RHM 370 Chapter 3 Notes
RHM 370 Chapter 3 Notes RHM 370-001
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Anna Wynn Rodgers
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Popular in Public Health
This 1 page Class Notes was uploaded by Anna Wynn Rodgers on Wednesday February 11, 2015. The Class Notes belongs to RHM 370-001 at University of Alabama - Tuscaloosa taught by Hahm in Spring2015. Since its upload, it has received 119 views. For similar materials see Event Marketing in Public Health at University of Alabama - Tuscaloosa.
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Date Created: 02/11/15
RHM 370001 Notes to PowerPoint Slides Chapter 3 The Theory and Practice of Event Marketing The Need for a Strategy Strategy drives all the other decisions Always in movement McDonald s targets kids with happy meal and families with dollar menu Starbucks accessible to people cultivating relationships London Olympics strategy was social media Who or What are You Up Against Can t just think about event have to know competition Does your event provide something different Competition Direct Competition 0 Music Festivals Coachella Bonaroo Lollapalooza o DIFFERENTIATE Indirect Competition 0 Country music festival vs larger music festival with a country component 0 Tall ships traveling event docked in harbor for weekend 0 Some event expenditure was displaced when Apple launched the iPad in 2010 Abstract Competition 0 How to get people that aren t interested interested 0 Event avoiding behavior Internal Event Marketing Include event marketer in all decisionmaking processes Make everyone feel involved SUCCESS Strategic Choices Have to know what your limits are BALANCING RESOURCES Event Strategy Formulation Criteria Prioritize Problem Map illustration might help to see which is more critical 0 Identify major issues Think about different scenarios What if this happens what if that happens Alternative solutions Predict outcomes Might be concerned with attendance numbers key note speaker bails etc 6 THINK ABOUT
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