RHM 370 Exam 1 Notes
RHM 370 Exam 1 Notes RHM370
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Date Created: 01/19/15
Chapter 1 What is an Event and what is Event Marketing What is an Event Everything A transformational expedence Events are about Creativity Excitement EventTypes Association MeetingsEvents Attraction Events Incentive TravelEvents CollegeUniversity Events Concerts Corporate MeetingsEvents Fairs amp Festivals Fundraising Events Enthusiasm The generation of experience and memories These are prerequisites to a successful planned evenU GovernmentPolitical Events Military Events SocialLifecycle Events Sporting Events Weddings Expositions Retail Events Tourism Business amp Corporate Events Any event that supports business objectives including management functions corporate communications training marketing incentives employee relations and customer relations Cause Related Fundraising 00 An event created by or for a charitable or causerelated group for the purpose of attracting revenue support andor awareness Entertainment amp Leisure Events A onetime or periodic free or tickets performance ExhibitionsExpositions 0 An event bringing buyers and sellers and interested persons together to view andor sell products services and other resources to a speci c industry or the general public Primarily business to business relationships Meetings and Conventions 0 A commerce oriented event to facilitate bringing buyer and seller together or to create awareness of a commercial product or service Educational sessions meetings discussions socializing or other organized events There can be an exhibit component Festivals A cultural celebration either secular or religious created by andor for the public Social or Life Cycle Events Private event invitation only 0039 O 390000 O0 Strategic Event Marketing Not merely about creativity and enthusiasm Marketing requires making sure what is on offer is going to be wanted in numbers suf cient to make the event worthwhile and to nd a way of attracting suf cient attendance and involvement Doing the right thing and letting others know you are doing the right thing Easier said than done 0 Example An event supporting ecology and a sponsorship by the oil industry What is the right thing and what is the best way to let people know Reduce the risk of a negative outcome through the application of marketing methods market intelligence The lntercommunication Context of Modern Marketing In the 21St century communication has morphed into lntercommunication People are connected to each other like never before Planned events vs Home entertainment Cinema vs television Technology can be your friend Five Ways to Bene t from lntercommunication Make your event a virtual experience online for the bene t of attendees and nonattendees alike Post videos of your event on You Tube and be sure to make them interesting Insist that your online event information is compatible with handheld devices Invest in your event web page so that it is interactive and involving 5 Use social networks to advertise and promote your event 0 039 Events as a Marketing Tool The term Brand is used at the widest level to cover all kinds of available choice Where there is a choice between things we can consider these things brands OO 0quot O O 0 Consumers use products services and experiences to brand themselves as particular kinds of people Events within the Marketing Mix A brand owner will use an event as an aspect of their marketing mix Marketing re ects the business of securing distribution Marketing re ects a brand s effort to achieve growth in market share and expenditure on promotional activity shows the company s capacity to invest in this growthorientated activity It becomes appropriate when competition is intense 0 You need competitive advantage and differentiation from other brands 0 Invest in an event to give it additional appeal or edge Events and Public Relations 0 Events are used to support public relations 0 A type of reputation management 0 Purpose of public relations is to systematically plan and distribute information in an attempt to control or manage the image andor publicity Move the perception of people from negative to positive Take into account other audiences as well 0 O The Advantages of Event to the Brand Marketer Events present a tangible realworld presence to brands they support in any sector of the market Events have the capacity to orientate themselves toward a number of different audience types exible method of marketing How do you outperform other events 0 Use information and research to nd out what will be better 0 Know your audience and client what impresses them Events bring Marketing to the People 0 Brand marketers use events as a mediumchannel through which brand information may be passed 0 Example a bank organizing a classical music festival 0 Events are inherently powerful as a means of in uencing people 0 For the marketer a planned event is both a means and an end 0 Events can give people what they want 0 O 0 Types of Events and their Associated Traits intelligence Culturth ewerenee Eeeiel eefeem Theater festive HIEElli Cf EE H39EIE EEITE j uy i l Freedem Heppieeee E mmiunihr fes vilis Mu l uel eupperl nlimeey Eefeil39yi girl Eh w Meeeuliriify Fewer Eempe39iifieeheee Wedding Leyel39lv Purify Heppinee E uefienrl events embiiien lelelisrri lnfelligenee uginees innE 39 Mu i uel benefit Eeapeelebil iiy Seeeee Press eenferenee Heweee eeenriee Eemmunieefien 5 vr J Eelgieue feefiel Feil l l Semimile Security Seeienelennd eel fir lemme Neelelgiti n39lelligeriee 1 Five Ways to Improve the Event Marketing Experience 1 Identify the experience you wish your guest to have before during and after your meeting or event What do you want them to see smell taste touch hear and feel 2 Conduct research to discover whether your guests have had similar experiences in the past 3 Conduct a focus panel or interviews to determine how you can bring their previous experience to a new and more effective level or introduce a new experience that will be memorable and in uence their positive response to the event 390 0000quot Script the experience as though you are writing a play Start with the introduction of the scene then present the characters next introduce an activity and nally remind them with a gift or further purchase of what they experienced Provide postevent experience reminders by using Facebook and other social media sites to post photos and other reminders of the live event The Marketing Mirror Marketing re ects society Advertising means drawing attention to something Market segments are the target of advertising Behavioral variables are common forms of behavior that are referred to in advertising What has the strongest appeal to the identi ed audience 0 Chapter 2 The Evolution of Event Marketing The Evolution of Marketing The term marketing wasn t really widely used until the 19505 The history of formalized marketing thought does not extend beyond the 20th century The various practices had been established long before but became a discipline known as marketing until the 20th century Our tendency to market ourselves with merchandise persists to this day Ancestors used artifacts and ornamentation Today we use marketed items and activities and media Social media The power of symbols to communicate ideas and to promote values Brands of today The in uence of price upon perception and demand Has it changed Social differentiation social status What did the Romans ever do for us Rock and wall paintings Graf ti Evidence of posted advertisements for circuses and gladiatorial games Promotion of political initiatives Consumer socialization The Homogeneous Markets of Today It is essential to understand the extent to which re ections of ourselves are used to provide differentiation Let s meet the Ancestors The Development of Event Marketing The Extravagance and In uence of P T Barnum 18005 Used the outrageous and bizarre in attracting attention Developed methods of advertising and promotion BaHyhoo His principles Entertainment Excitement and Enterprise An example of maximization of impact via his promotions Promoted his quotstarsquot through advertising yers and posters Pioneer in the concept of public displays of his attractions building his reputation and pro ts through museums and road shows Multimedia marketer using a rich mix of channels to reach his potential audience Ringling Bros and Barnum amp Bailey Marketing planning The Research Approach and High lmpact Strategy of Bill Veeck 1930s and 19405 Professional baseball s 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 Market Research Highimpact strategy The Consumer Orientation of jay Lurye A master of integrative marketing and creative thinking Founder and president of Impact International Among the rst event production and marketing rms Association conventions Biggest contribution in building attendance through marketing partnerships and the creation of ancillary activities Spouse amp Youth programs Created Meet a Celebrityquot event and Mystery Guestquot luncheon or reception Used quotrealquot celebrities not impersonators Created the concept of hospitality centersquot that featured local cultures of the sponsors state and city chapters Saved money for the association Added value to his event Targeting children The Brand Building Value Adding of George Preston Marshall Built successful products through innovation and customer involvement In 1937 he purchased the old Boston Redskins professional football team moved it to Washington DC and renamed it the Washington Redskins He turned football games into a tradition and the national sport At the time baseball was the national sport Produced the rst ght song for a professional football team Created the rst full edged marching band for a professional football team The marching band became a staple throughout the region and the South no competition at the time Pregame and halftime shows Annual arrival of Santa Claus at the game scheduled just before Christmas The arrival was creative and different every year Not just about entertainment excitement and enterprise but also creating awareness and building attendance Understood brand recognition Understood that football was not the brand but part of the brand What are the Three E s of Event Marketing Enterprise Excitement Entertainment Trends in Event Marketing Evolution Social media the more the betterquot Less expensive food options Flexibility Focus on education Easy communication 0 Chapter 3 O o The Theory and Practice of Event Marketing 0 The Need for Strategy Marketing is a strategic approach to meeting goals and objectives Strategy The environment in which an event operates is in a state of constant change Clear Objectives Clear concise and measurable The basis for all components of the planning process Understand that there are different ways of ful lling them Who or What are you up against Whowhat are you competing with Tangible and intangible aspects Involves direct indirect and abstract competition Competition Direct competition Other events that are somehow similar to your own Research the competition How should you best position yours How to differentiate yours Indirect Competition Another event that differs somehow from your own Indirectly competitive events Other nonevent expenditure that your target market may indulge in Abstract Competition Apathy lethargy and habitual behavior Strategies for Stakeholders Know your stakeholders not just externally consumer markets but internally Sponsors suppliers performers entertainers banks legislators and government Consumer markets represent attendance Sponsors supply capital materials and target capacity Suppliers are responsible for the quality of infrastructure Performers and entertainers can make or break the success Banks support through nancing Legislators will in uence scale and operation of an event Instrumental in permitting the inclusion of elements essential for success Government bodies will be instrumental in the provision of planning permission and licenses Internal Event Marketing The event marketer should be central to event management Using market intelligence and industry benchmark standards to guide development and implementation toward a more marketfocused perspective Strategic thinking Involvement in event planning decision making Effective communication within the event team Responsible for internal communication within the event team Disseminateinformation Make everyone feel involved Ensuring unity of effort lnternal marketing teambuilding activity 5 Basic Strategic Requirements p57 Are your event marketing activities oriented toward the ful llment of the stated aims and objectives of your event ls strategic event marketing the driving force behind event planning and production Are your marketing interventions organized to manage direct indirect and abstract competition Are your marketing interventions targeted at all of your stakeholders Is your event marketing empowering event workers to meet stated event goals Strategic Choices The environment in which an event operates is in a state of constant change Balancing resources is a major component of strategic thinking Events are considered the mainstream marketing vehicle for achieving strategic objectives Understand that there are a number of ways to satisfy consumer demand therefore an event marketer must rst analyze which route toward that satisfaction is most ef cient from the organization s and consumer s point of view Event Strategy Formulation It is about how to muster resources and manage budgets toward challenges and problems How can we reduce potential risks Event Strategy Formulation Criteria Analyze event issues and problems Prioritize the issues Problem map p 6061 Generate alternative solutions to event problem areas Evaluate alternative solutions to event problem areas Predict the outcomes of alternative marketing interventions Organizing Information SWOT Analysis Strengths Event capabilities that provide comparative advantage in relation to de ned competition What are my strengths and how can I take advantage of them weaknesses Event capabilities that provide comparative disadvantage in relation to de ned competition What are my weaknesses and what should I do about them Can it be turned into a strength Important Strengths and weaknesses are not mutually exclusive Qpportunities Event capabilities of de ned competition that provide you with competitive advantage Ihreats Event capabilities of de ned competition that provide you with comparative disadvantage Gather information about all things that can in uence the running of your event is it an opportunity to be exploited or a threat to be countered Know your threats and look for opportunities that will lessen or alleviate them The Five Ws of Event Marketing An event marketer should ask these questions Answering these questions will help determine whether an event is feasible viable and sustainable 5 W5 WHY Why should anyone want to come to our event Encourage attendance Emphasize bene ts Describe reasons for events Use personal approach Appeal to needs WHY ARE THEY HERE Educa on Networking Conduct business Employeepeer recognition Escapes from daily work Selfesteem Professional development Career opportunities Feel a sense of global community Earn CEUs Keep up with changes in the eld Listen to respected speakers Topics of the conventions Quality of presentations Reputation of the organizer Involvement with the association Length of convention Seeing people I know in the eld Presenting papers Ful lling job requirements 5 W5 WHO Who can we attract to our event To whom are we marketing the event International national regional state or local audience Disciplines and interests of audience Audience awareness of nature of event Level of experience Novice to Expert It is more important to reach the people that count than to count the people you reachquot 5 W5 WHEN When should we hold the event Timing is important What elements should be considered Market schedules and patterns Time of day Days of the week Time of the year Seasonality Local ethnic and religious holidays 5 W5 WHERE Where should we hold the event Location Location Location Uniqueness of venue Convenience Travel accessibility Availability of local support 5 Ws WHAT What are we selling Explain the purpose of the event Determine and create expectations Prioritize and identify program features Review the who principles and make sure the what makes sense for the audience Remember to ask yourself Why are we holding this event Knowing the purpose of the event will help create and explain what you are selling The Six P5 of Event Marketing 6 Ps PRODUCT What is it you are offering What is your event Look beyond the obvious and think of the product in terms of what it means to people What is the history of the event What is the value of the product event What makes the product event unique 6 Ps PRICE How much are you charging your attendees How much is it costing them to be so charged What is the corporate nancial philosophy What is the cost of doing business What are the nancial demographics of the target audience 6 Ps PLACE The venue Location Location Location What are some items you may need to think about where location is concerned 6 Ps PROMOTION Those activities that will bring an event forward to the attention of potential customers Generates attendance Positioning Where your event stands in the market will shape your promotional efforts and targets Event marketing relies on the proper positioning of the product No event can be effectively sold to an audience until a marketing plan is developed Ask yourself What niche are we trying to ll Public Relations PR Determine what others perceive of you and your event Determine the current perception of your event How can an organization put a positive spin on a convention they are hosting The Event Marketing Promotional Mix 6 Ps PROCESS Mechanics of booking and using an event Websites 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 events themselves They can and will add or detract validity from marketing messages Operational process exists to directly link to an event marketer s ability to generate sales 6 Ps PEOPLE All those event operatives who come in to direct contact with attendees Seek to maintain customer loyalty for repeat events or repeat business for event businesses Having the right people in the right place will create the best impression It becomes a marketing problem not just a personnel problem if poor staff generates negative word of mouth Which in this digital age spreads like wild re 0 Chapter 4 o Sponsorship amp Cause Related Event Marketing 0 Sponsorship Investment in an event in order to provide the sponsor with the exposure to the bene ts of the event Sponsors seek to capitalize upon the image the event projects To gain a competitive advantage An aspect of integrated marketing communications 0 First Things First Be aware of your event or meeting Know the strengths and weaknesses it has Know the image factors Meanings and perceptions associated with the event Be honest You are in love with your event but do you have good reason to be What does my event have that would attract a sponsor Why should they choose you 0 Selling Event Sponsorships Tip 1 Do your homework Research Create a target list of potential sponsors Make sure they make sense to target Find out all you can about potential sponsors Determine ways to sell them on sponsoring your eventmeeting Show them how your event ts in line wtheir organizational mission goals amp objectives 0 Stressing Mutual Interest Focus on the common denominator experience of the consumer It will bring potentially divergent organizations together at a point of mutual interest 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 Gain media coverage Distinguish the type of return the sponsor is seeking Be aware of the range of bene ts to be offered Type of event Referrals The value of research Info needed to qualify any potential sponsor Sponsored in the past Currently sponsoring any events Marketing strategy of the company Goals and objectives Agenda Is there a hidden agenda Economic viability of the potential sponsor Develop an individualized approach strategy Selling Event Sponsorships Tip 2 Timing is Everything Give the organization time to review the sponsorship options Do not ask in March for them to sponsor an event in June Determine their scal year Ask for sponsorship money in a timely manner Selling Event Sponsorships Tip 3 Get Creative Offering their name or logo on the back of a Tshirt is a given Find other creative ways to help get their name or brand to their target audience Don t be afraid to think outside of the box Selling Event Sponsorships Tip 4 Know your Event and your Attendees Memorize your event details Know demographic info about your attendees Be able to show how your attendees could be users of the sponsor s product Selling Event Sponsorships Tip 5 Make being a sponsor easy not dif cult Have them sign a sponsor agreement but it doesn t have to be 40 pages long Simple ways to submit logos information and other items you need to make their bene ts happen Consider taking inkind donations as a trade out for sponsorship Non nancial sponsors Appeals to new or small businesses Applicable to small and mediumsized events Have someone onsite dedicated to making sure sponsors are happy Tip 6 Start selling to last year s sponsors rst You already won them over once they are the easy sell for years two three four Don t forget about your sponsors after the event Keep in touch MQing Sponsorships Consider having a Title Sponsor Tiered sponsorship levels make the most sense Consider allowing the sponsor to give themselves a name Give inkind donators the level of sponsorship that pertains to the amount of productservice given Produce a piece to leave with potential sponsors that outlines the details of package offerings Put your sponsorship packages on your website Limit the number of each level available ie 5000 level 2 Available Personalize as much as possiblenext slide Potential Sponsorship Bene ts Namelogowebsite on items given out at event or seen at event such as Brochures Name badge or name badge lanyard Event program Flyers Tshirts Event signage Building Equipment Uniforms Registration website Table tent cards PowerPoint shown at event Video shown at event Allow sponsors to have a booth at the event in a prime location An attractive opportunity for the sponsor to sound out the market investigate the viability of concepts and developments and blatantly push wares Allow sponsors to provide some quotstaffquot to work the event wearing their own logo shirt Allow sponsors to give out goodies to attendees Samples coupons etc Do a thank youquot to sponsors in newspaper or other media after the event Allow sponsors to send out a press release announcing their involvement in the event Allow every sponsor to have at least 1 person attend the event as part of their sponsorship Let the larger sponsors have some podium time to address the audience Use eventconnected athletes or celebrities for corporate appearances Make bene ts quotcafeteria stylequot Allow each level to pick X amount of bene ts from a predetermined list Host a sponsor reception or breakfast so they can network with each other Potential Sponsorship Bene ts PR Value Mention your sponsors on social networking sites such as Twitter Mention sponsors on radio television newspaper and other print ads you take out for the eventmeeting Use sponsors logo on video or PowerPoint run at the eventmeeting How to evaluate the ROI for the Sponsor Measure awareness levels achieved or attitudes changed about the sponsor s products or services Measure increase in sales of sponsor s products or services Compare sponsordriven media coverage to the cost of equivalent advertising Impact Measurement Before during and after Methods that the sponsor can use to measure Compare sales for a speci c time around the event to previous years Compare sales in the geographic area of the event to national averages in similar markets Analyze proofofpurchase promotions Track increases in distributors before and during the event Measure the amount of media coverage that the event generates The amount of time of exposure The type of media exposure Practical Sponsor lncentivization Very effective incentives Media buys Crosspromotions Hospitality events Product samples The more incentives you offer the better the chances to seal the deal CauseRelated Event Marketing A cause being used to market an event Joining a cause can help boost your event An event being used to market a cause The same marketing principle of targeting apply to both Targeting opportunities for organizations seeking to associate themselves with certain types of consumers May involve targeting new segments and new customers Finally quotAn economic downturn is not the time for sponsors to turn down their marketing plan It is the time to turn it up But your team also has to turn up the services and bene ts that you provide and you must ensure that you are giving more valuequot 10 Tips for selling in a down economy 1 Go outside your normal circle of contacts Stretch outside your customer boundaries If you are a car dealer look at people who own motorbikes or mopeds as potential prospects for quotmoving upquot to a car Tap into new markets 2 Look at recession resistant categories fuel utilities telecommunications pharmaceuticals and consumer staples Also look at the health care eld and products targeted to seniors our most rapidly growing population in size and children who just continue to grow and need food and clothing 3 Make ve extra calls a day If Brian Tracy one of America s leading authorities on the art of sales is right 100 calls gets you 10 appointments gets you one sale So with ve extra calls a day 100 a month you have 12 new sales by year end 4 Ask for referrals from existing happy customers 5 Offer creative nancing That willingness and ability to work with your customer will differentiate you from the rest 6 Treat your customers as partners 7 Write down your dailyweeklymonthly goals and review them regularly Make adjustment to those goals as necessary and don39t let yourself get sidetracked 8 Be a consultative salesperson not an order taker You don39t want to just quotsellquot your customer something you want to offer them a solution to a problem 9 Continue contact with previous customers even if they are currently not working with you They ll be back if you have satis ed them before and keeping in contact keeps you quotfront of mindquot 10 Lastly don t get discouraged the current economy is only temporary 3 Chapter 5 g EEvent Marketing O 0 Why focus on EMarketingz What is EMarketing Electronic marketing Internet and Social Media An integrated and mainstream aspect of any event marketing communications activity A fundamental aspect of event marketing It has become the norm Event marketers Eevent marketers Main marketing platform when resources are limited Part of a multiplatform marketing approach for larger events The role of the consumer WOM O O 0 What can the Internet do for your event Primary medium for distribution of information about your event Primary point of distribution of eventrelated paraphernalia A means of developing a relationship with event customers acquisition and retention Transactions Advertising medium for events A means of gathering information about consumers through online research mechanisms The medium wherein social networking channels operate A powerful marketing engine for the event marketer O O o The Internet a Revolution in Marketing Practice for Events Intercommunication Dynamic In a state of constant change Event marketers should keep up with innovation through spending time on research and even consulting relevant blogs Communications via social networking channels and electronic personal communications has brought success to events Facilitates opinion sharing Ticket site for events Technological Convergence The handheld device A telephone or a videophone lt downloads highde nition movies A still and video camera A computer laptop or a touchscreen computing device A television The Internet Offers just about any communications application that can be imagined An extension not only of technology but of the human brain Not static goes everywhere with you and puts you in touch with everybody and everything Implications of Technology Convergence for Event Marketing Wireless communications is becoming the norm The virtual and real have become so intermeshed not easy to tell which is which Limitless communication potential with informationhungry consumers With so much digital traf c it is really dif cult to stand out and be noticed Very important to netune your emarketing Make sure to apply some care to its conception and implementation Web Page Requirements A prerequisite for your event What is your event website for Primarily for the provision of information An electronic bulletin A means of gathering information about customers and potential customers A means to retain customers A means of attracting new customers What methods of communication will you be integrating into your online home page An electronic advertisement or a presence in the blogosphere A means of providing event news or an email facility Act as a portal into social networks Easy to nd the labyrinth of online information does it appear according to a variety of keyword criteria Simple to use and infused with modernity Look good and add status to your event Able to provide you with detailed information about who has been accessing the site and when and why Your answer should be YES to all of the above questions Event Web Page Should be representative of your event Event marketer should take advantage of its potential It should be considered as somewhat of a safe port Unlike social media websites represent the control of their creators Can be presented and modi ed in a manner preferred by the site owner The of cial website should be picked up by search engines as the rst hit Basic event information should appear rst and foremost the what where and when along with ticket information People might migrate elsewhere if wanted information is not found within a few clicks Big investment prerequisite investment Emphasis needs to be put on the preparation of the information Much of the cost will be on the message If using social media a strategic planning time frame should exist Time of year month week and day Web Page Involvement The website should have charisma that certain something that invites attention and involvement which grabs the browser into wanting to stay on the site and navigate around be enjoyable to use selfevident to navigate and instantaneous in its operation be visually interesting and aesthetically pleasing provide interactivity be somewhere people are happy to go and where they are happy to be seen The website is a part of the event Web Page Accessibility Flow Management Providing web users with the sense that they are controlling their interactions on the website Trying to make the site visitor we disposed toward your event to feel involved in it merely by experiencing the website Smooth click progression through a series of uid interlocking paths that take users where they want to go and offer them the opportunity to go where they want to go Technical Standards Keep the web page accessible via a number of systems and devices Contextualizing Online Marketing Small market segments How does emarketing t into a wider marketing program for the event marketer Product The web presence emarketing consumed along with the event happening interaction with the eproduct Price Transactions price is justi ed event marketer can stress added value to the event in relation to price questions about pricing are answered Place Websites are destinations to go how easy is it to get there Search Engine Optimization SEO Promotion Bring something to the attention to the audience technical expertise is becoming a prerequisite Web Analytics Web page operates as an Information System Measure web traf c Number of hits Search criteria Which words visitors typed into the search engine before arriving at your website Measure marketing effectiveness Analytics will tell you whether or not hits on your site increase during and after advertising of your event Eavesdrop on social networking Direct research information gathering Feedback mechanisms Surveys qualitative feedback statements chat forums etc 0 o Diffusion of Innovation in Social Networks The Internet allows information to spread like a virus The Internet enables good and bad ideas about events to replicate Be prepared The event marketer sets the ball rolling and to provide general guidance to the broad directions in which event information spreads Marketers often actually stop the ow of information Social media communication should be perceived as being generated by users not by marketers WOM is more important and more powerful than expensive advertising Is your event shareworthy People have to choice about what information they allow to pass through them Online Network Contact Points Website should be designed for potential attendees and attendance in uencers Event website should operate as a portal into a social networking site connected to the event The event marketers may use social networks but also manage them For regular events where a following can be established online marketing facilitates a network of central and peripheral consumers Direct marketing retention Event marketers need to actively re ect upon what lnternet channel they are going to use Target information Get the right channel Online Tactics Fake Friend Phenomenon Brand advocates Brand evangelists Stealth Marketer Viral Marketing Has to have suf ciently interesting content to be passed on eg strange amazing funny gross or sexy Required to generate direct response through sending it on to others Advergames Elaborate online advertisements that allow visitors to interact with an entertainment system Behavioral Advertising Finding out about people ie preferences and interests and marketing to them accordingly Online Purchasing Behavior Event marketers should consider their customers interplay between the Internet and traditional media LowInterest Internet User Use Internet as a source of information about events to some extent Traditional media is the main information source Fears about security and unfamiliarity with online payment systems Prefer purchase online not to search for information Use traditional media or retail outlets to gather information FullOn Internet User Implements all phases of information search and purchase transaction process using an ecommerce site Typically youthful consumers O 0 Online Advertising In emarketing advertising and word of mouth have become interrelated due to the rise of social networking Online advertising platforms are highly ef cient and effective in reaching appropriate consumers precise targeting Google AdWords Based largely on the keywords someone types into the search engine Facebook Adverts Payper click system Targeted based on user pro les and access demographics and psychographics Emerging trend Geographic information
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