RHM 370 Exam #1 Study Guide
RHM 370 Exam #1 Study Guide RHM 370-001
Popular in Event Marketing
Anna Wynn Rodgers
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Popular in Public Health
This 12 page Study Guide was uploaded by Anna Wynn Rodgers on Monday February 16, 2015. The Study Guide belongs to RHM 370-001 at University of Alabama - Tuscaloosa taught by Hahm in Spring2015. Since its upload, it has received 214 views. For similar materials see Event Marketing in Public Health at University of Alabama - Tuscaloosa.
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Date Created: 02/16/15
RHM 370001 Exam 1 Study Guide Chapter 1 What is an Event and What is Event Marketing 1 What is an Event Anything planned gathering of people or main attraction that serves a purpose 2 Meetings and Event Types 1 Association MeetingsEvents 8 GovernmentPolitical Events 2 Incentive TravelEvents 9 Military Events 3 CollegeUniversity Events 10 SocialLifeCycle Events 4 Concerts 11 Sporting Events 5 Corporate MeetingsEvents 12 Weddings 6 Fairs and Festivals 13 Trade Shows 7 Fundraising Events 14 Expositions 3 M jor Markets Chicago Las Vegas Orlando 4 What is Event Marketing The activity of designing or developing a themed activity occasion display or exhibit to promote a product cause or organization 5 Prerequisites to a successful planned event Creativity Excitement Enthusiasm 6 Strategic Event Marketing Marketing requires making sure what is on offer is going to be wanted in numbers sufficient to making the event worthwhile and to find a way of attracting sufficient attendance and involvement Do the right thing and let others know you are doing the right thing Reduce the risk of a negative outcome through the application of marketing methods marketing intelligence 7 Intercommunication of Modern Marketing 21st century communication has morphed into intercommunication So easy to communicate with the use of technology 8 5 ways to benefit from Intercommunication Make your event a virtual experience online for the benefit of attendees and nonattendees Post videos of your event on YouTube make sure it is interesting Require that your online event information is compatible with handheld devices Invest in your event web page make it interactive and involving 01900 Use social networks to advertise and promote event 9 Events as Marketing Tool will be used at the widest level to cover all kinds of available choice Where there is choice we consider these brands We can consider ourselves brands fit the criteria 10 Events within Marketing Mix Brand owner will use an event as an aspect of their marketing mix Marketing reflects the business of securing distribution and a brand39s effort to achieve growth in market share and expenditure on promotional activity shows the company39s capacity to invest in this growth oriented activity RHM 370001 Exam 1 Study Guide Appropriate to invest in brand building through promotion when competition is intense 0 Competitive advantage 0 Differentiation Invest in event to give appeal and edge 11Events and Public Relations Events are used to support public relations Type of reputation management F Target a number of important audiences with positive PR 0 Take other audiences in consideration as well 12The advantages of Events to the Brand Marketer Events present a tangible real world presence to brands they support in any sector of market Have capacity to orient themselves toward a number of different audience types Outperform other events 0 Use info and research to find out what will be better 0 Know your audience and client 13 Events Bring Marketing to People Brand Marketers use events as a mediumchannel through which brand info may be passed Events are inherently powerful as a means of influencing people Give people what they want Gives consumers a sense of belonging and empowerment 14Types of Events and Associated Traits 1 Theater Festivals intelligence cultural 6 Education Events ambition idealism awareness social esteem intelligence 2 Rock Festivals selfenjoyment freedom 7 Business Dinner mutual benefit happiness respectability success 3 Community Festivals mutual support 8 Press Conference newness openness intimacy safety communication 4 Racing Show masculinity power 9 Religious Festival faith spirituality security competitiveness 10 SecondHand Book Fair curiosity nostalgia 5 Weddings loyalty purity happiness intelligence 15 The Marketing Mirror Marketing reflects society Market segments are the target of advertising Behavioral variables are common forms of behavior that are referred to in advertising Narrow audience down can39t please everyone RHM 370001 Exam 1 Study Guide Chapter 2 The Evolution of Marketing 1 The Evolution of Marketing Formalization of ordinary and commonplace of human activity Marketing wasn39t really widely used until the 195039s 0 Ancestors used artifacts and ornamentation 0 Today use marketed items and activities and media Symbols to communicate ideas and to promote values brands of today Influence of price upon perception and demand Social differentiation 2 What did the Romans ever do for us Rock and Wall paintings Graffiti Evidence of posted advertisements for circuses and gladiatorial games Promotion of political initiatives 3 The Homogeneous Markets of Today Essential to understand the extent to which reflections of ourselves are used to provide 4 PT Barnum 1800s Used outrageous and bizarre in attracting attention Developed methods of advertising and promotion Promoted his quotstarsquot through advertising flyers and posters Pioneer in the concept of public displays of his attractions building his reputation and profits through museums and road shows Multimedia marketer using a rich mix of channels to reach his potential audience 5 BillVeeck 1930s and l940s Professional Baseball39s Pioneering Promotional Genius Owner of the Cleveland Indians Chicago White Sox St Louis Browns and two minor league teams Greatest strength was his ability to determine what the fans wanted and were willing to pay for HighImpact Strategy 6 Iai Lurie Among the first event production and marketing firms Association Conventions Biggest contribution in building attendance through marketing partnerships and the creation for additional activities 0 Created quotmeet a celebrityquot event and quotmystery guestquot luncheon and reception used real celebrities not impersonators RHM 370001 Exam 1 Study Guide Created the concept of quothospitality centersquot that featured local cultures of the sponsors state and city chapters Added value to his event Targeting children 7 George Preston Marshall Built successful products through innovation and customer involvement In 1937 purchased the Old Boston Redskins pro football team moved it to DC and renamed Washington Redskins Turned football games into tradition and the national sport 0 First fight song 0 First fullfledged marching band for pro team 0 Pregame and half time shows 0 Creative annual arrival of Santa at the game just before Christmas Not just about entertainment excitement and enterprise but also understood football was not the brand but part of the brand 8 What are the 3 E s of Event Marketing Entertainment 2 Enterprise 3 Excitement 9 Trends in Event Marketing Social Media quotthe more the betterquot Less expensive food options Flexibility Focus on education Easy communication Chapter 3 The Theory and Practice of Event Marketing 1 The Need for Strate Marketing is a to meeting goals and objectives clear concise and measurable The environment of an event is in 2 Who are what are you up against Tangible and intangible aspects 3 Competition Direct Competition other events are similar to yours Research the competition How should you best position event differentiate 2 Indirect Competition another event that differs somehow from your own Other nonevent expenditure that your target market may indulge in 3 Abstract Competition apathy lethargy and habitual behavior 4 Strategy for Stakeholders Know your stakeholders internally not just externally consumer markets Sponsors supply capital materials and target capacity responsibly for quality of infrastructure Performers and entertainers can make or break the success RHM 370001 Exam 1 Study Guide 5 Internal Event Marketini Using market intelligence and industry benchmark standards to guide development and implementation toward a more market focused perspective Strategic thinking Involvement in event planning decision making Effective communication within the event team Responsible for internal communication within the event team Strategic Choices The environment in which an event operates is in a state of constant change is a major component of strategic thinking Events are considered the mainstream marketing vehicle for achieving strategic objectives To satisfy consumer demand event marketer must analyze which route towards that satisfaction is most efficient from the organization39s and consumer39s point of view 7 Event Strategy Formation 8 9 I 2 3 4 How to gather resources and manage budget toward challenges and problems How to reduce potential risks Event Strategy Formation Criteria Prioritize Issues Problem Map Generate alternative solutions Evaluate alternative solutions Predict the outcomes of alternative marketing interventions Organizing Information SWOT Analysis Strengths event capabilities that provide comparative advantage in relation to defined competition Weaknesses event capabilities that proved comparative disadvantages in relation to defined competition Opportunities Event capabilities of defined competition that provide you with competitive advantage Threats event capabilities of defined competition that provide you with comparative disadvantage Strengths and weaknesses are Gather info about all things hat can influence the running of your event Know our threats and look for opportunities that will lessen or alleviate them 10The 5 W s of Event Marketing Answer these questions will help determine whether an event is feasible viable and sustainable Encourage attendance Emphasize benefits Describe reasons for events Use personal approach Appeal to needs International national regional state or local community Audience Disciplines and interests audience Audience awareness of nature of event Level of experience RHM 370001 Exam 1 Study Guide TIMING is important Elements to be considered 0 Market schedules and patterns Time of day Days f the week Time of the year seasonality Local ethnic and religious holidays 0000 Location Uniqueness of venue Convenience Travel accessibility Availability of local support Explain purpose of event Determine and create expectations Prioritize and identify program features Review the quotwhoquot principles and make sure the quotwhatquot makes sense for the audience 11The 6 P s of Event Marketin Look beyond the obvious and think of the product in terms of what it means to people What is the history of event What is the value What makes the product unique How much is it costing them to be so charged What is the corporate financial philosophy What is the cost of doing business What are the financial demographics of the target audience Location What are some items you may need to think about where location is concerned Positioning where your event stands in the market will shape you promotional efforts and targets 0 Event marketing relies on the proper position of the product 0 No event can be effectively sold to an audience until a marketing plan is developed 0 Ask yourself what niche are we trying to fill 0 Public Relations 0 Determine what others perceive of you and your event 0 Determine the current perception of your event 0 How can an organization put a positive spin on convention they are hosting RHM 370001 Exam 1 Study Guide This must be a cooperative effort from both the marketing team and operations team The most powerful marketing communication comes from those who have experienced event themselves Operational process exists to directly link to an event marketer39s ability to generate sales Seek to maintain customer loyalty for repeat events or business Having right people in right place will create best impression Becomes marketing problem not just personnel problem if poor staff generates negative word of mouth Chapter 4 Sponsor amp CauseRelated Event Marketing 1 Sponsorship in an event in order to provide the sponsor with the exposure to the of the event of the event projects Sponsors seek to capitalize the To gain a An aspect of 2 First things first Be aware of your event or meeting know strengths and weaknesses it has know the image factors meanings and perceptions associated with event SWOT Be honest need a good reason to love your event What does the event have that would attract a sponsor Why should they choose YOU 3 Sellin Event Sponsorships that make sense to target Find out all you can about potential sponsors Determine ways to sell them on sponsoring your event 0 Show them how your event fits in line with their organizational mission goals and objectives Give the organization time to review the sponsorship options Approach them as soon as time is planned 0 Determine their fiscal year 0 Ask for sponsorship money in a timely manner Offering their name or logo on he back of a t shirt is given Find other creative ways to help get their name or band to their target audience Don39t be afraid to think outside of the box Memorize event details 0 Know demographic info about your attendees Be able to show how your attendees could be users of the sponsor39s product Have sponsor sign an agreement does not need to be long Consider taking as a trade out for sponsorship RHM 370001 Exam 1 Study Guide 0 Nonfinancial sponsors 0 Appeals to new or small businesses 0 Applicable to small and mediumsized events Have someone onsite dedicated to making sure sponsors are happy Already won them over once easy to sell for the future Don39t for get about sponsors after event is over Stressing Mutual Interest Focus on the common denominator experience of the consumer Event marketer needs to have a strong understanding of both brands to be able to identify and emphasize the match this understanding is gained through obtaining and analyzing market and consumer research intelligence Identifying Potential Sponsors ROI Financial return Image improvement Access to new markets OOOO Gain media coverage Be aware of the range of benefits to be offered Type of event The value of research nfo need to qualify any potential sponsor past sponsor currently sponsoring other events Marketing strategy of company Goals and objectives Agenda 0 Economic viability Develop an strategy BE PERSONAL AS YOU CAN Packaging Sponsorships OOOO Tiered sponsorships Consider allowing the sponsor to give themselves a name Give inkind donators the level of sponsorship that pertains to the amount of productservice given to leave with potential sponsors that outlines the details of package offerings Put sponsorship packages on website Limit the number of each level available 5000 level 2 Available Potential Sponsorship Benefits Namelogowebsite on items given out at event or seen at event such as o Brochures Name badgename badge lanyard Event program Flyers Tshirts OOOO RHM 370001 Exam 1 Study Guide Allow sponsors to have booth at event in prime location Allow sponsors to give out goodies to attendees samples coupons etc Do a quotthank youquot to sponsors in newspaper or other media after Allow sponsors to send out press release announcing their involvement in event Use event connected athletes or celebrities for corporate appearance PR 0 Mention sponsors on social networks etc How to Evaluate the ROI for the Sponsor Measure awareness levels achieved or attitudes changed about the sponsor39s products or services Measure increase in sales of sponsor39s products or services Compare sponsor driven media coverage to cost of equivalent advertising Impact Measurment Before during after Track increases in distributors before and during the event SOCIAL MEDIA 10 Practical Sponsor Incentivization Very Effective Incentives 0 Media buys o Crosspromotions companies promote each other 0 Product samples The more incentives you offer the better the chances to seal the deal 11 CauseRelated Event Marketing A being used to market an An event being used to market a cause The same marketing principle of targeting apply to both 0 Targeting opportunities for organizations seeking to associate themselves with certain types of consumers may involve targeting new segments and new customers Chapter 5 EE vent Marketing 1 What is EMarketing Electronic Marketing Internet and Social Media An integrated and mainstream aspect of any event marketing communications activity Fundamental aspect of event marketing Become the norm Why Focus on Event Marketing 0 Main marketing platform when resources are limited 0 Part of multiplatform marketing approach for larger events Role of consumer WOM What can the Internet do for your event Primary medium of information about event Primary point of distribution of event related paraphernalia acquisition amp retention Transactions Advertising medium Means of gathering information about consumers RHM 370001 Exam 1 Study Guide Social network Powerful marketing engine 4 The Internet a Revolution in Marketing Practice for Events Intercommunication State of constant change 5 Implications of Technology Convergence for Event Marketing Wireless communications becoming norm Virtual and real have become intermeshed Limitless communication Difficult to stand out or be different 6 Web Page Requirements Prerequisite for event Event website for provision of information Easy to find labyrinth of online info keyword criteria Look good and add status to event Able to provide you with detailed info about who has been accessing site 7 Event Web Page Represent event Considered a safe port Control of creators Presented and modified in a manner preferred by the site owner Basic event info should appear first and foremost what where when ticket info Investment Emphasis on preparation of info 8 Web Page Involvement Website should have charisma Grabs the browser into wanting to stay on the site and navigate around Be enjoyable to use self evident to navigate and instantaneous in operation Visually interesting aesthetically pleasing Interactivity 9 Web Pa eAccessibility providing web users with the sense that they are controlling the interactions on the website Make website visitor feel involved Smooth click progression Accessible through a number of systems and devices 10 Contextualizing Online Marketing Small market segments 11 How does EMarketing fit into a wider marketing program for the event marketer Product the web presence e marketing consumed along with event happening interaction with e product Price transactions price is justified event marketer can stress added value to the event in relation to price questions about pricing are answered 10 RHM 370001 Exam 1 Study Guide Place websites are destinations to go how easy it is to get there Promotion bring something to attention to the audience technical expertise is becoming a prerequisite 12Web Analytics Operates as an Information System Measure web traffic onsite analytics Measuring marketing effectiveness analytics will tell you whether or not hits your website increase during and after advertising of your event Eavesdrop on social networking offsite analytics Direct research information gathering feedback mechanisms 13Diffusion of Innovation in Social Networks Internet allows info to spread like a virus Internet enables good and bad ideas about events to replicate be prepared 0 Event marketers usually start and stop the flow of info 0 Social media should be perceived as being generated by users not marketers WOM is more important and more powerful than expensive advertising Shareworthy people have to choose what info they allow to pass through them Social media roles in the WOM process advocators o o mpert Influencers 14 Online Network Contact Points Website should be designed for potential attendees and attendance influencers Event website should operate as a portal into a social networking site connected to the event Network of central amp peripheral consumers 0 Direct marketing retention Marketers need to actively reflect upon what Internet channel thy are going to use target info get right channel 15 Online Tactics Fake Friend Phenomenon 0 Brand advocates brand evangelists Stealth market Viral marketing YouTube Facebook Posts Advergames elaborate online advertisements that allow visitors to interact with entertainment system Behavioral Advertising find out about people and marketing to them accordingly 16 Online Purchasing Behavior Marketers should consider customers39 interplay between the internet and traditional media LowInterest Internet User 0 Source of info about events to some extent Traditional media is the main info source Fears about security and unfamiliarity with online payment systems 0 Prefer purchase online not to search for info Use of traditional media or retail outlets to gather info FullOn Internet User 0 Implements all phases of info search and purchase transaction process using an E commerce site 0 Young customers 11 RHM 370001 Exam 1 Study Guide 17 Online Advertisini Platforms are highly efficient and effective in reaching appropriate consumers precise targeting 0 Google AdWords based on the keywords someone types into Google search engine 0 Facebook Adverts pay per click system targeted based on user profiles and access demographics and psychographics 12
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