The present study has been undertaken to get the first hand exposure on the mindset of people towards the Event Marketing concept and their involvement in events, as and when they come across, if any. A questionnaire was designed keeping in mind the requirements for study & analysis of the thesis for comparing the hypothesis with the outcome of this survey. A general survey conducted with a sample size of 100 respondents who revealed the following facts regarding the mindset of people towards the Event Marketing concept. This survey also gives scope to take necessary steps for organizing an event at the right place, right time and in front of the right target audience. Event Marketing companies were also targeted and their response was also taken into consideration which added value to this thesis. Let's have a look at what people feel about Event Marketing.
[...] How many would pay an executive $100,000 a year without demanding accountability for performance Sponsorship today should be made as accountable as any other part of the marketing mix. Some forms of sponsorship have long-term networking goals that don't lend themselves to immediate measurement. But if sponsorship is linked directly to a product, measurement should be possible through the only criteria that ultimately matter, Sales T.V. and press coverage of the event cannot be equated with success- even if a company's logo appears often and prominently. [...]
[...] When considering the entire sales cycle, marketing professionals must think beyond traditional methods and bring transparency and measurement to their activities in order to demonstrate the fundamental value of their field. To answer this challenge, the event marketing industry must redefine itself to recognize the power of the to forge deep connections, as well as also adapt events to contribute to branding in more sophisticated ways. The perception of events as a form of media is quickly moving away from standalone activities to integrated forms of communication. [...]
[...] These forms of communication synchronize with overall marketing goals through new applications of techniques rooted in traditional event marketing that project the brand more powerfully. Defining what an organization stands for, mapping out a clear brand strategy, and then formulating event activities that align with overall marketing goals is the next great step in the evolution of the industry. Bibliography BASIC COVERAGE Event Management (Lynn Van Der Wagen & Brenda R. Carlos Principles of Marketing ( Kotler & Amstrong Marketing Management ( Philip Kotler Marketing is Business ( Walter E. [...]
[...] Graph Men are explorers whereas women love samples Interpretation The female folk are drawn towards the event because they love samples which was confirmed when 68% out of the female respondents gave the same reply where as the male counter part are more interested in exploring the product inside out. Graph Create events for right ages Interpretation Fun and free best describes the motivation of younger event attendees while education and interaction are what the older crowd is looking for. [...]
[...] Then its value as a sponsorship property will drop There is no consistency of operations and quality of events on the part of event management firms. Event marketing firms in at times are very unprofessional and lack integrated marketing expertise Situation analysis and TOMA effect which are done by advertising agencies is not done by event marketing agencies Event marketing firms do not have retained accounts as advertising agencies They also provide poor services as compared to advertising agencies. Hence corporate prefer to give their accounts for event marketing also to their own advertising agencies. [...]
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