Handout 5 Flashcards
is a management process responsible for identifying, anticipating, and satisfying customers’ requirements efficiently and profitably.
Marketing
is the process of defining exactly who the target market is, by monitoring consumer buying behavior across multiple platforms.
Audience profiling
These are the vital statistics of a specific population.
Demographics.
These are the personality traits of the target audience.
Psychographics.
Each stakeholder will have something they hope to attain by participating in the meeting, conference, or event.
Desired outcomes.
is a marketing term used to describe the development of consumer interests into products or services of a business.
Lead generation
What kind of event is being planned? What is being marketed or sold? What is the end benefit to the people who will attend the event?
Product
Where will the event take place? What is the location? Where is it being held?
Place
What are the best methods of communication to reach the intended audience? Event organizations typically use advertising
Promotion
What are the financial demographics of the target audience? What is the ideal ticket or registration pricing?
Price
Event marketing relies on the proper positioning of the product.
Positioning
“Five Ps.”
Product
Place
Promotion
Price
Positioning
In this case, it does not refer to the target audience, but rather to the team who will actually implement the marketing plan and produce the event.
People
This refers to the development of a marketing plan and careful examination of the effectiveness of the communication to the audience.
Process
By focusing on how the event fulfills the audience’s needs and why the consumer should want to be there, the event organizations have better success at gaining interest in the event.
Consumer
In deciding on a price to set for the event fee, the organizing team needs to consider both the income needed to produce the event and the attendee’s perception of the value of the event.
Cost
Not only is this method important for the intended audience, but the way in which things are communicated is also important.
Communication:
This refers to considering how easy it is to register for the event and how suitable it is for the audience to attend.
Convenience:
Before the Internet,it was the preferred marketing technique for promoting attendance at events. This included sending materials directly to an individual through the postal service.
Mail.
The cost-effectiveness and ability to reach a wide audience makes this type of marketing very appealing; it has become the more predominant technique for direct marketing of events.
which involves having several volunteers divide up a phone list to make direct phone calls to lists of contact names.
telephone tree
helps callers use compelling language that will resonate with the potential guests. It also functions as a sales pitch to help those making phone calls to remember all of the critical details such as date, location, time, and how to get tickets, to name a few.
phone script
exchange for a service that the event organizers can provide. For example, an event head overall chairperson for a large exhibition might trade exhibit space to a publishing company in exchange for an advertisement in their publication.
trade-out advertising
also known as word-of-mouth marketing, is promotion using non-traditional and innovative means. It also involves indirect communication about the event to create a marketing buzz
Indirect marketing
