Summary: Event Marketing

Read the summary and the most important questions on Event Marketing

• Week 1

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• What is event marketing ?

  live experience, to be there, to be part of a group and to have a good feeling

• What are the different kind of events:

  Publicity stunt, religious celebration, political and national events, art and amusement events, recreative events, exhibitions and fairs, marketing events

• What are the characteristics of events:

  Experience
  Live meeting
  meeting place (for thinking of the customer)

• What are the three different angels:

  the marketing policy
  Communication instrument
  Communication philosophy

• What is the angle communication instrument ?

  event marketing is a way of communication, by which, on the basis and for the purpose of the marketing and -or communication objectives of companies, meetings with stakeholders are being realised

• In northern Europe Typology:

  1.  Non-public events
  - Company events 
  -Discipline-oriented events (fairs or conferences)
  
  2. Public events
  -Repeating (festivals)
  - Incidental (Sail Amsterdam)

• Why is the importance of event marketing recognized more and more ?

  Growing closer -> because of technological developments the popularity of event and the experience communication.
  
  Developments: technology and new generation, CSR, ROI

• who are the participants of an event ?

  Visitor, organizer, client, government

• What are the success factors of events?

  1. Position event marketing as part of marketing communication policy
  2. Focus on the visitor's world of experiences
  3. Ensure professional event management
  4. Measure the effects of the event
  5. Aim for creation of added value for visitor

• Economic significance of events:

  1. Turnover and employment
  2. Derivative (=afgeleide) expenses such as hotel rooms, purchases in shops etc. 
  3. economical spin-off (olympic games)