Marketing Flashcards
Why is event marketing important?
It helps to attract an audience, without which any event will turn out to be a nonevent.
What factors influence audience decisions about attending an event?
Cost and efforts to attend.
What is essential for anyone planning and promoting an event?
Understanding the decision-making process of the audience.
What makes marketing an event more difficult?
It is far more difficult to market something that the customer cannot take home or physically consume.
What is a key characteristic of events in terms of marketing?
An event is highly perishable.
List the three features of service marketing.
- Intangibility
- Inseparability
- Variability
What should be established when marketing an event?
The features of the product.
What do attendees generally see an event as?
A package of benefits.
What are potential benefits of attending an event? (List at least three)
- A novel experience
- Entertainment
- A learning experience
- An opportunity to meet others
- Dining & drinking
- A chance to see something unique
- An inexpensive way to get out of the house
What is a market segment?
The process of analyzing your customers in groups.
Why is it essential to analyze the different motivations of the event audience?
To determine a profile for each of these groups.
What example needs may attendees have? (List at least three)
- Food and drink
- Quiet areas
- Bathroom facilities
- Safety measures
What factors can impact consumer decisions to attend an event?
- Competitive pressure
- Motivation
- Timing
What is often true about the decision to attend an event?
It is often impulsive and made on the day of the event.
What needs to be finalized long before an event?
Plans for price, brochures, and advertising.
What must organizers demonstrate when promoting an event?
The difference between the event and other related leisure options.
What is important in the packaging for effective communication?
The combination of text and images requires a lot of creative effort.
What are some forms of promotion for an event? (List at least three)
- Brochures
- Posters
- Banners
- Internet ads
- News
- Radio
- TV
- Press release
What is necessary for evaluating marketing efforts?
The effectiveness of all promotional efforts needs to be carefully monitored.
At what stages can research be conducted for evaluating an event?
- Prior to the event
- During the event
- After the event
What types of research can be conducted for event evaluation?
- Qualitative
- Quantitative
What elements should be analyzed in the marketing mix?
- Product/service
- Price
- Place
- Promotion
What does ‘product/service’ in the marketing mix refer to?
Event venue, quality food, quality entertainment, cleanliness of venue.
What does ‘price’ in the marketing mix encompass?
Cost of ticket, cost of travel, time taken to travel, other inconveniences.
What does ‘place’ in the marketing mix include?
- Ticket sellers
- Tour wholesalers
- Tourist information offices
- Venue
What does ‘promotion’ in the marketing mix involve?
- Advertising
- Public relations
- Sales promotion
What is sponsorship in the context of event marketing?
One of the most common funding sources for staging an event.
What questions should be asked before seeking sponsorship? (List at least three)
- What are the benefits?
- How long will the association last?
- How much exposure will the sponsor achieve?
- Will the sponsorship be exclusive?
- Is there compatibility?
- Will there be ambush marketing?
