed a sharp rise in popularity over the last decade
Kiel (2005), p. 40 et seq.; Müller (2004), p. 77 et seq.; Erber (2000), p. 51.
Adam/Luppold (2011), p. 42; Blunk (2008), p. 11; Nufer (2007), p. 9; Lucas (2007), p. 19.
Erber (2000), p. 51; Sistenich/Zanger (2000), p. 368.
Increasing interchangeability and functional equality between products and services of companies
Shift in fundamental principles of society in the '90s
Customers increasingly seek a rational, useful product in addition to a special experience through the sales process and the brand image
Zarantonello/Schmitt (2013), p. 255; Schäfer-Mehdi (2009), p. 41; Martensen/Grønholt et al. (2007), p. 283; Gupta (2003), p. 88; Sistenich/Zanger (2000), p. 368.
Advanced selection mechanism of target groups and low involvement are the results
The 'homo eventus' is a hedonistic sensualist, who lives in an artificially risk-free environment and seeks optimal self-realisation
active engagement with the customer over passiveness
customer-dialogue, rather than an advertisement monologue
increased focus on the individual, rather than anonymous mass media coverage
live-communication, rather than a mere media-presence
provide emotion, as well as information
Integrated Event-Concept/Experience-Strategies
Public Relations
Trade fairs
Sponsoring
Direct Marketing
Advertisement
Sales Promotion
Personal Sales Activities
Event Marketing
Brand theme parks
Satisfy customers' need for a crystallization point where an intangible brand turns into something tangible and real

Trade show events
Event-isation of sales launches
Flagship Stores
In many ways comparable to branded theme parks
Highly exclusive locations and representative buildings
Satisfy customers' need for a crystallization point where an intangible brand turns into something tangible and real
Integration of Event Marketing by staging a Marketing-Event at the normal trade shows within the exhibition stand
i. A. a.: Adam/Luppold (2011), p. 25.; Zanger (2007), p. 6.
Marketing Mix
Product's
Price
Promotion
Place
Then allows an increase of the communication effects of Event marketing as a whole
Use synergies between all communication tools in the mix to decrease the overall costs
Bruhn (2014), pp. 1015 et seq., 1020; Nufer (2007), p. 97.
'Sporterlebniswelten'
Zanger (2013), p. 36.
What does meta-communication mean from a theoretical point of view?
Interaction is the key to structuring customer loyalty through a company
Paradigm shift in marketing from customer relationship to customer loyalty
Meta-communication is social communication activity, which focuses on the formal and contextual characteristics of the communication
Event Marketing as a meta-communicative instrument
Within the integrated communication-mix Event-Marketing acts as a meta-communicative
Classification
Interaction-oriented marketing tools
The relationship between customer and company forms the starting point
For the relationship-aspect within the communication process the "How" is more important than the "What"
That is why it is necessary to communicate about communication, also referred to as "meta-communication"!
Sistenich/Zanger (2000), p. 369.
Sistenich/Zanger (2000), p. 370; Sistenich (1999), p. 77; Watzlawick/Beavin/Jackson (1996), p. 53; Reck (1990), p. 309.
Meta-communication needs to be linked to another classical marketing content in order to form a communicative unit, otherwise it is pointless.
Definition & Demarcation
Event Marketing as a 'sub-instrument' within the communication mix?
i.A.a. Weber/Waldner (1996), p. 4.
Supporting instrument, which helps the other tools to adapt themselves to fast-moving trends and groups
Event Marketing as a subsidiary tool with in the mix
Increasing communication impact on the target groups
Blunk (2008), p. 42, Weber/Waldner (1996), p. 4.
This does not make full use of the potential of Event Marketing
How can Event Marketing be integrated into the communication-mix?
Event Marketing as a 'partial-instrument' within the communicaiton-mix?
i.A.a. Weber/Waldner (1996), p. 8.
Event Marketing as equatable communication tool
Use of the synergy and network potential between the instruments
Bruhn (2014), p. 1015; Nufer (2007), pp. 94 f.; Sistenich (1999), p. 60.
Event Marketing as the 'premier instrument' within the communication-mix?
Event Marketing is the umbrella concept towards which all other instruments within the communication-mix are orientated.
This concept only makes sense if the product or service of a company is likely to be presented in a emotional and multi-sensual way to the customer
Adam/Luppold (2011), pp. 24 et seq., Zanger (2007), p. 6; Sistenich (1999), p. 60.
Event Marketing as 'Integrated Event-Concept' within the communication-mix?
Nufer (2007), p. 97.
Event Marketing as an emotional and experience orientated marketing becomes its own segment within the communication-mix
Summary
Conceptions of Event Marketing as a 'sub', 'partial', 'premier' or 'integrated Event-Concept' instrument can all be found within the communication-mix of companies
Implementation of Event Marketing has to fit with previous communication strategy of the company and its products!
Blunk (2008), p. 43; Nufer (2007), p. 97.
Focusing on an Event Marketing-Strategy and a consistent content, formal and temporal integration in the communication strategy of the company
But as an eventisation in Marketing gets more important to overcome the 'Avoidance of Advertisment' the 'integrated Event-Concept' seem to us to be the most promising in the long-term view
How can meta-communication shape customer loyalty?
Example: Red Bull
All communication has a content- and relationship-aspect by which the latter is determined by the former, this is why it is referred to as meta-communication
The content of communication is mainly conveyed digitally, while the relationship-aspect is conveyed in an analog way.
Companies need to use communication instruments not only to convey a marketing message, but also to carry an understanding and interpretation instruction for the customer
Instruments within the communication-mix have to form a unity to present a consistent image of the brand or company
Meta-communication has to be implemented by an integrated approach (s.a.) within the companies communication
Meta-communication references itself to content of the communication instruments of a company
Sistenich/Zanger (2000), pp. 372 et seq.
Marketing Events are able to inform the customer in which way the content of the other communication instruments is to be understood
Event Marketing always links itself to previously established brand images
Marketing Events bring the brand image to life and thus meta-communicate how the brand is supposed to be
Sistenich/Zanger (2000), pp. 374 et seq.
Event Marketing focuses more on the analog communication and is able to provide a great impact on the relationship-aspect of communication
TV commercial as classic communication instrument
Mainly digital communication on the content Red Bull 'Gives you Wings' (since 1994)
no interaction-potential
advertising monologue
very anonymous
"Red-Bull-Flugtage" Event Marketing
Red-Bull-Flugtage
Integrated into the communication-mix by having coverage through mass-media and social-media afterwards
Marketing-Event which explains on a meta-communicative level what Red Bull intends to express by the claim
Analog communication by Event Marketing stresses the relationship-aspect of communication by an interactive, customer-dialog orientated live-experience
Many different Marketing Events in the Event-Marketing Portfolio!
Paradigm shift from single sport events to 'Sporterlebniswelten'
Arenas and sport will only be the background for 'Sporterlebniswelten' in which sports can be experienced multi-sensually
Additional 'Sporterlebniswelten'
A key criterion is the possibility to participate through real or virtual communities
On the basis of their clear brand image they are very attractive as communication platforms for companies
TV TOTAL WOK WM
Zanger (2013), p. 37.
'Erleben, Erfahren, Erinnern.'
Schöwing (2007), p. 38.
Are built as permanent platforms for branded meta-communication
Event characters & characteristics of event-marketing
Many 'Special-Events' which fit into the overall Event-Marketing strategy
Nufer/Scheurecker (2008), p. 8.
Challenges for Event Marketing
Reasons for the rise of Event Marketing (decreasing impact of classical communication instruments) will prevail in the following years
Disillusionment due to political and financial situation and high increases in event-isation in the last years
Success of Event Marketing-Strategy will depend significantly on fit between Marketing-Event and company
'Avoidance of event-isation' / 'Wear-out effect' is a possible threat to Event Marketing in the same way it was to classical communication
Bruhn (2014), pp. 1033 f.; Schulze (2007), p. 309; Neumann (2007), p. 77.
Opportunities for Event Marketing
While digitization is clearly the future trend and the internet has much innovation potential it lacks of multi-sensory presentation capacity
That is why the internet will get much stronger as a complementary to Event Marketing than nowadays, this will lead to more "Hybrid Events"
Internet will more and more take over classical advertisement, but the event platform will not turn virtual.
Bruhn (2014), p. 1035; Hartmann (2011), pp. 38 et seq.
'Experience the infinite driving pleasure.'
Chance of a live experience, rather than only a visual presentation
Some companies have already replaced their trade fair appearances with Event Marketing activities
Hybrid Event Marketing (Coke-Zero)
Normal TV commercial
Marketing Event within the Event-Marketing strategy
Re-use of the footage exclusively for viral marketing as a youtube-clip
"Impossible is possible"
Event
Event-Marketing
Event is a 'happening' or a 'special occasion' with the goal to create an opportunity for selected customers, throughout a variety of interactions, to experience a brand or company.
Definition of 'Event'
Bruhn (2014), p. 973.
Marketing-Event
'Event Marketing' is an interactive and experience-orientated communication-instrument, by which strategically targeted, group-based and specially initiated Events are planed, staged and controlled within the integrated company communication.
Definition of 'Event Marketing'
Nufer (2007), p. 21.
Otherwise Event Marketing becomes inflationary and this approach is to wide
Experience-orientated Marketing Events of the company are planed, designed, executed and controlled through Event Marketing
This approach does not adequately focus on the strategic and integrated potential of Event Marketing within the communication-mix.
Demarcation of 'Event' and 'Event Marketing'
Event Marketing only works in connection with a balanced communication-mix and does not operate as a single instrument
Zanger (2010), p. 5; Blunk (2008), p. 6.
Demarcation of 'Event Marketing' and 'Marketing-Event'
Zanger (2010), p. 6.
Events as a universal format build the contextual core of Event Marketing
A 'Marketing-Event' can be understood as the implementation of a strategic process of 'Event Marketing'
Demarcation of 'Event' and 'Marketing-Event'
i.A.a. Drenger (2006), p. 31.
Events, which pursues the strategic goals of a company's Event Marketing strategy are called 'Marketing-Event' and are thereby distinguished from any other experience-orientated 'event', such as the Olympic Games, for instance.
Zanger (2010), p. 5; Hermanns (2010), p. 21.
Definition of 'Marketing-Event'
Zanger (2010), p. 5; Hermanns (2010), p. 21.
i.A.a. Drenger (2006), p. 31.
Demarcation of 'Sponsoring' and 'Marketing-Event'
Demarcation of 'Event Marketing' and 'Sponsoring'
Sponsoring
Definition of 'Sponsoring'
Company provides a financial or in-kind assistance to a third party in exchange for visibility throughout an event
Blunk (2008), pp. 34; Drenger et al (2008), p. 138; Nufer (2007), pp. 10 et seq.
Unconventional communication - 'Street-Event'
Organized in various italian cities, where actors gave away 'Diesel Black Money' a coupon to get 30% off in Diesel Shops
"Diesel Black Friday"
Low investment for the companies, but aims at a large audience due to the 'word-of-mouth' effect, both on- and offline or through media coverage
Zarantonello/Schmitt (2013), p. 257.
Both are part of the 'non-classical' - 'below the line' communication instruments and use events to achieve their goals
'Above the line' instruments
'Below the line' instruments
Sponsoring
Direct Marketing
Event-Marketing
Product Placement
Sales Promotion
Public Relations
Advertisment in TV, Radio or Paper
Nufer (2007), p. 30.
Zarantonello/Schmitt (2013), p. 257.; Blunk (2008), pp. 34 et seq. ; Hermanns (2010), p. 23.
Zanger (2010), p. 5.
Sponsorship is mainly monologically orientated
Typically, the sponsored 'Event' will take place regardless of 'sponsoring'
Sponsoring companies usually cannot influence the process of the event, for example sport sponsoring in football
Staged event in the form of an event or action
Provides experience-oriented communication content
Addressed towards consumers, customers, distribution organs, opinion leaders, but also employees, and those in field service, and related persons
Using the medium of individual communication
Used in specific customer related situations
High specialization towards the target groups
Discontinuity usage
Large "events" can be distinguished into three dimensions of a cube
Nufer (2007), p. 16.
Marketing-Events are self-staged
The marketing message in sponsoring is subject to the restrictions defined by the sponsorship contract and
Short contact period of the target group with advertisement reduces the content of message to slogans and logos
Customer decision weather they buy a certain product or not is more and more based on the experiential value
Special times for the sale lunches
Special treatment to create a special feeling for the customer
Going from a customer relationship to customer loyalty is the new overall marketing goal
Paradigm shift:
Increasing media cost while decreasing efficiency of communication
Puma paid 100m runner L. Christie approx. 1 Mio. £ to wear special contact linses at press conferences at the 1996 olympics in Atlanta!

5. Is 'Ambush Marketing' - ambushing 'Event Marketing' and 'Sponsoring' in the long-term?
1. We are interested in your opinion!
Is Event Marketing really such a big thing in your day to day life?
Swisscom Flashmob for 2010 Olympics in Vancouver
Flash resp. Smart Mobs
Flashmobs in commercial use are often called 'Smart Mobs'
High interaction potential and experience orientated
Are very often designed as 'Hybrid Event' - Swisscom 'Fanbuch', people had the chance to send messages afterwards to the athlets at the Olympics
Bär (2012), pp. 70 et seq.
Full transcript