Event Management &
Marketing
Concept of Market in Events
Events have two distinct types of customers
RGC
(Money)
ClientsInstitutions,
Corporate
houses, Media
Houses etc
TG-Ticket
Purchasers
4/13/2015
NRGC
(WOM)
•Influencers(Business Persons,
Ambassadors etc)
•Ad agencies
•Regulatory BodiesCultural
Affairs Ministry
STP of the Events

Success of the events
depends on the right-fit
of the TG
Event
Market
& Concept
Client

To attain the right-fit a
thorough
Segmentation-TargetPositioning analysis is
the oxygen
4/13/2015
TG
Elements of EM Planning
4/13/2015
Segmentation-What & Why

A large identifiable
group of customers
within a market is
market segmentation

It is based on
demographic,psycho
graphic,demographic
,geographic &
economic traits
4/13/2015
Demarcates
a mass event
to
Individual /
customized
event
Identifies a
Synergy b/w
C-C-A
To ensure
C-C-A-Fit
Defines which
Clients to
Approach,
category,
Variation etc
Why we
Need mkt
segmentation
To
strategize
Streamlined
Point blank
communication
It helps to
Chose
Niche area
Or segment
(Miss World)
Helps to
Understand
The TG &
Client,
To serve them
better
Targeting-What & Why

A particular segment of the market
Influence reach &
interaction
Helps to develop
Core competence in one or more
Specialty event
organizer
Why
4/13/2015
Positioning & Event Property





The share-of-mind
A brand in marketing parlance is
termed as “Event Property” in
event marketing
“Event Property” is a characteristic
which belongs to PEO, that cannot
be stolen or copied by competitors
For example-Miss India is the
event property of Femina,part of
TOI, own the event and the
property.,irrescpective of
contestants, judges, venues,
clients etc.
Event property helps to pre-plan
the event
4/13/2015


The challenge is retaining
the event property with
the augmentation of the
competition
Bringing value, threading
the property to the event
brings in lot of exclusivity
What will we discuss today

Concept of Pricing

Dissecting the core Elements
of Pricing
4/13/2015
The Concept of Pricing




Since, most of the
times, events are
custom built, Pricing is
plays a very vital role
Pricing is an art
Pricing is a process
A strategic approach
and sound acumen in
pricing takes the event
to greater heights
4/13/2015
Usage
Of
technology
In tandem
With
Objectives
Room
for
Negotiation
&
Discounting
Risk
taking
Role of
Pricing
Assessment
Of
Overheads
In line with
Mktg/
Business
strategy
In tune with
Local
Laws &
Regularities
Market
Feedback
Pricing in practice
Risk Taking
Fully
sponsored
Events has
Least risk
Partially
sponsored
& Ticketed is
medium
risk
Research
Of end
consumers
Sound
Bytes
Fully ticketed
events
Is high risk
Mkt
Feedback
Sales force,
New
employees,
Govt
Number
Thinking
No
Fake
discounts
Negotiation
&
Discounts
Drawing
A
line
4/13/2015
Limitations
Of creative
Concepts &
intricacies
Research
On
competition
Friendly
Customers
on
past pricing
Pricing Checklist
Value
EconomicsSiz e
Of the Mkt
Networking to
even
the cost
Strategic
Planning
and
development
To mitigate
risk
Pricing
Checklist
DiscountingBlock, early birds,
Less capacity,
Long weekends.
(Positive Influence)
ROI
MR to
augment
Pricing
4/13/2015
FinanceCash Flow
Supply and
Demand
Thanks
You have great weekend !!!!!!!!!!!