Marketing, advertising and publicity :: EVENT MANAGEMENT – A KEY ASPECT OF SUCCESS part 5

The marketing project of the event must be dominated by the desire to market the event to all necessary parties – spectators and participants, sponsors, media, VIPs, staff, advertisers and the public.

Marketing can be seen as a function of event management that can keep in touch the event’s participants and visitors, read their needs and motivations, develop products that meet these needs, and build a communication program which express the event’s purpose and objectives.

The fundamental principle is that the customer is all important. The key to achieving organizational goals consists of determining the needs and wants of the target markets and delivering the desired effectively and efficiently.

The communicating part of the marketing is the promotion of the cultural event – how can it be brought to the attention of the public and prospective participants, and consequently, result in success. Many aspects should here be considered and taken into account – image, advertising, media, public relations, selling, souvenirs, merchandising and publicity.

Well-targeted, cost-effective advertising can make the difference between failure and success. But most advertising is expensive, so it has to be done with specific objectives in mind and at a level which suits the event.

A successful advertising campaign has several key features - promoting awareness of the event, passing on knowledge of relevant event details, encouraging the desire to participate or attend the event, promoting the conviction that the event is worthwhile and interesting etc.

Internet is an important way of obtaining a significant amount of publicity relatively cheaply and easily. Also, it is often possible to get low-key sponsorships from bus companies or billboard firms. Local press and radio advertising is not cheap, but is not as expensive as television advertising.

However, both can be very effective in reaching mass audience. Cost is obviously a determining factor but the chosen media should also reflect the target audience. Certain newspapers are read by certain groups and local commercial radio often has close contact with the younger audience. Targeted advertising is necessary and should prove effective.

Media relations and publicity should be given a lot of attention. A well-planned publicity campaign should run alongside any advertising campaign. Ideally it should be spread over a period of months. Early warning allows potential participants and audience to book the event and prevents potential clashes with other rival events. Some publicity will have to be paid for, but there are ways of obtaining a good deal for little or no cost, especially for smaller events.

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https://steemit.com/event/@tejma/key-steps-to-a-successful-local-community-cultural-event-event-management-a-key-aspect-of-success-part-1 - Link to EVENT MANAGEMENT – A KEY ASPECT OF SUCCESS part 1

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