MODULE 5: LESSON PROPER
Meaning of Marketing
There are many definitions of marketing. The dictionary defines marketing as an integrated process
of producing, distributing, and selling goods and services.
Marketing is a management process responsible for identifying, anticipating, and satisfying
customer requirements-profitability (Institute of Marketing).
Customer Care
Customer care is an essential element of MICE marketing. The needs of event customers must be
given special attention. If they enjoy the event, they will come back and perhaps even invite their friends to
a future event.
Important Factors in Marketing
There are several factors in marketing that event organizers must be aware of.
1. Location-environmental factors such as traffic and scenery as well as attractiveness and
accessibility of the location should be considered.
2. Social factors- the attitude of people to what is appropriate might be affected by the attitude of
friends and colleagues.
3. Cultural influences- different groups in society with different ethnic origins and social classes will
see events in different ways.
4. Fashion- during certain historical periods, certain types of events will be popular and will attract
many participants.
5. Political factors- local and central government will support events that fit with their beliefs.
6. Economic factors-assess how much money is available at a corporate and individual level,
consider the exchange rates and similar economic factors.
7. Philosophy- the beliefs and attitudes of groups, individuals, and other agencies will affect of events
that are provided.
Marketing Concepts
The marketing concepts which are applicable in commerce can also be applied to events. These
are market research, self-analysis, target groups, and marketing mix.
Market Research
Market research is the objective gathering, recording, and analyzing of all facts relating to the
provision of services for the appropriate consumer. It can help decrease the risk of failure. It is also helpful
in planning an effective marketing strategy.
SWOT Analysis
The situational analysis can best be done by SWOT, an acronym for strengths, weaknesses,
opportunities, and threats of a specific event.
Strengths- the internal strengths of the organization
Weaknesses- the internal weaknesses of the organization
Opportunities- the external opportunities which may raise
Threats- the external threats facing the organization
The following are some examples that are applicable to events:
Strengths
1. Staff ability
2. Detailed specialist knowledge
3. Local reputation
4. Political support
5. Enthusiasm and commitment
Weaknesses
1. Poor transport facilities
2. Limited financial resources
3. Lack of general management skills
4. Poor public image
Opportunities
1. Increased public awareness
2. Developing partnerships
3. Financial returns
4. Changing attitudes
5. Offering new possibilities
Threats
1. Lack of commercial support
2. Competition from similar promotions
3. Changes in funded priorities
4. Economic trends
SWOT analysis helps in the practical planning of the event and particularly with the marketing
strategy to be used.
Target Groups
For events, it is necessary to identify the targets- the potential participants, potential spectators,
potential sponsors and potential staff.
Marketing Mix
Marketing mix is a combination of factors to get the correct balance for an enterprise. The four
basic factors are place, product, price, and promotion. The following are the different aspects of each
factor:
Place-the various aspects are:
1. Venue
2. Accommodations
3. Ancillary facilities
4. Signposting
5. Maps
6. Carpark
7. Catering location
8. Transportation
9. Emergency access host town
10. Region
11. Country or administrative subdivision
12. Environmental conditions
13. Geographical location
Product-it is the end result; it may be the tournament, exhibition, seminar, or show. It also includes
ancillary contributions such as programs, presentation, quality production, and customer care.
Price- the cost of the event which is acceptable to the customers
Promotion- the various aspects are:
1. Advertising
2. Media relations
3. Publicity
4. Merchandising
5. Pamphlets
6. Posters
7. Logo
8. displays
There are other P’s which should be included for events. These are:
1. People- Proper customer care, teamwork, well-trained and competent staff are major marketing
tools
2. Packaging- it is the method of presenting events. It may be presented once or as part of a season
or festival. Marketing will depend on the package such as a family package or a season ticket.
3. Partnership- it is support of others which is very beneficial to the success of an event.
4. Programming- it is the way an event is scheduled.
Mascot
A mascot is a person, animal, or thing considered to bring good luck. A mascot should be identifies
with the event, it should be appropriate and attractive.
Advertising
Advertising is expensive, but despite its cost, successful advertising is very valuable. Television
advertising is expensive, but it is very effective in reaching the mass audience. Effective advertising is
necessary to encourage people to attend event.
Media Relations and Publicity
Media relations and publicity should be given much attention. The publicity campaign should be
undertaken together with the advertising campaign. The campaign should be done several months until the
beginning of the event.
Early contact with media is important. Some media outlets that can be contacted are national and
local newspapers, trade and professional magazines, radio, and television. The Following are the rules of
media liaison:
1. It is better to be proactive than reactive when dealing with the media.
2. Write the name of your contact person instead of writing “ To Whom It May Concern”.
3. Think in headlines when writing a press release. This may be eye-catching.
4. When talking to journalists, it is safe to assume that nothing is off the record.
5. Look for the best spokesperson for the MICE promotion and appoint the, as the media contact.
6. Retain copies of all radio, ad other media coverage.
Press Conferences
A press conference can be a very effective way of getting important press coverage and briefing
several journalists at the same time. There are several reasons for holding a press conference:
1. To launch the event or conference
2. To relate genuine news about a famous person who is taking part in the event.
3. To explain a controversial issue about the event because media speculation can be damaging
4. To reveal a major exclusive.
To justify a press conference, the appointed spokesperson must be adequately prepared to answer
questions accurately and confidently.
Photo Opportunities
It is essential to create a visual as well as a verbal impressions. Photographs can attract much
attention. Although photographs require more imagination, they can be very valuable.
Public Relations
The public handling and public image of the organizing group are important factors in the success
of an event. Getting a positive image is very vital for many events. Effective public relations can be
achieved by influencing people through influential individuals.
Selling
Everyone involved in the event has a selling job to do. Everyone in the team is a sales
representative. Some of the direct financial sales which can be greatly contribute to the income of the event
are merchandising, souvenir sales, franchising, and trading.
Event presentation
There are two basic aspects of event presentation- the promotional presentation and the event
presentation itself. The promotional presentation is for sponsors, spectators, media, and participants. The
actual event presentation can range from an attractive documentary, high-cost multimedia, or audiovisual
production. To generate interest, the presentation must be accurate, thorough, and error-free.