Event Management Lynn Van Der Wagen & Brenda R. Carlos
Principles of Marketing Kotler & Amstrong
Marketing Management Philip Kotler
Marketing is Business Walter E. Vieira
The Fundamentals & Practice of Marketing John Wilmshurst
WEBSITES
www.indiatradepromotion.org
www.exhibitionsindia.com
www.supercommindia2004.com
www.branders.com
www.viewcentral.com
www.eventmarketer.com
www.marketersadvantage.net/articles.htm?k=Network%20Marketing
www.mobilemarketingjoblist.com
www.flugsimulatoren.de/strategic-marketing.htm
www.global-electronics.net
www.indianchild.com/marketing/india-marketing-scenario.htm
www.fundsmanagementworld.com/india
www.wilsonweb.com
Economic Times
1. What are your feelings about a company that creates or sponsors events?
□ They are willing to let people try them out
□ Support activities that I enjoy
□ They understand my interests and needs
□ They like to have fun with me
□ They want to know more about me
2. Assuming you had a positive experience, would you be more or less inclined to purchase a product or service after having participated in an event?
a) Product/service you have heard but not checked out yet
More likely
Less likely
Neither more nor less
b) Product/service you have never heard of
More likely
□ I recognize the company/brand running the event
□ Signs and Banners
□ Somebody invited me to participate
□ The crowd that was already taking part in the event
□ Others
4. Which of the following is your favorite part of marketing events?
□ I get to touch and feel a product/services
□ I get to learn more about a product/services
□ I get to ask questions about a product/services
□ I get a free sample of a product/services
□ I get to have fun by participating in activities
5. Which would most likely cause you to participate in a product demonstration or event?
□ The product/services matched my interest
□ The product or company was sponsoring an activity I enjoy
□ My friend/relative had a positive experience
□ The event offered an activity I could participate
□ Other
6. How long did you stay at the mobile event?
□ 1-15 minutes
8. How soon after attending a company-sponsored event at/near a store did you purchase the product or service being offered?
Thank you for your cooperation
9.2 Annexure.2
KEYS TO SUCCESSFUL EVENT MARKETING
While marketing an event, there are a few key tactics and methods that can be employed to ensure that the event gains the maximum response and also that event is managed in the minimum cost possible. Event marketing has been a concept that has only recently been pioneered in India. But, though new, the concept has taken off very well with the Indian consumers who are evolving rapidly.
Some of the tactics and methods are listed below. Following them can ensure a cost effective implementation of the event marketing.
Event Marketing Hint 1: If the event is meant to market a certain product, then it is necessary to ensure that the purchase decision-maker attends the event. It is important to get the message across to the target audience and therefore enough research about the profile of the attendees is important to be able to communicate effectively to them about the product. It is important that least 50-60% of the people attending the event are targets of the product to be promoted.
Event Marketing Hint 2: It is also important to evaluate the value-added benefits that the venue or the trade show organizer makes available to your business. Make sure you find out if they allow access to the attendee mailing list so you can implement a pre-mailing process in order to promote your one-day trade show special, as well as the location of your booth.
Make sure you get participant contact information before the event as well as after. Other value-added benefits that can be expected from the show organizer include: being included in participant email distributions promoting the event, as well as an advertisement in the event show guide.
Event Marketing Hint 3: Before the event is undertaken, the cost effectiveness of promoting the product through the event should be questioned by asking yourself event qualifying questions around the “who" instead of the “how many”.
Event Marketing Hint 4: The giveaways at the event should be relevant to the business being promoted through the event. And make sure you don't give something away for free just for the heck of it.
Event Marketing Hint 5: The location chosen for the event is perhaps the most important aspect. Make sure you don't purchase a cheap booth at a popular exhibition because there are strong chances that no one will be visiting you, since your booth will be tucked away hidden from all eyes. The most ideal locations in any exhibition areas are found at the entryway to the event and near the pathway to the food stations and restrooms.
9.3 Annexure.3
A sponsorship checklist has been devised for the benefit of all those who are in the business of event marketing or related to it.
1. Are you clear on your sponsorship objectives?
2. Does the activity or event have a link with your product?
3. Is the public perception of it a positive one?
4. Is it watched, attended, shared in or enjoyed by your target market?
5. Will your sponsorship raise your image in their eyes?
6. Is the activity or event free of close identification with a previous sponsor?
7. Will it create good ‘rubbing shoulders’ opportunities for you?
8. Can you measure its results?
9. Will it give you tangible benefits, such as naming rights, program advertising, on-site displays or merchandise?
10. Will it have PR possibilities that reach beyond the immediate audience into your target market?
11. Will it be a natural extension to your main advertising and promotional activities?
12. Are you prepared to commit yourself to it for a considerable period of time?
13. Are you prepared to put a great deal of effort as well as money into it?
14. Will your key personnel commit themselves to it enthusiastically?